Baytril Otic | Signal Theory

Baytril Otic

How new positioning and punchy creative helped pick an aging product up off the mat.

Bosley The 'Banshee' Brown

Results

16%

INCREASE IN NET SALES

10%

INCREASE IN VET CLINIC PENETRATION

CHALLENGE

Baytril® Otic is a legacy canine ear infection treatment that requires up to 28 rounds of owner-administered doses – which is quite a lot compared to Bayer's newer, single-dose treatment regimen. So even though this powerful product still works well, it still involves a bit of work for dedicated dog owners.

SERVICES

MEDIA, CAMPAIGN, PRINT, INTERACTIVE, BRAND EXPERIENCE, POP, COLLATERAL

CAUTION: Federal (U.S.A.) law restricts this drug to use by or on the order of a licensed veterinarian. CONTRAINDICATIONS: Baytril® Otic is contraindicated in dogs with suspected or known hypersensitivity to quinolones and/or sulfonamides.

The Sweet Science of Smart positioning

While Baytril® Otic can't compete when it comes to ease or convenience, it's still a treatment that packs quite a punch against Pseudomonas — the bacteria responsible for the nastiest 10% of all ear infections.

We determined that if we could reposition Baytril® Otic as a specialized Pseudomonas fighter and own that segment of the market, we could create a substantial jump in annual sales.

Fight Nasty Detailers
Placements That pack A Punch

With a print and digital campaign focused on high-impact placements in the most prominent veterinary trade publications, websites and conferences, we let vets know that when nasty ear infections strike, Baytril® Otic is in their corner.

Blood, Sweat, and Ears Detailer
Picking An Aging Fighter Up Off The Mat

Repositioning Baytril® Otic not only increased sales in the short term, it also gave the product new life 14 years after it entered the ring. And that's nothing short of a resounding victory.

First Significant Sales Increase in 14 Years
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