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Novartis Animal Health

Going above and beyond in OTC

Challenge

Following a re-classification of a range of parasiticide products, Novartis Animal Health was handed the opportunity to launch them to an over-the-counter (OTC) market: a global first for the brand. We were given the challenge to help guide them through the process, with go-to-market strategy, brand refocus and compelling creative top of the list of requirements.

Approach

We coordinated extensive consumer research – including focus groups and demographic research – to understand consumer behaviour and identify potential opportunities. Based on this, we created a strategy that answered the needs of both the brand and customers.

Delivery

We worked to create a product brand and campaign concepts that complemented the core Novartis brand, as well as tools to communicate the campaign to internal stakeholders and the audience of veterinary customers. Then came the task of creating a suite of deployment collateral, a fully integrated website in preparation for the product launch, and a coordinated PR campaign to support the launch activity.

Outcome

The project resulted in a successful trade show launch, an increase in product sales OTC vs prescription, 110% ROI on total promotional spending for the year and increased market share within the animal healthcare sector.

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