Reimagining pet wellness through diagnostics

Zoetis is the global leader in animal health, trusted for its innovation across therapeutics, vaccines, diagnostics, and digital platforms. With the rapid growth of the companion animal diagnostics market, Zoetis saw an important opportunity to expand its wellness leadership and create a more complete ecosystem of care.

Diagnostics are projected to grow at more than eight percent annually over the next five years, driven by rising pet health expectations and the growing role of early detection in long term wellness. To meet this demand, Zoetis launched Zoetis Diagnostics, expanding its portfolio to ensure veterinarians and pet owners have access to clear, actionable, and preventive testing solutions.

We partnered with Zoetis to define the opportunity, and build an integrated campaign that aligned clinics, pet owners, and the Zoetis ecosystem around a shared standard of proactive care.

the CHALLENGE

Zoetis wanted to launch a new diagnostics division that expanded its companion animal offering and strengthened its position across the full spectrum of pet wellness. While the opportunity was significant, both veterinarians and pet owners viewed diagnostics primarily as a reactive step rather than a preventive one.

Pet owners often saw diagnostics as expensive or confusing, while veterinarians faced cost sensitivity, time constraints, and uncertainty about how to introduce routine testing. To enable strong adoption of the new division, Zoetis needed to shift this mindset across both audiences and normalize diagnostics as an essential part of routine care.

The solution

To introduce Zoetis Diagnostics and reset expectations around preventive care, we developed a dual audience strategy designed to make diagnostics simple, accessible, and essential for both clinics and pet owners. The StayWell campaign served as the foundation, creating a connected experience between veterinary guidance and consumer behavior.

Veterinarian Push Strategy (B2B)

  • Delivered clear messaging, simplified frameworks, and ready to use materials that made routine diagnostic conversations easier

  • Highlighted how early detection strengthens client relationships and improves long term patient outcomes

  • Addressed cost concerns by demonstrating the clinical and financial value of embedding diagnostics into wellness programs

Pet Owners Pull Strategy (B2C)

  • Designed to shift mindset and normalize preventive diagnostics as part of standard pet care.

  • Used the StayWell campaign to explain diagnostics in simple, approachable language

  • Reframed diagnostics as a proactive step that saves money over time and helps pets live longer, healthier lives

  • Empowered pet owners to request wellness testing by showing how early identification leads to clearer answers and better care

Creating a Shared Standard of Care

By aligning both sides of the care conversation, StayWell established a straightforward, easy to follow wellness framework that connected routine checkups with preventive diagnostics. The result was a unified approach that removed ambiguity and made proactive care the expectation rather than the exception.

results

The StayWell campaign successfully helped Zoetis redefine the role of diagnostics within the companion animal space, strengthening understanding, adoption, and alignment across both veterinarians and pet owners.

Stronger pet owner engagement: Pet owners, especially under 40, responded positively to educational messaging, proactively requesting diagnostics as part of routine visits.

Increased clinic adoption: Veterinary practices integrated routine diagnostic recommendations into wellness programs, improving patient care and generating additional predictable revenue.

Preventive care impact: Early detection and routine testing allowed owners to address potential health issues before they became serious, saving money in the long term and maximizing quality time with their pets.

B2B and B2C alignment: The campaign created a unified standard of care, strengthening relationships between veterinarians, pet owners, and the Zoetis ecosystem.

Category differentiation: StayWell positioned Zoetis as the only brand addressing both sides of the care conversation, clinics and consumers, while making wellness accessible and easy to follow.

Market readiness: The program set the foundation to capitalize on rapid diagnostics growth and established Zoetis as the trusted leader in companion animal preventive care.