
ELANCO
Animal Health Science

THE CHALLENGE
Building on a legacy of proprietary products, it was important to manage and navigate an incredibly large (and expanding) product portfolio within a very small target audience of decision makers. The true challenge was to identify the space Elanco should live in a highly competitive market space with an ever growing range of priority focuses.
THE PAYOFF
Through the extension of the Full Value PIg metric to a Full Value Pork marketing campaign, we were able to tie products with the disease and operational pressures that most concerned our audience. Focused on portfolio messaging, we were able to integrate multiple products in campaign deliverables to help push and pull brands through the sales pipeline. Thinking how our audience would about challenges allowed us to deliver on the more than 30+ products in the portfolio without shortchanging smaller, yet important brands in our media and tactical planning. Taking it beyond product, we also implemented a strong focus on industry and thought leadership with articles, podcast, videos and interviews.




