PR: ACCOUNT MANAGEMENT Client: IDEXX Laboratories / Blue Ridge Pharmaceuticals Situation Blue Ridge Pharmaceuticals was a newly-acquired subsidiary of IDEXX Laboratories. After much research and development, the FDA approved its new cat health product: ACAREXX™ (0.01% ivermectin) Otic Suspension. Limited advertising dollars increased the need for a public relations campaign that would create awareness among cat owners, stimulate enthusiasm among external sales representatives and encourage product adoption among veterinarians. Solution This public relations campaign included print and broadcast components. Media kits mailed directly to new product editors resulted in placement within enthusiast and trade publications while pitch calls secured veterinary spokesperson appearances on pet radio shows. Tactics to increase story adoption by consumer media • A consumer health angle was created by positioning earmites as a pervasive problem that cats bring indoors – next to human family members. • Credibility was increased through veterinarian and owner testimonials, scientific data and the FDA label insert. • A map showing the number of cat-owning households in each state demonstrated reader / viewer relevance. • Timliness was created by discussing the prevalence of earmites in adopted cats, pitching ACAREXX as a "once and done" solution to the pesky problem and linking the campaign to an annual shelter cat adoption program hosted by the American Society for the Prevention of Cruelty to Animals (ASPCA). • Both the photo CD and VNR contained high-resolution images of ear mites and open head wounds that print and broadcast media could use at will. • The VNR was distributed via satellite after alerts were faxed to ABC, CBS, FOX and NBC affiliates in 210 designated market areas. • A "Pet Health Alert" was distributed through North American Precis Syndicate (NAPS). • Pitch calls to print and broadcast representatives followed receipt of mailed materials. Responsibilities Research, strategic planning, writing, editing, media kit creative, NAPS release, VNR, satellite feed, media relations and client service. ACAREXX Publics PDF (264 KB) Implementation Timeline PDF (256 KB) To download a free copy of Adobe Reader, visit www.Adobe.com