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Home > Client Results > Case Studies > Merck Pharmaceuticals
Merck Pharmaceuticals 
- Raising Awareness Among Industry Thought Leaders 
Client
Merck Pharmaceuticals is the second largest R&D pharmaceutical in the world, discovering, developing, manufacturing and marketing a broad range of innovative products to improve human health.
Challenges
Develop a digital strategy that enhances Merck's "advocate development" process - a method of raising awareness of Merck's products and research among a target list of 3,000 leading U.S. medical professionals. These thought leaders greatly influence the medical community's perception of the benefits and efficacy of Merck's human health products.
Strategies
Sengen detailed the creation of a Web-based, members-only research and communication tool for the thought leader community, enhancing the efficiency and effectiveness of the existing "advocate development" process. This online community provides the thought leaders with access to research information, collaboration tools, recognition, research funding, opportunities for professional development, and 24-hour support from Merck "Scientific Liaisons." Merck's "Scientific Liaisons" are professional scientists and researchers who are responsible for increasing awareness of Merck's research and products among the thought leaders to whom they are assigned.
Solutions
Sengen worked both onsite with Merck Pharmaceuticals and at Sengen headquarters for a three week engagement, during which Sengen:

 

  • Researched the pharmaceutical market, including competitors, thought leaders, and the perception of Merck within the medical community.
  • Conducted workshop sessions with Merck team members to identify business models and practices.
  • Identified technologies that would best enable Merck to extend its advocate development process online.
  • Created a detailed digital strategy, outlining the objectives, plan, deliverables, and metrics to be used when measuring success when the project is implemented.
Results
Merck is able to confidently embark on a programmed course to implement a successful online community that will raise and maintain awareness of Merck's research and products among the most influential members of the medical community.