brand strategy for companion animal anesthesia
Case Studies
The Brief
To build a robust brand framework for a leading companion animal anesthesia product leading to increased brand preference, saliency and sales growth. The research explored how veterinarians in Australia and New Zealand make decisions when selecting and using anesthetic induction agents, products, and brands.
To build a robust brand framework for a leading companion animal anesthesia product leading to increased brand preference, saliency and sales growth. The research explored how veterinarians in Australia and New Zealand make decisions when selecting and using anesthetic induction agents, products, and brands.
The approach
25 in-depth interviews were conducted via video conference with vets who were decision makers for the choice of anesthesia products and induction agents used in their practice. Vets were recruited to cover a range of locations and types of practice including independents, buying and corporate groups.
25 in-depth interviews were conducted via video conference with vets who were decision makers for the choice of anesthesia products and induction agents used in their practice. Vets were recruited to cover a range of locations and types of practice including independents, buying and corporate groups.
The challenge
The research was conducted during the first 6 months of the COVID-19 pandemic with vets being increasingly stressed and time poor, due to an influx of new patients and customers and new public health regulations. The research methodology pivoted from face to face to video conference interviews in response to these changed conditions.
The research was conducted during the first 6 months of the COVID-19 pandemic with vets being increasingly stressed and time poor, due to an influx of new patients and customers and new public health regulations. The research methodology pivoted from face to face to video conference interviews in response to these changed conditions.
The insight
The insights report identified the primary hygiene, support and leverage factors that drive choice and preference for anesthetic agents. The client’s brand performed significantly better than competitors across all these factors. However, these benefits were not well understood by all vets and hence recommendations were made about strengthening category expertise, brand positioning and brand architecture.
The insights report identified the primary hygiene, support and leverage factors that drive choice and preference for anesthetic agents. The client’s brand performed significantly better than competitors across all these factors. However, these benefits were not well understood by all vets and hence recommendations were made about strengthening category expertise, brand positioning and brand architecture.
The outcome
25 opportunities were identified to help shape the brand strategy, defend the client’s strong market position in Australia and acquire new customers in New Zealand.
25 opportunities were identified to help shape the brand strategy, defend the client’s strong market position in Australia and acquire new customers in New Zealand.
