She is working to change that despite the fact that automated external defibrillator (AED) devices are widespread throughout America’s public spaces, many people remain unaware of their presence — costing precious seconds in an emergency. Now Merchant started the Penn Defibrillator Design Challenge, which will enlist volunteer artists and designers nationwide to come up with eye-catching and creative artwork to attract attention to AEDs in public spaces. In 2013, Merchant was named director of the Social Media Lab at the Penn Medicine Center for Health Care Innovation.