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Merck

Type of Industry:

Pharmaceuticals

Domain

Marketing

Project Overview

Merck's new initiative created a organisation structure with formation of new Digital Engagement Teams (DET) which was tasked with designing and implementing new ways to engage with and increase customer engagements and therefore promote Merck products 

My Role

My Team

UX Strategist

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UX Designer

Marketing Manager

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Web Designer

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Scrum Master

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Content Strategist

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Product Owner

Team Goal

Increase marketing, customer engagement and product visibility for:

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  1. Dulera

  2. Asmanex 

Tools

UserZoom

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Figma

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Miro

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Jira

My UX Process 

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Team Plan

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After brainstorming and strategizing we designed a plan for how we would tackle our problem and reach our goal:

  1. Personas: Conduct user research to create personas

  2. Customer Journey Map: Use previous data to plan out the customer journey map that informs us how customer think feel and want at each phase of the journey and touchpoint

  3. Customer Experience Plan: Our proposed content release and interaction plan with customers 

  4. Message Map: Content strategy based on marketing funnel

  5. Campaign: Putting the entire marketing plan together

Personas

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  • I worked with the brand team to select user panel

  • We conducted research using focus groups, one on one interview and surveys

  • We used the personas as a tool to know what the current state of customer engagement is and how well the products are doing in the market

  • We also used personas as a way to gauge customer behavior, habits, pain points and goals

Message Map

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Strategy

We categorised content based on 3 main funnel phases :

  1. Awareness: Indication Awareness, Risk Awareness

  2. Consideration: Efficacy, Coverage, Acceptance 

  3. Vaccine Discussion: Vaccine Discussion

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This would be the framework around which we would build our content for emails, digital banners,  etc

Marketing Campaign Strategy

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Strategy

Based on data analytics and personas, we created a marketing campaign strategy, that inlcudes :

Email Template and Content

Banner Ads

Microsites

Other digital touchpoints

Timeline

We planned an timeline of when we send out the campaign engagement content to the customers based on data analytics and personas and customer journey map 

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