Expanding the pet health market for point-of-care diagnostics

PROBLEM AND OBJECTIVES:

Zoetis saw an opportunity to build on their animal health market position by acquiring a veterinary diagnostics device firm. However, the $1B investment required an immediate return.

A significant challenge was both Zoetis and the company they acquired (Abaxis) were well known to vets, but in a separate categories. This led to market confusion, reducing sales at a critical moment.

SOLUTION:

We identified several key pain points: incorporating the Abaxis line without destroying its equity, piloting a new digital transformation initiative, and the need to utilize ABM strategies to support the diagnostics device sales.

To overcome these challenges, I proposed taking them on as bite-sized projects prioritized by returns on investment beginning with the brand integration, then taking advantage of the pilot opportunity, and then boosting their sales strategy using comprehensive pet owner education and staff training programs for Zoetis customers.

OUTCOMES:

1. Immediate competitive parity - To defend against their larger competitor Zoetis needed to provide prospects and leads with value added content and guides.

2. Leveraging the Zoetis brand halo - Using Zoetis’ strong brand reputation for pet medications, the new portfolio benefitting from cross-selling and opening up new competitive conversations.

3. Increased Market Share - The Diagnostics Made Easy campaign led to an immediate market share uplift and Zoetis coming in a strong second in animal health diagnostics.