To be successful, the national launch of a prescription flea
control product for dogs had to achieve a very difficult paradigm shift
by convincing consumers to purchase their flea control products from
veterinarians rather than at more convenient retail outlets. The launch
was wildly successful, growing the veterinary share of total flea control
product sales from just 16% to 36% in one year, while also growing the
overall market by 16%. First year sales were equal to 23% of the previous
year’s total market sales of all products.
The launch of an equine veterinary diagnostic test “re-engineered
and re-branded” an established, sleepy product with a new platform,
new packaging and a fully-integrated launch that included advertising,
public relations, direct response and trade show initiatives. Within
4 months of launch, unit sales increased by 25%; within 7 months the
re-order rate from satisfied customers exceeded 50%.
A pre-launch teaser print ad campaign and sales materials in the hands
of reps within four days of FDA/CVM approval assured early success
of a feline ear mite treatment. Although well in advance of seasonal
usage, and in a declining category, the product achieved 25% clinic
penetration within 60 days of launch. Just nine months post-launch,
clinic penetration was over 40% and the re-order rate over 50%.
Developed and produced 8 national TV commercials including all phases,
from concept, testing, production, post-production to media scheduling.
Two campaigns received the coveted silver and gold Effie awards. The
Effie awards are based on measurable success factors such as growth
in sales and market share.
Directed the consumer PR campaign for the first FDA-approved prescription
medication for separation anxiety in dogs. The campaign achieved over
1 billion media impressions in just 5 months, including over 931 TV
placements, 83 radio placements and 1460 print placements, thus achieving
the highest publicity coverage ever attained for an animal health product.
Hits included The Today Show, USA Today (front cover), The Wall Street
Journal (front cover, feature story on front page of Marketplace section),
US News & World Report (feature story) and all network nightly
news shows.
Achieved remarkable publicity for a “me-too” product for
cats. By opening the video news release (VNR) with intriguing microscopic
video footage, the release stood out from the pack and garnered over
40 airings and approximately 4 million impressions, thus achieving
twice the success of the average VNR.
When a network TV news show aired a story linking a compound to deformities
in frogs, the show host held up a veterinary flea product and incorrectly
stated that it contained the compound. Immediately working with the
show’s producers and attorneys, we were able to get the show
to air a retraction the very next evening.
Actually improved a company’s image with its customers during
crisis situations by immediately notifying veterinary customers of
negative media stories on veterinary products and giving these customers
the facts and information to convey to their clients. Sales reps reported
that time and again, customers lauded the company for responding so
quickly to provide the information they needed to respond to client
concerns.
Established the US as the center for marketing support for an international
company, despite the fact that the company was headquartered in Europe.
Worked with Canada, Australia and European countries to develop international
marketing platforms, share key learnings and marketing materials. Set
up a library of resources for use by other countries.
Launching with a unique US marketing platform, a prescription medication
for dogs was so successful that all other countries immediately adopted
the platform from the US, and relaunched in those countries.
Trained international marketing colleagues on how to better utilize
public relations in their countries through formal training sessions
at international marketing meetings.
Transformed an extremely large, “problem” package into a
product benefit by utilizing the large size to create an educational
tool that veterinarians could use with clients. The design won praise
from the FDA.
Transformed the package design for a diagnostic test from the original
sterile black and white to an innovative color design, totally redefining
the brand. Practitioners stated that the design created so much added
value that their clients would be willing to pay more for the diagnostic
test simply due to the new packaging. Several leaders in the industry
requested the artwork to frame.
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