Create an e-learning strategy that builds market share and improves customer loyalty in the veterinary weight management category.
Royal Canin is an industry leader in pet nutrition, providing science-based diets tailored to pets with a range of specific nutritional requirements. A key formula in their product line is Satiety Support, a veterinary-exclusive diet that addresses obesity in cats and dogs. In recent years, Royal Canin’s market leadership in the weight management category has been challenged by competitors seeking to capture market share through aggressive marketing campaigns.
Royal Canin sought to launch a market growth campaign that would not only help the company reclaim its leadership in the veterinary weight management category, but also enhance their customer experience and grow brand loyalty.
Royal Canin’s sales success depends heavily on veterinary clinic staff. They are on the frontlines, helping pet owners make dietary decisions for their pets every day. One way Royal Canin educates veterinary professionals about nutrition is through eLearning, and they have noted that higher completion rates of their e-learning offerings per clinic are positively correlated with sales. Reimagining the organization’s e-learning strategy thus became a critical component of their growth campaign.
Dialectic was engaged to create an e-learning solution that linked Royal Canin’s business goals through to learners in order to grow their existing market share and deepen customer engagement.