Merck Consumer Health highlights benefits of customer engagement efforts

Merck Consumer Health has underlined the benefits it has extracted from a new approach to engagement that uses digital channels to create a dialogue with its customers.

The company has been making a concerted effort to reach out via market research and digital channels, such as social media, to get a better idea of how it should develop its new products, brands and services.

In Germany, users of its Femibion multivitamin are actively engaged online to share advice on usage and general maternal health, while in Latin America the Neurobion brand has been raising awareness on social channels about neuropathy and its symptoms.

Other examples of this new approach include the efforts of its Seven Seas brand team to inform UK consumers of the benefits of omega-3 oils, vitamins and minerals, with another Latin American initiative using virtual reality to showcase the mode of action of its product Vivera.

Uta Kemmerich-Keil, chief executive officer and president of Merck Consumer Health, said: "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."

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