CBC Diff Campaign

Heska New Product Launch

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HESKA® CBC-Diff™ Veterinary Hematology System

The Heska Corporation asked us to help them launch their new hematology system to the veterinary market in less than perfect conditions: the in-clinic diagnostic market was already quite crowded, and we had less than 45 days to make it happen.

While their chief competitor uses “laser” technology in their system, the Heska system uses advanced impedance technology that delivers much more precise and reproducible results. We had a great story to tell, and needed an effective way to inform our target market.

We designed a multi-faceted, integrated campaign, and launched it at a national trade show. First, we sent a series of oversized “teaser” postcards to veterinarians hinting at the excitement to come, and inviting them to our booth at an upcoming national veterinary conference. At the conference we mounted a strong attack, beginning with a product unveiling at a press conference and complemented by a comprehensive product “detailer” brochure, booth give-a-ways and a roaming Heska product mascot. Our efforts paid off as booth traffic and product interest were beyond expectations.

At the same time, attention-grabbing spread ads appeared in select veterinary publications. The ads got right to the point, highlighting our competitor’s unreliable results and clearly presenting “all the facts” that made the Heska product superior.

The launch was extremely successful. Initial product orders far exceeded the client’s budgeted goals, and pets everywhere are now benefiting from more accurate veterinary care.