Merck's Consumer Health Business Drives Consumer-Centric, Purposeful Innovation

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DARMSTADT, Germany, Dec. 6 /PRNewswire=KYODO JBN/ --

     - Innovation and digital presence identified as main drivers of successful

engagement with consumers and healthcare professionals

    Merck, a leading science and technology company, has developed a novel

approach to product co-creation for its Consumer Health business. As part of

its sustainable growth strategy and commitment to improving the health and

well-being of consumers worldwide, the business is involving not only

healthcare professionals, but also consumers, taking full advantage of

innovation and the business's digital presence. This unique approach is rooted

in Merck Consumer Health's continued and close engagement with consumers and

experts, allowing the business to stay ahead of consumers' needs and create

purposeful brands that aim to deliver value beyond their functional benefits. A

combination of functionality and emotional connection to the brands can also

create loyalty among consumers, which then creates a "lovebrand"- a special

class of brands that enjoy exceptional engagement and a strong emotional bond

with consumers.

(Photo: http://photos.prnewswire.com/prnh/20161201/444806 )

    The Approach

    Explaining the business's new approach to co-creating brands, Uta

Kemmerich-Keil, CEO and President of the Consumer Health business of Merck,

said: "As a business, innovation and digital tools allow us to proactively and

transparently engage consumers on what matters most to them. Our R&D process

leverages our digital presence and listens to consumers' aspirations and needs.

These efforts helped us to structure our innovation philosophy around three

pillars: novelty, surprise and positive impact."

    Merck Consumer Health's quest to respond to consumers' desires and

expectations relies on the systematic engagement of more than 40,000 consumers

and 10,000 healthcare professionals annually in a global market research

program. The dialogue continues through digital and social media after products

are made available on the market. Continued analysis of consumer expectations

and feedback contribute to the business's sustainable success.

    Examples

    In Germany, Merck Consumer Health actively engages consumers around

Femibion(R), the multivitamin for "baby planning", pregnant and breastfeeding

women, on various digital platforms to empower women with specific actions they

can take that will benefit their future children's health. Leveraging the

Femibion Facebook page, more than 1 million viewers watched Femibion's most

recent video, and the conversation continues with the more than 100K followers

on the Femibion Facebook page.

    In Latin America, where neuropathy sufferers are largely underdiagnosed,

Neurobion(R) has launched the "Don't live with your body discomforts" campaign,

which leverages social media to raise awareness about neuropathy and its

symptoms while also educating consumers about the benefits of Vitamin B. 267K

followers share their experiences on the Neurobion Facebook page where the

brand answers questions and shares information about the right dietary intake

of food rich in Vitamin B. Also in Latin America, Vivera(R), a product

addressing gastro-intestinal upset that was introduced in January 2016, uses a

virtual reality experience to showcase its mode of action, highlighting the

need to regenerate intestinal flora in cases of diarrhea.

    Finally, in the UK, as part of the "True Age" campaign, Seven Seas(R)

informs consumers about the benefits of Omega-3 oils, vitamins and minerals for

effective absorption of nutrients into the body's cells. Using Facebook,

Twitter and YouTube, the brand promotes healthy life choices and informs

consumers about the right nutrition for health and well-being. 225K people

follow the brand's Facebook page, forming a community in which open

communication enables transparent and educational discussions.

    Commenting on the company's digital engagement with consumers and the

business's approach to innovation, Uta Kemmerich-Keil concluded: "Moving

forward we will continue to leverage the power of digital and innovation to

interact with consumers and swiftly provide them with engaging content as they

turn to brands to seek answers. The examples of Femibion, Neurobion, Vivera and

Seven Seas lead the way in consumer engagement, and we look forward to starting

more conversations on the other health and wellness topics that can educate

consumers."

    About the Consumer Health business of Merck

    Brands of the Consumer Health business, such as Neurobion(R), Bion(R),

Nasivin(R), Seven Seas(R), Dolo-Neurobion(R), and Femibion(R) are innovative

leaders in key markets, backed by science and trusted by consumers worldwide.

The Consumer Health business is with over 3,800 employees globally active in

over 40 markets. The portfolio comprises of brands with annual total sales of

about $ 1 billion. Consumer Health is a business of the Healthcare business

sector within the Merck Group with global headquarters in Darmstadt, Germany.

    For more information please go to http://www.merck-consumer-health.com or

https://twitter.com/merck_ch.

    All Merck Press Releases are distributed by e-mail at the same time they

become available on the Merck Website. Please go to

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    About Merck

    Merck is a leading science and technology company in healthcare, life

science and performance materials. Around 50,000 employees work to further

develop technologies that improve and enhance life - from biopharmaceutical

therapies to treat cancer or multiple sclerosis, cutting-edge systems for

scientific research and production, to liquid crystals for smartphones and LCD

televisions. In 2015, Merck generated sales of EUR 12.85 billion in 66

countries.

    Founded in 1668, Merck is the world's oldest pharmaceutical and chemical

company. The founding family remains the majority owner of the publicly listed

corporate group. Merck, Darmstadt, Germany holds the global rights to the Merck

name and brand. The only exceptions are the United States and Canada, where the

company operates as EMD Serono, MilliporeSigma and EMD Performance Materials.

    Contact:  Lars Atorf, +49 6151 856 3114

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Source: Merck