Case Study: Merck KGaA achieves personalized one-to-one patient experiences and accelerated sales with Salesforce DMP

Merck KGaA strengthens legacy, innovates the customer experience with Salesforce

Merck KGaA, a 346‑year‑old German pharmaceutical company, faced the challenge of modernizing how it connects with patients and providers. As patients became more empowered and the traditional model of selling through hospitals and physicians grew outdated, Merck needed to restore the personal, private, and compassionate element of care while communicating directly with consumers about sensitive conditions like fertility, MS, and diabetes.

By adopting Salesforce (Sales Cloud, Marketing Cloud, Community Cloud, and Analytics), Merck centralized customer data, built tailored customer journeys, and created patient communities and apps that improve patient‑doctor interactions. The new lead‑to‑order process cut quote times from weeks or months to hours, sped product delivery, enabled one‑to‑one relationships, and set the company up to use wearables and predictive analytics for more proactive, personalized care.

Merck

Dorothea Wenzel

SVP of Global Business Franchise Fertility