Brand Stewardship
Creative point for product at the end of US patent expire.
This product family is about lowering hypertension. It's about breaking through leveling-off barriers to get blood pressure lower with the ability for doctors to titrate up to the next product or formulation dose. I was the creative point for this family of products in the last push of its marketing efforts in the US. These products were well known with the audience, so the marketing efforts pushed toward savings. Savings booth Now and Later with benefits for patients and the health care practice. The following is the cover and inside spread of a printed detail aid used by Merck sales representatives.
On the health care physician website, a sub-website was established. The sub-site was to catch banner advertising and direct mail traffic. The HCP product site took on some cosmetic changes for constant look and branding. The main home page had 3 rotating features; efficacy, patient education, and the going generic message which took you to the sub site as well. The generic messages and numerous offerings and ideas were worked out in market research testing. As the Merck creative lead, I worked hand in hand with DraftFCB, my Merck promotion colleges, and the Merck marketing team. I created market research stimuli and designed print materials. As the brand steward I provided guidance and leadership to the agency, and over saw the total marketing efforts across channels.
