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.

Summary

"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...

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