Zoetis Animal Health
Hello world, meet Dr. Mike McFarland.
To help Zoetis introduce its first global chief medical officer to a worldwide audience, we crafted a program that ensured Dr. Mike McFarland would be far more than a figurehead.
We developed a groundbreaking thought leadership platform that united medicine, innovation and technology with an empathetic tone. Dr. Mike McFarland became the company’s educator-in-chief, focused on creating a deeper understanding of animal care and fortifying the veterinarian role around the world.
Starting resonant conversations.
We centered this new platform on a docu-style video series – FutureBound – that followed Dr. Mike as he met with influential KOLs in the veterinary segment. These trailblazers share their perspective on critical topics through dynamic, engaging storytelling.
FutureBound engaged veterinary audiences with provocative, resonant topics, credentializing Dr. Mike to continue the conversation with Zoetis-critical topics like osteoarthritis pain.
With nearly 7M impressions, a 10% engagement rate and a 71% VCR, this leadership platform spurred global conversations and momentum, enabling Dr. Mike to share thought leadership beyond the series.
We built a digital destination to house all the thought leadership content from Dr. Mike, including the FutureBound series and the “Vet Visit” podcast he hosts with KOLs.
Our goal was to drive our veterinary audience to one destination, allowing us to gauge their interests and optimize future content.
We work with many Zoetis Global efforts
We collaborate with the Zoetis Global Commercial Development (GCD), their R&D liaison to marketing, pretty regularly on everything from product introductions to policy initiatives.
For Lawsotek, a pork vaccine, we worked with GCD on naming, branding, communications and marketing. Created a logo, package and global campaign that launched in Canada, sensitive to French Canadian needs. We had a similar role with the introduction of Protivity, a beef vaccine, that we named, branded and advertised with a global campaign that we launched in Italy.
We also worked on a project with Zoetis Corporate around Global Sustainability for their Cattle and Pet Care divisions. We created a playbook built on insights into multiple international audiences and their local regulatory policies, creating specific approaches for each segment along with a toolkit of materials.