Merck OnCall^® is an innovative communication platform that allows Healthcare Professionals to connect with Merck. The connection provides immediate access to a Merck Representative when the HCP needs information about select Merck products and/or services. One of Merck's goals for 2006 was to develop awareness of Merck OnCall^® exposing the target HCP audience to this new, alternative e-channel for communicating with Merck. Additionally, it was necessary to actively recruit target HCPs to participate in a Merck OnCall^® session, while simultaneously driving new recruits. Finally we aimed to begin developing retention programs with a 50% compliance over a 12 month period.

Finley Visual Communications assisted Merck by providing strategic consulting and creative support for Merck OnCall^®tiered services. We worked with Merck to develop and implement the marketing and creative strategies for the web site as well as other promotional tactics in support of the overall marketing plan. Some examples of our strategies included Offline promotion (direct mail), Field sales support (recruitment by select Merck field representatives), Online e-Marketing (e-mail, banner ads, newsletters), and providing creative and development support to Merck partnerships and integrations with HCP aggregator portals.

In 2006, the Merck OnCall^®program thrived, making significant gains in their effectiveness in recruiting physicians and the number of product discussions and product details. Specific benchmarks included reaching nearly 13,000 unique physicians, conducting nearly 21,000 sessions over the course of nearly 3,000 hours.