A member of the fluoroquinolone class of drugs, Zeniquin gained an additional clearance at the end of 2001 for use in cats--a significant plus and a point the company wanted to promote.
The assignment Pfizer presented to its agency was ambitious: leverage limited marketing funds to promote Clavamox and Zeniquin, the two largest brands within Pfizer's portfolio.
Both Clavamox and Zeniquin had a lot going for them from the get-go, she adds.
As for Zeniquin, Engles says its new clearance for cats was an obvious bonus, especially since veterinarians report other fluoroquinolones cause ocular degeneration in cats.
Or does the long-standing trust veterinarians have in Clavamox translate to Zeniquin sales?
For Zeniquin, veterinarians said when they're faced with a hard-to-treat case, they need a fluoroquinolone that's tough.
After defining the most likely connections with veterinarians, the agency's creative team crafted a single-minded selling proposition or benefit that would compel veterinarians to buy Clavamox and Zeniquin.