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Case Study.
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| Ceva Animal Health |
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| Ceva produces pharmaceuticals for the veterinary industry and its core products are linked to
behavioural problems in dogs and cats. Of necessity, these products have to be promoted sensitively, generally through case
studies and feature material in order that the benefits can be highlighted through third party endorsement. |
| Strategically, the decision was made to promote one of the drugs - Selgian - in relation to its
benefit in helping old dogs with senile dementia. The agency developed an "old dog promotion" aimed at educating the consumer
on the effects of senility related disorders with the overall aim of increasing the quality of life for older dogs, cutting
the number of dogs being destroyed for poor quality of life reasons and with the sales aim of creating a demand for
behavioural treatment from veterinary practices. |
The Campaign:
Link with Companion Care - the UK's largest chain of veterinary practices - to offer free health checks for dogs aged
eight and over. |
Method:
National media campaign, including an exclusive with Dogs Today tied in to a readers offer. Local media campaign
through a hard hitting release highlighting the problem and the action to take. |
Results:
- Coverage on national BBC radio, The Telegraph and Sunday People.
- Local coverage on radio stations throughout the country in areas local to CC practices, local newspapers and TV.
- Coverage still coming in.
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| The next phase will involve identifying the scale of the problem through research and issuing
results targeted to each region together with case studies from each centre. |
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