Virbac has launched Prinovox, a new prescription-only spot-on ectoparasiticide for dogs and cats.

The company says the new product contains the same combination of Moxidectin and Imidacloprid as the market leader, but is offered with a unique and innovative pet owner engagement programme to help practices build loyalty, increase compliance and to encourage repeat purchase.

In dogs Prinovox is licensed for the treatment and prevention of lungworm; for the treatment and prevention of fleas and also for lice, mites, heartworm and roundworms. In cats, the licence covers fleas, mites, roundworm and heart worm. It can also be used for fleas and heartworm in ferrets.

Prinovox is available in six presentations to suit all weight ranges and in packs of four pipettes. The packaging uses the Blippar platform which owners can use to 'blip' interactive icons on the product's packaging with their smartphone to get more information on Prinovox, including a video on how to use it, a reminder system and a game.

In addition, the Prinovox support package includes:

• A Client Prinovox Kit to be given to clients on purchase, which includes educational information, competitions and collectable items
• Two suites of in-practice display materials, including posters, character-based leaflet dispensers and collectables to encourage family involvement
• A Kids Club which invites children to become members of the' Creepy Crawley Intelligence Agency' (CCIA). Members receive four activity packs a year in addition to competitions and collectable items.

Virbac's Head of Marketing Companion Animal, Simon Boulton MRCVS said: "We see the launch of Prinovox as a gamechanger. The ectoparasiticide market is one of the largest and most competitive in our industry and we are the first company to offer a product with the same efficacy as the market leader for all indications.

"We've gone one step further by increasing the value of the product to practices by developing a comprehensive parasite protection support package which harnesses the latest technology and consumer preferences for receiving information. We believe the efficacy of Prinovox, combined with the innovative support package we're offering, will make it a highly attractive product for practices and owners and we've been delighted at the feedback we've received so far."

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