Paw Wave Pet Massagers Launch
The launch of Paw Wave Pet Massagers was akin to establishing an entirely new venture. We embarked on the journey from product conception to securing trademarks, along with utility and design patents across various countries. I cultivated relationships with veterinarians and forged a strategic alliance with a premier veterinary group to support our clinical trials and to inform consumers about the advantages of canine massage therapy. Initially, we arranged to conduct our clinical trials with UC Davis Veterinary School of Medicine. However, we ultimately chose to partner with the Veterinary Orthopedic & Sports Medicine Group (VOSM) for our clinical trials, believing they offered a path more aligned with our objectives.
Clinical Trials
I managed the clinical trial solicitations which I sent to the top institutions for Veterinary Clinical Trials. Both UC Davis and VOSM jumped on the opportunity to be involved with this as it seemed very timely regarding the trend towards Canine Rehabilitation Therapies. I was a little disappointed in having to turn down my own alma mater UC Davis, as I was looking forward to working with them. VOSM directors had made an offer to help with educational content that we couldn't refuse.
Creative Brief
In the beginning I didn't have time to do extensive creative briefs and business plans. As we grew and had to juggle many competing priorities the use of Creative Briefs became instrumental in managing expectations. We used Monday.com as a way to keep projects on schedule. Slack was actually my favorite tool for remote team collaboration.
Campaign Ideation
My team developed quite a few campaign ideas to pitch to our CEO. Ultimately he wanted to stick with telling the story through Veterinarians. In my opinion, this doesn't necessarily connect well with consumers which is why I was pushing to develop more consumer friendly marketing messages and product design. Ultimately we had to compromise and switch to a more utilitarian approach. I still have a strong opinion in favor of consumer friendly product design and messaging.
