Merck OnCall^® is an innovative communication platform that allows Healthcare Professionals to connect with a live Merck representative at the time and place that fits their schedule. The connection provides immediate access to a live Merck Representative when the HCP needs information about select Merck products and/or services. Merck's continuing goal is 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.

During the tender of our 5 year-relationship, the Merck OnCall^®program has thrived, making significant gains in their effectiveness in recruiting physicians and the number of product discussions and product details.