Premier Pet Care Plan

Shaking things up in a stagnant market

Pre­mier Pet Care Plan

Premier Vet Group had a pet wellness plan that wasn’t as healthy as it could be. Our research revealed vets and pet owners both want the same thing: pets at their best. We brought this new direction to life with refreshed branding, photography with real personality and dynamic communications that sold the concept effortlessly to practices and their clients.

Listen

Sales of Pre­mier Vet Group’s under­per­form­ing pre­ven­ta­tive health care plan, Pet Care Plan, had start­ed to slow. The same pro­mo­tion­al mate­ri­als had been put under vets’ noses for sev­er­al years. New busi­ness was slug­gish and cus­tomer reten­tion under threat. How could they rein­vig­o­rate the brand and cap­ture a larg­er share of the market?

First, we need­ed to get a clear pic­ture of the cur­rent mar­ket, Pet Care Plan’s posi­tion and its rel­e­vant strengths and weak­ness­es. We also col­lat­ed insights into the needs of both vets and pet own­ers, and their atti­tudes to pets’ well­be­ing and pre­ven­ta­tive health plans.

Gen­er­al­ly, aware­ness of pre­ven­ta­tive health plans was low amongst con­sumers, who also tend to con­fuse these plans with pet insur­ance. Where­as vets see the plans as a tool to increase cus­tomer loy­al­ty, help gen­er­ate rev­enues and improve the health of pets in their care.

One of the key insights of the research was that, first and fore­most, vets want to be vets. They are dri­ven by the needs of the pets in their care and are some­times reluc­tant busi­ness peo­ple. Yet the need to make mon­ey is some­thing they can’t afford to ignore.

Plan

Our propo­si­tion had to be sim­ple — but also had to res­onate. Research taught us vets and own­ers essen­tial­ly want the same thing: to keep pets at their best. Which would form the basis of our cam­paign strategy.

We had to demon­strate that, by focus­ing on the sim­plic­i­ty of imple­men­ta­tion and ongo­ing sup­port, we could help vets to get on with their jobs, while still allow­ing them to pro­vide the best pos­si­ble care.

Com­peti­tor lit­er­a­ture fea­tured overused stock imagery of cats, dogs and rab­bits. To dif­fer­en­ti­ate, our cam­paign pho­tog­ra­phy had to show pets in nat­ur­al sit­u­a­tions – kit­tens chas­ing balls, dogs dig­ging down the back of sofas. Mes­sages had to strike a chord with pet own­ers; to move away from price and focus on the end goal – keep­ing pets at their best.

Deliver

As well as new brand­ing, pho­tog­ra­phy and cam­paign mate­ri­als, we also intro­duced the pre­fix Pre­mier’ to Pet Care Plan.

This brought the brand in line with Pre­mier Vet Alliance, the affil­i­at­ed Buy­ing Group, and helped to cement the con­no­ta­tion of high-qual­i­ty prod­ucts and service.

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