Revamp the overall messaging strategy and architecture of Antech to become more competitively differentiated with a more compelling value proposition.
TKC completed a competitive analysis, two rounds of voice-of-market interviews with current and prospective customers, and aligned with internal stakeholders.
TKC developed a messaging architecture and brought it to life with a new brand voice, creating examples of website deployments, advertising, social media, a conference booth, etc.
Internal Antech Interviewees
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Sal Rallo
VP of Sales & Marketing
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Adrienne Bricaud
VP, National Accounts
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Anne Pereira
Director, Mars Veterinary Health
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Lonnie Shoff
President
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Bob Van Dyck
VP Operations
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Alejandro Bernal
President, Mar Veterinary Health International
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Paul Fisher
VP, Antech Imaging Services (AIS)
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Tom Jacobi
President of Sound
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Bruce Bargmann
SVP, Finance & Administration
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Doug Drew
President, Mars Veterinary Health North America
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Scott Fitzpatrick
Group Vice President, Antech Diagnostics & Sound Technologies
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Rhett Carlin
Group Vice President, Sales
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Jeff Edwards
Director of Anatomic Pathology, Antech West
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Matthew Keylock
Head of Data Analytics, Mars Petcare
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Mary Kurian
SVP / COO at Antech Diagnostics
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Butch Allen
Group Vice President, Antech West
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Charlotte Harris
Director of Sales, Canada
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Rhett Carlin
Group Vice President, Sales
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Jeff Edwards
Director of Anatomic Pathology, Antech West
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Todd Moxham
SVP, Technology Systems and Software
External Voice of Market Interviewees
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Steve Milden, VMD
Owner
Delaware Valley Veterinary Hospital -
Ben Olson, DVM, DACVIM
Board-Certified Veterinary Neurologist & Chief Medical Officer
Pieper Veterinary -
Billy Hess
Hospital Manager
Winter Park Veterinary Hospital -
Caitrine Hellenga, DVM
Medical Director
Winter Park Veterinary Hospital -
Jen Grefenhaus
Practice Manager
Lake Emma Animal Hospital -
Nichole Crainick, DVM
Medical Director
Lake Emma Animal Hospital -
Diane Tortorice, DVM
Co-owner
Valley Cottage Animal Hospital -
Gary Dattner
Founder
301 Vets -
Steven Wolchinsky, DVM
CTO & Veterinarian
Rocky Gorge Animal Hospital -
Kathryn Gates, DVM
Medical Director
Access Specialty Animal Hospitals -
Charlie McCully, DVM
Veterinarian
Eastland Companion Animal Hospital -
Jason Epstein, DVM
Executive Medical Director
My Pets Wellness Veterinary
