Merck decided to adopt a modular content approach, a method that allows for the creation, review, and approval of content in a more streamlined and efficient manner. The company integrated standardized technology with Veeva Vault PromoMats to simplify the process for both internal users and external creative agencies. The modular content approach involved creating 'Story Cards', atomic-level components expressing a single idea, which could be reused across different campaigns. This approach not only expedited the review process but also ensured brand consistency. Additionally, Merck developed a proprietary tool to track content reuse, savings, click-throughs, email opens, and more, providing valuable data to further optimize their content strategy.
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