MSD: Univadis

Creator

The team

Fabrice Valay, Franck Mayet, Sandrine Veillet, Toby Beaumont, Nathan Sukkar, Nico Friis, Kayleigh Gregory, Russell Carter, Avani Bharwad.

Other contributor:

Kaliop Interactive Média – Build of website.

How did the campaign make a difference?

This was a strategic global eCRM programme to sign up, engage and maintain engagement with 2.1 million healthcare professionals in 40 countries. It drove 126 million business-to-business (B2B) engagements per year for MSD, the world's second largest pharmaceutical organisation.

What details of the strategy make this a winning entry?

Univadis is a comprehensive online medical portal for healthcare professionals (HCPs). MSD collates and supplies a continuous source of costly medical content from hundreds of content providers globally, providing thought leadership. Members sign up online or after visits from medical reps, using the portal to find trending medical and specialty (e.g. cardiology or neurology) content. Univadis supplies everything from pharmaceutical indications to self-assessment educational certification programmes, offering mobile-enabled engagement content that can be read on the go or from a computer. The global communication strategy is to deliver tailored content and drive HCPs to the Univadis portal daily. To this end a highly personalised programme of emails were designed and automated, covering the whole B2B customer journey (get, grow, engage, keep and reactivate). The strategy is to collate, ramp up, excite and support HCPs in their practice, in 40 countries and in 14 languages.

How did creativity bring the strategy to life?