Cardinal Health was seeking a way to increase engagement in virtual sales demos, which meant capturing the attention and precious time of busy, independent rheumatology clinicians. They designed the Demos & Donuts program to give current and prospective clients an enticing reason to engage—a voucher for donut and coffee delivery while watching the sales webinar. But they needed a marketing campaign to break through the highly cluttered virtual selling environment and combat virtual meeting fatigue. That’s when they came to Lunne.

We developed messaging and visual direction that were on-brand for Cardinal Health yet offered a creative spin that stood out. The centerpiece of the campaign was a donut box direct mail piece that was sent to 200 strategic accounts, offering a whimsical, dimensional design and engaging messaging that teased the webinar content and made registering quick and easy with a QR code. Additional tactics included web graphics, an industry trade e-blast, and paid social posts.