Merck’s Garijo on the Magic Words That Unlock Commercial Potential

In the world of pharmaceuticals, commercial success hinges on effectively communicating the value of complex scientific advancements to diverse stakeholders. Merck, a global healthcare leader, has identified a key to this communication challenge: the power of "magic words" that resonate with audiences and drive commercial outcomes.
Merck's Head of Global Marketing, Belén Garijo, recently shared insights into the company's approach to identifying and leveraging magic words. These words, she explained, are not mere buzzwords or jargon but rather carefully chosen terms that encapsulate the essence of a product's value proposition and resonate with specific target audiences.
When developing magic words, Merck's team focuses on understanding customer pain points and unmet needs. They conduct thorough market research, analyze customer feedback, and engage with healthcare professionals to identify the language that best articulates the benefits and differentiation of their products

The Power of Magic Words in Commercial Success

Magic words play a crucial role in driving commercial success for several reasons:
They simplify complex scientific concepts: Magic words help translate complex scientific information into clear and concise language that is easily understood by non-experts. This makes it easier for customers to grasp the value of a product and make informed decisions.
They create emotional connections: Magic words tap into the emotions of customers, building a connection between them and the product. By using language that evokes positive feelings and aspirations, Merck can make its products more appealing and memorable.
They differentiate products: In a crowded market, magic words help Merck differentiate its products from competitors. By using unique and compelling language, Merck can create a distinct identity for its products and position them as leaders in their respective categories.

Merck's Magic Words in Action

Merck has successfully employed magic words in various commercial initiatives:
For its blockbuster cancer drug Keytruda, Merck used the magic word "immunotherapy" to highlight the drug's innovative mechanism of action and its potential to revolutionize cancer treatment.
In promoting its diabetes drug Januvia, Merck emphasized the magic word "once-daily" to communicate the convenience and ease of use of the medication, a key differentiator in the competitive diabetes market.
These examples demonstrate how magic words can effectively capture the essence of a product's value proposition and drive commercial success.

Conclusion

Merck's Garijo believes that magic words are essential for unlocking the commercial potential of pharmaceutical products. By understanding customer pain points and unmet needs, and carefully crafting language that resonates with specific target audiences, Merck can effectively communicate the value of its products and drive commercial success. The company's continued focus on identifying and leveraging magic words will undoubtedly contribute to its ongoing leadership in the global healthcare industry.