Merial Animal Health Launches New Initiative - The Freedom To Move Campaign

A recent survey of pet owners identified a worrying lack of understanding and awareness about the signs of potentially treatable age-related diseases, particularly canine osteoarthritis (Davies, 2011). The survey also identified that a high proportion of owners would not seek veterinary advice should they see their dog exhibiting any of these eminently treatable symptoms. This survey highlights two main issues. Firstly, that dog-owners need to be educated to recognise these symptoms, and to seek appropriate advice from veterinary practices. Secondly, it identifies that there is a huge opportunity to drive additional practice revenues, through the proactive and continued management of these diseases. In order to meet this dual challenge, Merial, the manufacturer of Previcox and Supleneo flex is seeking to educate pet owners on the signs of age-related diseases, focusing specifically on joint mobility. To ensure the maximum possible impact, a powerful educational campaign is being introduced – the Freedom to Move Campaign. The creation of this campaign and the use of consumer-focused mass media, offers veterinary practices an unrivalled opportunity to raise awareness of chronic disease conditions affecting dogs, improve the welfare of those dogs which are affected and increase practice revenue. What is the Freedom to Move Campaign? The Freedom to Move campaign is a major consumer-focused campaign launched in July 2012 to raise awareness of osteoarthritis and joint problems among dog owners. To support veterinary practices, a communications pack for Freedom to Move is now available. This comprehensive and engaging toolkit is aimed at supporting practices with their communication and education of their dog owning clients. Tools available for the waiting room include posters, owner information leaflets, postcards, symptom checkers and post-prescription leaflets. An extensive suite of support items is also available to the practice, with record sheet templates, handouts and guidance notes for areas such as setting up nurse clinics, promoting the practice, communicating to your clients effectively and so on. There are also consult support tools to help educate owners on osteoarthritis including xrays, anatomical models and charts. In addition to extensive in-practice support, a major public relations campaign in national print and broadcast media in addition to consumer pet titles and digital media is scheduled. Under the heading of ‘Canine Mobility Month’, the campaign is designed to raise the awareness and understanding of joint mobility and osteoarthritis and promote the effective veterinary management of this disease. Both aspects of this campaign will be centred around a new educational Freedom to Move website, which contains guidance and advice for dog owners about canine joint health, including information on the symptoms, causes and management of osteoarthritis. All the information provided is aimed at motivating dog owners to have their dogs examined by a vet to check for joint problems. For more information about this campaign and how you could benefit from the available tools, contact your local Merial Territory Manager or call 0870 6000 123. How will the Freedom to Move Campaign benefit Veterinary Practices? The entire focus of the Freedom to Move Campaign is the promotion of canine joint health to dog owners, to promote the role of vets in treating and managing these problems, and hence to drive significant additional revenue opportunities in to practices. The Freedom to Move media campaign will sponsor Canine Mobility Month in October 2012 in order to maximise the mass market exposure. Canine Mobility Month will feature across the entire Total Pet Publishing range of digital titles engaging millions of dog owners both during Canine Mobility Month and for a significant period afterwards. The combined effect of the Freedom to Move campaign materials (website, national PR campaign and in-practice promotional materials) will yield a major business opportunity through a tripartite partnership between veterinary practices, dog owners and the manufacturers of suitable medication. The promotion of effective treatments, such as the NSAID PREVICOX® to reduce pain and inflammation, and Supleneo flex® to aid joint mobility, presents veterinary practices with a significant business sharing opportunity. Who is supporting the Freedom to Move Campaign? The Freedom to Move campaign is supported by Merial Animal Health Ltd, a leading authority on Canine Joint Health and manufacturer of PREVICOX® and Supleneo flex®. Merial is committed to supporting the CPD of vets and vet nurses and more information is available at www.osteoarthritisindogs.co.uk References:Davies, M. Internet users’ perception of the importance of signs commonly seen in old animals with age-related diseases. Veterinary Record (2011) 169, 584a

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