SERVICES
Media
PR
Strategy
The Challenge
Virbac tasked Point with introducing their innovative canine cancer treatment, STELFONTA®, to the general consumer as an alternative to current treatments available on the market. Virbac initially pitched the product to associated veterinarians through internal grassroots efforts. However, the company believed that for maximum awareness, consumer-level outreach was integral to success of the product’s launch. Virbac partnered with us to support the product’s consumer launch with national and local media relations campaigns.
63MM
Impressions
3+
Major Media Market Placements
$850K
Advertising Equivalency Value
Our Strategy
Stories with Heart
Our strategy focused on utilizing pet owner testimonials to gain earned media viability. Efforts were focused on building awareness for this new treatment at the local and national levels, dependent on the pet’s location and strength of story. Utilizing stories of successful treatments enabled us to “humanize” how this product could be used as an alternative to current canine cancer treatments available.
WORDS FROM OUR PARTNER
”Working with Point is an absolute pleasure. They are always providing great opportunities for our firm to pursue and thus improve our brand awareness. Most importantly, they've taken the time to understand our highly regulated industry thus making the most effective use of both companies' time and effort. I highly recommend them!
MICHAEL ALBOVP, COMMUNICATIONS & CUSTOMER SERVICE, VIRBAC
Our Strategy
Successful Treatments
Point worked with Virbac to determine key media markets and identify patients and their respective veterinarians in those geo-targeted locations. With patient/veterinarian details in hand, we developed tailored pitches, crafted specifically for reporters who covered healthcare or lifestyle beats, as well as those with personal interest as pet owners.
The Solution
An Intense, Coordinated PR Push
Our team coordinated interviews with 1) owners whose dogs had been successfully treated with STELFONTA, and 2) veterinarians who successfully treated patients with STELFONTA to speak to their experiences using this new treatment. Point also supported Virbac through product placement and thought leadership through contributed articles, product round-ups and other related resources.
Following STELFONTA’s initial launch in August, our ambitious PR push resulted in placements in the Atlanta, Dallas and Houston media markets, which led to further earned media placements nationally in publications such as, PEOPLE Magazine.