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Special Project

Special Project
From the 1st Annual Shorty Social Good Awards

Global Medical Knowledge 2020

Entered in Health & Fitness


The Manuals, known as the Merck Manuals in the US and Canada and MSD Manuals outside the US and Canada, are committed to making the best current medical information accessible to health care professionals and patients on every continent by 2020.

Using social media, our objectives are to:

• Ignite a global movement to combat the medical knowledge crisis: Health Literacy and Information Overload

• Raise awareness that The Manuals can uniquely help solve this crisis

• Connect the Merck brand as a good global corporate citizen helping to solve this crisis through The Manuals

• Increase user engagement and use of The Manuals.

Strategy and Execution

Our strategy starts with continued growth of our existing social media channels while launching new multi-lingual and localized channels in priority markets around the world. Via these channels, we publish engaging and relevant content that educates and supports our target audiences need for credible and high-quality medical information. We also empower our audiences to share medical knowledge by consistently providing share-worthy health and medical information that is both important to our audiences and conveniently accessible - right at their fingertips.


In the past year, we've gone global and became bilingual on social media by launching new channels localized for the Asia Pacific and Latin American regions. With the growth of our US channels and the launch of our localized global channels we have increased our overall audience size by 48%. We have also achieved a significant 440% increase in engagement with Manuals' content on social media.

Maybe most importantly, via our social media channels, we've given people an easy way to join our mission to #ShareMedKnowledge while increasing and refreshing their own knowledge.


Video for Global Medical Knowledge 2020

Entrant Company / Organization Name

Merck and Co., Inc., Marina Maher Communications, Braithwaite Communications, Fleishman-Hillard Inc.


Entry Credits