MSD (Merck)
Created a comprehensive content strategy for an international portal targeted to healthcare professionals in 40 countries
When European regulators prohibited pharma companies from giving gifts to health professionals, MSD needed a new way to engage with doctors, pharmacists, and other care providers. The solution was to develop an online portal, called univadis, that provided free access to content from hundreds of medical journals and news sources in dozens of languages.
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Melissa worked with MSD’s Paris office for more than a year to develop a comprehensive content strategy for the portal, before was presented to the president of the company.
The strategy included instructions on topics such as:
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Objectives/KPIs
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Content selection
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Content formats and topics
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Localization guidelines
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Metadata structure
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Operations, including staffing and roles
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Governance
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Measurement
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After the strategy was done, members of Melissa's team lived in Paris for a year to complete the initial build of the portal.
When the product went live in 40 countries, it significantly increased audience engagement and saved MSD $4 million in the first year.​ Today, almost a decade after was created, the site still operates using most of the same strategic vision and ideas. (Note: MedScape recently bought univadis.)