CASE STUDY

Agency: Earle Palmer Brown
Client: Novartis
Brand: PROGRAM™ Flea Control
Project:  Veterinary Seminars Via Satellite

PROGRAM™, the world’s leading veterinary prescription product, was experiencing sharply increased competition and slowing growth. To combat the problem, WMC worked with Earle Palmer Brown (EPB), the advertising/pr agency that handles Novartis Animal Health in the United States, to develop an integrated marketing program aimed at veterinarians.

Sponsored by PROGRAM™, the seminar series telecasts originated in Chicago, New York and Dallas, and reached more than 4,000 invited guests (and Novartis sales force reps) in 16 markets. The event gave veterinarians a first look at new research on flea control, information on the efficacy of PROGRAM™ and some practical advice on building their practice. The series helped build brand loyalty, strengthened relationships between members of the Novartis sales force and their customers and set the stage for a new PROGRAM™ print and broadcast advertising campaign from EPB.