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Archive: April 2010

CBI Presentation: Animal Health Marketing Strategies Presentation

Last Thursday evening I drove to Baltimore to present at the Center for Business Intelligence’s Premier Summit on Animal Health Marketing Strategies.  My job was to present case studies that might prove relevant for the audience of marketing decision-makers.  Thankfully, it was well received!

After creating over 125 animal health initiatives (yes, I’ve counted), at first it was a tough call to figure out which campaigns to highlight.  I decided to showcase 4 campaigns that are in different “lifestages” to demonstrate what can happen when a creative message backed by research and effective partnerships is created — and given time to mature in the marketplace.

The longest campaign,  “Pets Need Dental Care, Too!” — now in its 14th year, is sponsored by the American Veterinary Medical Association (AVMA), the American Veterinary Dental Society (AVDS) and Hill’s Pet Nutrition to educate veterinarians and the public about dental care for pets.  I am especially proud of the campaign for two reasons.  First, it established the dental category and is still going strong, and two, it was created and executed with an outstanding group of individuals.

The next campaign was “KNOW Heartworms” — an initiative to educate veterinarians and the public about feline heartworm disease or heartworm associated respiratory disease syndrome or (HARD).  Next came highlights of the CATalyst Council, to raise the stature of the cat.  The AVMA had just come out with some stark statistics about cats via its Pet Owner Survey and this was a good follow-up to the KNOW Heartworms campaign to educate about the cat.  Finally, I wrapped up with the Kansas City Animal Health Corridor, an initiative we were involved with early on and now have been re-engaged. 

These campaigns were/are successful because of the partnerships, the collaborations, the science and industry support to bring solid information to veterinarians and the public. 

What’s next on the horizon?  Stay tuned or email me at

KCADC Partners With Germinder


ORLANDO, FL (Global Pet Expo — March 26, 2010) – The Kansas City Animal Health Corridor today announced it has entered into an agreement with Germinder & Associates, Inc. a leading pet/vet public relations firm with offices in New York and Kansas City, to provide media counsel on international, national and trade media relations. 

“Germinder & Associates is widely known as one of the best in the industry.  We are pleased to have this agreement as it will greatly enhance our interaction with the animal health trade media and reporters who cover animal health,” said Lynn Parman, vice president, Biosciences Development, Kansas City Area Development Council.

Germinder will be integrally involved in helping communicate project successes and unveiling plans for the 2010 Homecoming event, the five year anniversary of this premier event, and the 2010 Animal Health Investment Forum, the only one of its kind in the world.  

“I am pleased to not only continue our longstanding relationship with the KC Animal Health Corridor, but now contribute in a meaningful way to the conversation about all the great news about the Animal Health Corridor initiative,” said Lea-Ann Germinder, APR, Fellow PRSA, president of Germinder & Associates, Inc. 

Germinder & Associates has provided counsel to dozens of organizations and international trade groups such as Ornamental Fish International (OFI), created several initiatives in animal health including the CATalyst Council, the “Pets Need Dental Care, Too!” campaign and helped introduce hydroponically-grown aquatic plants to the U.S. pet industry.  The company is publisher of and other niche web sites.  For more information, please visit

About the Animal Health Corridor:
The KC Animal Health Corridor stretches from Manhattan, Kan., to Columbia and St. Joseph, Mo. The Corridor is home to more than 220 animal health companies, which represents the largest concentration in the world. Those companies account for one-third of both the $19 billion global animal health industry and the $5 billion U.S. market.