Merck: The Merck Manual

Before Google changed search, the Merck Manual was known as the premier go-to research tool for physicians and patients looking to learn more about specific medical conditions. Merck was looking to promote this manual and make it more relevant in the digital age. In discussions with them and the account and research teams, we came open a universal truth that seemed to affect many people when they visited a doctor. They would forget what to ask about their condition. So we played off this idea in a medical way to disarm our audience and let them know that the Merck Manual was there to help them get the most out of their visits with their physicians.