PATH TO PURCHASE FOR ANTINOL�(PATH TO GROWTH)
REPORT FLOW
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4
IMAGE OF ANTINOL
OUR CONSUMERS’ PATH TO PURCHASE
RELATIONSHIP WITH VETS
MOTIVATION – AWARENESS – COMPARE/FILTER-BUY - SHARE
PET PARENTS U + A SEGMENTS
PERSONA
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INTRO & BACKGROUND
JAPAN AND USA
INTRODUCTION �&� RESEARCH BACKGROUND
RESEARCH OBJECTIVES – WHAT DID WE EXPLORE
Understand the key elements of the “Decision Path to Purchase”
Uncover usage and attitudes towards Antinol with current users and non-users (through forced awareness)
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WHO DID WE INTERVIEW
12
INTERVIEWS (all DOG)
5
ANTINOL CURRENT USERS
7
NON-USERS/Senior Pet Parents
(3)
Experts (1 agility, 2 Rescue Board of Directors)
12
INTERVIEWS (Dog & Cat)
9
ANTINOL CURRENT USERS
( 4 Clinic based, 5 online based)
3
NON-USERS/Senior Pet Parents
(2)
Experts (1 pet communicator, 1 pet sitter)
(at March 31)
(2)
Cat
WHAT DID WE EXPLORE IN THE INTERVIEWS
2
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INFLUENCERS & INFORMATION SOURCES
OUR CONSUMERS’ PATH TO PURCHASE
CHANGES IN THE MARKET
MOTIVATION – AWARENESS – COMPARE/FILTER-BUY - SHARE
PRICING
VALUE EQUATION
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REALTIONSHIP WITH MY PET
MOVING FORWARD (FROM >>>TO)
https://miro.com/app/board/o9J_lZLfUfM=/
IF YOU DON’T HAVE TIME TO READ THE WHOLE REPORT �THIS IS THE QUICK 3 PAGE REVIEW
TO
FROM
PILL COMPANY (functional care)
PET COMPANY (emotional engagement/purpose)
PHARMA
SUPER EFFECTIVE ROUTINE PRODUCT (Super Supplement)
PRESCRIPTION (fix)
PREVENTION (Lifetime value)
PET OWNER
PET PARENT
MEDICATION (point in time)
TOTAL CARE (part of routine, long term)
RELIEF OF PAIN
REENERGIZING AND GAIN OF JOY/MOBILITY
WORRY of AGING
PEACE OF MIND – I am doing all I can
UNKNOWN SOURCE/INGREDIENTS
FAMILIAR/NATURAL
CLINIC BASED AWARENESS
CLINIC + ONLINE/SOCIAL MEDIA
SATISFIED USER
AUTHENTIC, ACTIVE ADVOCATES (Grass Roots)
STICKER SHOCK @ TRIAL
IT WORKS! WORTH THE INVESTMENT
TIME CONSUMING (to find info, buy, give)
EFFORTLESS
Product
Positioning
&
Understanding
Awareness
Trial and
Repeat
ISSUE/CRISIS HAPPENING
ROUTINE CHECK AND CARE
VET
PET
PARENT
&
Expanding our communication to engage with VETS and PET OWNERS
VET BASED AWARENESS
EXPERIENCED/EXPERTISE COMMUNITY LED AWARENESS
SALES/ECOMMERCE SITE
INFORMATION, CARING, SHARING & SALES
THE DRIVERS ARE THE SAME �BUT THERE ARE NUANCES
ORIGIN (trusted country)
SOURCE INGREDIENTS
NO SIDE EFFECTS
NOT BIG PHARMA
NATURALNESS
CREDIBILITY
EFFORTLESS
HUMAN
🇯🇵
VET! VET! VET!
FAMILIAR PROOF POINTS (near me)
EXPERTISE (vets, pet sitters, groomers, rescue)
VET BUT NOT PAID PHARMA
🇯🇵
EASY TO UNDERSTAND
EASE OF ACCESS/ONLINE
EASE OF STORAGE
EASE OF ROUTINE
PET- CENTRIC
MY LANGUAGE
HUMANNESS of SOLUTIONS
F2F INTERACTION WITH VET/EXPERTS
MORE THAN A NUMBER (see me know me)
Impact
🇯🇵
🇯🇵
IF YOU DON’T HAVE TIME TO READ THE WHOLE REPORT �THIS IS THE QUICK 3 PAGE REVIEW
Pets are a critical part of the family and their care is increasingly “human like in approach”. Through both the US and Japan some common themes/keywords appeared
Owner>> Parent
Taking care of issue >> Caring
Science solution >> Emotional journey
Unfamiliar ingredients >> Human anchored (I know this works for humans)
TRUSTED
I CAN’T GET THIS WRONG
MY PET IS DEPENDING ON ME
HUMAN
MY PET AS A FAMILY MEMBER
NATURALNESS
CREDIBILITY
EFFORTLESS
THIS SHOULD BE EASY FOR ME
*Science-based/backed is the language of VETS
UNLOCKING THE BASE
Antinol users have EXPERIENCE with the product and are impressed with the results.
They are open to sharing their experiences with those in their immediate circles (close friends)
HIGHLY ENGAGED & INFLUENTIAL
EXPERTS (VETS) and ACADEMICS
ANTINOL USERS
THE MASS
Certified and trusted as knowledgeable around the topic of pet care. Their recommendations can set the pace and direction of the industry
Work in the Industry or connected to the industry (groomers, pet sitters, rescue, breeders, agility owners) – their inputs are trusted
In the mainstream but open and actively interested and engaging in new ideas and products such as Antinol
The core market, Following the lead of others
Most trusted and influential (but limited in number) are those that are certified and trusted. Primarily this is VETS. Experience is a key word - Level of experience with MY PET, with MY BREED, with THE ISSUE (specialist in mobility etc).
Listening to those actively engaged in the industry – although many are not VETS and “ qualified/certified” they are recognized as being ”knowledgeable” and have “experience and expertise” and as such are trusted for verification
UNLOCKING THE FUTURE GROWTH OF ANTINOL
New
New
Grow
BASE SENIOR PET PARENTS
PATH TO PURCHASE OF ANTINOL/H&W PRODUCTS
The Journey ALWAYS starts with noticing a change that is visible – AGE is not defined (7+) by a number but by physical changes
If the change is worrying the VET is consulted right away or FRIENDS and GROUPS with KNOWN TRUSTED EXPERIENCE
GOOGLE SEARCH is organic using words highlighting what they can see (my dog won’t eat, my dog is limping)
EASE OF ADMINISTRATION is a key barrier to continuation – Consumers are finding ways to deal with ANTINOL’S current format as it is “not easy” like many supplements, but is not considered to be a medication
DRIVERS/INFLUENCERS AND PRICING
Drivers
Less influential
Pricing
A QUICK WORD ON COVID-19
Covid-puppies is a reality
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Vet/Expert Visits are different in the New Normal (US based)
QUICK SUMMARY OF OUR PET PARENTS RELATIONSHIPS WITH VETS
Senior
VET IS TRUSTED BUT PET OWNERS NEED AND SEEK VERIFICATION
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Acute Awareness of “Big Pharma” and “Paid Support”
REAL Experience drives credibility
Speak my language
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INTRODUCING OUR PET PARENTS�PATH TO PURCHASE
The 4 key Segment have emerged through the Interviews with Pet Parents of Senior or Aging Dogs
Pet Parents move through the segments but we must think how we can address the needs of each
Senior
AWARENESS IS THE UNLOCK
Awareness Level | Type | Content Strategy |
Highly Aware | The Pet Parent knows Antinol and its alternatives, what it does and when and how they need it, They have done their homework and only needs to know how to get it and “the deal.” | Increase Lifetime value (prevention use), VIP user deals. Facilitate them to be advocates (friend get friend) |
Product-Aware | Pet Parent knows about Antinol at basic level, but isn’t sure it’s right for their Pet. | Advocates – that will confirm the choice Free/Money back Trial to have easy confirmation |
Solution-Aware (awareness of the solution) | The Pet Parent knows the result they need (less pain, all natural, quick recovery etc), but not that Antinol is an option, or is better than the competitors (they know Glucosomine, Cosequin, Umove etc) | Credibility and trust driving content (vet campaigns). Testimonials and Advocacy Content and materials that connects search to Antinol as a Solution. |
Problem-Aware (awareness of the need) | The Pet Parent senses they have a problem, but hasn’t seen or doesn’t know there’s an effective solution (Pet is just “getting old”). | Seeing is believing content – there is a better way to aging. Strong content with independent value focused on “being a great pet parent” |
Unaware | No knowledge/awareness of the issue without prompting, and unaware of solutions | Mobility Check content – clear and simple goal oriented (your dog/cat may be in pain) |
STRIKE ZONE
PATH TO PURCHASE SUMMARY (USA*)
Awareness
of need
Awareness
of solutions
Trial
Routine
Advocate
NOW
NEXT
AWARENESS FOR SOLUTIONS IN GENERAL
Google Searches of diagnosis/issue
Community facebook groups, peer groups
Amazon/chewy – Customer reviews
AWARNESS FOR ANTINOL
Limited – Vet/Specialist Led
Internet Search as a follow up verification
Visible change
Past experience
Breed awareness (from friends etc)
ACTION
Self Mobility Check
(raise awareness of need)
Breed specific needs targeted information on Website/SNS
Easy Access Mobility Check
SNS awareness drives (#)
Use of REAL experience KOL
Avoid simple paid banners (build testimonials first)
Easy to Order
Website works well
Good Results*
*did not interview quitters of antinol
VIP treatment (Gold star?, Mobility check-ups)
special VIP deals from time to time (from user to advocate)
Easy to find information on efficacy
Increased voice of Advocates/Experts
Easy Entry Trial options
Credible testimonials from experts/KOL
Trial campaign – expert support
SOE improvement – Antinol as the solution/# links
Listing on Chewy.com, Amazon.com for US
Advocates exist amongst “shared purpose groups” (same breed, same goals)
Vet advocacy as an option
Increased Vet belief
Increased incentive to share
Actual testimonials
Incentivize to share – friend get friend campaigns
Vet awareness as a safe option
VIP program
Community building
ADVERTISING vs INFLUENCING
INTEREST
ADVERTISING
TRIAL
LOYAL
AWARENESS
Repeated messaging - repetitive - get in my brain
I keep seeing this over and over
Consumer call to action
“Dial now!” “Buy now” “new and improved” “#1 supplement”
Loyal repeat users - connection to product (singular repeat use)
UNLOCKING THE FUTURE GROWTH OF ANTINOL
Blast advertising of company driven message
Repeated over and over - YELL to EVERYONE PIPELINE
INFLUENCING
INTEREST
LOYAL
AWARENESS
TRIAL
Targeted awareness with targeted messaging
Advocacy from trusted source
= Higher conversion
Advocate activated trial
Money back
Free Samples
Engage your most loyal base and enable them to be advocates
As an ingested health and wellness product - TRUST is key to trial - I must feel safe to do this - Advocacy becomes key
INFORMATION GATHERING AND INFLUENCERS
Checked DAILY – IN MY ROUTINE – A SOURCE OF AWARENESS (but not conversion)
Fun and a basic information source – I follow up with a web search
Influencers with Pets/ Friends I know in my inner circle
WEBSITES/BLOGS - Checked when I need an Answer
(some level of influence from trusted reviews)
Search in my Language, Easy to Navigate quickly
Reviews are GUIDANCE – USER reviews on shopping sites are strong
So far our research has not had strong mention of Twitter as a key source for consumers
(Maybe more of an information channel for VETS)
CLOSE/TRUSTED FRIEND/FAMILY GROUPS (will move me to trial)
Facebook Groups of similar breeds and expereinces
EXPERTS (will move me to trial)
My Pet Sitter/Dog walker/Groomers (sees my pet more than my vet does – they KNOW
My VET (as long as they understand me and my PET – VET is not always 100% trusted*
RESCUE/ANIMAL WELFARE – Those working in Rescue have a powerful, trusted voice (non-commercial)
CONNECT ME
ENTERTAIN ME
DON’T SCHOOL ME
INFORM ME
TEACH ME/GUIDE ME
TELL ME
CONVINCES ME
INFLUENCERS
INFORMERS
VET/INFORMATIVE
ADVOCATES vs INFLUENCERS
SNS/WEB INFLUENCERS that are obviously “PAID Sponsorships” put the brand at risk of being seen as “PAY TO PLAY” big Pharma
Pet Parents speak of trusting advice from those with EXPERIENCE, AUTHENTIC STORIES, CLOSE to ME
UNLOCKING THE FUTURE GROWTH OF ANTINOL
A lot of followers but no authenticity
No realness to the advocacy
No expertise
Obviously paid advertising blast (BIG PHARMA)
Distant - lacking warmth and humanness
No consistency or continuation - just paid to do a couple of posts
Authentic journeys, real stories (UGC tag us #happinessinmotion)
Clear expertise and trusted
(high performing, specialist (vet/expert), known on the issue)
Easy to relate to language and stories
Continued story and advocacy - not a one off post/blast
Good base of followers
TARGETING FOR IMPACT
Our research has provided some clear insights on how to target for maximum impact
WHO
WHY
HOW
VETS/SPECIALISTS
(vet associations etc)
They are trusted as knowledgeable
about the issue
about my dog
win-win campaign for revenue streams (materials in store, mobility checks driving back to vet)
Make them the hero expert
watch out
Don’t be PAID TO PLAY
Big Pharma
ENGAGED+
TRUSTED
Pet Rescue, Groomers
Walkers, Breeders
INSPIRATIONAL +
ASPIRATIONAL
Attract attention and bring awareness to drive search on the product (elite dogs, famous pet owners)
EXPERIENCED
(same breed, same issue)
Pet Parents that have experience and know and have empathy with my issue
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4
education drive on Antinol
Win- win campaign
Experience the Product
Advocate
Experience with the Product is key
engage with well known dog or pet owner on their journey to #happinessinmotion. Document & share the journey
Not overly “produced”
SEO so people can find more information
Targeted mail SEO on issues and breeds
Blog posts and in specific forums on issues/breeds
Real examples to boost
Credibility
A WORD ON PRICING
Although there is Sticker Shock at the price initially, the strong recommendation and efficacy quickly makes the price barriers moot
Helping Pet Parents to understand the cost-benefit equation
$1-2 a day, avoiding the costs and risks of surgery
Once positive results are experienced it is difficult to stop
Reduce the initial STICKER SHOCK with a free/discounted smaller Trial pack investment
IMAGE OF ANTINOL
Understanding current imagery and knowledge of the Brand
From experience (Users) and forced exposure to website (for non-users)
REASONS TO BELIEVE (RTB) IN ANTINOL
100% NATURAL
NO SIDE EFFECTS
ADVOCATED BY SOMEONE I TRUST
“UNBELIEVABLE”
RESULTS
(SPEED + EFFICACY)
ANTINOL IS ADVOCATED BY SOMEONE I TRUST
CERTIFIED AND CARING*
Trusted has a relationship and credibility
OTHER EXPERTS - KNOWLEDGE OF DOGS – AND MY DOG
Frequent interaction with my dog
groomers
Dog walkers
My long term vet
Specialist clinics
Breed experience
Peer Group Advocacy
REAL LIFE EXPERIENCE OF MY ISSUES
Knowledge of my Breed, Issues and Lifestyle
INITIAL TRIAL comes from advocacy and recommendation from someone that has KNOWLEDGE and CARES about MY PET.
Customer reviews and testimonials etc. are helpful as an introduction, awareness and filter tool, but a solid recommendation from a trusted source is the “tipping point to trial/purchase”
*vets that seem to be less caring (big pharma clinics in the US in particular) have their recommendations verified through other sources (a second opinion)
Universal
Truth
Communicators/massage
THE ROLE OF THE VET AND SPECIALIST
My long term vet
Specialist clinics
With a clear awareness of PAY TO PLAY in the US, there is a certain wariness of pet owners when vets are advocating for a product. US Parents Pet Parents are much more confident in self search and will seek out additional sources of information BUT check in with their vet/specialist.
Vets need to be AWARE and comfortable with the product. Pet Parents will do a lot of their own investigation and will check in with the VET … all they need at the very least is a “it won’t hurt”, “it’s a good supplement option”
VOICE OF PET PARENT�ANTINOL IS ADVOCATED BY SOMEONE I TRUST�
CERTIFIED AND CARING*
Trusted has a relationship and credibility
My long term vet
Specialist clinics
Antinol was suggested to me by Dr. Brian Beal after Buck had his surgery. It was for recovery.
(Jodi and Buck)
Vet gave us a 30 day free trial of Antinol for Allie. We were trying to avoid surgery
(Becky + Allie)
I have been going to the same vet for 15 years. If she suddenly went out of business. I would ask her to recommend a new vet
(Gary + Hank)
I asked my vet and she said “it won’t hurt”
(Becky + Allie)
I phoned my friend that is a vet and she said it would be ok
(Gary + Hank)
I iked that the vet didn’t actually stock Antinol, it felt like she was more genuine (Colleen and Atticus and Sundance)
VOICE OF PET PARENT�ANTINOL IS ADVOCATED BY SOMEONE I TRUST�
OTHER EXPERTS - KNOWLEDGE OF DOGS – AND MY DOG
Frequent interaction with my dog
groomers
Dog walkers
Communicators/massage
My Dog walker always gives me a report each day on how the dogs were – she sees them more than the vet (Clodagh , Pace and Bolt)
I’d usually check in with my friend who’s in vet school if there is anything harmful.
(Gary and Hank)
We often discuss and share pet care with my husband’s mom and she is a enthusiast with so many different things for her pets.
(Ella and Iris)
VOICE OF PET PARENT�ANTINOL IS ADVOCATED BY SOMEONE I TRUST�
Breed experience
Peer Group Advocacy
REAL LIFE EXPERIENCE OF MY ISSUES
Knowledge of my Breed and Lifestyle
My regular vet has very little experience with Pitbulls, so I joined a FB community Pitbull Parents– they give me good advice (Mashu + Sasha)
I asked a friend who also has agility dogs for a recommendation of a good vet – our dogs are special and are more active and have higher workloads than regular dogs (Jodi + Buck)
I tried some “woo woo” type ideas that were recommended by some friends - it is a lot cheaper than surgery and worth a try
(Colleen + Sundance + Atticus)
STRONG RTB IS ITS 100% NATURALNESS WHICH EQUATES TO SAFETY
BENEFITS
All Natural
No Side Effects
Can be used Long-term
A safe inclusion to an everyday routine
Highly effective – can see the difference (for consumers seeing is believing vs science)
CURRENT STATE - OPPORTUNITY
Limited understanding of the product origin limiting how consumers can understand and advocate for the product
Unsure what is the active ingredient that makes it so good. Trouble anchoring it in a Human understanding
Universal
Truth
BUT CURRENTLY �ANTINOL PROJECTS PHARMA
Universal
Truth
DEAR ANTINOL…*
VOICE OF PET PARENT�NATURALNESS
AND EFFECTIVENESS�
*homework exercise. All letters can be seen on the Miro Board
Drivers are stated as efficacy and its naturalness. Lack of side effects is a positive.
Leverage these points in your website, communications and copy
BUILDING CREDIBILITY AND TRUST�(STREET SMART VS BOOK SMART)
VOICE OF PET PARENT�NATURALNESS
AND EFFECTIVENESS�
BOOK
SMART
Science based and academic. Right language and tone for vets and experts.
Spoken in the pet parent’s language. Website copy and SEO using natural language.
Easy to Anchor and understand in HUMAN terms.
STREET
SMART
LIKE OWNER, LIKE DOG
VOICE OF PET PARENT�NATURALNESS
AND EFFECTIVENESS�
There is a strong correlation between the humans attitude toward their supplement intake and giving to their dogs. Anchoring of understanding in Human experience.
STREET
SMART
I know that Glucosomine works for humans and joints so I think it is good for dogs. I give it as a prevention measure
(Gary + Hank)
I began more aware of my food when i became vegan. So I became more mindful for what I give to my dog too. (Mariah and Titus)
I asked a friend who also has agility dogs for a recommendation of a good vet – our dogs are special and are more active and have higher workloads than regular dogs (Jodi + Buck)
US PACKAGING INSIGHTS
LIMITED
INITIAL
INSIGHTS*
*not official packaging test, but some general insights gathered from comments
TOP
AMAZON
PACKAGE
IMAGE
I was told by the FB community that it was the one with the Orange packaging
(Mash)
VP PACK
DESIGN
Clearly highlighting the “issue” that is being fixed. Colors that are warming and inviting
Appealing Relationship with Vet
Bulk buy formats Differentiated Packaging
Limited differentiation
Limited Product information
Not appealing key benefits
Not appealing Naturalness
Mobility and Joint not quickly recogniseable
Overall a lot of packaging – could bulk buy be in more environmentally friendly packs?
PACKAGING AND COLOR
LIMITED
INITIAL
INSIGHTS*
*not official packaging test, but some general insights gathered from comments and general semiotics of color
While RED connotates LOVE, PASSION, ENERGY AND POWER (Coca-Cola, Kit-Kat etc) Used in the Space of health and wellness RED takes on the “crisis” communications of DANGER, PAIN, HURT
Consider using balancing colours and design elements (including package format) to soften the crisis signals and enhance Energy and Love
Logo also creates a further link to First Aid and Crisis. Consider how to shift this to mean (&) rather than a hospital mark
A SUPPLEMENT WITH BENEFITS+
MEDICATION FIXES AN ISSUE (FROM MINUS BACK TO ZERO)
It is a serious solution for a serious issue
High Efficacy with Short term Commitment (fixes within weeks, surgery etc)
Has risks and side effects
When you have to TAKE CARE of your pet and its issue quickly
SUPPLEMENT
IDENTIFIED AS A SUPPLEMENT, BUT BETTER, EVEN AMONG LOYAL USERS IT IS A SUPPLEMENT - THE VET TRUSTED/RECOMMENDED CHOICE
MEDICATION
SUPPLEMENTS MAKE SOMETHING BETTER (MAKES THE NORMAL BETTER)
Quick results are less expected - Requires commitment and routine
Safer, Natural approach
Is a sign of CARING for your pet’s well being.
Is a “turn back the clock” “slow down the clock” “strengthen the base” solution
ANTINOL = ANTIAGING – giving the brand name meaning
“My Dog is so much younger” “my cat’s fur has become so much shinier like before”
FOR CONSUMERS ANTINOL IS
Universal
Truth
38
SUPPLEMENT WITH BENEFITS+
NON-USERS
Antinol is seen as a Supplement and there is low expectation of immediate WOW results
Requires a long term commitment and Routine
I will start to use ANTINOL when I start to see signs of need
A lot of “fake products out there” (USA) in supplement space – need credibility sources (recommendation from VET or EXPERT or TRUSTED source)
USERS
Vet/Pet experts recommended and trusted solution/supplement –
Regarded as a potent and effective Supplement – THE WOW factor of quick results (within 2 weeks)
Naturalness and no side effects a big driver
BUT It’s taken with medication or after a medical event or diagnosis. Looks like Pharma from Germany – but isn’t.
SUPPLEMENT
MEDICATION
Positioning Antinol as the “super supplement of choice” allows you to capture the lucrative supplement market. Pet Parents already position this as a EXPERT endorsed supplement
SUPER SUPPLEMENT
Universal
Truth
39
IT REALLY WORKS!!
VOICE OF PET PARENT�EFFICACY AND SPEED
Pet Parents understand Antinol as a Supplement and expectations are set, then it exceeds it
“It’s a miracle! Started acting like a puppy. I couldn’t believe it.”
(Colleen + Atticus)
“Buck was given the OK in April and was back to doing competitions in May after his surgery and did great” (Jodi + Buck)
“it was a free sample trial - so wasn’t sure it would work … the APP helped me see the changes - after 30 days I started to see the difference days (Becky + Katie, Allie, Bailey)
40
INTRODUCING OUR PET PARENTS�
4 key Usage and Attitude Segments have emerged through the Interviews with Pet Parents of Senior or Aging Dogs
Senior
VET RELIANT<<<< >>>>SELF DRIVEN
Through the customer journey
we came to understand that for
AWARENESS
INTEREST
TRIAL
There was a different level of reliance on the VET for guidance.
From completely reliant on the Vet for all stages to a combination of the Vet, other Experts and Self Search (with friends, other pet experts, internet reviews etc)
The level of VET reliance is driven by the relationship with the VET and their EXPEREINCE with my dog, my dog’s breed and the issues I am facing (specialization)
PERFORMANCE<<< >>>ANTI-AGING
The MOTIVATION for ACTION is driven by an
AWARENESS OF THE NEED
This Awareness is driven by two key elements.
(I have experience with a previous pet, my breed of dog tends to have these issues, friends’ pets have this issue)
improvement
stop decline
SELF RELIANT
PERFORMANCE IMPROVEMENT
MAINTENANCE - ANTI-AGING
“DOG ENTHUSIAST HOLISTIC HEALER” $$$$$
Moving beyond the VET and seeking out Experts
(trainers, rescue, groomers, breeders, expert friends)
Using a wide range of Holistic Solutions
Very active and vocal in sharing information
(Accupuncture, massage, medications, surgery, supplements)
Performance is driver - Money is not a barrier
“HIGHLY MOTIVATED $$$$ CAREGIVER”
A diagnosis or known issue
Parent is in “fix it” mode.
Reliant on the VET for recommendations
Euthanasia NOT an option – will do what it takes to fix the issue
Vet/Expert is in the Drivers Seat
Money is not a barrier
RELAXED BFF $
“BASICS ARE BEST”
Goes to the Vet for shots
hands-off, care-free attitude
doesn’t overthink decisions, euthenasia when the time comes is considered an option
Follows vet/expert recommendations for breed care
Known #1 Brands (some price barriers)
“PROTECTIVE AND CARING”
I’ve Got This $$$
Experienced and Confident in own ability to make decisions. Some level of Skepticism
Using Human knowledge as a foundational starting point
Value Equation (benefits/price)
VET RELIANT
SELF RELIANT
PERFORMANCE IMPROVEMENT
MAINTENANCE - ANTI-AGING
VET RELIANT
AGING PETS WITH ILLNESS/DIAGNOSIS
NEED FOR SOLUTION for PERFORMANCE
CRISIS ZONE
YOUNGER PETS
MAINTENANCE and NEED FOR PREVENTION
WHERE TO FOCUS�JAPAN AND US NEED DIFFERENT APPROACHES
JAPAN
FOCUS
USA
FOCUS
JAPAN/USA
FOCUS
PROTECTIVE AND CARING
MOTIVATION
Experienced and confident in their ability to understand pet needs and provide care (self search & decision making)
Sensitive to overall well being. Investing in preventative care to avoid costs later
Applies human knowledge to pet care
Making decisions based on Cost-Benefit analysis
PROTECTIVE AND CARING
PROFILE
Awareness
of need
Awareness
of solutions
Trial
Routine
Advocate
PROTECTIVE AND CARING
VOICE OF PET PARENT��
“I will do anything to try and prolong her life. There was nothing to lose, I would buy into the glimmer of hope. It felt too important to waste anytime”
(Erin and Lily)
“I still need to do more research for his diet to be more eco-friendly. I also fact check with my dog expert friend Annie”
(Mariah and Titus)
“There is no way that we will choose high risk surgery route, we will choose whatever keeps him going comfortably.”
(Gary and Hank)
AWARENESS OF NEED
Aware of needs of breed
Experience from past pet ownership
Follows a few SNS and belongs to facebook groups that provide some input
Google search on symptoms that are visible
AWARENESS OF SOLUTIONS
Internet search of visible signs
Internet search of illness/prognosis name
Asking friends/family members with experience
Looking and comparing different products on official websites, Amazon/Chewy/Pet Store and at retail SM (skips past banner ads - looking for the real voice)
Applying human knowledge to find solutions (using human products for their dogs)
Looking for natural, caring solutions
SNS and KOL sharing of solutions – using hashtags to link Antinol as a possible solution
SEO optimization on natural language search.
Real Testimonials and information. Wary of “vet endorsed” as possibly being paid advertising
Informative, Human anchored copy on website so it is easy to understand
PROTECTIVE AND CARING
TRIAL
Good overall reviews
Understand the product ingredients
All natural/no side effects
Small easy Trial packs
Easy to give/administer
ROUTINE (AND ADVOCACY)
It works! My dog likes it (I am not fighting with them) I am a good Pet parent
Ease of order (amazon/chewy)
Subscription to keep the routine going
Will talk about product to family/friends (close relationship people)
Preventative care is not a necessity and so “effortless” becomes critical to continuation…
ease of order/payment/giving/storing
Friend get friend campaign
PROTECTIVE AND CARING
DOG ENTHUSIAST HOLISTIC HEALER
MOTIVATION
Wanting to get the absolute “BEST” performing life for their pet
Highly motivated with clear total care and performance goals for their dogs. Anti-aging, working/service dogs, agility dogs, rescue dogs.
My pet is more than part of the family – my pet relationship defines me.
Caring for the wellbeing and state of dogs overall (rescue pups, the industry at large)
DOG ENTHUSIAST HOLISTIC HEALER
PROFILE
Awareness
of need
Awareness
of solutions
Trial
Routine
Advocate
AWARENESS OF NEED
Highly aware of their dogs needs and issues.
They know when their dog is slightly off and start to take action with “search” on the issue
Trusted, certified sources on the issues. Comfortable with details and language of specialists.
AWARENESS OF SOLUTIONS
Self-search for specialists and knowledgeable experts
Search websites and reviews for information and details(customer reviews considered carefully as aware that some are paid for). Skip over paid ads and go directly to websites (top SOE placement on key issues is needed)
Connection with Vets and their recommendations is critical IF the vet is knowledgeable
Turn to trusted peer network recommendations (grassroot communities)
Naturalness, holistic solutions that can be used long term as part of a routine
Key is to raise awareness of ANTINOL as a SOLUTION. Details on the product, Websites, testimonials from trusted KOL,
Support and backing of key expert groups and specialists (Brian Beale, known trainers, specialists, etc)
Grassroots – real experience and UGC organic marketing
DOG ENTHUSIAST HOLISTIC HEALER
DOG ENTHUSIAST HOLISTIC HEALER
VOICE OF PET PARENT��
“The answer from the vet to put him down someday was simply not good enough. There’s definitely more to it. They don’t get the relationship with my children”
(Clodagh & Pace)
“I told the vet to give me a couple of options, because I want to do my own research.”
(Carol and Lucy)
“On top of our regular vet, Buck also has a chiropractic vet, rehab vet, massager, and a dog communicator. I can also check with my herding group.” (Jody and Buck)
TRIAL
Decision to try based on advocacy from multiple TRUSTED sources
Searches on internet for real life examples
Looking for Results – Money is no object
Often trialed as part of an overall mix of actions (massage + surgery + supplements)
Highly aware of results
ROUTINE (AND ADVOCACY)
Results driven – if see the results will continue
Strong desire to share and advocate (my dog as a #STAR)
Wants to be seen as “in the know” and an expert
Willing to hand out product for free/share as a service to the “making a difference” in pet care and wellness
Easily searchable website for information
Real life testimonials that are “close” – breed specific, ailment specific
#hashtag tags and links #シニア犬 1.4M #シニア犬との暮らし 52.5k #パテラ 36.2k
DOG ENTHUSIAST HOLISTIC HEALER
RELAXED BFF – BASICS ARE BEST
MOTIVATION
Being a ”good” pet owner and taking care of the basics. Relies on the VET and other EXPERTS to provide direction on what they need to do.
Less confident in ability to do self research and decisions
RELAXED BFF – BASICS ARE BEST
VOICE OF PET PARENT��
“We know that nothing’s guaranteed. So if we’re giving anything to Iris we’d like the advocacy of the vet - that’s easiest - I don’t have time to search everything ”
(Ella and Iris)
“Oscar was out of Dasuquin so I just grabbed a pet store brand alternative.”
(Debbie and Oscar)
Goes to the Vet for shots - is a good pet parent
Still not overly concerned as mainly dog is still healthy
hands-off, care-free attitude
doesn’t overthink decisions but will do the right thing (tick care, heartworm care, shots,)
euthenasia when the time comes is considered an option
Follows vet/expert recommendations for breed care
Known #1 Brands (some price barriers)
“I love Iris but i know one day we might have to make the decision on her when she gets older - at the moment I don’t want to think about that”
(Ella and Iris)
RELAXED BFF – BASICS ARE BEST
PROFILE
Awareness
of need
Awareness
of solutions
Trial
Routine
Advocate
RELAXED BFF – BASICS ARE BEST
AWARENESS OF NEED
Annual Vet visits and check ups
A visible change (I see my dog struggling, a change in diet, change in daily routine for walking/pooping)
”Senior” awareness is driven by visible change and highly relevant (my dog/my breed)
Becoming aware of products at the pet shelf/vet visits (not sns/ad banners etc)
AWARENESS OF SOLUTIONS
A basic internet search on the visible symptoms as a first check that it isn’t serious. “Dog has stomach issues” “Dog can’t jump up on sofa”
Vet recommendation on how to care for your dog/breed
Trusted Expert/ close family/friend recommendation based off EXPERIENCE
Simple Mobility Check at the Vet visit to bring awareness
Increased advocacy by vets/at the clinic as a part of good care supplement routine for senior pets
RELAXED BFF – BASICS ARE BEST
TRIAL
Trial is advocated and the products is highly recommended by the Vet/Expert or trusted friend.
An easy smaller investment “trial” pack/sample packs are chosen as to avoid risk of not working/not accepted
This won’t hurt my dog (no side effects – especially tummy upsets)
ROUTINE (AND ADVOCACY)
A peace of mind that is driven by visible change and/or constant reinforcement via the vet/expert that this is a key part of senior pet care to avoid issues later on.
Easy to administer and remember
Easy to order and re-order (effortless) Larger re-order/bulk size/subscription packs that reduce effort in ordering.
Less likely to share experience with others (lack confidence to do that – would suggest “this works for me but ask your vet about it”)
Not actively following insta/sns or websites
Trial packs and promotion campaigns with the vet/experts to lower barriers to entry to be part of the Routine
Subscription and Multi-month packs
HIGHLY MOTIVATED CAREGIVER
MOTIVATION
Signs of pain and discomfort and deterioration of wellness that drives the Pet Parent into action.
A level of crisis or diagnosis that requires vet intervention and support.
HIGHLY MOTIVATED CAREGIVER
VOICE OF PET PARENT��
“I don’t expect the vet to know everything, but I expect them to FIND everything”
(Colleen & Atticus)
“Whatever the vets give me I take it, I don’t ask for options. I assume they know better than I do.”
(Mashu & Puki)
“Even though I buy my own stuff online, I would never buy things for the dog online. Because OTC seems like it could be counterfeit.”
(Mashu & Puki)
Highly motivated to solve the issue and relieve pain. Seeking out specialists, assessing risk to pet and seeking vet recommendations.
PROFILE
Awareness
of need
Awareness
of solutions
Trial
Routine
Advocate
HIGHLY MOTIVATED CAREGIVER
AWARENESS OF NEED
Knows well their Pet’s wellness state and “when they are happy” . Quick to notice a visible change and defers to vet and experts. Not thinking of Senior as an age – but more as a change in wellness.
Knowledge of issues related to the breed of dog are explained by vet/breeder/groomer/pet sitter/dog walker.
AWARENESS OF SOLUTIONS
Vet recommended and led – do what my vet tells me to do
Combination of invasive (surgery, steroids etc) and supplement care will depend on the vet guidance
Seek out specialist knowledge for the best chance of success. Will move to a specialist (well known vets) for expert care
Some level investigation of issue – seeking expert knowledge and specialists if their vet seems to be lacking in knowledge
Raise awareness of issues through information via vets/experts and website. Breed specific issue targeting. KOL
Annual mobility check up as part of the vet visits.
HIGHLY MOTIVATED CAREGIVER
Website information that leads to request for mobility check . Ability for find specialists for specific needs
TRIAL
Decision to buy driven by Vet and need for quick action against crisis/diagnosis
“Prescribed” or given to them by the Vet or Expert (especially in Japan)
In the US a range of options (supplements) provided to them by the vet and then they do a short to check details and customer reviews
ROUTINE (AND ADVOCACY)
Results are clear and related to “relieving the pain” or “fixing the issue” and my dog “feels like a puppy again”
Key driver to continuation is the “stopping of discomfort and pain” (my dog can enjoy old age)
Will then be continued and included as part of a senior care supplement routine
Price is not a barrier when results are visible and felt (physical – I can see ”happiness”, mental – I am doing a good thing/I am a good parent)
Vet led trial campaigns. High level of vet/expert belief in the product through science based evidence and trial
HIGHLY MOTIVATED CAREGIVER
Embrace positioning as a super supplement (vs a medication) for consumers with seeing is believing testimonials. Push subscription
SO WHAT?
What does all this mean!!!!
THE DRIVERS ARE THE SAME �BUT THERE ARE NUANCES
ORIGIN (trusted country)
SOURCE INGREDIENTS
NO SIDE EFFECTS
NOT BIG PHARMA
NATURALNESS
CREDIBILITY
EFFORTLESS
HUMAN
🇯🇵
VET! VET! VET!
FAMILIAR PROOF POINTS (near me)
EXPERTISE (vets, pet sitters, groomers, rescue)
VET BUT NOT PAID PHARMA
🇯🇵
EASY TO UNDERSTAND
EASE OF ACCESS/ONLINE
EASE OF STORAGE
EASE OF ROUTINE
PET- CENTRIC
MY LANGUAGE
HUMANNESS of SOLUTIONS
F2F INTERACTION WITH VET/EXPERTS
MORE THAN A NUMBER (see me know me)
Impact
🇯🇵
🇯🇵
PATH TO PURCHASE SUMMARY (USA)
Awareness
of need
Awareness
of solutions
Trial
Routine
Advocate
ACTION
Easy Access Mobility Check
SNS awareness drives (#)
Use of REAL experience KOL
Avoid simple paid banners (build testimonials first)
Format (pills and packaging) for ease of use
Website upgrade for ease of use
Credible testimonials from experts/KOL
Trial campaign – clear the barrier to trial with vets and consumers
SOE improvement – Antinol as the solution/# links
Listing on Chewy.com, Amazon.com for US
Incentivize to share – friend get friend campaigns
Vet awareness as a safe option
JAPAN NUANCES
If you are interested!
VET IS ”SENSEI” AND TRUSTED GUIDE FOR DECISIONS
1
3
2
The Vet sets the pace and care routines
Experience and Knowledge drives relationship
Other experts input is valued
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PATH TO PURCHASE SUMMARY (JAPAN)�FOCUS AT FRONT END OF FUNNEL
Awareness
of need
Awareness
of solutions
Trial
Routine
Advocate
NOW
NEXT
In general
Vet, pet friends/peers Led
Antinol Awareness
Vet Led
Reactive
Issue/Diagnosis as trigger
Vet Visits
ACTION
Self Mobility Check – proactive awareness
+
Routine Check added to Vet visits
+ EXPERT ENDORSERS Vets/Specialists+
Other Experts Breeders/groomers/pet sitters voice
Prescribed
by vet/clinic
Discounted/Free Trial Packs/campaigns for vets to try themselves & share results (caring, knowledgeable, trusted)
Trial pack campaign for owners
Prescribed/Recommended more often as a Trial
Proactively sought out at clinics and online
Vet is the Advocate
To owners within clinic
Easy to Give
Good Results
(some issues with Web experience)
Improved Web online and Subscription
Easier to use formats for convenience (especially cats)
SNS Mobility check
Website as base of knowledge & information
Mobility Check at Clinic Campaign
Expert Awareness
(VET + EXPERTS)
Grass Roots Experts (Antinol fans) as Advocates
Wider reach of voice (web/sns testimonial spread)
Grass roots testimonials
Vet/Expert Advocacy Materials Publications
Format (pills and packaging) for ease of use
Website upgrade for ease of use
NEXT STEPS JAPAN�FOCUS AT FRONT END OF FUNNEL
Awareness
of need
Awareness
of solutions
Trial
Routine
Advocate
ACTION
Discounted/Free Trial Packs/campaigns for vets to try themselves & share results (caring, knowledgeable, trusted)
Trial pack campaign for owners
SNS Mobility check
Website as base of knowledge & information
Mobility Check at Clinic Campaign
Grass roots testimonials
Vet Advocacy in Publications
Format (pills and packaging) for ease of use
Website upgrade for ease of use
Expert Awareness
Education of Experts
(VET + EXPERTS)
THE ROLE OF THE VET AND SPECIALIST
My long term vet
Specialist clinics
The VET is key, knowing that the VET clearly supports and advocates for this as a choice is a key unlock for Japan.
Pamphlets and information at the VET, from the VET (via mail outs, blogs etc) help to put Antinol clearly in the consideration set. Very little QUESTIONING of the VET unless they feel the vet is not caring or knowledgeable. Pet owners love VETS that KNOW and CARE ( Help vets be SMARTER by educating them)
VOICE OF PET PARENT�ANTINOL IS ADVOCATED BY SOMEONE I TRUST�
CERTIFIED AND CARING*
Trusted has a relationship and credibility
My long term vet
Specialist clinics
I saw the package at the reception desk, the vet gave Antinol to MIKU – then I bought 60 tablets (UJIie-san and Miku)
Vet gave Antinol to Sora when she had her injection for her joint pain. Next time I bought at the vets. (Takahashi-san and Sora (cat))
When the previous dog got sick, my trusted vet recommended using Antinol ias a "good supplement for old dogs" (Shimizu-san and Serena)
VOICE OF PET PARENT�ANTINOL IS ADVOCATED BY SOMEONE I TRUST�
OTHER EXPERTS - KNOWLEDGE OF DOGS – AND MY DOG
Frequent interaction with my dog
groomers
Dog walkers
Communicators/massage
Pet sitter sees my dog 3 times a week, gave me a sheet of Antinol and also what signs to look out for on mobility issues (Rika and Coo)
I take care of senior dogs a lot as a pet sitter. When I start to see the senior pets have issues then I suggest they try Antinol. It has worked for my dogs and it is Natural so no risk. (Fukuda-san)
Get advice from breeders for supplements and food. I know the Golden Retriever best. (Kawano-san)
I took my dog to acupuncture and CHOP seems to happy. They tell me when she notices changes and then I search a t more
(Yamaguchi-san and Chop)
VOICE OF PET PARENT�ANTINOL IS ADVOCATED BY SOMEONE I TRUST�
Breed experience
Peer Group Advocacy
REAL LIFE EXPERIENCE OF MY ISSUES
Knowledge of my Breed and Lifestyle
The lady in our neighborhood has a lot of rescue cats. She seems to know a lot and so I listen to what she has to say (TSUNOKAKE-san + Koban Cat)
My breeder told me about the different issues that small dogs/ Chiwawa have. (Ujiie-san + Miku)
Norweigian Cats become big and get weight issues and joint issues – I share my experience with others.
(Takahashi-san + Soar)
DEAR ANTINOL…*
VOICE OF PET PARENT�NATURALNESS
AND EFFECTIVENESS�
*homework exercise. All letters can be seen on the Miro Board
Drivers are stated as efficacy and its naturalness. Lack of side effects is a positive.
Leverage these points in your website, communications and copy
LIKE OWNER, LIKE DOG
VOICE OF PET PARENT�NATURALNESS
AND EFFECTIVENESS�
There is a strong correlation between the humans attitude toward their supplement intake and giving to their dogs. Anchoring of understanding in Human experience.
STREET
SMART
Acupuncture and massage work well for me, so I didn't hesitate to treat my dog in the same way. (Yamaguchi-san + Chop)
My husband started to take Luprinol because Antinol was working so well for our cat Sora.. There was a postcard advertising Luprinol in our Antinol order – Takahashi-san and Sora
ADDITIONAL (JAPAN) /FORMAT/PACKAGING INSIGHTS
VOICE OF PET PARENT�FORMATS AND PACKAGING�
PET CENTRIC
PET PARENT CENTRIC
At the heart of the motivations to continue a specific product seems to be the simple idea of "whether or not my dog likes it"
Easy to give – seeking formats that are ease of giving
Stress-free - Remembering to give the supplement is pressure; forgetting, and feeling guilty/wasteful makes supplements a stressful chore
Easy to store - How to make the routine as seamless and as easy possible
KEY WORDS: HABIT/EFFORTLESS
I poke a hole in the capsule and put it on the cat’s food
(Tsunokake-san + Koban)
I find it hard to push out the pills of the blister pack
(Ujiie-san + Miku)
I give my cat the supplement in the morning when I take my medications
(Takahashi-san + Sora)
My dog is a fussy eater so I need to find a way and formats (like furikake) that she will take the supplement
(Ellie san + May )
The packages are big (too elongated) and not easy to store in bulk in my small counter
(Fukuda-san + Piroshiki)
I write a little calendar on the box to help me remember to give it
(Yamaguchi san + Chop)
IT REALLY WORKS!!
VOICE OF PET PARENT�EFFICACY AND SPEED
Pet Parents understand Antinol as a Supplement and expectations are set, then it exceeds it
Will doesn’t need to go to the vet for illness so much anymore!
(Kuki-san and Will)
“Within a few days I saw improvement! It was soooo surprising! Even my mother agreed that there was a change”
(Rika and Coo)
I paused Antinol when Piro's pancreas got worse, his legs and hips got worse and I realized the positive effect of Antinol. (Fukuda-san and Piroshki)
81
PROTECTIVE AND CARING
VOICE OF PET PARENT��
I respect the vet's diagnosis, but I trust many cases that my wife, a pet sitter, has seen objectively most. We make our own decisions based on those.
If tt good, give supplements for prevention even if the dog have no symptoms
(Fukuda-san and her husband)
May is a supper fussy eater, and so I am constantly looking for options that she will be OK with. I don’t want to try too many different things - need to think about her needs
(Ellie san and May)
DOG ENTHUSIAST HOLISTIC HEALER
VOICE OF PET PARENT��
I think the vet only sees
what he was asked.
So I always gave questions
positively.
(Yamaguchi-san & Chop)
I quit the previous veterinary clinic because No. of vets increased andI couldn't choose my vet. The vet now answers what I asked, but I still can't tell if he's totally credible.
So I collect various information and make the final decision by myself. (Yamaguchi-san & Chop)
RELAXED BFF – BASICS ARE BEST
VOICE OF PET PARENT��
“I usually go to the vet about once a year. It's stressful for cats to take them outside.”
(Tsunokake-san & Koban)
Goes to the Vet for shots - is a good pet parent
Still not overly concerned as mainly dog is still healthy
hands-off, care-free attitude
doesn’t overthink decisions but will do the right thing (tick care, heartworm care, shots,)
euthenasia when the time comes is considered an option
Follows vet/expert recommendations for breed care
Known #1 Brands (some price barriers)
HIGHLY MOTIVATED CAREGIVER
VOICE OF PET PARENT��
“Although I live in Fukushima(Iwaki), Miku’s main vet is in Niigata. I found it online as a good vet. I also connect to a vet in Fukushima in case something goes wrong. I go there to buy Antinol even if nothing wrong.” (Ujiie-san & Miku)
Highly motivated to solve the issue and relieve pain. Seeking out specialists, assessing risk to pet and seeking vet recommendations.