Competing in an evermore price-led market, Dechra Veterinary Products was struggling to differentiate. A series of interviews with vets sparked the creation of The Dechra Academy – a dedicated online learning resource offering free CPD, webinars and practice support materials to vets and vet nurses.
It was the first time a veterinary pharmaceuticals company had sold products on the back of support, rather than price. Promoted via a press and DM launch campaign, it attracted 75% of UK vets and helped Dechra to gain newfound respect from professionals.
