From large pharma to compassionate women’s health care brand

Client Overview

Organon is a global health care company created uniquely for women with a mission to deliver impactful medicines and solutions that enable healthier lifestyles.  The company was founded in 2020 as a spinoff of Merck (known as MSD outside of the U.S. and Canada).

Live website
A woman sitting in front of a laptop browsing the Organon website.
The Challenge

How can a traditional pharma connect with women in an empathetic way?

To effectively launch their company, Organon needed a corporate website to anchor a new brand and communicate a pioneering vision for women’s health care. Although built on Merck’s deep legacy and brand equity, Organon had to differentiate with a unique brand expression that speaks to women’s health care in a real and genuine way.

The Vision
Rethink and reposition a corporate phrama organization into a compassionate woman's health care brand
Chief Marketing Officer - Dropbox
Several screenshots of different sections of the Organon website, arranged side by side. The screenshot of the subpage about Investor Relations is placed in the middle, overlaying the other pages.
The Strategy

Educate, inspire, and empower women to take charge of their health.

Organon is much more than just a pharma company created for women. It’s a passionate philosophy and call-to-action advocating for women’s health and the greater good. While the website needed to communicate tactical messaging like benefits, products, and general information, it also needed to inspire, educate, and convey a greater emotional brand story. We strived to make a primary destination to explore topics about women’s health while positioning the brand as the first major player in the women’s health care space.

A visualization of a content strategy sorted by stakeholder groups. The visualization shows 4 stakeholder groups connected by several lines with their content needs.

A subsequent content strategy informed Vertic and Optimizely of what pieces of content should be updated, what pieces could be discarded, what pieces were missing. This data-driven process of digital insights enabled Vertic to speed up time-to-market by making clearly defined recommendations for the website rather than leave decisions to the emotional assumptions of stakeholders.

Given the increasing recognition from third-party analysts such as Gartner, Forrester and IDC on the combined company's technology offering, Vertic and Optimizely decided that the website should showcase what the product could do.

A process of agile scoping in batches was then performed to understand the roll-out of the website. With a promise to the market that the combined companies would be wholly and solely operating under the Optimizely brand alone by August 2021, Vertic had a six-month window following the strategy with which to launch.

The Solution

Champion women’s health care. Put women at the center of the experience.

The new website is the center of Organon’s brand and an impassioned manifesto for women’s health. Leveraging strategic insights and audience content needs (and their journeys), the UX, visual design, and copy work together to convey a unique brand expression that advocates for women’s health care and empowers women to live healthier lives. Acting as the spine of the brand, the new website establishes a digital footprint for awareness and consideration. It crafts a highly relevant, engaging, and compelling experience featuring content and related products regarding women’s health issues.

A laptop and a phone, each showing a screenshot from the Organon website.

Making a meaningful user journey

Using insights and data, the UX and content strategy puts women at the center of the digital experience and ensures a meaningful and intuitive customer journey. Users can easily find resources and information that inspire, educate, and enable change.

A woman browsing the Organon blog page on her laptop. The blog page contains various stories and the overarching title We share women's stories to amplify her voice and inspire change.

Increasing Efficiencies. Ensuring excellence. Scaling for the future.

By leveraging and adapting the design system from parent company Merck (also designed by Vertic), we enabled Organon to move faster to market. The comprehensive library of modules and components empowers the design team to respond quickly to change and scale for the future. We also delivered a detailed style guide to ensure a clear and consistent brand expression across the digital experience.

Several screenshots of the Organon website arranged side by side.

Elevating the visual brand story

Vertic also created custom illustrations to reinforce the brand story and set a therapeutic, supportive, and inclusive tone. These bold, colorful illustrations have been adopted as an integral part of the overall brand and leveraged across offline and online channels

Colorful creative illustrations of women to reinforce Organon's brand story.
A screenshot of the Optimizely website shows 4 featured articles on the website. The section has two subtitles with two article thumbnails under each. The first subtitle is "Download the most valuable DXP insights for you" and the two articles below it have the following titles: 1. Gartner Magic Quadrant for Digital Experience Platforms 2021; 2. The Forrester Wave: Digital Experience Platforms, Q3 2021.
The future of women’s health care is now
Chief Marketing Officer - Dropbox

The new elevates a corporate pharma company into a powerful platform and resource dedicated to the well-being of women, their families, and the communities they live in.

A screenshot of the Organon website.A screenshot of the Organon website.

Making a difference in the future of women’s health care

The new elevates a large pharma company into a powerful platform and resource dedicated to the well-being of women, their families, and the communities they live in.


Awards the site has earned along the way

Brand Website
DRUMB2B Brave Awards
Best Use of Data & Technology in a Website
Internationalist Award
Innovative Digital Marketing
Webby Award
Best Navigation Structure
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