About the company
Source – Medical Product Outsourcing
Cardinal Health, A Fortune 500 firm, is the 14th highest revenue-generating company in the United States. It competes in a number of very competitive areas, including the distribution of medicines and medical products and the production of surgical gloves and other medical and surgical supplies.
American healthcare provider Cardinal Health Inc. was established in 1971 and is headquartered in Dublin, Ohio. The pharmaceutical and biotechnology sectors are where the healthcare company operates. The distribution of pharmaceuticals and healthcare products is an area of expertise for Cardinal Health.
Rethinking its content distribution methodology enabled Cardinal Health to take its content marketing programme to the next level. Already, Cardinal Health has some excellent content. Just how to ensure the proper individuals found the brand was up to the brand to choose.
Quick Stats
CEO | Mike Kaufmann |
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CMO | Kaydee Bridges |
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Area Served | Brazil, Canada, Puerto Rico, USA, Australia, China, India, Japan, Korea, Philippines, Germany, Spain, and UK |
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Industry | Healthcare |
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Revenue | US$162.5 billion (2021) |
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Vision | To be the premier global healthcare company as recognized by current and potential customers, employees and shareholders. diversity, inclusion and access are essential elements of that vision and are reflected in our EPPIC core values (Ethical, People-driven, Performance-driven, Innovative and Collaborative). |
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Tagline | We are Essential to Care™ |
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Marketing Strategy of Cardinal Health
In the Marketing Strategy of Cardinal Health, let’s start with the STP Analysis.
Segmentation, Targeting, and Positioning
Segmentation: Services for pharmaceutical distribution.
Target Market: Hospitals, Pharmacies, and Ambulatory service providers.
Positioning: Cardinal Health serves as the backbone of the healthcare system, providing distribution services to pharmacies, hospitals, and ambulatory units so that they can focus on offering their patients the best possible treatment.
Marketing Campaigns
Cardinal Health had never run a significant advertising campaign before partnering with acluft.com. The main issue for the brand was that, although providing services across the entire healthcare continuum, it was still seen as solely a logistics supplier.

acluft.com created IAm.CardinalHealth.com so that employees could learn about the new brand campaign and unite around the new message of “Wings”.
- Essential Insights: Thought Leadership Content Program

acluft.com proposed and created a new thought leadership content campaign called “Essential Insights” to increase Cardinal Health’s industry-leading reputation.
Social Media Marketing
The company has its presence on –
- Linkedin: 497K followers
- Facebook: 25000 followers
- Twitter: 17.4K followers
Cardinal Health is the most followed on Linkedin. The company uploads videos having promotional, informational, and product launches based content.
SEO Strategies
Source – UberSuggest
According to SEO analysis, organic keywords around 500 are bad, 1000+ are good and above 10,000 are amazing as you can see cardinalhealth.com has 222,945 which is great. It also has 1M+ monthly traffic which is impressive as monthly visits above 20,000 are considered good.
Influencer Marketing
This company has never implemented any influencer marketing strategy until now.
E-Commerce Strategies
In March 2018, Cardinal Health Market, the new eCommerce website was introduced to a select set of users. As of March 2019, 20,000 of the 27,500 external customers (or 73%) used Cardinal Health Market entirely for their eCommerce needs.
Additionally, the Cardinal Health sales team actively encouraged customers to visit the new eCommerce website. The videos during the pre-launch activities of Cardinal Health received the best engagement of any Cardinal Health video series to date.
Mobile Apps
Cardinal Health has a mobile app named ‘Cardinal Health at-Home – HHA’
About the app:
We provide comprehensive patient care solutions for Home Health and Hospice organisations by leveraging our understanding of the market, clinical proficiency, and best-in-class supply management. In the end, we enable your organisation to concentrate on what really matters—improving patient care.
Content Marketing Strategies
Cardinal Health had partnered with acluft.com which proposed and created a new thought leadership content campaign called “Essential Insights”. Essential Insight is a digital newsletter from Cardinal Health.
The mission of Essential Insights is to provide articles that offer guidance and suggestions for surviving and thriving in the rapidly evolving healthcare sector. For its paid promotion, Cardinal Health has settled on Facebook and LinkedIn as its main platforms.