Vetmedin Pet Owner Support
Creative Direction, UX
When a pet owner hears their veterinarian say “your dog has heart disease,” often there is a sense of dread. An MMVD diagnosis leaves many owners overwhelmed, leaving appointments with far more questions than answers. Veterinarians wanted to support these owners but faced real-time constraints. Online communities exist, but they either have incomplete or incorrect information.
As the market leader in canine cardiology, Vetmedin was positioned to fill this void. By creating a comprehensive support program that could provide pet owners with complete and current guidance.
THE CREATIVE SOLUTION
We developed a three-pillar digital support ecosystem designed to guide pet owners through their entire MMVD journey.
PILLAR 1: EDUCATION WITH EMPATHY
The main landing page transforms medical complexity into human clarity. Rather than overwhelming owners with jargon, we:
- Demystified the disease using the “ACVIM Stage Journey” (A through D), helping owners understand where their dog is and where they might be headed
- Introduced the “3 Ms” framework (Meet, Monitor, Manage)—three simple, actionable pillars that give owners agency and direction
- Addressed fears head-on through myth-busting that counters the worst-case thinking
PILLAR 2: PRACTICAL DAILY MONITORING
Provide owners with agency: the ability to monitor their dog’s progression through Resting Respiratory Rate (RRR) tracking.
This page achieves multiple objectives simultaneously:
- Step-by-step visual instructions
- Drives engagement through the Heart2Heart app, creating a data touchpoint that extends the Vetmedin experience beyond the medication itself
- Bridges the vet-owner gap by enabling seamless data sharing (“Regular email results to your vet”)
PILLAR 3: MEDICATION MASTERY
The treatment page sets up long-term success. Pet owners need to understand not just what to give, but how to give it in a way that works for their life.
Delivered by:
- Detailing treatment choice (chewable vs. liquid)
- Addressing real objections with practical tips (“Hides tablet? Spits it out? Refuses the syringe?”)
- Building confidence through clear, supportive language
