Marketing Animal Health Products in Canada

Navigating the Rules: What You Can and Can’t Say

In Canada, the marketing of veterinary pharmaceuticals is regulated by Health Canada’s Veterinary Drugs Directorate (VDD) under the Food and Drugs Act.

And the rules are clear:

• Prescription veterinary drugs cannot be directly promoted to the public with claims about what they treat.
• Public-facing messaging must avoid connecting a product name directly with a disease indication.

If that sounds tricky, it is.
But it’s also an opportunity for smarter marketing.

At CHM, we work within these guidelines to create two distinct, complementary types of campaigns.

1. Disease Awareness Campaigns (Public-Facing)

When you can't advertise the product directly, you advertise the problem.

Disease awareness campaigns focus on educating the public, highlighting health threats like ticks, heartworm, or mastitis, without mentioning any specific treatment or product.

Key features:

• Highlight the health concern.
• Encourage people to "Talk to your veterinarian."
• Include company branding, but no product-specific claims.

Example:
"Ticks are on the rise. Learn how to protect your pets. Talk to your veterinarian today. Brought to you by CHM."

By spotlighting the issue, these campaigns create urgency and empower the public to seek expert advice, with your brand quietly reinforcing its credibility.

2. Brand/Product Awareness Campaigns (Public-Facing)

While one campaign highlights the problem, another quietly introduces the name of the solution.

Brand and product awareness campaigns focus solely on familiarizing the public with your product, without making any claims about what it does.

Key features:

• Mention the product name and company name.
• No disease mentions.
• Build brand recognition and trust.

Example:
"TickShield™, A trusted name in animal health. Learn more from your veterinarian. CHM."

This second thread plants the product in the audience’s mind, setting the stage for a conversation with their veterinarian.

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Why Pair the Two Campaigns?

Used separately but simultaneously, these two campaign types work together to powerful effect:

• The disease awareness campaign creates urgency and awareness of the health issue.
• The brand awareness campaign ensures your product name feels familiar and trustworthy when the conversation with the vet happens.

It’s a subtle but effective dance, one that keeps you compliant while still moving the needle on brand growth.

Veterinary-Only Campaigns: Speaking Directly to Professionals

While public campaigns must tread carefully, communications aimed directly at veterinary professionals can be more direct.

Key features:

• Full claims about treatment, prevention, and efficacy are allowed.
• Clinical data, safety information, and dosage details can be shared.
• Materials must stay consistent with Health Canada–approved labeling.

At CHM, we specialize in building customized veterinary marketing materials, from in-clinic posters to digital assets, that inform, educate, and reinforce brand loyalty among veterinarians.

Best Practices for Smarter Animal Pharmaceutical Marketing

• Balance Education and Branding: Always lead with valuable education first. Let the branding follow naturally.
• Stay Consistent Across Channels: Ensure disease awareness and brand awareness campaigns complement each other, even when messages differ.
• Use Smart Calls to Action: Always encourage the public to "Speak to your veterinarian", never push direct product asks.
• Stay Current: Regulations can evolve. Regular reviews and campaign updates keep you compliant and credible.