Educate and empower pet owners on complete pet health solutions. Make Advocate the brand they ask for by name at their veterinarian. Obstacles: established competitor brands have stronghold on veterinary endorsement and also outspend.

Pet care category first! Exceeded sales goals +70%. First year goal achieved in 6 months. Credibility without competitive clutter. Platform for Bayer to promote other pet treatments. Demand for additional copies: sales managers requesting more; by veterinarians for consultation information; driving confidence in veterinarians stocking product.

To become the 'Advocate' for Pet Health, we leveraged an environment normally dedicated to human health education, inviting cat and dog owners to self-educate on issues affecting their beloved pet. We managed to onvinced Australia's leading human health magazine to produce a reverse-cover bonus pet healthcare magazine … 1st time ever! We connected client, agency and magazine writers/art directors to embody editorial look/essence of GoodMedicine: "empower our readers with a sense that they can do something positive to enjoy a long and healthy life".

"GoodMedicine for cats & dogs" built credibility without competitive clutter. We delivered an editorial endorsement from a leading health magazine: front cover direction to pet supplement; co-branding throughout "A Bayer/GoodMedicine Promotion"; educating consumers receptive to information-rich environment.

Magazine circulation increased and many readers sent thank-you letters. Additional supplements distributed for: puppy pre-school packs and pet shows; Bayer sales managers to aid product sell into vets (sales managers running out, requesting more).

Cats and dogs are loved as part of the family yet their health isn’t taken as seriously – we needed to link seriousness of human health with pet health. Concerned about their own families' wellbeing, consumers self-educate on healthy lifestyles, largely via magazines. When their pets are unwell they don’t have easy access to comprehensive information - and follow veterinary recommendation without the knowledge and confidence to request specific brands. We developed a category-first pet health supplement with Australia’s leading human health magazine GoodMedicine - delivering credibility to make pet owners consider the importance of preventative health for their pets as they would for themselves and their families.