Merck Manuals Stevie Award-Winning #MindOverMyth Campaign for Mental Health Awareness

Posted by Amanda Del Signore on Tue, Apr 04, 2023 @ 04:38 PM
Amanda Del Signore

ABA22 Merck Manuals SpotlightStevie-winner Merck Manuals is committed to making the best current medical information accessible to health care professionals and patients on every continent. They believe that health information is a universal right and that every person is entitled to accurate and accessible medical information.

First published in 1899 as a small reference book for physicians and pharmacists, The Merck Manual has since grown in size and scope to become one of the world’s most widely used comprehensive medical resources for professionals and consumers. Today its medical information is available in more than 241 countries and in nearly a dozen languages, free in digital form to professionals and patients.

As the Manual has evolved, it is continually expanding the reach and depth of its offerings to a wide cross-section of users, including medical professionals and students, veterinarians and veterinary students, and consumers.

Merck Manuals won a Bronze Stevie Award for their #MindOverMyth marketing campaign that aimed to help break the stigma surrounding discussing and seeking mental health support.

The #MindOverMyth Campaign for Mental Health Awareness
Almost half of adults experience symptoms of mental illness at some point. Despite this high prevalence of mental illness, only about 20% of people who have a mental illness receive professional help according to research. While tremendous advances have been made in the understanding and treatment of mental illnesses, the stigma surrounding them persists.

Their campaign, #MindOverMyth, seeks to further break down the stigma and bring these issues into the light so patients and health care professionals can feel more comfortable talking about mental health issues and asking for help. 

They looked at the most common mental health topics affecting both children and adults today and developed a marketing campaign with the goal of bringing greater awareness to these topics via social media through graphics and short videos as well as by driving visitors to the website to further educate themselves.

They launched the campaign in June of 2021 across all channels in the United States and then rolled out across global channels, translating each post to their respective market language. 

Thanks to the Mind Over Myth campaign, they were able to bring more awareness of mental health issues to people across the globe, accruing 18.1 million social media impressions and 1.25 million link clicks to their website content on these topics from April-December 2021.This campaign became very timely for their health care professionals in both human and animal health who were struggling to take care of themselves during the pandemic.

Since Winning Their Stevie Award
In response to an urgent request from the Ukraine team to help medical professionals deliver the best care during the invasion of Ukraine, The Manuals team launched a Ukrainian translation of the site for medical professionals in record time. 

Merck Manuals won a Bronze Stevie Award for Marketing Campaign of the Year - Healthcare - Disease Education & Awareness in The 2022 American Business Awards®.

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Topics: American business awards