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Germinder Case Study

Healthy Cats For Life!

Germinder & Associates, Inc. created Healthy Cats for Life!, a public education campaign sponsored by the American Association of Feline Practitioners (AAFP) and Fort Dodge Animal Health to address the fact that there are 90 million owned cats in America (outnumbering dogs by 20 percent) yet cats visit the veterinarian half as often. The campaign focused on helping cat owners watch for the subtle signs of sickness and recognize the importance of twice-a-year wellness exams. It included a clinic education kit for veterinarians, and to raise awareness among the cat-owning public, the campaign was supported by a media relations effort and a Web site. The media relations campaign resulted in millions of impressions on television, radio, newspaper, trade magazines and Internet postings. The clinic education kit was met with praise from both sponsors and was in demand by practicing veterinarians.

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"Germinder has made it a priority to fully understand feline health and behavior and the challenges cats and cat owners face. They have a unique ability to create a dotted line between the science of feline research and marketing, and bring it to life in a format that is easy for practicing veterinarians to share with their clients."

—James R. Richards, DVM
1948 - 2007

Former Director of the Cornell Feline Health Center
Cornell University College of Veterinary Medicine
and a past-president of the AAFP