Every Loyal page invites visitors to "Be the first to know when Loyal drugs are available", but the form takes only an email and an owner-or-vet checkbox. Loyal's three programs are defined by age and weight (LOY-002 for dogs 10+ and 14 lb+, LOY-001 for 7+ and 40 lb+, LOY-003 for 5+ and 60 lb+), so today the list cannot say how many sign-ups have a dog each program is meant for, where they live, or which vets they use. The new VP of Marketing is asked to hone key audiences and define how success is measured before approval; this list is the only first-party measure of demand Loyal has.
First action
Add age, weight and ZIP fields to the form after regulatory review of the wording.
How to measure it
Sign-ups with dog age and weight
- Now
- –
- Target
- 60% of new sign-ups
- By
- 60 days
Steps
Agree the fields
Birth year, weight band, ZIP, optional clinic, with consent text.
Vice President, Marketing 2 days
Review wording
Form, welcome email and privacy notice.
Regulatory and legal review 3 days
Update the form
Same HubSpot form on every page; keep email the only required field.
Marketing team 1 day
Tag by program fit
LOY-002, LOY-001/003 or not yet eligible.
Marketing team 1 day
Backfill
One email asking existing subscribers to add their dog.
Marketing team 1 week
Report monthly
Sign-ups by program fit, state and clinic.
Vice President, Marketing monthly
Why it works
Add three optional fields to the HubSpot form: the dog's birth year (or age), weight band, and ZIP code, plus an optional "your vet clinic" field. Tag each contact by program fit and send a short welcome email that explains, in approved language, where each program is in the FDA process. Ask existing subscribers to complete the same fields in one email. Report sign-ups by program fit and region every month.
At approval, Loyal can tell the right owners on day one and show vets how many of their own clients are waiting. Until then, the list gives the VP of Marketing a real pre-approval metric (qualified sign-ups by program and region) instead of a raw email count, and the clinic field shows which practices to reach first.
Ready to use
ChecklistLaunch-ready signup form
[ ] Email (required) [ ] Dog owner / veterinary professional [ ] Dog birth year (optional) [ ] Weight band: under 14 lb / 14-39 / 40-59 / 60+ (optional) [ ] ZIP code (optional) [ ] Your vet clinic (optional, with consent) [ ] Wording approved by regulatory and legal [ ] Tags: LOY-002 fit / big-dog fit / not yet eligible
Risks and how to handle them
Pre-approval promotion of an investigational drug
Keep copy to company news, science and disease education; no safety or efficacy claims beyond the FDA milestones already published; regulatory and legal sign-off before anything goes live.
Longer forms lower sign-ups
Keep the new fields optional and test the form against the current one.
Evidence
- Your websiteThe "Stay connected" / "Be the first to know" signup on every page is one HubSpot form with two fields: an email address and a checkbox "I'm a dog owner" or "I'm a veterinary professional". It asks nothing about the dog (age, weight, size) or the owner's vet or location.Source
- HiringVice President, Marketing (remote US, posted October 2, 2026): will "build out our consumer and vet marketing capabilities in preparation for the anticipated launch of our lead drug, LOY-002"; near term the work is "building the category with both audiences", "honing our key audiences and how best to reach them", "building concrete plans for launch" and "defining how we measure success in this pre-approval phase"; they "inherit our marketing team of two", report to the VP of Commercial, and also own company communications. Bonus: "You've marketed in a regulated category" and "built something people talked about without a large paid budget".Source
- Your websiteFor dog owners page: LOY-002 is "intended for dogs aged 10 and older and weighing at least 14 lb"; LOY-001 is for dogs 7 and older weighing at least 40 lb (a vet-given long-acting injection) and LOY-003 for dogs 5 and older weighing at least 60 lb (a daily pill); all are developed under the FDA CVM expanded conditional approval (XCA) pathway; each claim is marked "FDA approval not guaranteed".Source
- Your websiteHomepage (checked October 22, 2026): "We're developing the first longevity drugs for dogs"; "3 drug programs in development", "70 veterinary practices in STAY clinical trial", "1,317 dogs enrolled"; LOY-002 is for "Dogs age 10+, 14+ lb", with "2/3 major requirements completed. FDA approval not guaranteed"; calls to action "Be the first to know when Loyal drugs are available" and "Earn free CE credit in canine aging"; press logos from Forbes, NBC News, The New York Times, The Washington Post and The Wall Street Journal.Source