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Case Study: McKesson HBOC

The Message.

One Company, One Message.

HBOC, the foremost healthcare IS provider, had an identity

problem—too many messages thanks to a series of acquisitions.

Competitors used HBOC’s fragmented messaging to cloud its

positioning—and question its direction. CMD responded with a

clean design that spoke to a C-suite audience, reinforcing key

company messages by using them as visual design elements.

The minimalist design outlines a simple, five-point story—a story

employees from the mailroom to the executive suite can

understand and tell. It’s design with a message—a clear one.

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