Schering-Plough Animal Health

Project: www.HomeAgainID.com
Purpose: Product Marketing and e-Commerce

In an effort to bolster the success of its HomeAgain brand, Schering-Plough Animal Health approached Jean Steckler and her team about creating a broad, integrated marketing campaign. After investigating the specific needs of the brand, we developed a program that added ‘microchipping’ to the existing tenets of ‘responsible pet care’. We also recommended an Internet commerce site to expand upon existing sales channels. Using a unique blend of Internet and traditional technologies, the system allows the customer to drive the market, rather than relying almost exclusively on the veternarian. At the same time, the nature of the system avoids channel conflict and other residual difficulties usually experienced in such complex e-commerce initiatives.

Spay/Neuter, Vaccinate, Microchip becomes the mantra of responsible pet care.

e-Commerce capabilities were molded to the needs of the brand, its customers and veterinarians.

Viral marketing techniques are employed in the e-Tales campaign, giving the site excellent exposure.

Value-added features such as the Pet Passport add to HomeAgainID.com’s ‘stickiness’.