The Drum Awards for Marketing - Extended Deadline

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Date: May 2019
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Like all veterinarians, Doctor Bob wants to make it as easy as possible for his patients to get the best products on the market. But it can be scary for families to take a chance on something new.

With thousands of independent Vet Clinics across the country all using different point of sale systems, traditional incentives programs just couldn’t do enough.

And mail-in rebates were too inconvenient for customers to make much of a difference.

That’s why Merck Animal Health turned to Creative Digital Agency. The brand knew they had the best flea and tick medicine on the market, Bravecto, but they needed a no-stress way of getting vets like Doctor Bob to recommend it, and of getting pet owners to try it.

CDA’s digital experience team created My Vet Offers, a mobile-first web app that simultaneously handled mobile coupon distribution and promotion for pet owners, and point of sale coupon redemption and tracking for vets like Doctor Bob.

Pet owners were directed to the site, either through digital ads, newsletters, or in-person at participating clinics.

Upon clicking on one of the available offers, they could request their secure, single-use coupon via either email or text -- and even get map directions to the nearest participating clinic.

Vet clinics like Doctor Bob just had to sign up, log in, and redeem the coupons alongside valid receipts.

Pet owners saved money instantly, at the register. And the vet clinics were reimbursed by the brand shortly afterward.

Demand for Bravecto exploded.

For each day the program was live, every vet clinic -- in every market -- sold -- on average -- 11 extra doses of Bravecto.

Repeat business from all these new customers translated into an extra $26,000 per year – from every clinic.

Of the pet owners who engaged with the program, 97% subscribed for future messaging, eager to receive reminders of when it was time for a new dose.

And best of all, the Bravecto brand got a real-time, inside look at exactly how their product was selling at every clinic, and who was buying it.

It was a happy ending for everyone:

Happy brand,

Happy vets,

Happy families,

Healthy pets.