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

Bayer Animal Health

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

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.

RESULTS

INCREASE IN NET SALES

16%

INCREASE IN VET CLINIC PENETRATION

10%

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

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.

First significant sales increase in 14 years.

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.