Situation

Merck Animal Health is launching the first-ever pour-on for pain due to foot rot or fever in cattle caused by bovine respiratory disease. It has the makings of a cattle care game changer, as producers consider a new alternative to IV administration to manage these issues.

Objective

Create brand name awareness of Banamine Transdermal as the first and only FDA-approved pour-on relief for pain and fever in cattle.

Approach

We start with positioning that creates a clear connection to the reasons to care. This translates into a simple, relatable and impactful creative approach. From there, we build a plan to generate interest:
• An eye-catching ad saturates major print, radio and digital mediums.
• First-to-know veterinarian communications include on-demand training and technical launch meetings.
• New sales tools introduce veterinarians and producers to the product.
• Awareness is built through media outreach, with a formal product launch at National Cattlemen’s Beef Association.

Results

From ads and technical launch meetings to sell sheets and how-to-use posters, we create and disseminate tools to talk about pain, BRD and the relief that comes with Banamine Transdermal.

77% of respondents recall seeing the ad in the Farm Journal Reader Research study 600 veterinarians are engaged through on-demand training and launch meetings NCBA launch secures 15 media interviews and nearly a dozen articles are shared online