Veterinary Vaccine Supplier
The Brief: A major veterinary vaccine supplier wanted to launch a kennel cough vaccine into the UK. The objective was to gain distribution and drive sales through the veterinary channel.
The Solution: Konnexx undertook initial research that showed the instigator for this particular type of vaccine was the dog owner.
The dog owner was required to have animal vaccinated as and when they were to go into kennels. The initial research also identified a weak link between kennel owner and local veterinary practice.
Konnexx put forward a proposal that identified the two stimulus groups, the dog owner and the kennel, as being important to contact rather than simply just trying to sell in the vaccine to the vet.
Calls were made to all kennels within the UK and information was gleaned as to their requirements for vaccination, level of current vaccination and education of the product.
Leaflets were produced so that kennel owners could issue information about kennel cough to their customers the dogs owners and master classes were stimulated amongst kennels and local veterinary practices to educate both groups about the effect of kennel cough and the importance of vaccination.
Kennels and veterinary practices were then called on a regular ongoing basis.
The Result: Market share for the client at the beginning was 12% which rose to over 50% in less than eighteen months.