Rosica’s experience in animal health public relations and pet products PR spans two decades. We’ve served as corporate communications agency-of-record for Intervet Schering-Plough Animal Health (ISPAH), PR agency-of-record for Merck Animal Health, public relations Counsel to Petmate (and other pet products companies), marketing and PR partner to Nutramax Laboratories (makers of Cosequin), public relations and crisis communications representation for Suveto (and their veterinary practices), and have represented renowned veterinarians and industry experts, such as animal behavioralists.
Our work typically focuses on professional communications to the veterinary community, with an emphasis on B2B/trade PR and marketing, but we have also worked extensively with consumer pet media. We regularly attend the top animal health and companion animal trade shows/conferences and read the trades to keep abreast of the latest trends, issues, products, and thought leadership views. We’ve worked in endocrinology, cardiology, parasiticides, nutraceuticals, antibiotics, vaccines, and microchipping – plus veterinary offices, toys, bedding, boarding, food, and feeding.
For the introduction of Merck’s Canine Influenza Vaccine and to ensure ongoing awareness and earned media coverage, we created a national veterinarian/KOL network, “Merck’s Media Vets,” (“MMV”), which entailed identifying veterinarians around the nation and media training these subject matter experts to speak about timely, topical, local pet-related issues and stories – then booking seasonal and opportunistic media opportunities for them. When a case of canine influenza broke out in Cleveland, Ohio (and dozens of other cities), we secured media interviews, utilizing our national network of vets, for our local veterinarian spokesperson to educate consumer audiences about the issue and direct them to a local veterinary practice, if their dog exhibiting symptoms. Important to note here is that Merck did not pay these veterinarians nor did Rosica. They benefited from the local media exposure we generated while Merck saw month over month and year over year increases in canine influenza vaccine sales. The earned media we garnered for our KOL spokespeople included local television, radio, online, and print outlets.
We also creatively and professionally developed and executed other notable campaigns, which animal health marketing professionals readily recognize. One such product launch and multi-year PR program we created and implemented was for the HomeAgain microchip brand. We secured a strategic partnership with famous animal advocate, Betty White, and obtained more than 100 million consumer and 20 million trade media impressions (all earned), which fueled sales of the product for ISPAH then Merck’s veterinary office customers. Plus, we partnered with animal advocates organizations and recognized pet rescue workers who reunited pets with their families for hundreds of additional non-paid media placements.
We’ve also worked on such consumer pet product brands as Chuckit!, jw, and Petmate. Because of our deep animal health and pet products experience, we bring clients in this area informed business and communications strategies. We combine this with creative thinking, attention to detail, professional account management/service, accountability, and crisis communications counsel. Rosica prides itself on having up-to-the-minute knowledge and expertise in the latest digital and traditional communications channels and tactics. We help our clients reach and engage with their target audiences, including trade and consumer media and KOLs in the companion animal space. Moreover, our PR agency works collaboratively with our clients’ staff and agency partners to leverage PR placements and ensure digital integration of all communications activities.