Elanco Animal Health
Inflammation Awareness Month
/ About the project
Vets saw Galliprant® as the safer-but-weaker option for dogs with osteoarthritis (OA), only using it for pets with other health challenges. We needed to reposition it as the go-to treatment for all dogs with OA, especially with a new competitor entering the market.
Taking inspiration from human medicine's National Arthritis Awareness Month in May, we created "Inflammation Awareness Month" for canine OA.
We launched with emails, a media contest and in-clinic materials, encouraging vets to share Galliprant® social content with #InflammationAware.
Our strategy? 31 consecutive days of social content creating a repetition effect that strengthened the Galliprant®-inflammation treatment connection.
/ Insight
Vets often stick with what they know, which leads to seeing "safer" treatments as weaker options. By creating Inflammation Awareness Month, we started a movement behind our products. When vets saw colleagues sharing our content, it normalized Galliprant® as the go-to OA treatment, proving sometimes changing minds requires changing the conversation.
/ Results
Even though a competitor product launched in early May, #InflammationAware and 31 straight days of social media content positioned Galliprant® as vets' OA treatment of choice – with over 4x as many mentions.
TOTAL IMPRESSIONS: 862,445
TOTAL VIEWS: 372,082
WEBSITE CLICK-THROUGHS: 9,023
FIRST PLACE – NATIONAL AGRI-MARKETING ASSOCIATION, REGION 2
