6/7/2012

Sniffing Out a Big Idea

New Generation Devices (NGD) is a family-owned, veterinary-specific orthopedic development company known for introducing novel designs and innovative technologies to the market. This includes the industry’s first veterinary-specific dual compression locking plate—a device that improves biomechanical forces and load for fracture fixation—and its newest product, CollaVET™—a resorbable collagen implant that naturally provides advanced benefits in drug delivery, tendon repair, and hemostasis in ways synthetic alternatives cannot.

But with new veterinary-specific device companies coming into the channel and providing me-too knock-offs to the veterinary community, NGD needed to generate greater awareness of the relevant, tangible benefits its extensive experience and product line offered to vets and their patients. NGD knows it provides veterinarians with smarter, more affordable solutions over most of the competition’s offerings, and LSHD was able to quickly convey this idea through the new positioning tag line and ad creative we developed. The tag line the “The Body Knows the Difference,” with supporting language, resonates with veterinarians understand how challenging it can be to balance what’s best for a pet with what’s best for their business. Launched through two product ads—one for CollaVET and one for NGD’s unique implant drill guide—the strategy and visuals establish how NGD insights deliver solutions for a better standard of care, and the kind of outcomes veterinarians are looking for.

To learn more about the NGD positioning and product advertisement initiatives, or other successful campaigns LSHD has developed for our clients, please contact us.