Merck BioProcessing Virtual Showroom
In a Nutshell
Merck, a global science and technology company, wanted to make it easier for clients to learn about their products and improve the way they interact. Maionic helped them by creating a dynamic virtual application that centralized all of Merck’s products while adding interactive and educational elements. This innovative approach has made conveying Merck’s product-related information more effective and impactful across the life science industry.
Impact Numbers
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Merck sought to build a new dimension of interaction and engagement
Merck wanted to build a new channel through which they could share industry insights and showcase their extensive range of products. They wanted to communicate and engage with clients who were unable to visit their lab in Bangalore (MLAB) or symposiums. Merck recognized that explaining elaborate workflows and the science behind complex products with traditional collaterals was difficult. They wanted to change how they communicated, setting new benchmarks for client engagement and interactivity.
We were eager to showcase our complete product line in a way that was relatable for customers. We always wanted to digitally replicate the engagement and interaction we often see at our MLAB and life science symposiums but also knew that achieving that same level of dialogue and product exploration would be a challenge. We needed a bold and innovative solution that seamlessly bridged this gap.
Merck collaborated on a virtual journey that captured the world of Bioprocessing
Since the aim was to recreate the structure, flow, and energy of interaction at MLAB and life-science symposiums, Maionic created a virtual showroom to match that. The showroom was split into an Auditorium and the BioProcessing floor.
The Auditorium had live webinars and on-demand videos where Merck experts explained about different manufacturing processes.
The BioProcessing floor was further divided into three primary divisions: Upstream, Downstream, and Biocontinuum. Avatars were added at the entrance of each division so that visitors had important context before exploring it.
Upstream Processes
This area of the virtual experience focused on the initial stages of bioprocessing, displaying manufacturing systems and chemicals involved. The products were enhanced by info spots that included multimedia-based information allowing users to understand bioreactors and other upstream technologies in detail.
Downstream Processes
Opposite to upstream, this section highlighted the processing technologies that purify and prepare biological solutions for final applications. Visitor understanding and engagement were improved through detailed annotations and interactive 3D models.
Biocontinuum
Transitioning from traditional batch production, this area showcased a streamlined, continuous manufacturing flow from upstream to downstream processes. It emphasized efficiency and non-stop production capabilities, which are crucial for modern biomanufacturing.
Gamification and virtual mascot
To enhance user engagement, games, and quizzes were included to deepen the visitor’s understanding of the content while providing a break from all the technical details. Merck’s existing asset like Merck Buddy (M Buddy) was turned into a virtual mascot that guided visitors through these games, making learning interactive and enjoyable.
Targeted landing page
Since prospects preferred researching online before speaking to sales experts, online campaigns and pages were created to direct prospects to the virtual experience where they could engage themselves with helpful information at their convenience.
Direct line to experts
Additionally, the application included a built-in calling feature, eliminating the need for external apps like Google Meet or Teams. This allowed Merck representatives to directly connect with customers through the virtual environment, guiding them through product lines and features.
Merck embraced the shift that benefitted its stakeholders
Merck's innovative products, used in groundbreaking research and drug manufacturing, were all showcased in one place, making it easier for users to explore and understand them. The integration of educational components alongside 3D product displays catered to both new and returning visitors who were looking to deepen their understanding of bioprocesses. The application with its interactive features attracted thousands of visitors generating leads, increasing potential sales opportunities, and providing valuable data on user behavior. This data has helped Merck continuously refine and enhance the user experience, ensuring that the application remains an effective tool for both education and sales. Since the virtual showroom allowed for self-paced exploration, it eliminated the need for interested clients to travel to the physical lab for initial conversations. It successfully operated for three years before being upscaled to align with Merck's ongoing innovation. Overall, this virtual application resolves the logistical challenges presented by traditional symposiums and product showcases, establishing a new standard for engaging and educating Merck’s global clientele. This project is a good example of Merck’s commitment to innovation and its dedication to providing value to customers through advanced technological solutions.
