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Merck
Pharmaceuticals
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Raising
Awareness Among Industry Thought Leaders
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Client
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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. |
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Challenges
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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. |
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Strategies
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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.
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Solutions
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Sengen
worked both onsite with Merck Pharmaceuticals and at Sengen headquarters
for a three week engagement, during which Sengen:
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Researched the pharmaceutical market, including competitors, thought
leaders, and the perception of Merck within the medical community. |
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Conducted workshop sessions with Merck team members to identify business
models and practices. |
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Identified technologies that would best enable Merck to extend its
advocate development process online. |
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Created a detailed digital strategy, outlining the objectives, plan,
deliverables, and metrics to be used when measuring success when the
project is implemented. |
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Results
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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.
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