How Bayer CARE Made Vet Nurses Feel Seen
YEAR
2007 – 2012
CLIENT
Bayer Animal Health
INDUSTRY
Animal Health / Veterinary
SERVICES
Strategy, Learning Design, Creative Campaigns, Content Production, Events, Video, Digital & Print Media
The challenge
Bayer’s Companion Animal product range was comprehensive but complex.
And while vets were well-trained in its use, Australian vet nurses who drive a significant portion of clinic sales were often left behind.
Nurses were:
- Less likely to receive formal training
- More likely to be confused by the product portfolio
- Underappreciated, and lacking a defined career path
- Highly receptive to support – but rarely prioritised
Bayer didn’t just want to simplify information. They wanted to build capability and trust – so vet nurses could make confident recommendations based on their own decisions.
Discovery
Through research, field interviews and listening to clinic voices, we uncovered an opportunity hiding in plain sight: Vet nurses were the most engaged learners when content was relevant, respectful and made just for them.
What they needed wasn’t more product specs. They needed a space to learn, connect, and feel valued — something that felt more like a professional community than a marketing push.
So together with Bayer, we built Bayer CARE:
(Companion Animal Research and Education) — a multi-channel platform exclusively for vet nurses, grounded in parasitology and shaped by Spinifex strategy, creativity and execution.
Design
We created a vibrant, modular platform focused on education, communication and recognition all underpinned by Bayer’s product expertise.
CARE included:
- A dedicated vet nurse portal
- CPD-accredited online learning modules
- Monthly e-newsletters and a quarterly mini-magazine
- A news feed, online forum, and in-clinic support tools
- Easy-to-use product info, redesigned for clarity
- A custom card game on parasite protection
- The playful Pet Translator app (yes, a bark/meow translator!)
- Vox pops and video content filmed at national conferences
- Where in the World is Marty?” A real Bayer CARE team member who visited vet clinics around the world, took photos with local vet nurses, and sent updates back to the CARE site. Clinics never knew where he’d pop up next. It built a sense of connection, fun and global community before Facebook even existed.
- Surprise flower deliveries and Kit Kat mailers with course links
Every interaction was designed to educate, entertain, and build trust.
Where in the World is Marty?
Delivery
Spinifex didn’t just deliver the Bayer CARE platform — we conceived the idea, built the strategy, and executed it end-to-end over more than 6 years.
We worked closely with Bayer from the start to:
- Identify vet nurses as a high-impact, under-recognised audience
- Develop the CARE concept: Companion Animal Research and Education — as a branded platform for learning, communication and recognition
- Design the brand identity, campaign voice, content ecosystem and engagement approach
- Roll out learning modules, creative tools, printed assets, and a full digital experience
- Build a trusted and playful communication channel between Bayer and clinic staff
CARE was never just a website. It was a complete strategic ecosystem, designed by Spinifex to support vet nurses in a way that no one else in the industry was doing.
And then came Marty.
“Where in the World is Marty?” was a real Bayer CARE team member who dropped into vet clinics across Australia and beyond, taking photos with vet nurses and sending updates back to the CARE portal. It was surprise-and-delight before surprise-and-delight had a name. And it worked.
Results
The impact of CARE was felt far beyond the portal. The Bayer CARE platform delivered behavioural change, emotional connection and brand lift on every front
Behavioural shift
CARE helped move the needle on active product recommendation. More than 40% of vet nurses began recommending Bayer parasiticides over competitor brands.
Emotional connection
CARE made vet nurses feel genuinely seen. Many believed Bayer was behind Vet Nurses Day, proof of the platform’s relevance and reach.
Global engagement before social media
Marty’s visits became a highlight. Clinics would proudly share photos back to the site, creating grassroots connection before Instagram was even a thing.
Empowered decision-making
Nurses weren’t just following brand messaging — they were learning and confidently recommending products on their own terms.
Reputation shift
CARE positioned Bayer as more than a supplier. It became a trusted contributor to the profession and a brand nurses chose to back.
“It wasn’t just useful — it made us feel like someone finally noticed what we do.”