Tag: Animal Health

IDEXX IMC Plan + Content Strategy

IDEXX IMC Plan + Content Strategy

by Leigh Hoopes

IDEXX, a veterinary diagnostic product and services brand, needed an Integrated Marketing Comms (IMC) and Content plan to help them drive awareness of a new Kidney Disease test for cats and dogs, SDMA. Their target audience included veterinary professionals who are both “believers” and “non-believers” in the test, and the larger goal was to drive adoption and continued use of the SDMA test panel as part of a routine kidney health evaluations.

After conducting a thorough content audit of the IDEXX SDMA website, their Learning Center kidney content, and competitive content, we built an in-depth content messaging framework around three core concepts to help IDEXX amplify their existing content available and evolve new content creation to align with these themes and topics.

This was the first of many animal health projects I’ve worked on over the years, and I loved crafting these themes to resonate with several key audience groups in the veterinary space: long-time vets, new vet graduates, and vet techs/office support staff. It gave me an interesting in-depth look into areas of veterinary practice I’d never even thought of, and gave me good sense of baseline audience wants and needs in this space.

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Seresto Brand Planning

by Leigh Hoopes

Seresto, one of Elanco Animal Health’s priority brands, needed an in-depth, experience-rich brand plan that emphasized their new creative campaign direction and would help grow brand awareness, build brand trust, find and buy the product online, and drive repeat purchases.

We conducted extensive brand, audience, and cultural research to build out a strategic framework for Seresto that would not only help Elanco realize its business goals for the brand, but also boost awareness, switching, and repeat purchases from consumers.

In addition to the extensive paid media, paid and organic search, video, and social activations we were leading for Seresto, we were encouraged to push the boundaries for these tactics to support each business goal, so the plan highlighted a broader range of channels including streaming video and non-pet apps, approaches to feature Seresto’s cause marketing efforts, and appeals to both new and current product users.

Along with owned digital tactics, we also recommended full-on immersive experiences for target regions, working with UGC and influencers to counteract counterfeits, and more personalized email approaches to drive engagement among subscribers.

Advantage II Brand Strategy

Advantage II Brand Strategy

by Leigh Hoopes

Advantage II, one of the top flea & tick preventives from Elanco Animal Health wanted a Brand Plan that would hep them retain existing Advantage customers, gain more market leadership from consumers switching from other treatments, and improve the path to purchase though the peak season via e-commerce and Pet Specialty category retail.

To solve for these, we conducted a thorough brand assessment and built out their strategic framework to match the brand benefit and priorities for the year. We used both client internal and industry research to expand on target audiences, and tactical recommendations touched on the brand’s desire to continue using a legacy mascot (“Big Flea”) in creative while expanding and evolving the overall brand look and feel.

The full plan offered multi-channel campaign development and activation for Dynamic Content Optimization (DCO) in paid search, website optimizations, educational content, social media, digital video, e-commerce, cause marketing, and email.