PM360 2021 Trailblazer Awards Sales Aid Gold Winner Merck and Langland

Taking a patient-centric approach to engaging physicians in squamous cell carcinoma of the head and neck (SCCHN) and metastatic colorectal cancer (mCRC) (Merck, Langland)

Squamous cell carcinoma of the head and neck (SCCHN) and metastatic colorectal cancer (mCRC) together affect almost three million new people worldwide every year. The good news is that ongoing research is improving our understanding of these cancers and their treatments; however, in a dynamic treatment landscape, clear and contextualized communication to oncologists is required for new thinking to translate into elevated standards of care.

Langland was tasked with cutting through the noise of uncertainty—not to mention a global pandemic—to communicate the value of key treatment options to medical oncologists across the globe.

The Merck Oncology and Langland teams set to work, updating sales tools to center them around the patient journey, taking into account the real-world applicability of pivotal data. All content was designed in PowerPoint and then integrated into Veritas, Merck’s global CRM platform, for localization and rollout.

Perceptions were assessed via survey, with early data highlighting the success of the campaign—100% of respondents believe the new digital campaign is an improvement. Additionally, 71% of respondents feel the approach will enable salesforces to build stronger partnerships with customers.

“Focusing on patients enables us to put data into clinical context, establishing an emotive drive for change in all our customer interactions”, said Virginia Hsieh, Global Marketing Director, SCCHN, Merck. “The new sales aid provides greater agility to address varying customer needs, serving our ambition to cultivate long-lasting, impactful customer relationships to benefit patients with CRC and SCCHN,” added Falk-Felix Passarge, Global Marketing Director, mCRC, Merck.

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