FedEx Healthcare (B2B)

TASK: Launch FedEx’s new “temperature control” offering in a category dominated by a single competitor for 30+ years
STRATEGY: Seed product to key category influencers and differentiate FedEx through the lens of shared values

PROBLEM: A lack of options has led healthcare manufacturers to feel handcuffed to their existing supplier
TRUTH: Healthcare manufacturers are “back office” people, but see their role as providing “front of house” care for patients
PROPOSITION: At FedEx, we deliver care

RESULTS:
• +30% above-forecast lead generation efficiency