NexGard® (afoxolaner) for Dogs
The most successful launch in animal health history
Merial, one of the the world’s largest animal health companies, was launching a revolutionary new pharmaceutical product into a very competitive and very fragmented market. Our task was to introduce the new brand, a new category, and new science to veterinarians.
The Challenge more
Drawing on the two decades’ experience we have working in support of FRONTLINE® Plus and HEARTGARD® Plus (ivermectin/pyrantel), animal health’s two top-selling products, we worked closely with the NexGard team to:
- Discover and prioritize messages for veterinary audiences
- Create the brand look and feel
- Develop a trade marketing campaign
- Create a multi-conference brand launch experience
- Develop printed and digital selling tools for the Merial sales force
- Produce educational and promotional videos to be used at different industry and company events
The Strategy more
We targeted the country’s largest veterinary conference, NAVC, for NexGard’s coming out party – our new ad campaign was in every trade pub that month, educational materials were being delivered to veterinary practices across the country, and we took the veterinary profession’s major conferences by storm.
The splash we made in January turned into a steady groundswell of awareness, trial, purchase and re-purchase. By year’s end, NexGard had surpassed Year One sales goals to become the most successful (by sales volume) launch in animal health history.
A year after launching in the States, NexGard received permission to be sold by veterinarians in Canada. We partnered with Merial’s Canadian marketing team to develop a launch campaign specific to the Canadian market, and debuted at the largest Canadian veterinary conference of the year. After less than a year on the Canadian market, NexGard® (afoxolaner) surpassed sales projections. It’s a hit, eh!