Pfizer

When Pfizer Animal Health launched Slentrol^®, the first FDA-approved weight-loss drug for canines, MGH broke the news. As part of the Slentrol launch, MGH was charged with not only introducing the first-in-class drug, but also raising awareness about a growing, and little-known, canine obesity problem.

To do so, MGH created the National Canine Weight Check — to inspire dog owners to visit their vets and discuss their dogs' weight. MGH helped line up thousands of veterinary partners across the U.S. to provide free weight assessments, and we created educational materials to spur owners towards weight-loss action. We also implemented a national marketing initiative that included advertising, local-market and national media relations, social media/word of mouth tactics, and support to Pfizer's sales reps.

The National Canine Weight Check was an undeniable success. Participating veterinary practices provided hundreds of thousands of free weight assessments, resulting in unprecedented exposure for Pfizer and the issue of canine obesity. In just two months, MGH secured 730 news stories in 107 media markets in North America, totaling more than 60 million media impressions; placed full-page ads in USA Weekend and People, reaching more than 15 million people; and reached thousands of dog owners through online and offline word of mouth tactics.