McKesson Compile Healthcare Analytics

Client Background

McKesson Compile provides analytics-ready healthcare data (provider reference, patient claims both open and closed, hierarchy/affiliations, etc.) to life sciences companies. Their products serve use cases like HCP targeting, KOL identification, patient journey analytics, market access, and sales operations. The data is processed: normalized, deduped, enriched, with fast provisioning.  

The Challenge

When I started with Compile:

• There was no strong marketing engine — no consistent content, weak visibility.
• Messaging was not fully aligned with the data product’s strengths: fidelity (claims + provider affiliations), speed (turnaround), breadth (open + closed claims), use cases.
• The website was functional but needed clearer use-case stories, higher authority content (guides, case studies) and stronger digital presence (LinkedIn).
• The sales team lacked robust follow-ups, event strategy, outbound & inbound balancing.

Goals

• Define product positioning and messaging that reflects the high fidelity, real-world analytics, strong claims data, quick access, payer coverage, provider affiliations.
• Build a website that shows use cases, product features (Provider 360, Open Claims, etc.), guides, case studies.
• Generate leads via email, LinkedIn, content, events.
• Build credibility with pharma stakeholders via events + reviews + thought leadership.

Strategy & Process

Phase 1: Messaging & Positioning

• Workshops with founders and domain experts to map product strengths to pharma/commercial buyer pain points (e.g., missing data, slow datasets, unclear affiliations, difficulty tracking patient journey, etc.).
• Developed messaging with proof points: “6.8M+ HCPs”, “300M+ patients”, “claims open & closed”, “proprietary affiliations/hierarchy data”, “48-hour provisioning”, “in-house analytics support”.  

Phase 2: Website / Content Build

• Built out new website sections: Use Cases (HCP Targeting, KOLs, Market Access), Resources (Case Studies, Research, Guides), Data Products (ReadyData, etc.).
• Produced guides (e.g. “How to use Complete Claims Data for Commercial Launch”) and case studies pulling from existing customer examples.
• Ensured the messaging (website, case studies, resource content) mirrors LinkedIn content and broader market expectations.

Phase 3: Demand Gen + Sales Enablement + Events

• Set up outbound email campaigns via HubSpot to lists of pharma/commercial teams, sharing high-value content weekly.
• Grew LinkedIn following aggressively by posting resource content, thought leadership, data product announcements.
• Supported sales team in defining and executing follow-ups: event content, nurturing event leads.
• Planned participation in major healthcare / pharma / life sciences events; created event collateral; followed up with leads post-event.

Execution Highlights

• Release of Multi-Payer Complete Claims ReadyData with strong statistics (patient lives, payer coverage, etc) served as a content anchor.  
• Website showed improved use case clarity (via pages like Insights & Analytics, Use Cases, Data Products).  
• LinkedIn content aligned closely: guides, data news, product announcements, industry commentary.
• Events added legitimacy and provided warm leads.

Results & Outcomes

• Over 150 qualified leads from outbound/content/event/demand gen in first 3 months.
• LinkedIn following soared from under 100 → ~3,000 in first 4 months, and up to ~9,700+ later.  
• Several leads from event participation converted to real revenue opportunities.
• Strong content & event assets helped build brand authority among pharma decision makers.
• The combination of content, leads, events, brand, and product strength helped position Compile for acquisition by McKesson.

Key Takeaways

• For sophisticated B2B data products (especially in healthcare), data quality, speed, and completeness are critical differentiators.
• Marketing must clearly articulate these differentiators (claims vs open data; provider affiliations; closed claims; normalized/enhanced data) using proof points.
• Content, events, and sales enablement are not optional — they compound credibility, lead generation, and pipeline.
• Early wins (leads and followers) help build downstream momentum and valuations.

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