ANIMAL HEALTH
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WEBSITE DESIGN
MINXRAY
THE GOAL
MinXray created a portable battery-powered digital radiography system that was ideal for the sports, emergency, and military markets. These new markets had limited knowledge of DR systems and marginal brand awareness of MinXray. MinXray asked us to provide a digital strategy to reach these markets.
THE EXECUTION
LePoidevin reconstructed the architecture of the MinXray website to help customers discover beneficial information on products that were relevant to their market. The new design also created ideal landing pages for eblasts and other digital advertising.
THE RESULTS
MinXray has seen an amazing response from the new customers, especially within sports medicine. Website requests for product information have increased dramatically and they also saw an upsurge in calls for quotes.
DIGITAL ADVERTISING
MINXRAY
THE GOAL
When competition in the animal health industry increased the average cost of results for paid search ads, MinXray turned to LePoidevin Marketing for a new digital strategy to improve advertising ROI.
THE EXECUTION
LePoidevin found that many of MinXray’s targeted keywords also applied to peripheral industries and services. To help reach the brand’s target market more efficiently, LePoidevin recommended providing a visual component by switching to display ads.
THE RESULTS
In the months that followed, MinXray's display ads garnered over 1.3 million more impressions than their search ads, and the campaign’s click totals had increased by more than 700% — all for a cost-per-click rate that was lowered over 80%.
PRINT CAMPAIGN
ABBOTT ANIMAL HEALTH
THE GOAL
Abbott Animal Health, a division of Abbott Laboratories, had worked closely with veterinarians and technicians to design a new, extensive line of I.V. fluid therapy products that fit the specific needs of a veterinary practice. Abbott needed to gain awareness and interest for the new line and asked for our recommendations.
THE EXECUTION
LePoidevin Marketing developed creative concepts and headline options for each of the three sub-categories of the product line: peripheral catheters, I.V. sets and fluids, and assisted in developing questionnaires used to test the concepts with Abbott’s advisory panels and key industry opinion leaders. We designed the integrated campaign materials (including advertisements, sales collateral pieces, trade show graphics and direct mail pieces). The result was product-focused, computer-rendered imagery that prominently highlighted key product features in a highly intriguing and impactful manner.
THE RESULTS
The campaign was successful in communicating the product benefits and the “designed by and for veterinary professionals” story. Abbott sales personnel and distribution partners were excited to promote the new product line and product sales immediately following the launch exceeded expectations.
PUBLIC RELATIONS
MINXRAY
THE GOAL
Veterinary Practice News (VPN) was in need of content to quickly fill an unexpected editorial vacancy. LePoidevin had proven to be a reliable source for industry information, quotes from specialists and photography, so VPN reached out for assistance in creating a relevant article.
THE EXECUTION
With less than four days to the publishing deadline, LePoidevin worked with MinXray and one of their veterinary customers to create an editorial feature focused on a hot topic in veterinary medicine … feline osteoarthritis.
THE RESULTS
The story became the feature article in that month’s issue of VPN. Industry experts from MinXray were quoted in the article, and MinXray product was featured prominently in the accompanying photographs. LePoidevin secured a spot as a trusted problem solver for both our client and a leading trade publication.
PRODUCT LAUNCH
HESKA
THE GOAL
Heska Corporation sought to launch a new hematology system to the veterinary market. Conditions were less than perfect: The in-clinic diagnostic market was crowded and the launch had to take place within 45 days of notifying us.
THE EXECUTION
We designed a multi-faceted, integrated program and launched it at a national tradeshow. First, a series of oversized teaser postcards was sent to vets inviting them to the Heska booth. At the conference, a press event and product unveiling were complemented by a comprehensive product brochure, booth giveaways and a live, roaming Heska product mascot (the Bunny). Spread print ads and press releases also enhanced the campaign.
THE RESULTS
Initial product orders exceeded the client’s goals and pets everywhere are benefiting from this advance in veterinary care. Heska continues to describe this campaign as the “best product launch in the company’s history.”
PRINT CAMPAIGN
LUITPOLD
THE GOAL
Luitpold needed to address new competition from generic products claiming to be the same as their degenerative joint disease medication, Adequan® i.m., while increasing awareness among horse owners and trainers.
THE EXECUTION
This new competition was coming from generic products claiming to be the “same as” Adequan i.m. LePoidevin Marketing proposed an ad campaign to address these claims head on which revolved around the concept “Don’t be fooled by imposters.” This was developed to make horse owners and trainers aware that there was no such thing as a generic Adequan i.m. Visually, the ad was created to stand out in horse publications and too quickly illustrate the concept. This consumer-focused ad was simply the first component of a fully integrated campaign, working in conjunction with veterinary advertising, direct marketing and PR efforts.
THE RESULTS
The ad campaign generated high levels of positive feedback and awareness from horse owners, trainers and veterinarians. The audiences found the ad impactful and informative.
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