Extending product life cycle with marketing concept
Udder health is a major concern for dairy farmers and their vets. Pharmaceutical company Zoetis came to us with the request to put the udder injector OrbeSeal back on the map more than 10 years after its introduction. The aim of the campaign is on the one hand to recruit new users and to embed the use of the injector in the business operations of existing users.
Turning non-users into users
Why would a dairy farmer become interested in using the injector ten years after its introduction?
Marketing concept with measurable results
The vet is central as a coach and advisor to the dairy farmer in the marketing concept that we developed together with Zoetis. In MAX10, a SMART defined target and a KPI that is important for veterinarians and dairy farmers are central: in ten steps to a maximum of 10% new udder infections in the dry period. The concept makes the approach and promise tangible and the result measurable.
The interpretation
Facilitating correct application for advisers and users
We developed a practical online tool to facilitate veterinarians in coaching dairy farms through the process and offline materials for veterinarian visitors, veterinarians and dairy farmers.
Motivate with clear action points and measurable results
The result
Loading the brand with tangible promise to user
Zoetis reached new users and strengthened its partnership with veterinarians and veterinary practices with this comprehensive approach and substantively strong brand story.
Do you want to know what we can do for you?
Call or email us and maybe we'll meet for an introduction soon. With you, with us or online. Our goal is to think along with you!
