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Animal Health & Pet Products

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.

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Animal Healthcare PR

"The creative and successful media event you executed to promote fibromyalgia awareness not only reached legislators but delivered our message to the general public through the mass media you secured."

Karen Boykin-Towns,
Senior Director / Team Leader, Government Relations, Pfizer Inc.

"Chris Rosica led two public speaking and media training sessions with 17 of Covanta’s managers from plants throughout the New York/New Jersey region. One manager from our Niagara facility conducted an interview two weeks after the training and aced it. We credit this to Rosica."

Hank Asher,
Business Manager, Covanta Essex Company

"I received the email campaign that captures all of the wonderful coverage the Rosica team generated for Johnson & Johnson’s FIRST Robotics Competition. This was sent to all our partners and generated a significant response. WOW! Awesome!"

Donald H. Bowers,
Regional Director, Mid-Atlantic FIRST, Johnson & Johnson

“A long-time provider of digital marketing services, Rosica knows the digital space and how to leverage PR coverage to accelerate ROI. It’s rare that a PR firm possesses the online marketing chops this agency does – and it’s no wonder; they started a digital agency more than 15 years ago! Rosica brings a unique perspective and is truly focused on adding value and maximizing deliverables.”

Ronald Chaluisán Batlle,
MEd, MA, Executive Director, Newark Trust for Education

“Through Rosica’s counsel and SalesSmart PR strategy, we leveraged a TV interview the agency secured for us on Bloomberg Television and landed a new multi-year, multi-million-dollar relationship that spanned 15 years. This was perhaps the best ROI I’ve gotten from PR, or any other agency partner we’ve hired. A smart PR and marketing team is an understatement!”

Mike Ferranti,
CEO, Endai

“Rosica PR delivered tremendous media results and helped boost sales by more than one million dollars in the first year of our campaign”

Maureen Wales,
VP Marketing Pearson Learning

“When disaster hit in the middle of the night, the Rosica team responded. Within 24 hours, they secured media attention that raised $30,000. They had a direct impact on our ability to serve the community, and that’s a true partnership.”

Lieutenant Colonel Ricardo Fernandez,
Former Divisional Commander, The Salvation Army Greater New York Division

"Rosica has helped bring awareness to adult illiteracy like no other organization in the nation. They are the authority on education, cause marketing and community relations.”

Pat Johnston,
National Chair, Literacy Volunteers of America

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