Merck
The Prognosis
From Desktop Reference to Digital Revolution
The Merck Manuals always had a powerful story to tell.
It’s been around for more than a century. It kept people alive on the first-ever expedition to Antarctica. More than 300 leading physicians contribute to every edition. But to stay relevant, the long-time desktop reference guide needed a digital presence.
Brand Story, Video, Event Marketing, Podcasts, Infographics, Ad Campaigns, Articles, Media Placements, SEO
The Diagnosis
Transforming a Re-launch into a Movement
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 movement — Merck Manuals Global Medical Knowledge 2020.
The mission is simple: Make the best medical information accessible to 3 billion patients and professionals on seven contents.
The Treatment
Breathing New Life into Brand Purpose
We brought The Merck Manuals’ new mission to life through a new logo, anthem video, website and interactive launch event.
We’ve sustained media interest and measurable success through a robust and expanding content campaign including insightful and engaging editorials from leading Merck Manuals authors, media-ready and easily digestible infographics and videos, and surprising and myth-shattering podcasts. We introduced the Merck Manuals to new audiences through exciting, interactive events for family physicians, nurse practitioners, medical students and veterinarians.
“Year after year, the Merck Manuals gives us a chance to think big about the best way to tell the story of Global Medical Knowledge. From editorials to podcasts to virtual trade shows, it’s one client that constantly empowers us to develop new tactics to deliver on a sound strategy.”
Jason Rocker
Principal, Braithwaite Communications
Healthy Outcome
New Levels of Trust and Engagement
The response has been immediate and long-lasting with increased media hits, more social engagement and more web traffic.
“While other medical resources have switched to ad-driven models that prioritize clicks over care, we’ve helped the Merck Manuals remain top of mind for medical consumers through meaningful content and consistent media coverage where it matters most.”
Hugh Braithwaite
CEO, Braithwaite Communications
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