Using social media and video bloggers in unbranded pharma

EMD Serono, the biopharmaceutical arm of Merck, needed to pave the way for a groundbreaking new drug that stood to change the face of multiple sclerosis treatment.

I led the user experience for an unbranded site that, in its own small way, broke new ground for marketing pharma online by using real people, in real time, as video bloggers.

The site was built using HTML5 and CSS3 for the widest compatibility and best performance. Navigation was kept as simple as possible to let the content be the star. Iterative testing and updating of newsletters, sign-up forms, and social tactics kept response rates and conversions growing month over month.

How I Fight MS has won eleven awards to date, including a Webby in the category of Online Film & Video Reality – a first for a pharmaceutical brand.