Founded in 1980, Vetmedica is the firm’s animal health division, focusing on the research and development of health products for animals including cats, dogs, horses and farm animals. During the past five years, Boehringer Ingelheim has doubled its market share to become one of the top ten vetpharma firms in the UK.
Following a competitive pitch, Brighton-based Pegasus has been retained by Vetmedica to work on Metacam, the prescription-only anti-inflammatory drug used to treat arthritis in both cats and dogs.
Pegasus’ senior account director Chris Webb, who heads the animal health division, said the agency considered animal health as a ‘large and evolving market’ for healthcare comms with ‘a strong opportunity for growth’.
‘Pet owners are more know-ledgeable and empowered than before, taking an increasingly proactive role in keeping their pets healthy,’ Webb added.
As part of the brief to promote Metacam, the agency has been given responsibility for launching a campaign aimed at educating owners about the signs of chronic and post-operative pain in their cats.
The Spot the Signs campaign will see Boehringer Ingelheim join forces with charity FAB Cats to raise awareness of the common signs of cat pain among owners, while promoting the importance among veterinary professionals of discussing pain relief with their clients.
‘Research shows that arthritis is common among older cats, but awareness among owners remains low,’ said Webb.