Objective

The Vetscan Imagyst transformed veterinary diagnostics, giving clinics expert-level insights in minutes and enabling faster, more confident treatment decisions. With five diagnostic capabilities in a single device, its potential was immense—but clinics needed guidance on integrating each new function into their workflow effectively. Because several of the tests available on Vetscan Imagyst were not typically conducted at the point of care, such as AI Fecal analysis and Digital Cytology, encouraging and supporting utilization was paramount to shaping the future of in-clinic diagnostics. 

To bridge this gap, Zoetis teamed up with FWD to develop an engaging training solution. The challenge: how to equip clinics with the knowledge to use Vetscan Imagyst to its fullest while also educating pet parents on its impact? The answer was Test for Success—a dynamic, interactive game designed to make learning intuitive, helping clinics optimize patient care with every new advancement. Test For Success gamified Vetscan Imagyst utilization in a way that incentivized and excited clinic staff, while also driving engagement with key training materials that could help set their clinic up for future success.

Key Metrics:

• Register at least 400 clinics in Test For Success
• Enable at least 60% of registered clinics (240) to complete the challenge with easy-to-access training materials

Strategy

The Strategy

To help clinics seamlessly integrate Vetscan Imagyst into their workflows, we needed a solution that was engaging, intuitive, and rewarding. Our strategy focused on three core principles:

1. Engagement through gamification – A fun, interactive format would encourage participation and make learning enjoyable.
2. Emotional connection – Tapping into veterinarians’ passion for animals would strengthen their investment in the technology.
3. Effortless implementation – A simple, structured approach would fit easily into their already busy schedules.

With these insights, we created Test for Success, an in-clinic challenge designed to drive hands-on experience with Vetscan Imagyst. 

The Execution

1. Gamification – An easy-to-use game kit was placed in each registered clinic, along with fun stickers to mark completed diagnostic indications. Upon completion of the game board, clinics earned rewards—such as dog toys and a pizza party—that reinforced the real-world benefits of the device.

• Included in each game kit was a game board, tracking stickers, and QR codes linking to educational videos and an easy prize submission process. The self guided sign-up and completion process allowed clinics to easily adopt the challenge while minimizing burden on Zoetis sales representatives.

2. Connection – We introduced playful, test-themed characters that represented each diagnostic function. These characters appeared across campaign materials and even became plush dog toys for clinics and pet parents, making the learning experience more engaging, memorable, and personal.
3. Effortless – A combination of targeted emails and dedicated landing pages generated excitement and guided clinics through the challenge. 

• Targeted emails: We sent targeted emails to existing Vetscan Imagyst customers who were under-utilizing their device to raise awareness of the challenge and build excitement surrounding the opportunity for their clinic. From there, sign up was just a click away, making registration a breeze for busy practices.
• Digital ads: A series of targeted ads helped raise awareness to existing customers, both of the challenge and the multi-indication testing power of Vetscan Imagyst.
• Dedicated landing pages: Landing pages helped round out the curated experience and made sign up, access to training materials, and challenge completion simple. The landing page journey automated communications about next steps, making for a seamless end-to-end process.

By transforming training into an interactive experience, Test for Success made Vetscan Imagyst utilization effortless—ensuring clinics could confidently integrate it into patient care, all while having fun along the way.

Results

Since its launch across the U.S., we’ve dramatically exceeded our target metrics with 500 clinic sign-ups and 350 Test For Success challenge completions! The overwhelming success of the Test For Success rollout led to a second 2024 challenge just for Digital Cytology.

And there will be more to come in 2025 — as Zoetis continues to launch new Vetscan Imagyst indications, we’ll create new characters and opportunities for clinics to win big for their teams, pet parents and patients. So far in 2025, new challenges are underway for senior and adult testing protocols for felines and canines, routine preventative care testing for healthy pets, and sick pet testing.