Veeva Systems Case Studies Digital Transformation in Brand Management: A Case Study of Merck KGaA

Edit This Case Study Record

	Digital Transformation in Brand Management: A Case Study of Merck KGaA Veeva Systems

Digital Transformation in Brand Management: A Case Study of Merck KGaA

Veeva Systems

Applicable Industries	Healthcare & Hospitals Life Sciences
Applicable Functions	Quality Assurance Sales & Marketing
Use Cases	Visual Quality Detection
Services	Testing & Certification Training
Challenge	Merck KGaA, a large biopharma company based in Darmstadt, Germany, was facing challenges in the evolution of the brand manager role. The traditional methods of brand management were no longer sufficient in the digital age. The company recognized the need for brand managers to delve deeper into customer data and understand the story it tells, rather than relying on quantity measurements like clicks. However, there was a gap in the skills and expertise required to perform this analysis. Additionally, the company was grappling with the need to operate in both digital and traditional environments, and the pace of brand marketing was increasing rapidly. The challenge was to upskill brand managers or bring in new skills, and to manage digital assets effectively to create and communicate quality content at a faster pace. Read More
About Customer	Merck KGaA is a large biopharma company headquartered in Darmstadt, Germany. The company operates in the life sciences industry and has a global presence. The company's brand management team is responsible for marketing its products and services to healthcare professionals and patients. The team is composed of a mix of traditional marketing, medical, and commercial professionals, as well as digital experts. The company is committed to innovation and constantly reprioritizes its strategies based on business needs and potential impact. The company's senior director of business optimization, Fabienne Vanderpoel, has a broad perspective on the evolution of the brand manager role, thanks to her extensive experience in various aspects of life sciences marketing around the world. Read More
Solution	Merck KGaA adopted a strategy of collaboration and upskilling to address these challenges. The company recognized the need for a mix of expertise within a team, including digital experts from outside the pharma industry, as well as traditional marketing, medical, and commercial professionals. The company also emphasized the importance of flexibility in team structures, with members not necessarily having to report to one person, but collaborating around a strategy. To address the need for faster creation and communication of content, the company turned to digital asset management technology. This technology enabled brand managers to quickly tailor a message for one channel to use in another, enhancing their agility and speed. The company also prioritized innovation, constantly reprioritizing based on business needs and potential impact. Read More Log in to view content
Contents

Applicable Industries

Healthcare & Hospitals

Life Sciences

Applicable Functions

Quality Assurance

Sales & Marketing

Use Cases

Visual Quality Detection

Services

Testing & Certification

Training

Challenge

Merck KGaA, a large biopharma company based in Darmstadt, Germany, was facing challenges in the evolution of the brand manager role. The traditional methods of brand management were no longer sufficient in the digital age. The company recognized the need for brand managers to delve deeper into customer data and understand the story it tells, rather than relying on quantity measurements like clicks. However, there was a gap in the skills and expertise required to perform this analysis. Additionally, the company was grappling with the need to operate in both digital and traditional environments, and the pace of brand marketing was increasing rapidly. The challenge was to upskill brand managers or bring in new skills, and to manage digital assets effectively to create and communicate quality content at a faster pace.

About Customer

Merck KGaA is a large biopharma company headquartered in Darmstadt, Germany. The company operates in the life sciences industry and has a global presence. The company's brand management team is responsible for marketing its products and services to healthcare professionals and patients. The team is composed of a mix of traditional marketing, medical, and commercial professionals, as well as digital experts. The company is committed to innovation and constantly reprioritizes its strategies based on business needs and potential impact. The company's senior director of business optimization, Fabienne Vanderpoel, has a broad perspective on the evolution of the brand manager role, thanks to her extensive experience in various aspects of life sciences marketing around the world.

Solution

Merck KGaA adopted a strategy of collaboration and upskilling to address these challenges. The company recognized the need for a mix of expertise within a team, including digital experts from outside the pharma industry, as well as traditional marketing, medical, and commercial professionals. The company also emphasized the importance of flexibility in team structures, with members not necessarily having to report to one person, but collaborating around a strategy. To address the need for faster creation and communication of content, the company turned to digital asset management technology. This technology enabled brand managers to quickly tailor a message for one channel to use in another, enhancing their agility and speed. The company also prioritized innovation, constantly reprioritizing based on business needs and potential impact.

Impact #1	The adoption of digital asset management technology and a collaborative strategy has enabled Merck KGaA to transform the role of the brand manager and enhance its brand marketing efforts. The company's brand managers are now able to delve deeper into customer data and understand the story it tells, enabling them to provide a better customer experience. They are also able to operate effectively in both digital and traditional environments, and to create and communicate content at a faster pace. The company's emphasis on collaboration and flexibility in team structures has fostered a culture of innovation and agility, enabling it to respond quickly to changing business needs and make a greater impact.

Impact #1

The adoption of digital asset management technology and a collaborative strategy has enabled Merck KGaA to transform the role of the brand manager and enhance its brand marketing efforts. The company's brand managers are now able to delve deeper into customer data and understand the story it tells, enabling them to provide a better customer experience. They are also able to operate effectively in both digital and traditional environments, and to create and communicate content at a faster pace. The company's emphasis on collaboration and flexibility in team structures has fostered a culture of innovation and agility, enabling it to respond quickly to changing business needs and make a greater impact.

Download PDF Version

Overview

Digital Transformation in Brand Management: A Case Study of Merck KGaA

Operational Impact