Diabetes in dogs and cats is a serious illness in the veterinary market, affecting 6 of the 1,000 dogs and 1 of every 100 cats. If treated properly both dogs and cats still can have a decent life. The treatment of diabetes however is relatively complex and consists of a combination of dietary measures, excercise for the pet and the administration of insulin via injection.
Pet owners need to be educated on the treatment of their pet. This education needs to be executed by a trained professional, usually the vet nurse. Our client, MSD Animal Health, the Netherlands – a veterinary pharmaceutical company, had the wish to educate these vet nurses to become a certified Veterinary Diabetes Consultant.
The company would position itself as a leader in this field, increasing the knowledge on this subject in the Dutch veterinary market and leverage the marketing of their physical product, an intermediate-acting insulin indicated in the treatment of diabetes mellitus in dogs and cats.
We used a Freemium business model to market the eTraining. Freemium means that a small part of the training is free, sufficient to ‘wet people’s appetide’. The free training can be accessed through the website www.diabetesconsulenten.nl. If vet nurses want to participate in the entire eTraining the can fill in their credentials on the website.