Profound Marketing Strategy of Cardinal Health – With STP Analysis and Campaigns

Updated on: Oct 28, 2022
marketing strategy of cardinal health - featured image

  Hey there!

My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In our last article, we discussed abound the marketing strategy of UnitedHealthcare. In this article, we are going to elaborate on the marketing strategy of Cardinal Health Inc., an American multinational healthcare services company.

Cardinal Health’s marketing strategy’s story is similar to that of rags to riches. We will see how it encountered various hurdles in its marketing programmes and yet managed to overcome them all and become successful in the end.

Marketing is an essential component of a business that may make or break it. Marketing has migrated to the digital environment along with users from all over the world. Check out IIDE’s Free MasterClass on Digital Marketing 101 by Karan Shah, the CEO and founder of IIDE, if you’re interested in modern digital marketing.

In this article, we’ll go into detail about the marketing strategy of Cardinal Health. Let’s start by studying the company’s history, target market, and online presence before we dive in deep.

Digital Marketing Academic Challenge 2024 - DMAC

About the company

Marketing strategy of cardinal health - logoSource – 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
CMO Kaydee Bridges
Area Served Brazil, Canada, Puerto Rico, USA, Australia, China, India, Japan, Korea, Philippines, Germany, Spain, and UK
Industry Healthcare
Revenue US$162.5 billion (2021)
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).
Tagline We are Essential to Care™


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 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.

  • Wings campaign:

marketing strategy of cardinal health - wings campaign created so that employees could learn about the new brand campaign and unite around the new message of  “Wings”.

  • Essential Insights: Thought Leadership Content Program

marketing strategy of cardinal health - essential insights campaign 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 –

  1. Linkedin: 497K followers
  2. Facebook: 25000 followers
  3. 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

Marketing strategy of cardinal health - ubersuggest seo screenshotSource – UberSuggest

According to SEO analysis, organic keywords around 500 are bad, 1000+ are good and above 10,000 are amazing as you can see 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 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.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique about Cardinal Health Marketing?

For the purpose of creating and implementing a marketing plan specifically for speciality physician practises, infusion facilities, and dialysis clinics, Cardinal Health has maintained a dedicated team.

To produce leads for speciality pharmaceutical distribution, group purchasing organisations (GPOs), and technology solutions, the marketing plan optimises paid, owned, and earned digital channels.

From this blog, it is clear that Cardinal Health was able to grow its audience by 300% only after partnering with and Contently for content marketing. Thus every company needs a digital marketing agency to boost its brand awareness in the market.

 If interested check out IIDE’s online digital marketing course to upskill.

 Examples of Cardinal Health will make this point clear:

Negative Approach –

As Cardinal Health works to address its problems, its ineffective marketing tactics continue to be a major problem. They made attempts to enhance their content but did not do so for their marketing plans.

Every firm needs marketing to function, and in the current environment, the industry is increasingly going digital.

Positive Strategy –

The company has outperformed its rivals in large part due to its investment in sponsored social media promotion. One of the key foundational elements of any organisation is marketing, which is currently undergoing fast transformation.

Learning about the expanding field of digital marketing is crucial given its growing importance.

If you enjoy this kind of in-depth company study, our IIDE Knowledge portal has more enlightening case studies. Thank you for reading, and please feel free to comment below with your opinions on this case study.

Share post via

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts