The VISTA iQ is an AI-powered, handheld scanner that non-invasively detects early-stage cancer in dogs by analyzing dermal and subcutaneous tumors in 40 seconds. Called Man’s Best Friend’s Best Friend — the creative leads with a striking visual contrast: close-ups of a pet’s fur on one side, a high-contrast heat-diffusion scan on the other.
As a startup with limited budget, the VISTA iQ team faced three challenges: establish scientific credibility with veterinarians; create emotional resonance with practitioners who form deep bonds with their patients; and stand out in a market where every brand looks the same: clinical blues and little design ambition
“Most vet marketing looks like one long blur of playful pets and clinical bullet points,” said MX Chief Creative Officer Paul Hirsch. “When a client tells you the category rarely pushes creative boundaries, that’s not a warning — that’s an invitation. VISTA iQ gave us something real to work with, so we built strategy and a creative idea around its most compelling truth and made sure the visuals were impossible to ignore or scroll past. As a parent of an 80 lb Bernedoodle, that feels pretty good to me.”
The campaign, which is running on platforms including Instagram, LinkedIn, and Facebook, comes at a time when cancer is impacting one in four dogs. With nearly half of all dogs over 10 dying from cancer — and a third of those cancers related to dermal and subcutaneous tumors — the scanner makes it easier for vet-care facilities to detect cancer early and quickly, at a lower cost to pet owners. Truth is most lumps are still met with a “wait-and-see” approach. The diagnostic default has been invasive, stressful, and costly biopsies. Not anymore.
“VISTA iQ represents a transformative leap forward in cancer detection in pets,” said Asher Fink, chief commercial officer of HT Vet. “In a category that rarely pushes creative boundaries, we set out to do something different. As we kick off our new product and brand, we’re seeing a meaningful lift in awareness and increased demand for HT Vet.”
