Bayer Healthcare, Animal Health division (BAH) was looking for a way to increase sales of its Advantage family of products, which include Advantage and K9 Advantix.
Working with AOR Fleishman-Hillard, it set out to find a way to influence customers' purchase behavior through a trusted source: veterinarians. "The consumers are a very important part of the decision-making process, but they rely heavily on recommendations from their veterinarian," says Tom Hopper, director of marketing for BAH.
Strategy
Recognizing that vets' recommendations carry so much ...