The online annual report 2018 of chemical and pharmaceutical firm Merck demonstrates the importance attached to in-house research. The content emphasises in an emotionally appealing way how science can improve people’s lives. The report starts with selected employees describing their personal motivation to carry out research. Part of the report is also devoted to the rapid development of China’s technology and medicine sector as another key issue. The clear navigation makes it possible to dip into individual topics. The clear colour palette and the lifelike imagery underscore the authenticity of the diverse subjects.