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Merck Marketing

To discover and develop innovative solutions that save and improve lives by transforming breakthrough science into global healthcare solutions

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To discover and develop innovative solutions that save and improve lives by transforming breakthrough science into global healthcare solutions

Strengths

  • ONCOLOGY: Keytruda franchise dominates with $25B+ annual revenue
  • PIPELINE: Robust late-stage pipeline with 80+ programs
  • BRAND: Strong trusted reputation among HCPs with 93% recognition
  • DIGITAL: Advanced data analytics platform tracking 150M+ patients
  • FINANCIAL: Strong balance sheet with $14B cash reserves

Weaknesses

  • PORTFOLIO: Over-reliance on Keytruda (40% of total revenue)
  • DIGITAL: Marketing tech stack fragmentation across 12+ systems
  • TALENT: Digital marketing talent gaps in 35% of key positions
  • CONTENT: Slow medical/legal review processes averaging 21 days
  • MEASUREMENT: Inconsistent marketing attribution across channels

Opportunities

  • EXPANSION: Emerging markets potential for 18% growth annually
  • PERSONALIZATION: AI-driven HCP engagement increasing open rates 34%
  • PARTNERSHIPS: Strategic biotech collaborations to access new tech
  • ADVOCACY: Expanding patient advocacy networks in oncology space
  • OMNICHANNEL: Integrated HCP journey optimization across touchpoints

Threats

  • COMPETITION: Biosimilar entries threatening $3.8B in revenue
  • REGULATORY: Increasing global pricing pressures in key markets
  • PIPELINE: Competitor innovations in adjacent therapeutic areas
  • REPUTATION: Rising scrutiny of pharma pricing and access issues
  • DIGITAL: Evolving privacy regulations limiting data utilization

Key Priorities

  • KEYTRUDA: Diversify marketing strategy beyond Keytruda franchise
  • DIGITAL: Accelerate omnichannel marketing transformation
  • PERSONALIZATION: Enhance AI-driven HCP engagement capabilities
  • TALENT: Address critical digital marketing capability gaps
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To discover and develop innovative solutions that save and improve lives by transforming breakthrough science into global healthcare solutions

BEYOND KEYTRUDA

Diversify our marketing portfolio beyond flagship product

  • PIPELINE: Launch integrated awareness campaign for 3 late-stage assets reaching 85% of target HCPs
  • CONTENT: Develop therapeutic area thought leadership in 2 emerging spaces with 30+ expert publications
  • EXPANSION: Increase marketing investment in non-oncology portfolio by 30% with positive ROI tracking
  • MEASUREMENT: Implement balanced scorecard across portfolio reducing Keytruda marketing dependency by 15%
DIGITAL REVOLUTION

Transform into a data-driven marketing powerhouse

  • PLATFORM: Deploy unified marketing technology stack consolidating 12 systems to 4 core platforms
  • INTEGRATION: Create single customer view by connecting 8 data sources for 90% of top-tier HCPs
  • AUTOMATION: Implement marketing workflow automation reducing campaign execution time by 40%
  • ANALYTICS: Launch real-time marketing dashboard with comprehensive ROI metrics for all campaigns
AI ENGAGEMENT

Pioneer AI-powered HCP personalization at scale

  • TARGETING: Deploy ML-based next-best-action engine increasing HCP engagement rates by 35%
  • CONTENT: Scale AI content generation platform producing 60% of modular content components
  • INSIGHTS: Implement NLP analysis of 100K+ HCP interactions to identify unmet information needs
  • TESTING: Establish continuous optimization program improving content effectiveness by 25%
TALENT TRANSFORMATION

Build the life sciences marketing team of the future

  • UPSKILLING: Train 80% of marketers on digital/data skills with certification completion
  • RECRUITMENT: Fill 90% of critical digital marketing roles with top-tier talent by Q3
  • STRUCTURE: Reorganize marketing teams into agile squads improving campaign velocity by 30%
  • CULTURE: Achieve 85% employee satisfaction score in quarterly marketing org pulse surveys
METRICS
  • Oncology market share growth: 28% by Q4 2025 (from 24% current)
  • HCP engagement score: Increase from 72 to 85 across digital channels
  • Marketing ROI: Improve from 4.2:1 to 5.5:1 across entire portfolio
VALUES
  • Patients First
  • Respect for People
  • Ethics & Integrity
  • Innovation & Scientific Excellence
  • Results-Driven Accountability
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Align the learnings

Merck Marketing Retrospective

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To discover and develop innovative solutions that save and improve lives by transforming breakthrough science into global healthcare solutions

What Went Well

  • KEYTRUDA: Exceeded revenue targets with 18% YoY growth to $6.3B quarterly
  • VACCINES: Gardasil franchise delivered strong performance at $2.1B quarterly
  • DIGITAL: HCP engagement platform achieved 42% increase in active users YoY
  • PARTNERSHIPS: Successful integration of Acceleron acquisition into portfolio

Not So Well

  • PIPELINE: Two late-stage clinical trials missed primary endpoints in Q1 2025
  • COMMERCIAL: Hospital products division underperformed by 12% against targets
  • MESSAGING: Key product launch messaging failed to differentiate effectively
  • COMPLIANCE: Delays in approvals created bottlenecks in campaign deployment

Learnings

  • INTEGRATION: Cross-functional collaboration critical to campaign effectiveness
  • AGILITY: Need for faster adaptation to competitive market developments
  • MEASUREMENT: Attribution models require standardization across business units
  • EFFICIENCY: Current marketing operations too complex with redundant processes

Action Items

  • DIGITAL: Implement omnichannel campaign management platform by end of Q3 2025
  • TALENT: Launch digital marketing upskilling program for 500+ team members
  • ANALYTICS: Consolidate marketing analytics into unified dashboard by Q2 end
  • CONTENT: Streamline medical review process to reduce approval time by 40%
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To discover and develop innovative solutions that save and improve lives by transforming breakthrough science into global healthcare solutions

Strengths

  • DATA: Extensive proprietary clinical data assets across 500k+ trials
  • INVESTMENT: $250M annual digital/AI transformation budget
  • TALENT: Strong data science leadership team from tech industry
  • INFRASTRUCTURE: Modern cloud architecture supporting AI workloads
  • ADOPTION: 40% of marketing teams using AI tools for content creation

Weaknesses

  • INTEGRATION: Data silos preventing unified customer insights
  • GOVERNANCE: Inconsistent AI ethics and governance frameworks
  • SCALE: Limited deployment of successful AI pilots enterprise-wide
  • SKILLS: Only 22% of marketers trained on AI tools and applications
  • LEGACY: Outdated systems requiring costly integration with AI tools

Opportunities

  • PERSONALIZATION: AI-powered content customization for HCP segments
  • PREDICTION: ML models forecasting treatment adoption patterns
  • EFFICIENCY: Automating 40% of routine marketing operations tasks
  • INSIGHTS: Real-time market intelligence through NLP of field data
  • OPTIMIZATION: ML-driven channel and budget allocation models

Threats

  • COMPETITORS: Pharma rivals investing 3x more in AI marketing
  • REGULATION: Evolving global AI governance limiting applications
  • PRIVACY: Increasing data protection laws restricting analytics
  • TALENT: Tech companies poaching top AI marketing talent
  • TRUST: HCP skepticism of AI-generated content and recommendations

Key Priorities

  • CAPABILITY: Build AI center of excellence for marketing applications
  • TRAINING: Upskill marketing teams on AI tools and applications
  • PERSONALIZATION: Deploy targeted AI content engines for HCP segments
  • INTEGRATION: Unify data sources for comprehensive customer insights