The entertainer Michael Ball yesterday opened the final phase of Fitzpatrick Referrals' new ultra-hi-tech patient ward, which, according to the practice, will elevate animal care to a whole new level in the UK.
The ward boasts bacterial-resistant wipe-down wall coverings and floor surfaces with underground heating, and air conditioning optimised for high efficiency particulate air to minimise the possibility of infection.
Instead of gates or bars, the kennels have reinforced glass doors which permit a wide field of view for the animals and allow them to feel as much at home as possible. Each kennel has a space for medication and notes, and a "quick reference" daily guide is written on the glass door each morning to ensure continuity of care and ease of visibility for all. Each kennel has a radio and many are equipped with televisions to provide auditory and visual stimulation - creating a home from home experience for patients.
The practice says light is an important part of the "care package" offered in the luxury wards, and numerous windows and night time dimmers provide a diurnal rhythm to help comfort anxious animals and help those with separation anxiety to settle. Webcams are easily connected for remote viewing, and each and every patient is checked hourly by the 24 hour care team of ward assistants, fully qualified veterinary nurses, surgical interns, residents and senior clinicians.
Noel Fitzpatrick said: "I've always felt that people who love animals are generally great people, and they absolutely want to know that when their animal friend is away from home, especially if severely ill, that they are receiving round-the-clock care in the best facility imaginable. This in my head does not involve bars, so I have a "no bars" policy. I want the patient to be super-comfortable and not to feel threatened or "in prison", especially when some of them will have severe physical disability."
Michael Ball said: "I saw the Bionic Vet on television but I never thought I would find myself here. Noel has an extraordinary talent for healing and has built an amazing team who truly do care deeply about each and every one of these patients as if they were their own pets. They really do provide an unparalleled level of care. What Fitzpatrick Referrals has managed to do is truly remarkable. When I look at the level of hands-on care and compassion shown by all of team, I'm overwhelmed. I am hugely honoured to be associated with Fitzpatrick Referrals and what this practice stands for. The work which is happening here is benefitting the veterinary world and the human world - it's incredible."
After cutting the ribbon and declaring the new facility officially open, Michael Ball met with Dr Fitzpatrick for the 'see out consultation' for his dog, Freddie, who has been recovering after a major hip operation at the practice.
Vetoquinol has launched www.epiphenonline.co.uk, to support the veterinary profession and dog owners in the management of epilepsy.
The company says it has developed the online service to complement its existing monitoring aids and booklets, and give the best possible support to vets and patients during the complex process of stabilising and managing seizures.
The online service enables owners to keep a seizure diary, and share it with their veterinary surgeon so that they can prescribe an appropriate medication and management programme.
According to Vetoquinol, approximately three to five per cent of dogs suffer from idiopathic epilepsy, (which accounts for 80 per cent of epileptic seizures). The condition is inherited in some breeds, including Beagles, Dachunds, Keeshonden, German Shepherds and Belgian Tervurens.
Documenting the animal's history and seizure activity is crucial in assessing the progression of epilepsy. It also provides invaluable information for diagnosis and maintenance of effective therapeutic control.
Every tube of Logic Oral Hygiene Gel now contains a free finger brush to encourage owners to brush their pet's teeth every day.
Ceva Animal Health product manager, Fraser Broadfoot MRCVS, said: "Daily brushing is known to be the single most effective means of removing plaque. The finger brush in each pack of Logic is ideal for administration to cats and small dogs. For medium to large dogs we also have a Logic Dental Care Kit, which includes a tube of Logic Oral Hygiene Gel and a Petosan toothbrush."
Ceva says Logic is the UK's leading veterinary dental brand thanks to high palatability and unique multi-enzyme formula, which works by enhancing the mouth's natural defence systems. In addition, a surfactant ensures that the active ingredient remains in contact with the teeth and gums.
Virbac Animal Health has launched 'Spray to Win' competition in which vets who use the topical corticosteroid Cortavance between now and the end of June have the chance to win one of five Canon Ixus Cameras worth £150.
To enter the competition, ask your territory manager for a Spray to Win card, spray the pictured dog to ease his pruritus, and answer one question.
Winning cards will reveal either a camera or a 124 page manual on topical glucocorticoid therapy compiled by a group of the world's leading dermatologists.
Virbac product manager Chris Geddes MRCVS said the purpose of the campaign is to illustrate the efficacy of Cortavance as the first line treatment for all pruritic and inflammatory skin disorders: "As a potent skin-specific steroid with no detectable harmful effects¹ and competitive pricing, it's an ideal first line treatment for all atopic dermatitis cases."
There are also automatic rewards in the form of a clinical handbook on canine dermatology or a didactic atlas on canine dermatoses with every 10 bottles of Cortavance purchased, or get both with 15 bottles.
The supply of spray cards is limited, so anyone wishing to obtain a card is advised to contact their Virbac territory manager as soon as possible, or call 01359 243243.
A survey commissioned by a new Sky TV series, Pets for Life, carried out in association with The Blue Cross, has found that 500,000 (2%) of Britain's 24 million pet owners say they no longer have money for their pet's food and are reduced to feeding the household animal with leftovers.
The survey also found that while two-thirds of pet owners dig deep into their pockets to find an average of £11.04 each week to care for their pets, one in five (21%) say they are dropping essentials such as visits to the vet in a bid to bring the weekly pet bill to under £5.
The poll of 1,200 pet owners indicated that higher insurance premiums, rising vet bills and rocketing pet-food prices have pushed the cost of owning a pet up to £574.08 a year. Nearly half of pet owners (47% or 12.2 million people) now spend an average of £9.40 on their pet each week, with a further 15% (3.9 million people) spending £19.50 a week, and 7% (1.8 million people) forking out more than £60 a week to keep their animals healthy and happy.
This comes as The Blue Cross revealed a 19% increase in stray and abandoned animals taken into its adoption centres in the last year compared to the same period the year before, with a total of 38 rabbits, 979 cats, and 419 dogs left to wander the streets. In addition, over 4,000 animals were given up voluntarily, many for financial reasons such as the owner being made homeless, having to move house or losing their job.
Laura Sleight, head of media relations at The Blue Cross said: "We pride ourselves on being a nation of animal lovers, but the sad reality is that some pet owners can either no longer afford to keep their pets or are unable to provide a suitable home for them. Animals add so much to our lives but it's important that people understand the cost, time and commitment involved before taking one on. Pets for Life aims to tackle these issues and provide real solutions to the everyday problems that can result in animals being given up or abandoned."
Pets for Life is on Sky Showcase (Channel 201, Freesat 403) on Sunday 8th May at 6:00pm and on Tuesdays at 7:30pm (repeated on Sundays) for at least a further seven weeks thereafter.
Vetoquinol has just launched its Marbocyl 10% online case study competition in which veterinary surgeons are being invited to provide information about how they treat E.coli mastitis. Two winners (one in the UK and one in Ireland) will win a BCF EASI-SCAN cattle ultrasound scanner with goggles worth over £6000.
Vetoquinol's large animal product manager, Susan Mitchell said: "We hope that this case study competition will help us gather further information on how E.coli mastitis is treated by veterinary surgeons in the UK and Ireland. I would encourage large animal veterinary surgeons to be part of this UK and Irish survey to highlight the severity of the disease and share their success stories."
The competition will run until the end of October 2011.
For your chance to win a BCF EASI-SCAN and goggles visit http://www.vetoquinol.co.uk/.
For the first time BSAVA is running a Case Report Competition to be held at the annual Scottish BSAVA Congress (26-28th August 2011 at the Edinburgh Conference Centre).
Veterinary surgeons, nurses and students are invited to submit abstracts of no more than 400 words detailing a case and interesting discussion points.
Cases will then be selected for a short presentation at the congress
Successful selection will entitle the presenter to free congress registration on that day.
At the end of the session, a BSAVA manual of the winner's choice will be awarded to the case report deemed favourite by the audience.
Abstracts should be submitted via email by the 15 June 2011 and notification of acceptance will be given by the 30 June 2011.
Please send any enquires or submissions to Gerard McLauchlan (g.mclauchlan.1@research.gla.ac.uk) or Yvonne McGrotty (yvonne.mcgrotty@vets-now.com).
VetSurgeon member Viki Edmondson MRCVS is taking part in a drive to help 13-year-old Octavia Woodward, who was born with spinal muscular atrophy (SMA), raise £100,000 to help The SMA Trust.
Viki, a well-known vet in the carriage driving world, will be joining Octavia on 'Octavia's Mad Marathon', a five-day, 110 mile carriage drive from Windsor to Wincanton.
Octavia will be driving her pony, Diddy, with her mother Henrietta as co-driver. Meanwhile, Viki will be driving a pair of Gelderlander horses. They'll be leaving the main ring at the Royal Windsor Horse Show with a support crew at 3:30pm on 13th May.
Viki graduated from Bristol Veterinary School in 1993. Since 2001 she has run her own equine practice plus a small animal surgery from the Newdigate, Surrey farm she shares with husband Peter. Viki has known Octavia since she was born and it was Viki who paired up Diddy with Octavia and encouraged her to progress from walking round the roads to the excitement of "off-roading". Viki will be providing support and encouragement to Octavia during the trip - of course with any veterinary help being close by.
To support Viki and Octavia, visit: http://www.justgiving.com/vikithevet
BCF has launched the Easi-Scan remote display, designed for on-farm use.
The company says the Easi-Scan offers unprecedented display performance, is very portable (weighing less than 2Kg) and very rugged. According to the company, Its 8.4" transflective LCD screen provides excellent quality images for fertility and pregnancy scanning meaning it can be used as the sole display for BCF's Easi-Scan and Duo-Scan ultrasound scanners. And with a dedicated channel button, you can switch between all available ultrasound channels, allowing you to view a number of examinations at once.
The Easi-Scan is also available with a Gorilla pod allowing it to be attached to railings and a carry strap.
Gavin Mitchell from BCF said: "At BCF innovation is key; we have invested a lot of time developing a remote display monitor that is well suited to the needs of the market. Through listening to our customers, we feel we have successfully achieved this. It is ideal for training purposes and viewing multiple exams. It is also the only wireless and splashproof remote ultrasound display on the market."
For more information call 01506 460023 or visit http://www.bcftechnology.com/.
A YouGov poll commissioned at the start of this month's National Vaccination Month Campaign by Intervet/Schering-Plough Animal Health has shown that pet vaccination rates nationally have remained stable between 2009 and 2011 despite the recession.
This could suggest that pet owners who do vaccinate generally accept that vaccination is not a discretionary item of spending which can be dropped in financially hard times. This is in contrast to worming, pet insurance and health checks, things which the survey found that between 6% and 9% of owners have cut back on.
Nevertheless, the survey supported industry data which shows that very considerable numbers of Britain's pets are left unvaccinated, with strong regional variations:
According to the YouGov survey, cost is a factor in more than 39% of cases where owners of a cat, dog, rabbit or horse are failing to vaccinate.
However, during National Vaccination Month, pet owners can download a voucher for a discounted vaccination offering savings of around £30 from participating surgeries throughout May. Unvaccinated and eligible dogs, cats, rabbits and horses are all included in the scheme and more than 2000 vet practices are taking part in the campaign nationwide.
Angus Robinson from Intervet/Schering-Plough Animal Health said: "The survey suggests that not only is there a demand for National Vaccination Month - 76% of those not vaccinating said they would take advantage of a scheme like this. But there is also a real need for client education. A staggering 91% of those polled said they would get their pet vaccinated if they were aware that there was disease in their area. Without wishing to scare people, we do need to alert pet owners to the fact that pet disease is out there. It is the kind of thing that they never think is going to happen to their beloved pet but when it does, it is devastating."
Boehringer Ingelheim Vetmedica has added a cardiology CPD section to its Vetmedin website. The section also includes a number of owner education resources to be used in practice.
The site, which is billed as a one-stop-shop on canine heart disease, includes an interactive radiology viewer, the Vetmedin atlas of cardiac radiology, radiology interpretation and diagnosis, an interactive MVD seminar and online downloadable Vetmedin dosage calculator to assist veterinary surgeons in prescribing the optimum dose.
Owner education materials include an animation explaining how to monitor a dog's resting respiratory rate, a video about heart failure and downloadable charts to help owners monitor their dog's condition.
For further information, visit www.vetmedin.co.uk, contact your Boehringer Ingelheim Vetmedica territory manager or call 01344 746959.
Eurovet has launched Relaquine 35 mg/ml Oral Gel for Horses - a licensed acepromazine (ACP) in a gel format.
The company says Relaquine can be used to sedate horses for examination and in stressful situations that some horses find hard to deal with such as farriery, box rest, dentistry and clipping where highly-strung horses can cause problems. Relaquine is administered orally or mixed with food and is available as an adjustable syringe format containing 10 ml of gel.
Relaquine is the fourth product launch this year by Eurovet and the company says there is more in the pipeline for 2011.
Relaquine Oral Gel is expected to be available to order from veterinary wholesalers from Monday 16th May. Eurovet is also offering an introductory promotion: for further details contact Eurovet on 01223 257933.
Intervet/Schering-Plough Animal Health has announced the launch of PORCILIS AR-T DF, an inactivated vaccine against progressive atrophic rhinitis in piglets with a new adjuvant which the company says is associated with fewer injection site reactions.
PORCILIS AR-T DF uses DILUVAC FORTE (DF), an aqueous vitamin E-based adjuvant and will replace PORCILIS AR-T, a similar vaccine containing an oil-based adjuvant. The newly formulated vaccine is approved to reduce the clinical signs of progressive atrophic rhinitis in their offspring. Progressive atrophic rhinitis is caused by a toxin from the bacteria Pasteurella multocida affecting bone-forming cells in the snout of the young piglet.
Marc Dickie, Senior Director, Global Swine Business Unit at Intervet/Schering-Plough Animal Health said: "The innovative PORCILIS AR-T DF vaccine combines the proven efficacy of the current PORCILIS AR-T with an improved safety profile and convenience for the veterinarian that is offered by the aqueous DILUVAC FORTE adjuvant. The new vaccine also demonstrates the commitment of our company to continuously improve our vaccines, thereby offering value-added benefits to our customers."
The Fédération Équestre Internationale (FEI) has added Metacam for Horses to its 'list of detection times'.
According to the manufacturer, Boehringher Ingelheim Vetmedica, Metacam (meloxicam) is the first preferential COX-2 inhibitor to be added to this list, and has stated plasma and urine detection times of 72 hours administered intravenously or orally1. This is the shortest urine detection time of the NSAIDs available for use in horses, and compares to the 168-hour (7 days) detection time for phenylbutazone stated by the FEI.
Craig Beck, equine sales and marketing manager for Boehringer Ingelheim in the UK and Ireland said: "We have been very happy to work in partnership with the FEI to provide the robust data that has supported the FEI in their analysis of Metacam. Metacam is an important addition to the FEI list, that will help vets treating competition horses. There is now a modern and proven NSAID which extends the therapeutic options available to vets."
Metacam is licensed in horses for the alleviation of inflammation and relief of pain associated with musculo-skeletal disorders or colic.
For further information, please contact your Boehringer Ingelheim Vetmedica territory manager or call 01344 746959.
1 Detection Time agreed with the European Horse Racing Scientific Liaison Committee (EHSLC)
Protexin Veterinary has launched Cystophan, a new product to aid in the management of Feline Idiopathic Cystitis (FIC).
Protexin says nearly 50% of cats with FIC will have a recurrent signs within one year, so it is important to offer a high quality product to manage the condition correctly.
Cystophan combines 3 key ingredients in a tasty artificial chicken flavour capsule for optimum effectiveness:
Cystophan is available in tubs of 30 and 240 capsules.
For further information please visit www.protexin.com.
Veterinary nurse Beverley Burnett has launched North East CPD, a new CPD provider in the North East of England.
Beverley said: "It's not always time- or cost-effective to have to travel far and wide for courses, sometimes overnight, leaving surgeries short-staffed, and what with increasing travel costs, I decided to provide courses further North.
"Courses for both veterinary surgeons and veterinary nurses start in October. Our lecturers are all very experienced professionals, qualified to the highest standard within their chosen speciality, giving you the opportunity to receive only interesting and up-to-date courses.
"Our aim is to help you develop your knowledge and skills, whilst enjoying a relaxed and friendly environment, at an affordable rate."
To find out more about current and future courses, and how to book, visit http://www.ne-cpd.co.uk/ or email: info@ne-cpd.co.uk
North East CPD is curently offering a 10% discount on your first booking!
In what is believed to be a first for the profession, a group of experts have joined forces to publish 'Chronic Pain in the Dog', a blog about managing pain.
The blog, which is sponsored by Vetoquinol and available exclusively to VetSurgeon.org members, offers opinions and advice from Dr Jo Murrell, BVSc PhD CertVA DipECVA MRCVS, Head of Anaesthesia at Bristol Vet School, Kate L White MA Vet MB DVA Dipl ECVAA MRCVS, European Specialist in Veterinary Anaesthesia & Analgesia, Associate Professor in Veterinary Anaesthesia and Clinical Sub Dean at Nottingham University Veterinary School and Krista Visser 't Hooft, DVM, DipACVIM (Internal Medicine), MRCVS, Specialist in Medicine.
A new blog entry is posted every few days, and each one focuses on just one aspect of pain management, to make it easy to digest in a busy day. The aim is to help build the clinician's understanding of the topic over time.
It is also hoped that the blog will build into a useful information resource, both to raise awareness of pain management and aid clinicians in making decisions about how to approach complex cases.
VetSurgeon members can subscribe to be alerted to new blog entries by email, and (at the time of writing) there is a prize of a £10 Amazon voucher for every 50th veterinary surgeon to do so.
Click here to read the blog and subscribe.
The Royal College of Veterinary Surgeons is calling for members to nominate veterinary surgeons and non-veterinary surgeons who merit the award of Honorary Associateship or Honorary Fellowship.
Honorary Associateships are awarded annually to people, not necessarily veterinary surgeons, by reason of their special eminence in, or special service to, the veterinary profession. Council has agreed that these should only be people ineligible for election as Honorary Fellows.
Honorary Fellowships can be awarded to up to three veterinary surgeons in any one year for their service to, or special eminence in, the cause of veterinary science.
Nominees for Honorary Fellowships must be members of the RCVS and have been a member, or held a registrable qualification, for at least 20 years.
All nominations need to include the particular reasons why the honour/award should be conferred, along with supporting statements from two referees, at least one of whom must not be a working colleague of the person nominated.
Nominations must be received by the President, Dr Jerry Davies, by Friday, 2 September 2011.
Members may download the nomination form, or request it from the RCVS Executive Office (0207 202 0761 or executiveoffice@rcvs.org.uk).
Eurovet Animal Health has launched Cardisure, a new look pimobendan which the company claims will help deliver more precise dosing in the treatment of cardiac disease.
Dogs have the widest range in bodyweight of any species, and it's long been a problem accommodating the wide variation in dosage requirements that this leads to. Having to give too many tablets in a day or the need to split small tablets can be very discouraging to owners and may lead to poorer rates of compliance.
Cardisure is available in 1.25 mg, 2.5 mg, 5 mg tablets and a 10 mg tablet size. Eurovet says the tablets are easily divisible and palatable, making it easier all round for pet owners to administer the right dose of medication to their pet.
Eurovet says the benefits of treating heart disease with pimobendan are well-established and that Cardisure gives clinicians a few more client-friendly options when it comes to treating heart disease, as well as being available in smart and professional blister packs for easy dispensing.
Virbac is launching a nationwide consumer campaign directing pet owners into practice with a special £1 off Indorex voucher promotion.
Indorex product manager Victoria Hudson said: "Participating practices also have the chance to win £250 worth of shopping vouchers for themselves. The practice returning the most client vouchers, plus two runners up, will each win Love2shop shopping vouchers which can be spent at thousands of high street stores, restaurants and attractions across the UK!"
Victoria added: "Indorex is such an easy product to use providing owners with 12 months protection against fleas in their home with just a single application. Even in the summer months, the product is UV stable so it can also be used in sunlit areas such as cars and conservatories."
Vouchers can be obtained from your local Virbac territory manager or downloaded at www.fleafreezones.co.uk/. Following customer redemption each £1money off voucher can be reclaimed by the practice with proof of purchase.
Dechra Veterinary Products has launched Rycarfa carprofen tablets for dogs and injection for cats and dogs into its Veterinary Essentials range.
Dechra's Veterinary Essentials range comprises a series of post patent products designed to offer practices the reassurance of proven, quality solutions to meet their everyday clinical needs.
In its flavoured tablet form, Rycarfa is presented in easy-to-dispense blister packs which, according to Dechra, offer the most cost-effective standard size range on the market* - 20 mg x 100 tabs; 50 mg x 100 tabs, 50 mg x 500 tabs, 100mg x 100 tabs. The tablets are licensed in dogs for the reduction of inflammation and pain caused by musculoskeletal disorders and degenerative joint disease, and as a follow up to parenteral analgesia in the management of post operative pain.
In injection form, Rycarfa is provided as a 50mg/ml solution in a 20 ml glass vial. In dogs it is indicated for the control of post-operative pain and inflammation following orthopaedic and soft tissue (including intraocular) surgery. In cats, it is indicated for the control of post-operative pain following surgery.
Roger Brown at Dechra said: "Carprofen is a well-established, non-steroidal anti-inflammatory. Through our Veterinary Essentials range, we are offering Rycarfa in a wide range of sizes to provide the maximum flexibility with cost effectiveness."
For further information on Rycarfa, please contact Dechra on 01939 211200.
*Gfk sales data 1 July 2011
The Royal College of Veterinary Surgeons is warning practices and would be veterinary nurse students to check that VN training courses are approved by the College, or they will not lead to qualification as a veterinary nurse.
The RCVS has reported one such course, run by Direct Veterinary Services of Oxford (http://www.direct-vets.com/), to Trading Standards: it advertises 'accredited training for veterinary nurses' leading to 'an honours degree in veterinary nursing' without being an RCVS-approved training provider or awarding organisation.
RCVS Head of Veterinary Nursing, Libby Earle said: "Would-be veterinary nurse students should always check that the course they are embarking upon will lead to a qualification that is recognised by the RCVS for the purposes of registration, or they may be in for a disappointment.
"Only those courses approved by the RCVS will lead to registration, and without registration (or listing), individuals should not call themselves veterinary nurses and cannot legally carry out medical procedures and minor surgery under Schedule 3 to the Veterinary Surgeons Act."
The College says candidates should also be wary of training providers who demand money upfront online.
All new veterinary nursing courses and qualifications must be approved by the RCVS and this process can take some time. The list of approved centres providing VN training courses, together with details of approved qualifications, are available at: http://awardingbody.rcvs.org.uk/,
VetSurgeon member Anthony Todd has started a petition amongst veterinary surgeons and nurses, calling for the installation and routine monitoring of CCTV in all pre-slaughter areas of licensed abattoirs in the UK.
The petition was triggered by a news report in the Daily Mail exposing shocking cruelty to pigs at an Essex slaughterhouse run by Cheale Meats. Staff were seen stubbing their cigarettes out on the pigs' faces, punching them and failing to stun the animals correctly, in undercover footage filmed by Animal Aid.
The Food Standards Agency, which is responsible for breaches of welfare at abattoirs, has refused to submit the footage to Defra for prosecution, on the basis that it was filmed illegally.
Anthony said: "Prosecution will automatically follow with legal video evidence.
"The exposure of the Cheale incident was fortuitous and may well be the tip of the iceberg which must be eliminated."
To sign the petition, please visit: http://www.ipetitions.com/petition/abbatoir-abuse/
The BVA is now reaching out to non-members with a three-month, no strings attached, free trial. The offer ends on 31 August.
Over the past few years the BVA membership package has changed significantly in response to the needs of veterinary surgeons across the UK at all stages of their careers.
Harvey Locke, BVA President, said: "The well-documented stresses that put members of our profession at risk of mental health problems are unacceptably high. With their focus on conflict resolution and individual support, however, we hope the BVA legal services will come to be seen as a safety net for BVA members should things go wrong at work.
"These kinds of employment issues can be hard to talk about so we hope by highlighting a few stories it will encourage others to seek the help they need from the BVA.
"The three-month free trial is an opportunity for the BVA to reach out to non-members and show them the impact of our complete membership package - from the legal and employment services and free and discounted CPD to our popular publications and money-saving financial services."
Bayer Animal Health has announced that following the success of its educational TV advertising campaign, which ran earlier this year and promoted the need to worm cats, a second advertising campaign will now run in September.
Bayer (makers of Profender Spot-on solution) says its first campaign, which ran in May, had the principal aim of driving pet owners to their vet to ask about spot-on worming for their cats.
As part of the same campaign, research was conducted on cat behaviour by interviewing cat owners and attaching 'cat cams' and 'cat navs' to nine cats around the country. The results were analysed by cat behaviour expert Roger Tabor and can be found on the website www.spotonwormer4cats.com/, both as a short video documentary and a 24-page report, entitled 'The Secret Lives of Cats'.
A consumer PR campaign was also run in parallel with the TV advertising, which Bayer says was very successful in attracting entrants to a competition to find the cat with the biggest personality. Winners of the Cats with Cat-titude competition have now been announced and profiled on www.spotonwormer4cats.com.
Dan White, Profender product manager, said: "Post campaign market research revealed there was a 5% increase in the awareness of spot-on cat worming.
"The second phase of TV advertising - using the same advert but without the online competition - will start on 4th September and will build on the success of the previous advertising. And over the following three weeks, it will be broadcast on ITV1, ITV2, Channels 4 and 5, and Sky One, and is expected to reach 7 million of our core target audience."
Veterinary practices can obtain a subtitled version of 'The Secret Lives of Cats' documentary to play in their waiting rooms, and a wide selection of support materials, by contacting their Bayer Territory Manager.