The situation

There has been very little innovation in canine pain management in the last 30 years. So, when Elanco set out to launch Galliprant, its first-in-class treatment for osteoarthritis (OA), they needed to make it clear this wasn’t just a new option – this was going to turn OA management on its head. Elanco needed an agency partner who could understand the marketplace and the science and marry this with out-of-the-box creativity.

The task

Galliprant was scheduled for launch at the UK’s biggest veterinary congress, the London Vet Show (LVS). Our challenge was to develop a launch strategy, a congress stand to draw in new leads, and a communication plan that would engage the veterinary community.

The approach

At the heart of the campaign was a simple story that slowly took vets along the adoption curve. We separated this into bite-size pieces, each aimed at a particular vet audience, depending on where they were on the curve. By playing this out across a variety of media – including digital, print and advertorials – we made sure our messages were consistent, compelling and effective.

The action

We created an LVS stand that captured the attention and the imagination of vets across the UK. The showpiece was a 3D MOA animation, marrying the promotional campaign from renowned photographer Tim Flach with the complex science behind the drug. We also produced a self-guided detail aid and sales training materials to prepare reps before launch. This showstopper launch at LVS was supported with promotional and educational assets across print and digital.

The results

• - 500+ leads in just 2 days at LVS
• - 900+ click-throughs to the website
• - 100% of the total annual sales figure was reached within the first 9 months