Launching the First Veterinary-specific Line of Fluid Therapy Products.

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 (including peripheral catheters, I.V. sets and crystalloid and colloid fluids) 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 STRATEGY

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.

Once a concept was chosen by the client, 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.

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