Logo for Orastrepid Tiol Test, with the words in blue and green text.

Relaunching a Veterinary Breakthrough. Repositioning a breakthrough veterinary brand — and shaping industry conversation — through strategic storytelling, expert collaboration, and a high-impact relaunch campaign.

OraStripdx

our work

Image of a dog next to a throat swab test kit with a positive and negative indicator for oral STD testing.

Vagus PR partnered with PDX Biotech to relaunch OraStripdx, a 10-second chair-side diagnostic that detects periodontal disease in dogs and cats before visible signs appear. Our mandate: reposition the brand, build clinical credibility, and lead an integrated go-to-market around VMX.

Objectives

  • Shift the narrative from reactive treatment to proactive detection

  • Establish trust with veterinarians, practice managers, and dental techs

  • Create a unified brand + message platform across paid/owned/earned channels

Strategy Pillars

  • KOL Collaboration: Partnered with leading experts — Dr. Jan Bellows, Mary Berg, BS, LATG, RVT, VTS (Dentistry), Kara M. Burns, MS, MEd, LVT, VTS, Dr. Wendy Hauser, DVM — to ground claims in clinical reality.

  • Preventive Positioning: Message architecture around speed (10s), objectivity, and chair-side utility.

  • Brand System & Content Engine: Refreshed logo usage, collateral, sales tools, digital ads; launched the expert-authored blog “Tooth Be Told.”

  • Conference-Led GTM: Orchestrated a VMX press conference and media tour, then extended momentum through Veterinary Dental Forum (VDF®).

Partnership

& Strategy

Two smiling men standing together at a conference, holding a notebook. The background features a bright green wall with a large image of a furry animal, possibly a guinea pig or similar small mammal, and a stage.
A woman in a white coat and blue gloves examining a golden retriever at a veterinary or animal care event, with a large display screen in the background showing the logo for VMAx.
A dog with a medal around its neck sitting on a checkered floor in front of a backdrop with red curtains and the text "2023 The Vetty Awards, NAC Your Veterinary Community, Winner, Best of Show."
A woman standing in front of a large circular sign for the Vetty Awards 2023, held by NAVC, with words celebrating excellence in animal health care.
Crowd of people waiting in line on escalators at a convention or expo center. There is a large VMAX sign with a bear wearing sunglasses and a sign that says 'Thank you for visiting the Sacramento Zoo'.
A man in a dark suit speaking into a microphone at a professional event with two women seated at a table behind him, one wearing a doctor's coat and the other in a blazer, with a screen displaying a logo in the background.
Trade show booth for OraStripdx, featuring a large blue display with information about increased dental revenue from the Thior Test, and three individuals engaging in conversation.
Marketing materials for OraStripdx: 'The Amazing Orastrip' and one for 'Dental Wows and Wisdom', using a circus theme.

★ Flagship Moments

  • VMX: Relaunch + press conference, speaker prep, targeted media, interviews, press tours.

  • VDF®: Demos, dental-community education, follow-up media.

★ Always-On & Thought Leadership

  • Ongoing PR, contributed articles, expert Q&As.

  • Social + paid targeted to clinician pain points.

  • Cohesive collateral and event environments.

  • “Tooth Be Told” expert blog as a go-to reference.

★ Recognition & Press

  • Gold VETTY • VMX Pet Pitch Finalist • Purina Pet Care Innovation Prize Winner

  • Coverage in DVM360, Veterinary Practice News, Florida Today, Pet Insight, Pet Food Industry, and more.

★ Results & Category Impact

  • Helped shift the conversation from reactive treatment to proactive detection, driving adoption of a 10-second, objective periodontal risk tool.

Campaign

Highlights

& Media Coverage

Petfood logo with blue and black text
A graphic depicting the Sun and Earth's atmosphere with an arrow showing solar radiation reaching the Earth.
Pet Care Innovation Prize logo featuring a light bulb with a dog and cat silhouette inside, supported by Purina.
Veterinary Practice News logo on a white background.
Black-and-white cartoon illustration of a foot with a sock and a shoe, with a speech bubble containing the word "Step".
The word 'Tooth' in large blue text with parentheses and black curved lines around it, representing a smile or dental theme.
Logo of Florida Today with the words 'florida' in black and 'today' in blue.
Logo for Today's Veterinary Business journal with green and black text on a white background.

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