Animal health

Animal health

Intelligent actionable insights

Audience and disease states

We’ve had experience across multiple species and disease states:

Audiences

Disease states

Beef cattle (Stocker, Feedlot, Cow/calf) Producers and Vets, Dairy Cattle Producers
and Vets, Product Distributors (Cattle Vaccines), Companion Animal (Dog and Cat) Vets,
Vet Techs and Owners, Horse Owners and Equine Vets, Swine Producers, Poultry  Vets,
Ornamental Fish Owners and Breeders.

Leptospirosis, West Nile Virus, Influenza, Respiratory, Pruritus/ Atopic Dermatitis, Anxiety, Boar taint, Metritis, Intestinal tract, Foot rot, GI Worms (treatment with antibiotic), Point of care diagnostics and more!

Animals

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How we recruit

We have become experts in recruiting in the animal health space. We partner with recruiters who have a vast database and  specialize in animal health, and they also have access to lists for purchase should their database not be enough.

Through conducting more than 25 animal health projects, we’ve learned which methodologies are best for which respondent types. While we have done focus groups and IDIs in central location with dog owners for instance, we have found that TDIs and online methodologies are more appropriate for those respondents who have a harder time getting to a central location – whether because of geographic spread, low incidence or availability – such as Producers, KOLs and Equine and Poultry Vets.

Regardless of the respondent type, we always make sure the methodology and sample size are appropriate to the objectives.

Market understanding and customer support opportunities

The situation

Our client was launching an oral product for canine pruritus and was interested in exploring where that product would fit into the existing landscape, and how best to provide additional support for dog owners.

Companion animal case study

Our Approach

We conducted global qualitative and quantitative research involving 400+ dog owners.


Outputs

We were able to identify and validate major areas of need and opportunities for clients to support dog owners. Through delivery of a 15-minute film, poster and storylined presentation, we outlined actionable strategies for launch and post-launch support - including recommendations for a positioning that differentiated the brand in the existing market.

Opportunity assessment and barriers to entry

The situation

Our client was developing the first equine-specific Leptospirosis vaccine and wanted to have a better understanding of the opportunity; we also wanted to identify and address any potential barriers to adoption.

Companion animal case study

Our Approach

We conducted two iterative phases of qualitative research involving 60 Equine veterinarians.


Outputs

We found that there was not a great need for an equine-specific vaccine, mainly due to horse owner demand, but identified certain horse types where it would be appropriate. Our findings were well-received and helped our client make strong and sound decisions with regard to communication development for their future launch.

Pre-launch concept evaluation

The situation

Our client needed to evaluate, assess and refine advertising concepts for a vaccine against boar taint, intended for use at the brand launch.

Companion animal case study

Our Approach

We conducted qualitative research with 23 veterinarians and producers (the latter making up the majority of sample).


Outputs

We were able to give our client clear recommendations for the ‘winning’ concept to take forward,. They story of this concept resonated with what was truly important to respondents, conveyed a clear brand purpose, and generated a strong motivation to prescribe. We also explained why the other concepts worked less well (e.g. less obvious personal benefit) but identified where some could be considered as supplementary executions.

Message testing in novel combination of 2 vaccines

The situation

Our client was combining two popular cattle vaccines into one and wanted to test messages that had been developed to highlight various advantages of the combination vaccine, including both the core platforms and the “reasons to believe”.

Companion animal case study

Our Approach

We conducted 33 60-minute web enabled telephone-depth interviews. This was done to encourage a wide geographic spread and flexibility in time to accommodate producers’ and vets’ long days and variable schedules.


Outputs

By discussing the core platforms separately from the “reasons to believe”, we were able to report on not only reactions to both components but how much of an impact the “reasons to believe” had on respondents’ overall opinion of the statement. In this way, our client could move forward with confidence.

Brand re-positioning and driving sales growth

The situation

Having accompanied this client throughout the launch and monitoring of their cattle antibiotic, they needed to re-position their brand in light of new legislation changes that would reduce antibiotic use in general.

Companion animal case study

Our Approach

We facilitated an internal workshop with brand teams from across the globe, to align and generate hypotheses. We then tested these hypotheses in qualitative research with cattle producers and vets, who created their own positioning statements.


Outputs

We developed a global positioning to align with customers’ values and future plans, which would help foster the image of our client as a responsible user of antibiotics and drive sales growth in the long-term.

Identifying strategic and competitive advantage: post-launch evaluation

The situation

Our client had launched a product for bovine respiratory disease in December 2009 and tracking showed that uptake had been good. However, we were commissioned to identify points of strategic and competitive advantage and opportunities by exploring veterinarians’ perceptions of their product, perceptions of farm adoption and brand loyalty.

Companion animal case study

Our Approach

We used a mix of 60 minute in-depth face-to-face and telephone interviewing across 7 EU countries Mix of veterinarians specializing in dairy and beef cattle 50:50 split of users of our clients product, and non-users.


Outputs

The team identified 4 key areas which provided opportunity to drive further usage of our client’s product: Mode of Administration was seen as dangerous and difficult especially for producers , that required further education efforts Use was selective as 7 day use was seen as unnecessary. Clarity on when to use was recommended Farm adoption rates have varied and often depended on the vet education of the farmer. There was need to support vets with further training materials Those with a good perception of the product could be used as case studies to share with other veterinarians.