This family-owned, veterinary-specific orthopedic development company is known for innovation, having brought the industry’s first veterinary-specific dual compression locking plate to market. The company was looking for a way to increase awareness, especially as me-too products began to hit the market. LSHD leveraged the company’s dedication to making a better standard of care affordable as its point of differentiation, and developed the tag line “The Body Knows the Difference.” Launched through two product ads, the messaging strategy aligns with the beliefs of veterinarians who are looking to find balance between what’s best for a pet and what’s best for their business.