Driving Growth Through Exceptional Service in the Animal Health Industry
PROBLEM AND OBJECTIVES:
Orchard Health is a well regarded advertising and technology in Sydney, Australia had founded a New York office to meet US based demand from Zoetis, their largest client. They had recently acquired Abaxis, a veterinary diagnostics equipment company, and needed help integrating the new products into their existing portfolio of pet health testing and treatment products.
The varied projects covered digital strategy, campaign development, and sales enablement support - requiring strong client and team leadership.
The goal was to identify and realize strategic opportunities, build a US based team to meet our client expectations, and develop a long-term growth plan for the office.
At A Glance
Challenges:
• Identify client priorities
• Build a full-service team
Opportunities:
• Strengthen the existing relationship
• Gain additional lines of business
• Increase account size
SOLUTION:
Under my leadership, the Orchard team identified several strategic client needs: incorporate the Abaxis line into the Zoetis portfolio without destroying the existing equity, pilot a digital transformation initiative, introduce digital sales enablement tools, and develop engaging content to support their existing ABM marketing and sales strategy.
To overcome these challenges, I proposed taking them on as iterative projects prioritized by their returns on investment. Beginning with the brand integration, we then took advantage of the digital transformation pilot, enhanced their sales experience, and finally boosting their sales strategy using comprehensive pet owner education and staff training programs for Zoetis customers.
OUTCOMES:
1. Identified immediate help
By prioritizing quick wins and ongoing content needs, we were able to quickly integrate the portfolios and continue to grow Zoetis’ market share and position.
2. Built an efficient distributed team
The support team was split between New York and Sydney, creating a 24-hour work cycle, reducing turnaround time and costs compared to a fully US team.
3. Expanded our relationship
Delivering reliable and high quality services led to our being granted agency of record status, doubled the size of the account, and tripled the size of the local Orchard Health office.