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.