The Experts in Animal Health

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Brakke Consulting’s
Animal Health News & Notes for September 29, 2017

Copyright © Brakke Consulting, Inc.
Editor: Lynn Fondon DVM MBA
Brakke Consulting news
Equine MegaStudy IV – preorder now
OTC Channel
earnings news

other news
Royal DSM
Securos Surgical
Twilmij B.V.


Brakke Consulting announces the upcoming publication of the fourth edition of the Equine Market MegaStudy, a comprehensive study of horse owner buying and decision-making behavior. This highly popular survey includes over 400 brands of equine products in 17 categories. The study also measures readership of equine publications, catalogs and websites, and provides a wealth of information on horse owner demographics and segments.

The study will be fielded in October with reports available in early January 2018.  Companies that order by October 6 and pay by November 10 receive a $1,500 discount.  In addition, companies that subscribed to the third edition of the study receive an additional $1,000 early order discount.  Early order subscribers also have an opportunity to review the questionnaire for completeness of brands and categories. The cost of the study upon publication will be $15,000.

For more information, or to order a study, contact John Volk, Senior Consultant,, (773) 327-4941.


• Animalcare announced financial performance for Ecuphar for the six months ended June 30, 2017. The firm’s revenues grew by 4% to GBP 37.0 million ($48 million); operating profit for the period was GBP 1.6 million ($2.1 million). (Animal Pharm)

• MWI Animal Health and Securos Surgical, both a part of AmerisourceBergen, announced an investment in the emerging pipeline of Serene, LLC, and will negotiate a distribution partnership with its veterinary subsidiary, Convetra, Inc. The proprietary tin-117m therapies being developed by Serene and Convetra are targeted to treat a variety of medical conditions afflicting companion animals, horses, and humans. Financial terms were not disclosed. (company press release)

• Strong Animals, a brand of Ralco, announced the launched of Microfused EO, a natural product administered in feed or water to stimulate appetite while strengthening immunity and reducing the effects of oxidative stress. Microfused EO, powered by exclusive Microfused Essential Oils technology, does not require a Veterinary Feed Directive. (National Hog Farmer)

• PetSmart announced the launch of PetSmart Pharmacy, a new online-only pharmacy that offers ordering and autofill of prescription and over the counter medications, and veterinary diet prescription pet food, combined with home delivery. (Veterinary Practice News)

• Bil-Jac announced the launch of BreakThru Biotics Probiotic Food Spray, a new probiotic food spray for dogs that provides daily probiotics for dogs to support digestive health and immune function. (Pet Food Industry)

• PrettyLitter, Inc. announced the launch of PrettyLitter, a cat litter that changes colors to alert owners of potential illnesses that can be detected via the urine. (DVM360)

• LifeLearn Animal Health announced that ALLYDVM products are now available as part of LifeLearn’s veterinary practice ECOsystem, a comprehensive suite of custom digital solutions, products and services for veterinary practices.  ALLYDVM has developed software services for veterinary practices including its Retention Calendar client communications system and a fully automated loyalty program distributed through the PetPage mobile app. (Broadway World)

• VitusVet announced it has added direct appointment booking to its suite of services available to practices across North America. (Pet Age)

• NETHERLANDS  Royal DSM announced the acquisition of Twilmij B.V., a Dutch nutritional solutions company in the animal feed sector. Twilmij achieved net sales of approximately EUR 70 million ($82 million) in 2016. Financial terms were not disclosed. (Feedstuffs)

• LATIN AMERICA  DuPont Industrial Biosciences announced the launch of DuPont Axtra PRO, a single protease enzyme, in Latin America. Axtra PRO improves protein digestibility in animal diets and saves animal producers money without compromising performance or animal health. (PRWeb)

• WORLD RABIES DAY  World Rabies Day – September 28 – marked the announcement of ‘Zero by 30: The Strategic Plan:’ a global anti-rabies initiative to end human deaths from dog-transmitted rabies by 2030. The initiative was announced by partners the World Health Organization (WHO), the World Organization for Animal Health (OIE), the Food and Agriculture Organization of the United Nations (FAO) and the Global Alliance for Rabies Control (GARC). Dog-transmitted rabies accounts for about 99% of human rabies cases; it is estimated that 59,000 people die from rabies every year. (PRnewswire)

• US – SWINE HEALTH MONITORING  The Swine Health Information Center (SHIC) announced it is supporting a near real-time domestic swine disease monitoring system that will generate information useful for economic and animal health decision-making. Data will be analyzed to describe disease activity by major pathogen and/or by clinical syndrome, documenting disease activity (presence, incidence, etc.) with respect to geography while maintaining appropriate producer confidentiality. The project is a joint effort between Iowa State University and the University of Minnesota. (Feedstuffs)

• WORLD – VETERINARY DENTISTRY  The World Small Animal Veterinary Association (WSAVA) announce it has released the first set of Global Guidelines for veterinary dentistry.  In addition to enhancing current standards of veterinary dentistry, the WSAVA hopes that the Guidelines will help to bridge what it perceives as a significant gap in veterinary education globally and to encourage a greater emphasis on dentistry in the veterinary curriculum. (association press release)

• WORLD – RABIES RESEARCH  New research conducted at Ross University College of Veterinary Medicine has found that the rabies vaccine may have a positive effect on overall canine health in addition to preventing rabies, and is associated with a decrease in rates of death from all causes. The study showed that rabies vaccination in South African dogs reduced the risk of death from any cause by 56% in dogs up to three months of age. While all dogs had decreased mortality, the effect diminished over time. The research was published in the journal Vaccine. (Feedstuffs)

• US – VETERINARY WELL-BEING  The American Veterinary Medical Association (AVMA) announced that Dr. Jen Brandt been named as the association’s first-ever director of wellness and diversity initiatives. Dr. Brandt has an extensive background working with veterinary students and veterinary professionals to promote well-being, wellness and personal care. (AVMA)

• US – VETERINARY WELLNESS  American Animal Hospital Association (AAHA) announced the launch of the Healthy Workplace Culture Initiative. The initiative will address wellbeing from an alternative perspective that utilizes a positive, proactive approach to help prevent or mitigate mental health issues in veterinary practice teams. The initiative will also provide guidance in designing and building an optimal, customized, healthy workplace culture. (Vet Advantage)


Whether your business is considering the OTC channels for new business opportunities or you have been distributing in the OTC channels for years, Brakke Consulting’s team can provide significant and quality assistance to businesses seeking to learn more about the details of the OTC channels of distribution.  If you are looking for meaningful insights into the OTC channels, the trends found there, and the opportunities that exist, contact our Dallas office or Joel Adamson at

Today is the last business day of the third quarter of 2017.  We hope each of you have had a good third quarter!  Now the pressure is on to close out the year in record fashion and to start establishing the foundation for continued growth in 2018. 

We hope to see some significant new product or technology introductions in early 2018 from several companies. Hopefully, there will be new entries into disease areas other than companion animal parasites and pain management that will increase industry revenue in the new year.

I cannot resist commenting on one story this week. Having been a cat owner for many years (several cats) I’ve never experienced a PrettyLitter.  However, this company has innovated in the cat litter area to create a litter that changes color (diagnostic) to alert owners of potential illnesses that can be detected in the changing of colors in the litter from the urine.  Not a completely new idea but I love the product name!

Have a great weekend and enjoy the cooler weather!

Ron Brakke
This electronic newsletter is the sole property of Brakke Consulting, Inc.
Any use of the contents herein should be approved by and appropriately attributed to Brakke Consulting, Inc.

For more information about Brakke Consulting’s services and syndicated studies, visit our website at
Brakke Consulting, Inc.
12005 Ford Rd., Suite 530
Dallas, TX  75234    USA


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