Braithwaite Communications
Story-Driven Philadelphia Marketing Agency
Jason Rocker, President
Brand Story
Video
Event Marketing
Thought Leadership
Media Placements
Podcasts
Infographics
Ad Campaigns
SEO
Social Media Campaigns
Social Media Strategy
Double- and triple-digit growth in traffic to the Merck Manuals website, social accounts and podcast platforms
Dozens of physician subject matter experts engaged
Hundreds of top-tier media placements
97% growth in organic listens
1,500% increase in YouTube views per episode
Double-digit engagement rates for social campaigns and infographics
The Merck Manuals is one of the world’s most widely used medical resources for professionals and consumers. It’s always had a powerful story to tell. After more than a century, the long-time desktop reference guide needed a digital presence.
We turned the Merck Manuals’ digital launch into a medical knowledge mandate. Through brand analysis, deep industry research and smart surveys, we created a powerful brand story.
The mission is simple: Make the best medical information accessible to 3 billion patients and professionals on seven continents.
What could have been a simple announcement (“Merck Manuals Launches Apps”) became a global movement that strengthened awareness and affinity with key audiences – particularly physicians and patients.
We’ve continued to bring that brand story to life through new campaigns, including the Manuals’ 125th anniversary and creating a robust tradeshow presence.
Since that brand transformation, we’ve partnered with the Manuals on a robust thought leadership initiative. Through in-depth conversations with subject matter experts and content development, we’ve positioned the Manuals and its physician and veterinary authors as the preeminent experts on medical knowledge and the most pressing medical topics facing patients and healthcare consumers. We leverage our thought leadership content across channels through earned media as well as social media campaigns and graphics.
We expanded our content marketing work with the Manuals to include podcasts focused on debunking medical myths. On each episode, we give patients and caretakers the info they need to improve their health through an engaging conversation. We do the heavy lifting of developing, producing and publishing each episode – one of our own team members is even the host. We also develop a YouTube video of each episodes, increasing discoverability and engagement among new audiences.
As more and more people rely on social media for information, we’ve enhanced the Manuals’ presence on its social channels with dedicated content campaigns that educate and energize audiences to take the right steps to stay healthy. Our campaigns are smart, snappy and sharable – spreading meaningful information and exposing more people to the Manuals’ brand.
