MSD: My second first time

MSD, a healthcare company, released unscripted videos, My Second First Time, of patients living their lives after cancer therapy to shift their brand reputation in Germany from being recognised solely for their innovative cancer therapies to a company that truly cares for cancer patients and prioritises their needs.


"My Second First Time" was inspired by a challenge from MSD, a healthcare company known for their innovative oncology therapies. They wanted to shift their brand reputation from being recognized solely for their cancer treatments to a company that truly cares for cancer patients and prioritizes their needs.

But how do you differentiate yourself as a patient-centric company in a sea of sameness, especially in a country where you're not as well-known as your competitors? That was the challenge we faced.

We embarked on a journey to identify an unmet need of cancer patients that demonstrated MSD's commitment to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands