Segmenting with Empathy, Mapping with Precision

Zoetis: Personalizing the Veterinary Experience Through Segment-Led Strategy

Client: Zoetis
Industry: Animal Health / Veterinary
Project Focus: Segment Refinement, Journey Mapping, Content Auditing, Pillar Strategy, Internal Training

Challenge

Zoetis Petcare needed to better understand and support their Veterinary Healthcare Team (VHT) audiences — including veterinarians, veterinary technicians, and practice managers — across their digital journey. Despite having rich audience data, content performance and personalization efforts lacked strategic alignment across segments.

Approach

Our work began by digging into Zoetis' detailed audience and behavioral data. I led the strategic refinement of three key segments within the Veterinary Healthcare Team (VHT): “The Leaders,” “The Glue,” and “The In-Betweeners.” These audience archetypes were defined not just by job title, but by mindset, motivations, and engagement behavior across channels.

  • Refined three core segments within Zoetis' Veterinary Healthcare Team (VHT) — “The Leaders,” “The Glue,” and “The In-Betweeners” — based on internal behavioral data, psychographics, and real-world engagement patterns. Each segment was built to reflect distinct mindsets, goals, and content needs, setting the stage for smarter personalization.

  • Mapped existing content assets to each stage of the journey for all three segments. Evaluated each piece for relevance, format, tone, and utility — uncovering areas of saturation, gaps in key touchpoints, and opportunities to refresh or modularize underperforming content.

  • Developed strategic content pillars around four themes: professional development, emotional wellbeing, clinic/business operations, and clinical tools. This framework aligned messaging with business goals and ensured each segment received timely, high-value information.

  • Created full omnichannel journey maps for each VHT segment, visualizing interactions across web, email, social, and field sales. Mapped pain points, content triggers, and delivery gaps to guide future campaign planning and rep enablement.

  • Mentored two junior team members on CX strategy, journey mapping, and content auditing. Built a scalable process and toolkit to support internal knowledge transfer and long-term sustainability of the personalization strategy.

Impact

The engagement resulted in a clear roadmap for segment-specific personalization, driving internal alignment and prioritization across marketing, content, and sales teams. The journey framework enabled more empathetic, targeted communication and laid the groundwork for smarter, data-driven planning across Zoetis’ channels.

My Role

  • Refined audience segments using robust client-supplied data

  • Audited and categorized existing content across digital channels

  • Developed strategic content pillars aligned to Zoetis’ business goals and segment needs

  • Created end-to-end journey maps for three refined VHT segments

  • Identified key gaps, optimization opportunities, and priority next steps

  • Trained and mentored two junior strategists on CX mapping methodology

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