A Game-Changer For Pet Health
A New Business Framework
Pfizer/Zoetis Animal Health was looking for a game-changer in the digital arena, something that would dramatically alter the way people viewed animal health.
With our partners ZVD Media, we concepted the first-of-its kind pet health tracker.
- Digital Strategy
- Business framework–we came up with the idea
- Content Strategy
- Strategic pillars, revenue model, and engagement plan
- Tagline and copywriting–we came up with “speak their language”
- UX review
The project began with a deep-dive into the challenges that vets had with their end-clients (companion animals and their owners), as well as exploring the greatest revenue potential for Pfizer Animal Health. We flew to Paris (definitely not a bad business trip!), which is where their animal health division is located.
After speaking with business managers, we realized that we could help the Pfizer network of veterinarians with their greatest challenge, which was owners only bringing in sick animals–simply be reframing their role as that of wellness providers. This, in and of itself is a huge challenge–but we knew it could be accomplished with a digital app.
The trends in human health and wellness have shown that people will make efforts to track their diet and exercise, as a way to keep healthy. We decided the time had come for their animal companions to get the same sort of tracking.
The Challenges–Where Kusadama Came In & Shined
After revealing our findings, and presenting the business opportunity to Pfizer Animal Health, we got the green light to design an animal fitness and diet tracker. We needed to design a revenue model into the application, which was accomplished by offering personalized health assessments from the network of veterinarians. A pet owner could simply share the tracking data with their vet, and receive tips and personal advice on how to improve their animal’s health.
Yet this business model presented the team with a huge challenge. We needed to make the data extremely relevant for each animal in order for the model to work. Nobody had compiled this type of exercise and diet information for each type of animal in a digital, trackable format before.
Kusadama Enterprises was specifically tasked with compiling data that would be relevant. We decided to focus on dogs, and to compile data for various breeds, ages, and sizes of dogs–since the size and age impact the wellness advice we would offer.
- We led the charge of crafting 300 articles of wellness content, customized per age range and size for dogs–including hiring and managing the subject matter experts
- We led the charge of what type of information would be tracked, when pet owners needed to change their dogs’ diet or exercise, and what action would be taken (i.e., recommendation for a vet visit, different food/exercise, etc.)
- We oversaw the design and development, specifically the user interface
We can’t discuss much of the specifics of our role, as it involves proprietary data, but we can say that this was our biggest challenge in terms of content gathering and display, and the customization required to display relevant content for various dogs.
Unlike humans, where we have age ranges and genders that impact health, dogs have various breeds and sizes which also impact how much food they eat, and what types of exercise are needed. We had multiple levels of complexity that simply don’t occur for tracking human health!
This project took several years to complete due to its complexity, as well as partnerships Pfizer Animal Health/Zoetis undertook with Universities and pet health networks.
But it is now launched and, if you have a dog or a cat (cats were just added), download the app today!