THE CHALLENGE
LASPCA was experiencing stagnant year-over-year growth in new patients. While broad-based marketing efforts were increasing visibility and generating lift, revenue was not growing at the same pace. Growth also wasn’t evenly distributed across the market.
Certain zip codes showed high adoption activity but low clinic utilization, signaling clear unmet demand. Broad marketing was building brand affinity, but it wasn’t maximizing revenue potential in the areas where opportunity already existed. It simply wasn’t converting. The problem wasn’t scale. It was precision.
The Roux Strategy
Roux shifted from a broad-market approach to a precision-focused growth strategy.
Through zip-code-level analysis of clinic bookings, Roux identified priority geographies with strong adoption activity but underperforming clinic utilization. These were high-intent markets already engaged with LASPCA but not fully activating clinic services.
Rather than spreading media investment evenly across the DMA, Roux concentrated investment exclusively in these high-potential zip codes.The strategy centered on:
- Heavy emphasis on clinic price savings.
- Precises digital targeting and trackability.
- Controlled geographic pressure designed to capture missed revenue.
This approach was designed not to create new demand but to capture existing demand more efficiently.
The Solution
Targeted campaigns launched inside carefully selected priority zip codes. Media weight increased where opportunity was highest, and messaging spoke directly to value-conscious pet owners. Optimization happened in real time, guided by performance signals and utilization data. The shift was deliberated, disciplined, focused, and changed the trajectory. Underutilized markets began converting. High-intent audiences began acting. Clinic activity accelerated. What had been stagnant began to move.
The Results
All Zip Codes:
+36%
YoY new patient growth
+25.6%
YTD growth
Priority Zip Codes:
+87.6%
september yoy
+75.4%
OCTOBER YOY
+53.7%
NOVEMBER yoy
+157.1%
DECEMBER YOY
+49.9%
YTD growth
By identifying and activating underutilized geographies, LASPCA achieved 2-4X higher growth rates in targeted markets, nearly doubling year-to-date performance compared to the overall baseline. The results provided clear proof that media can function as a revenue engine rather than simply an expense.
