VetConnect Newsletter Series

Informative Newsletters

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INFORMING A HARD TO REACH AUDIENCE

A previous campaign designed to increase awareness of their vaccine product line had already layed the foundation for product awareness, but additional communication tools were needed to build our client’s brand, and deliver value to their core audience.

Knowing veterinarians were starved for clear and unbiased information, a series of straightforward newsletters was created — each designed to provide much-needed guidance and feedback on the correct use and application of these essential products.

The newsletters, entitled VetConnect Newsflashes, took an in-depth approach to educating veterinarians and technicians, while delivering useful, practical tips to help all animal hospital personnel. The lack of overt product promotion was well received — and read — by the recipients.

The newsletters were also delivered by mail with a personalized letter signed by each sales representative, complete with a custom note and signature imprinted on the back.

Increased exposure to the brand, and a non-competitive editorial approach, resulted in high readership and increased interaction between the veterinarian and company sales personnel. Client sales representatives where, very quickly, perceived as authorities on the subject of vaccines — a real bonus, and boon to product sales.

* Produced by Becker LePoidevin

BROWSE OTHER SCHERING-PLOUGH CASE STUDIES:
VetConnect Direct Mail
E-Commerce Campaign
Re-Branding Campaign
Sam’s Club Pallet Display