MERCK LAUNCHES $20M AD CAMPAIGN TO BOOST REPUTATION

Merck has launched an online, TV, and print ad campaign estimated at more than $20 million that aims to improve its corporate reputation, reports The New York Times. Using the slogan "Merck. Where patients come first," the campaign's online efforts include a graphic on Merck's homepage that invites users to learn more about the company's products, assistance programs, and health resources.

Clicking on the graphic brings users to merck.com/consumers, which includes links to Rx assistance and discount programs, MerckSource for ad-free health information, and clinical trials information. Web site visitors can also see the print ads and watch the campaign's TV commercials, which emphasize the theme of patients first by highlighting assistance programs and drug discovery. Users can also view the print campaigns. The online campaign will also appear on sites such as WebMD. The TV ads will run on broadcast and cable networks and the print campaign will appear in national newspapers and 40 magazines, according to The Times.

http://www.merck.com/about/patientsfirst.html