With the boom in pet ownership translating into a boom in veterinary services, Summit Veterinary Pharmacy suddenly faced stepped-up competition. As Canada’s leading veterinary pharmacy, Summit supplies the medications veterinarians prescribe for their animal patients. Private equity investors recently discovered this profitable and overlooked segment, including Persistence Capital Partners which purchased a large equity stake in Summit. The partners asked Chameleon Collective to develop marketing and sales strategies to drive growth in this newly competitive environment.
Led by our interim Chief Marketing Officer, our team quickly assessed existing marketing and sales approaches, and recommended both a comprehensive strategy and a set of high value, scalable activities that could be executed quickly. First was to engage a Chameleon designer to redesign the company’s dated and uninviting brand identity. The new logo and brand guidelines signalled a renewed vigor and purpose to internal and external audiences, and provided a marketing tool kit for asset development.
The Chameleon team’s Creative UI/UX specialist then led the most significant upgrade to Summit’s sales capability–their ePrescribing tool. This major reconstruction of the company’s ecommerce platform tapped into the Collective’s strengths in ecommerce best practices, UI/UX, and brand strategy.
These activities, along with an internal brand launch and new product marketing strategy, quickly turned a quiet “order taking” company into a modern and confident market leader.