Marty Kovach

Global Content Strategist Merck

Martin (Marty) Kovach is currently a Content Strategist within Global Content Strategy, a Global CoE supporting all Human Health brands. Marty has spent 30 years+ in Creative & Content Strategy with the last 29 years at Merck | MSD. He has held multiple positions of increasing responsibility in creative, strategic marketing communications, and content strategy areas. Marty has led Modular Content development, expanding content creation volume, speed, and efficiency for more targeted customers and communication opportunities. Marty has also co-developed the Content Factory capability, further innovating the role and value of Content and Content Strategy as a commercial differentiator for Merck | MSD. His philosophy and approach are focused on the customer’s experience and business results: Create positive customer experiences that solve pain points while bringing value to our brands.

Day 1 - June 26th

3:30 PM Partner Presentation | Modular Content and AI Integration: Shaping the Future of Efficiency and Effectiveness.

In recent years, modular content (“ModCon”) platforms have enabled pharma marketing organizations to create, review and approve copious amounts of content, and subsequently generate tactics in a more automated (and less labor intensive) fashion. Metrics produced from this process certainly point toward added efficiencies focusing on speed to market and cost savings. Many organizations have thus started implementing ModCon, with varying degrees of success. However, more recently, we have seen the rapid emergence of artificial intelligence (AI) as another option for traditional creative development. Should AI be viewed as an alternative stand-alone approach, or as a complementary tool (that along with ModCon) can dramatically reshape existing approaches? Are they, in fact, incredibly reliant upon each other to produce the essential attribute now required of all marketing communications: personalization?

Check out the incredible speaker line-up to see who will be joining Marty.

Download The Latest Agenda