Msd DM MSD SKETCHBOOK APP by Futurecom Switzerland

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MSD SKETCHBOOK APP

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Industry Hospitals, Healthcare facilities & Medical Services
Media Direct marketing
Market Switzerland
Agency Futurecom Switzerland
Art Director Sandro Kümin
Released December 2011

Awards

Caples Awards 2012
Other Media Mobile marketing Bronze

Credits & Description

Category: Business Products & Services
Advertiser: MSD MERCK SHARP & DOHME CHIBRET
Product/Service: MEDICAL SCIENCE
Agency: FUTURECOM INTERACTIVE
Chief Operating Officer: Claus Bornholt (Futurecom Interactive)
Software Engineer: Marcel Berberich (Futurecom Interactive)
Senior Consultant: Thomas Steiner (Futurecom Interactive)
Junior Consultant: Rea Rageht (Futurecom Interactive)
Software Engineer: Cédric Demierre (Futurecom Interactive)
Screen Designer: Julia Miller (Futurecom Interactive)
Art Director: Sandro Kümin (Futurecom Interactive)
Media placement: Flyer - - 12.2011
Media placement: Application - digital sketch - 01.12.2011
Describe the brief/objective of the direct campaign.
Good relations with doctors are important for pharmaceutical companies like MSD. Thus, MSD always look for giveaways with utility value and practical use in the daily life of doctors.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To make a substantial and sustainable impact we created a tool which accompanies doctors during the whole workday: the MSD Sketchbook App. The app was advertised via a flyer. When dealing with patients, doctors are often required to illustrate the details of a diagnosis or surgery by drawing a sketch. Frequently, drawing a comprehensible sketch of an organ is not easy and requires a lot of effort. Using the Sketchbook App provided by MSD, the doctors can produce these sketches quickly and easily – and even send them to their patients via email after the consultation.
Explain why the creative execution was relevant to the product or service.
These sketches are easily comprehensible and therefore of great use for both doctors and patients. The MSD logo is visible on the app’s interface and on every digital sketch. Thereby, the MSD company is made known virally among doctors and patients.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The launch is still under way. First results during the months before the release showed that doctors were highly interested in the MSD Sketchbook App. In the meantime, the MSD Sketchbook App has already more than 2,000 frequent users.