Thames Medical needed to modernise. Their flagship product—the CAT+ Doppler—had built a strong reputation in the veterinary sector, but interest was beginning to wane. As clinics became busier and newer technologies entered the market, Thames risked being left behind. Their main competitor had already launched a successful automatic monitor, and the manual Doppler, while clinically respected, was increasingly seen as time-consuming and outdated.
Thames had developed a new product to address this: AutoCAT+, an automatic oscillometric monitor with built-in ECG, SpO₂, temperature, heart rate, respiratory rate, and pulse rate functions. It was a smart, compact solution—but they weren’t sure how to position it. Internally, there was still loyalty to the Doppler, and externally, they didn’t know what mattered most to buyers anymore.
Our job was to figure that out. We needed to understand what vets and nurses actually wanted, why the market was shifting, and how to sell the AutoCAT+ effectively. Thames had the product. They just needed the strategy to make it stand out.
Concept
The AutoCAT+ campaign was developed to introduce a new product into a changing market without compromising Thames Medical’s reputation for clinical quality. While the CAT+ Doppler remained the company’s benchmark for accuracy, the AutoCAT+ was created to meet the growing demand for automatic monitors. The product offered multiple monitoring tools in one compact unit and needed to be clearly positioned as a fast, reliable option for clinics under pressure. Our campaign focused on communicating the product’s everyday usefulness, based on how real clinical teams were working.
Research Period
We began with an extended research phase spanning 18 months. This included attending veterinary trade shows, reviewing sales conversations, observing live product demos, and speaking directly with vets and nurses who had used or were considering the AutoCAT+. We paid close attention to the questions they asked, how they compared monitors, and what influenced their decisions. We also tested different messaging styles with the Thames sales team to see which talking points were most effective. This process helped us identify the real-world pressures driving adoption and the objections that needed to be addressed.
Target Audiences Definition
The campaign identified two key groups. The first included experienced clinical teams in busy practices, where time was limited and faster workflows were essential. These teams needed equipment that could deliver multiple readings quickly, with minimal setup. The second group included younger or less experienced staff who had never trained on a Doppler and preferred automatic monitors by default. In both cases, users valued convenience, speed, and flexibility. Doppler remained the preferred choice for those prioritising accuracy, and the CAT+ Doppler continued to serve that need. The AutoCAT+ was not positioned as a replacement, but as a practical alternative for different clinical circumstances.
“Make Everyday Easy”
The campaign line, Make Everyday Easy, was developed to reflect what we consistently heard from users. The AutoCAT+ wasn’t being chosen because of clinical comparisons—it was being chosen because it simplified routine monitoring. We built the ad content around that idea. Rather than listing features, we wrote copy and created visuals based on common clinic scenarios: preparing a patient for surgery, moving quickly between consults, or supporting a new team member without manual skills. Every ad placed the customer at the centre, using direct language and a tone that mirrored the pace and stress of a working practice. The goal was to let the customer recognise their situation and see how the product could help.
Campaign Deliverables and Initial Launch (LVS 2024)
The first full rollout of the campaign took place at LVS 2024, with a coordinated set of deliverables designed to support both pre-event marketing and on-the-ground sales. These included:
• Social media ad campaigns running in the four weeks leading up to the event
• A mobile-optimised landing page linked from digital ads and QR codes at the stand
• A printed brochure designed for quick-reference use during conversations
• A one-page pitch guide for the Thames sales team, based on tested messaging
• Visual signage and layout support to keep booth branding consistent
We worked closely with Thames to ensure all materials aligned with how the team spoke about the product in real conversations, and that nothing overstated the claims or misrepresented the monitor’s role in the wider product lineup.
Refinements
After the initial launch, we continued collecting feedback. We reviewed how materials were being used at the stand, what customers were asking about, and how the sales team adapted their messaging. For BSAVA 2025, we updated the brochure to better reflect common talking points, including clearer references to ECG, SpO₂, and temperature readings. We refined the pitch guide to tighten the explanation of when to recommend AutoCAT+ vs the Doppler, and we tested updated ad copy that focused more directly on daily use rather than feature comparison. The refinements kept the campaign accurate, relevant, and easy to maintain across future events.
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