A healthy obsession with the customer experience Not customer service, but customer experience Make no mistake; the customer experience doesn’t simply entail what customers go through when they buy something. It also encompasses what happens before, during, and after that purchase – every aspect of doing business with your company, from the quality and efficacy […]

Animal Health Marketing Strategy: When Strategic Marketing Calls The Call Whether you work in sales, technical services, R&D, regulatory affairs, operations, or any other function in the Animal Health & Nutrition sector, at some point you’re likely to be involved in one or more strategic marketing tasks. That’s a good thing and a sign that […]

In the hyper-competitive Animal Health and Nutrition sectors, the marketing and sales teams can get so caught up in the short-term goal of acquiring a new customer or winning a competitive bid that they don’t have much energy left to focus on planning what to do after the customer is won. While this is a […]

The traditional view in the Animal Health and Nutrition industry is that a sale is a sale, and the only measure of a customer’s value is the size of their order. For this reason, some salespeople resist the idea of narrowing the focus and defining a target segment or an ideal customer profile. It’s only […]

A relentless and almost obsessive focus on your customer’s success is the best strategic decision you can make. Here’s how I learned this lesson in real life when I was in charge of marketing a brand of coccidiosis vaccines for broiler chickens. In the late 1990s, a pharmaceutical company was trying to get its line […]

The Animal Health and Nutrition industry has a complex supply chain from the manufacturer to the end user. This is true for veterinary drugs, vaccines, and feed additives. Depending on the nature of your product, it may be difficult to define who’s a channel partner and who’s an end user. There’s no right or wrong […]

In a business-to-business (B2B) environment such as the Animal Health and Nutrition industry, the role of marketing is sometimes called into question. “Do we really need to spend so much money on a trade show booth?” ” What impact will the new ad campaign have on our business?” “Our customers only care about price; a […]

The traditional view in the Animal Health & Nutrition industry is that marketing’s role is to “make noise” to attract attention and raise brand awareness. After that, it’s the sales team’s job to convert those attracted by the noise into customers. This mindset drives many events, ad campaigns, and new product launches. I know it […]

The global Animal Health and Nutrition industry is very competitive, with a few well-established, dominant players and scores of smaller ones bringing innovative new technologies to the market. How can you win in such a fiercely contested environment? The secret may be in not focusing too much on the competition itself but rather on how […]