Situation

Merck wanted to reaffirm their position as a leader in the healthcare, life science and pharmaceutical marketplace, following research that suggested their prominence would decline unless they were able to engage with the new generation of healthcare professionals. Facing up to the new insight and the threat of new competitor product launches, they had to take action to maintain their market share, preserve brand awareness and ultimately drive sales. Merck came to us for a commercial content strategy with a focus on their fertility research.

 

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Solution

In order to strengthen our client’s positioning as a leader company in fertilisation technology, we developed a content strategy with a commercial purpose, but with the accuracy and objectivity a piece of scientific and rigorous content requires. We interviewed several prominent figures in the field and our post-doctoral researchers and medical content experts produced a series of whitepapers, videos and infographics to build an impactful media mix. Focusing on a range of contemporary fertility treatment issues, we helped our client showcase their market-leading approach to drug programs, patient care and clinical best practice.

Outcome

Alongside whitepapers, infographics and videos, our partnership also included services for whitepaper design, UX and web design, and distribution planning for channels such as social media, and email newsletter.

Objective

Brand Awareness, maintenance of market share, drive sales and position themselves against competitors as a key thought-leader in the industry

Audience

B2B - healthcare professionals

Category

Pharmaceuticals, healthcare

Solutions

Content Marketing Strategy, Editorial, Videos, Infographics