When Merial received an accelerated approval in Canada for Zactran, a new cattle antibiotic, the entire marketing campaign had to be completed under tight timelines and tight budgets. The approval was received in January and ON met with the global brand team and the Canadian market team in February. The initial market research was completed in May and the product launch meetings took place in July. Fortunately, this is the kind of situation, with tight timelines, in which we excel.
ON performed market research to help position Zactran for use in moderate to high-risk feedlot calves and created awareness about its launch. The upfront work we’d completed from January to July culminated with the release of an online training solution that could educate Merial sales staff about the new product and its positioning.
Externally, we helped identify market opportunities and developed technical and sales messaging to position Zactran in its first foray in the marketplace. Those messages formed the basis for the marketing campaign, which included advertising, technical sheets, and other collateral that were released in key markets across the country. Digital presentations with 3D motion graphics were also created to aid in comprehension of the complex biotechnology of Zactran.
In the year following the launch, awareness exceeded 10 per cent amongst feedlots and sales grew over 30 per cent. When the US division launched the same product, it asked for all of the marketing materials ON created to be adapted for the US. To get US sales and marketing staff up to speed, the US team also adapted the web-based training we created for their own employees.