Digital strategy at Merck Sharp & Dohme

This case is available at The Case Centre with reference no. 315-044-1.

The case takes us back to October 2009, and presents a key strategic challenge facing the senior management at Merck Sharp & Dohme (MSD) BeLux: crafting the organisation’s digital strategy for the marketing and sales of its human health products in Belgium and Luxembourg.

In order to address this question, the case describes MSD and its products, the MSD BeLux organisation, the BeLux market for pharmaceuticals and vaccines, and the MSD BeLux approach to sales and marketing, including a detailed account of its use of digital channels. In addition, the case outlines the key developments in the pharmaceutical  industry in that period, both in the USA and Europe.

This case provides a basis for discussions on digital strategy planning, and its use in the pharmaceutical industry. In a classroom setting, the case discussion can be centered around the relationship between an organisation’s strategic priorities and its digital strategy.

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