Mere exposure, major impact: See Galliprant’s winning strategy to own the conversation.

With the imminent launch of a rival to Elanco’s canine osteoarthritis (OA) product, Signal Theory capitalized on behavioral science to position Galliprant® as the treatment of choice. Thirty-one straight days of social media content later, Galliprant® had four times more mentions than the competitor.

FIRST PLACE – NATIONAL AGRI-MARKETING ASSOCIATION, REGION 2

THE CHALLENGE

We needed to shift the perspective of veterinarians who associated the high-safety profile of Galliprant® with less-effective power. Because Galliprant® was perceived as the safer option, many veterinarians limited treatment to dogs with other health challenges. We had to prove that Galliprant® was a cornerstone treatment for all dogs with OA.

Additionally, Signal Theory had to further reinforce and uplift the efficacy and long-term success of Galliprant® in the face of a new competitor coming to the market.

THE HUMAN INSIGHT

Veterinarians are committed to providing the best care for their patients, but they are also creatures of habit. They need evidence and social proof to be convinced to change. We had to elaborate on what made Galliprant® special, something the challenger could not claim.

The answer was inflammation. While Galliprant® controls both inflammation and pain, the new product promoted only pain relief. We had to hammer home that addressing inflammation was the central force of managing OA and crucial to giving dogs more comfortable lives.

THE IDEA

In human medicine, May is National Arthritis Awareness month. We seized an opportunity by capturing the spirit of this event and turning the focus to canine OA: Inflammation Awareness Month.

To kick things off, a series of emails, a media contest and in-clinic tactics were used to introduce veterinarians to Inflammation Awareness Month. We encouraged them to “spread the word” about inflammation by sharing posts from Galliprant® social channels with the hashtag #InflammationAware.

Throughout May, we leveraged repetition frequency with 31 straight days of social posts that included videos, reels and animations. By repeating inflammation content in a concentrated period of time, it helped veterinarians link Galliprant® with effective OA treatment. This act of sharing Galliprant® content also provided social proof to every clinic’s followers, further reinforcing the importance of treating inflammation.

THE RESULTS

#InflammationAware caught fire throughout veterinary social channels. Even though the competitor brand launched in early May, Inflammation Awareness Month put Galliprant® in the spotlight – with over 4x as many mentions.

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