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).
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.
Rethink and reposition a corporate phrama organization into a compassionate woman's health care brand
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 Organon.com 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 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 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.
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.
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.
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
The future of women’s health care is now
The new Organon.com 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.
