Marketing at Merck
        Merck Human Health Divisions
               Asia Pacific
               Europe, Middle East, & Africa
               The Americas (US Human Health, 
                Canada, Latin America)
               Worldwide Human Health Marketing
        Merck Vaccine Division
               U.S. Vaccine Marketing
               Merck Vaccine International
   Pharmaceutical Industry 
   Characteristics
   Highly Competitive but Fragmented industry
   Complicated business model with numerous 
   stakeholders 
   Very Technical/Scientific products
   Major R&D expenditures and High Risk product 
   development environment 
   Long Product-Development Timelines
       Pharmaceutical Marketing 
       Characteristics
        Long Marketing-Planning horizons
        Highly regulated industry and highly regulated 
          marketing communications by FDA
        Primary targets:  Healthcare Professionals and 
          Consumers
               Numerous “customers” with variety of information 
                needs requires multiple approaches to creating 
                marketing campaigns and communications
        Evolving selling environment
        Use of e-channel still in its infancy in our industry
       STAGES OF PRODUCT 
       DEVELOPMENT
      Basic            Clinical   Regulatory      Product       Postlaunch
    Research           Studies       Approval      Launch         Marketing
  Role of Marketing
  •             •                 •             •               •
   Provide       Recommend          Input on     Finalize        Monitor 
   background  development         product       strategy        performance
   on market    • Define product   labeling     • Finalize pricing •Adjust strategy 
   and product  profile needs     • Recommend                    and tactics
   potential                       filing strategy •Finalize 
                • Define                         promotion      • Sequence 
                 comparators      • Define       and branding    promotion
                • Define Outcomes  launch plan  • Implement     • Manage  
                 Research needs •Develop         launch          product 
                • Develop market   positioning   campaign        life cycle
                                   and branding •Finalize field 
                • Develop strategy               sales plans
 Merck Marketing Principles
   
   Understand the customer’s perspective
   Anticipate and outmaneuver the competition
   Concentrate on selected audiences and behaviors
   Define the product’s distinctive value to 
   selected audiences
   Plan for sequenced growth throughout the 
   product’s life-cycle
   Shape customer’s perceptions
   Ensure that execution is efficient, consistent, 
   and well integrated
   Track results and re-evaluate decisions