The brief
A first-in-class rabies vaccine for cats and dogs — next-generation technology entering a category where existing options were familiar, cheap, and “good enough” in most vets’ minds. The brief was a launch that gave the sales team something more than product specs: a strategic narrative, a pricing position grounded in evidence, a hero asset vets would actually open, and an email program that kept practices warm through the rollout.
What I led
- Veterinary landscape and competitive analysis — what existing vaccines did, where they fell short, where Nobivac NXT had room to win
- Vet interviews and surveys surfacing drivers of and barriers to adoption — what would actually shift a recommendation
- Pricing strategy informed by current beliefs about category value and willingness to pay
- Insight, creative concepts, and the launch strategy — the through-line from research to sales-team enablement
- 12-page interactive detail aid as the lead asset — designed so vets could navigate it during a clinic conversation, not just read it after
- Email strategy and copy for veterinary practices — announcement emails for the launch and follow-up programs to support adoption conversations in-clinic
Why it matters
Launch strategy that means more than messaging — research → positioning → pricing → sales enablement → ongoing HCP communication, with copy as the connective tissue across all of it. Transfers cleanly to any specialist-audience product launch.