Bayer to sell Advantage, K9 Advantix products directly to pet retailers

Shawnee, Kan.

-- Beginning in March 2010, Bayer HealthCare’s Animal Health Division will sell Advantage Topical Solution (Dog), Advantage Topical Solution (Cat) and K9 Advantix directly to pet specialty retailers and specialty Internet sites, the company reports today. The company will also launch a multi-million dollar national advertising campaign aimed at consumers in an effort to drive return visits to veterinary clinics.

“We continue to view veterinarians as our most important partner in caring for pets, and we remain deeply committed to supporting veterinarians, their practices and the vital role they play in achieving our shared mission of protecting, curing and caring,” said Joerg Ohle, president and general manager of Bayer Animal Health. The company is making the move "to remain competitive in a rapidly changing business environment," the company reports in a prepared statement.

The national advertising campaign will also showcase a new rebate program, called “March Back In,” which offers consumers $20 rebates for purchasing Advantage products from a licensed veterinarian during the month of March. As part of the program the participating pet owner must return to the same veterinary clinic for a preventive or treatment service by December 31, 2010. To redeem the rebate, consumers must complete a rebate form and mail it to Bayer Animal Health, along with original receipts from the initial veterinary visit and the follow-up visit.

Bayer also plans to increase its financial support of key veterinary associations, including the American Veterinary Medical Association and the Association of American Veterinary Medical Colleges.