Launching a Successful New Line of Business with a Marketing Strategy Focused on Audience Education

The Challenge

Stokes Pharmacy, a nationwide veterinary pharmacy leader, launched the Epicur Pharma line of business to meet veterinary staff and patient needs by earning its FDA registration as a 503B outsourcing facility. In the veterinary market, this presented several challenges:

• Lack of education for veterinarians, practice managers, and the end consumer on pharmaceutical standards
• Changing regulatory landscape
• Fear of cannibalizing the existing business, or causing confusion in the market
• Limited digital presence: moving from regional, phone and in-person sales and service to digital
• Exhausted, overwhelmed client base challenged to keep up with business as usual, much less explore new opportunities

The Solution

• Rebrand and relaunch strategy that supported their need for brand awareness, differentiation from competitors, and long-term growth.
• Quickly established a digital presence that shared the organization's core messages, communicated the benefits of 503B manufacturing to the veterinary profession, and housed educational veterinary-focused content.
• Website development, content creation, organic and paid social media, email marketing, and tradeshow support were coordinated to announce the rebrand
• Social media was an important tool to attract followers and educate prospects on 503B compounding. Starting at a net-new following on all platforms, the campaign included brand awareness to gain a following through paid social media. After hitting the target following, Epicur used paid social to gain followers and increase reach.

Deliverables:

• Customer Interviews
• Market Positioning and Brand Rollout
• Brand and Domain Strategy
• Website Design and Development
• Social Media Strategy 
• Content Creation
• Trade Show Support and Booth Design
• Email Marketing