How new positioning and punchy creative helped pick a long-forgotten product up off the mat.
MOST PRESCRIBED FOR PSEUDOMONAS EAR INFECTIONS
INCREASE IN NET SALES
INCREASE IN VET CLINIC
Baytril® Otic is a legacy canine ear infection treatment that requires 28 rounds of messy, 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 can be a hassle for dog owners to administer, and even tougher for veterinarians to recommend.
MEDIA, 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.
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.
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.
Repositioning Baytril® Otic not only increased sales in the short term, it also gave the product utility and life for years to come. After 14 years of stagnant sales, that's nothing short of a resounding victory.