Dechra: Suspecting Cushing’s
Location
UK
Industry
- Veterinary pharma
What we did
- Disease awareness campaign
Objective
Dechra needed an awareness campaign for Cushing's disease, to boost sales of its exclusive Vetoryl treatment. Educating vets on spotting symptoms was the key, because Cushing’s is a canine disease that hides in plain sight. But the real challenge was to stand out against the typical bland, scientific approach found in veterinary sector marketing.
Solution
The campaign cast the symptoms as suspects in a criminal case, using cop-show-style videos and a chance for the veterinary audience to play detective. We employed the UK’s top canine actors to play humorous, lovable dog characters, each representing a key symptom of Cushing’s. An interactive online tool let vets explore evidence and build their own Cushing's case, creating an engaging educational experience.
Results
The “Suspecting Cushing’s” campaign was picked up by local teams who implemented it across Europe, translating the content into seven languages. After just three months, it had generated a 12:1 ROMI. This campaign certainly achieved its main aim of securing brand leadership for Vetoryl, but most importantly, the lives of many dogs have been saved.
:1
ROMI
s
of dogs saved
The “Suspecting Cushing’s” campaign cast the symptoms as suspects in a criminal case, using cop-show-style videos and the UK’s top canine actors playing humorous, lovable dog characters, each representing a key symptom of Cushing’s.
After just three months, it had generated a 12:1 ROMI. The campaign certainly achieved its main aim of securing brand leadership for Vetoryl, but most importantly, the lives of many dogs have been saved.
