Intervet/Schering-Plough Animal Health
Intervet/Schering-Plough Animal Health
Rosica Communications served as the corporate communications and PR agency-of-record for Intervet/Schering-Plough Animal Health (ISPAH) for nearly a decade, supporting the organization with expert animal health media relations and crisis communications services. This included publicizing major milestones, deftly managing internal / employee communications, effectively launching new products to the professional veterinary community, managing time-sensitive issues and crisis comms., and building its KOL network of veterinarians nationwide.
Internal and External Corporate Communications, PR, and Crisis Support for an Animal Health Leader
Rosica Communications, a seasoned animal health PR firm, served as the corporate communications and PR agency-of-record for Schering-Plough Corporation and Intervet/Schering-Plough Animal Health (ISPAH) for nine years. During this long-standing partnership, Rosica supported the organization through major milestones, executive new hires, employee communications, product launches, proactive and reactive media relations, and crisis communications, including animal health product recalls.
Externally, we consistently promoted ISPAH’s product launches through all veterinary trade publications and mass media, leveraging the veterinary key opinion leader (KOL) program we developed, and highlighting scientific advancements to gain meaningful media exposure and raise industry awareness. This work reinforced the organization’s influence and authority and built ISPAH’s brand equity, which later positioned it for a successful 41.1-billion-dollar acquisition by Merck Animal Health.
As ISPAH evolved and merged with Merck, Rosica managed internal communications for the acquisition, providing guidance that ensured internal message consistency and clarity, along with proactive external comms. The Rosica team prepared employee communiqués shared on ISPAH’s intranet and developed materials such as lobby signage, kitchen and break room messaging, and video and written communications that helped quell employee concerns and uncertainties. Through strategic corporate communications support, Rosica strengthened ISPAH’s employee morale during this significant period of transition.
Through our agency’s media training and KOL development program, ISPAH spokespeople became more confident and effective communicators, improving the consistency and quality of ISPAH’s earned media coverage, conference and tradeshow presence, and position as an industry innovator.
We also managed sensitive communications for ISPAH, addressing employee and management-related issues, product recalls, and other reputational challenges. Rosica introduced new products to veterinarians and other animal health professionals, supported veterinary and KOL training, attended all KOL meetings, and media trained more than 200 veterinarians, as well as ISPAH corporate spokespeople, product specialists, and C-level executives. The agency secured ongoing national and trade media coverage for new products, product claims and packaging updates, and even the company’s sustainability efforts, securing hundreds of earned media placements for these initiatives, including its rooftop solar installation, for which we secured major regional and national earned media coverage.
Our long-term partnership with ISPAH provided our client with strategic communications and counsel during major corporate developments and daily operational needs. By strengthening ISPAH’s internal communications, training hundreds of veterinarians and thought leaders, managing sensitive issues, and delivering sustained PR support, Rosica enhanced the company’s reputation, credibility, and visibility in the corporate animal health community.
