Adopting Modular Content in Pharma: A Case Study of Merck
Applicable Functions
- Product Research & Development
About The Customer
Merck is a global healthcare company that specializes in prescription medicines, vaccines, biologic therapies, and animal health products. The company is committed to improving health and well-being around the world. From developing new therapies that treat and prevent disease to helping people in need, Merck is driven by a mission to discover, develop and provide innovative products and services that save and improve lives. The company's decision to adopt a modular content approach was driven by the need for a more sustainable, efficient, and cost-effective content creation process.
The Challenge
Merck, a leading pharmaceutical company, was facing challenges with its traditional content creation process. The company was creating individual content assets from scratch, a method that was becoming increasingly unsustainable due to the changing dynamics of the industry. The process was not only time-consuming but also lacked efficiency and consistency. The company was also struggling with the high costs associated with creating new content for each campaign, especially for email campaigns. The need for a more sustainable, efficient, and cost-effective content creation process was evident.
The Solution
Merck decided to adopt a modular content approach, a method that allows for the creation, review, and approval of content in a more streamlined and efficient manner. The company integrated standardized technology with Veeva Vault PromoMats to simplify the process for both internal users and external creative agencies. The modular content approach involved creating 'Story Cards', atomic-level components expressing a single idea, which could be reused across different campaigns. This approach not only expedited the review process but also ensured brand consistency. Additionally, Merck developed a proprietary tool to track content reuse, savings, click-throughs, email opens, and more, providing valuable data to further optimize their content strategy.
Operational Impact
Quantitative Benefit
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