Merck Animal Health Banamine Transdermal Product Launch Makes Headlines, Equips Vets With a New Tool in Pain Management
The Work
Managing pain in cattle is not easy for producers, especially when the only option is IV administration. Until Banamine® Transdermal. We help Merck Animal Health launch a first-of-its-kind pour-on solution for pain management in cattle, developing an integrated advertising and PR campaign to spread the word on this game-changing product.
The Challenge
Merck Animal Health is launching the first-ever pour-on for pain due to foot rot or fever in cattle caused by bovine respiratory disease. It has the makings of a cattle care game changer, as producers consider a new alternative to IV administration to manage these issues.
Approach
-
Positioning:
Create a clear connection to the reasons to care. This translates into a simple, relatable and impactful creative approach.
-
Ad Creation:
An eye-catching ad saturates major print, radio and digital mediums.
-
Create Tools:
New sales tools introduce veterinarians and producers to the product.
-
On-Demand Training:
First-to-know veterinarian communications include on-demand training and technical launch meetings.
-
Build Awareness:
Awareness is built through media outreach, with a formal product launch at National Cattlemen’s Beef Association.
Results
From ads and technical launch meetings to sell sheets and how-to-use posters, we create and disseminate tools to talk about pain, BRD and the relief that comes with Banamine Transdermal.
-
77%of respondents recall seeing the ad in the Farm Journal Readex Research study
-
600veterinarians are engaged through on-demand training and launch meetings
-
NCBAlaunch secures 15 media interviews and nearly a dozen articles are shared online
