For too long, women’s basic healthcare needs have not been adequately addressed. Organon set out to change that when it spun off from Merck on June 3, 2021 – launching a company with a vision to create a better and healthier every day for every woman.
As the only and largest global women’s health company of its kind, Organon launched with a simple, yet powerful purpose: to be here for her health. This premise was built through a significant research-driven effort to ensure we understood how to better address women’s health needs, starting with listening to her.
After years of preparation, Organon launched more than a company, we launched a commitment. We needed to break the mold of the standard pharmaceutical company launch and introduce Organon in a way that would capture the hearts and minds of stakeholders, while also inspiring confidence in the business.
We dubbed launch day, Her Day, reflecting Organon’s focus on putting women at the center. Her Day featured a powerful series of activations, debuting with “The Wall of Voices” – a unique, eye-catching multimedia installation at the New York Stock Exchange (NYSE) that brought diverse, global perspectives together to symbolize our commitment to listen and amplify women’s voices.
Organon commissioned focus groups with HCPs, consumers and employees in four countries, including the U.S., and one-on-one interviews with policymakers, media influencers and institutional investors.
Our research uncovered that woman felt they were doing a lot of talking – but nobody was actually listening to or addressing their healthcare needs. We found widespread support for a company focused on women’s health.
Research showed there was a significant unmet need in women’s health, which underscored our opportunity to launch as the only and largest global women’s health company of its kind. Armed with data, we created a simple yet powerful tagline – “Here for her health” – and set out to build a distinctive content strategy that made Organon synonymous with women’s health.
Our strategy focused on putting women at the center of every message and experience, prioritizing Organon’s commitment to listening and amplifying their voices.
With COVID-19 restrictions in place/limited opportunity for in-person events, we needed content that would excite/inspire our stakeholders through an integrated approach spanning paid/earned/shared/owned channels. The effort was grounded in the following strategic pillars, with the large-scale “Wall of Voices” installation serving as the symbolic centerpiece of Her Day:
A robust suite of assets and platforms told Organon’s story with messages, visuals and videos designed to maximize impact.
The content and initiatives for the surround-sound Her Day program created an unprecedented movement in the healthcare industry, putting Organon on the map as the leading company dedicated to women’s health.
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