INDUSTRY: VETERINARY BIOTECH
$146K raised in crowdfunding
The Challenge
PDX BioTech developed OraStripdx, a patented 10-second rapid test that detects periodontal disease in dogs and cats – a condition that’s invisible to the naked eye and often goes undiagnosed until it becomes life-threatening.
With 5 patents and over 100,000 tests already shipped to veterinary teams in the US, UK, Japan, and South America, the product was proven. But they faced a dual-audience challenge: OraStripdx sells to veterinary offices (B2B), yet they were raising on StartEngine from retail investors (B2C). The video needed to make pet owners feel the urgency, give vets clinical confidence, and show investors the market opportunity – all in one narrative.
The founder’s language was clinical: “patented biochemical test for early-stage periodontal pathology.” Technically accurate, completely forgettable. The gap wasn’t the science – it was the story.
Our Approach
We started with a StoryFinding Workshop – a structured interview with the founder covering their 20-second pitch, vision, founding story, when investors’ eyes light up vs. glaze over, competitors, and credibility points. From that workshop, we built the client brief and wrote the scripts. The strategy focused on:
Leading with love, not science. The video opens: “Your pet’s mouth connects them to the world around them – and deserves your attention.” Not with the disease. Not with the technology. With the relationship between a pet and their owner. This single opening choice reframes a clinical product as an emotional story.
Making the invisible visible. Custom animation showed periodontal disease developing inside a dog or cat’s mouth around the gumline – the problem investors couldn’t see and therefore couldn’t feel. The animation does the explaining that clinical language never could.
The tagline that bridges both audiences. “The vet wants to show, and the pet owner wants to know.” This captures the dual-audience challenge in one line – giving vets a tool to demonstrate what’s wrong, and giving pet owners a reason to ask. It works for both B2B and B2C.
Social proof placed to validate, not lead. Quotes from Kara Burns and Mary Berg – recognized veterinary dental authorities – appear AFTER the emotional hook and the visual demonstration, not before. The sequence is deliberate: feel the problem, see the problem, then trust the experts who confirm what you just felt.
Data as proof, not pitch. The $75 billion veterinary market, 90 million US pet-owning households, and global shipping orders to Europe, Asia, and South America are layered in after the emotional and visual hooks. The numbers validate the feeling – they don’t create it.
Three social ads, three audiences. Same product, three completely different stories: (1) vets and technicians – angle: empowering your team to save time, money, and lives, (2) pet owners – angle: for the love of our furry friends, we wish they could talk, (3) investors – angle: market potential and global traction.
Founder coaching on camera. We worked directly with Partner Reggie Gresham on performance and script delivery, ensuring credibility came through on camera – not just in the data.
Compliance without losing impact. We managed multiple rounds with StartEngine’s compliance team, refining clinical language and sourcing published study citations to satisfy regulators without diluting the emotional story. You can be heartfelt AND compliant – they’re not in conflict if you structure it right.
The Results
CAMPAIGN FUNDRAISER VIDEO
(Produced for Rally-On Media)
PDX BioTech raised $146,000 in their crowdfunding campaign. But the impact went beyond the raise. At an investor pitch event, one audience member yelled “you had me at hello” before the team even started speaking – the video had already done the work.
David McClure, Founder: “Working with your team has been one of the best things ever to happen at PDX BIOTECH. You have become our go-to Producer from here on out!”
