Objective: Enhancing Patient Engagement and Trust Through Digital Innovation
The MerckEngage Health Partnership Program was strategically designed to drive:
- New patient starts on Merck products.
- Increased patient and HCP loyalty by reinforcing Merck’s commitment to the new commercial model.
- Rebuilding trust and delivering tangible value to patients, healthcare professionals (HCPs), and caregivers.
This initiative aimed to create a robust multichannel program grounded in behavioral science, designed to support patients at every step of their health journey.
Challenge: Modernizing Patient Engagement with Digital-First Solutions
The project addressed the following challenges:
- Delivering tailored educational support and condition-specific information across multiple channels.
- Providing HCPs with tools to remain connected to patient progress while offering caregiver support.
- Building a seamless, user-friendly experience that rebuilt trust and loyalty towards the Merck brand.
- Addressing diverse patient needs through multicultural and multilingual support.
Solution: A Multichannel Health Engagement Platform Rooted in UX Excellence
1. Digital Strategy and User Experience Design
- Approach: Developed and executed a comprehensive digital strategy for the MerckEngage website and mobile application to provide an intuitive, user-centric experience.
- Outcome: Attracted over 1 million visitors in the first year following its national rollout.
2. Multichannel Communication and Personalization
- Approach: Created tailored experiences with over 1,000 pages of educational content, tools, and resources. Designed condition-specific information, lifestyle support, and wellness tools across online, mobile, print, and phone channels.
- Outcome: Ensured behavioral science-based personalization with practical tools that drove engagement and trust.
3. Health Partnership Approach
- Approach: Developed features like HCP progress reports and caregiver resources to provide ongoing condition monitoring and support. Designed easy-to-use, relevant tips and tools to address patient and caregiver needs.
- Outcome: Strengthened connections between patients, caregivers, and HCPs, promoting long-term loyalty to Merck’s commitment to health outcomes.
4. Rigorous Market Testing and Optimization
- Approach: Conducted over 100 competitive evaluations to identify opportunities and mitigate market threats. Worked with external agencies, such as Forrester, to perform heuristic evaluations and optimize the user experience.
- Outcome: Leveraged insights to refine features and improve usability through iterative testing and baseline assessments.
5. Creative Direction and Innovation
- Approach: Led initiatives as Creative Director, overseeing UI design, content strategy, and writing efforts to maintain a cohesive, engaging brand identity.
- Outcome: Established award-winning interactive designs and functionality that elevated the MerckEngage program to industry leadership.
Achievements and Awards
- Recognized with industry accolades, including:
- MM&M Award for Best Online Patient Relationship/Support Program.
- Best Interactive Initiative for Consumers.
- Successfully onboarded over 1 million visitors through digital and mobile platforms post-pilot.
Customer Value
Compelling User Need
The MerckEngage platform addressed critical patient and caregiver needs for condition-specific support, personalized health information, and lifestyle resources, fostering a more engaging, supportive health journey.
Compelling Solution
The multichannel approach delivered an accessible, intuitive platform that empowered patients while strengthening HCP connections and caregiver involvement.
Company Value
Sustainable Competitive Advantage
- Patient Retention: Enhanced trust and engagement through personalized health journeys and HCP support tools.
- Brand Loyalty: Reinforced Merck’s reputation as a trusted health partner, rebuilding brand equity with HCPs and patients.
Path to Future Opportunities
The digital infrastructure and behavioral science-based approach established a foundation for future innovations, such as AI-driven health coaching, enhanced gamification for wellness engagement, and predictive tools for condition management.
‘Wow’ Factor
By combining patient-focused design, behavioral science, and multichannel delivery, the MerckEngage program provided a “best-in-class” experience, fostering loyalty and rebuilding trust in the Merck brand.
Outcome: A Leading Patient Engagement Platform
Through digital strategy, creative innovation, and user-centered design, MerckEngage redefined patient engagement and support. The platform successfully addressed the needs of patients, caregivers, and HCPs while driving loyalty to Merck’s brand. This initiative showcases a seamless integration of technology, behavioral science, and UX excellence to deliver measurable impact and award-winning outcomes.