The Experts in Animal Health

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Brakke Consulting’s
Animal Health News & Notes for September 2, 2011

Copyright © Brakke Consulting, Inc.
Editor: Lynn Fondon, DVM MBA
Brakke news
strategic planning
other news
BioPet Vet Lab
Boehringer Ingelheim Vetmedica
Global Animal Management
Hill’s Pet Nutrition
Mars Veterinary
Radio Systems Corporation

Brakke Consulting is an excellent resource in the strategic planning process.  Brakke Consulting’s past assistance in strategic planning has included extensive experience in benchmarking various functions against company competitors in the larger markets.
Brakke Consulting can provide insights and professional assistance that improve your company’s likelihood of success.  Please contact us if you would like the benefit of professional assistance in any of these areas. Contact information for all offices are available on our website at
> Merial announced it is launching a guarantee offered only through participating veterinarians nationwide: the Frontline Plus Satisfaction Plus Guarantee. Pet owners will have access to specially-trained Merial technicians who can offer advice on several aspects of flea and tick control. If the technician cannot solve the pet owner’s flea and tick problem, Merial will provide a one-time, in-home inspection and treatment if necessary by a Terminix certified professional, provided FRONTLINE Plus was purchased from a veterinarian and used for three consecutive months on all pets in the household. (Veterinary Advantage)
> Boehringer Ingelheim Vetmedica announced Dr. Albrecht Kissel as its new president and CEO, replacing George Heidgerken, who was named Head of Corporate Division Animal Health. Kissel will resume responsibilities over US domestic sales and marketing, research and development, and manufacturing operations effective September 1. (company press release)
> Novartis Animal Health US, Inc. announced the launch of Parastar Plus, a new topical combination of fipronil with cyphenothrin, a type II pyrethroid. Parastar Plus is approved for 30-day control of fleas, chewing lice, mites that can cause sarcoptic mange, and all major ticks. (company press release)
> Hill’s Pet Nutrition announced the launch of Prescription Diet y/d Feline Thyroid Health pet food for hyperthyroid cats. Feeding a hyperthyroid cat only Hill’s Prescription Diet y/d Feline Thyroid Health, without interruption of outside iodine-rich dietary products, can maintain the cat’s thyroid levels in the normal range. (company press release) 
> Mars Veterinary and its licensing partners have entered into confidential settlement agreements with BioPet Vet Lab, Inc. and Radio Systems Corporation (“PetSafe”), regarding U.S. Patent No. 7,729,863.  Consumers who purchased mixed-breed DNA tests from BioPet or PetSafe before June 15, 2011 will be able to receive results. Otherwise, both BioPet and PetSafe have exited the canine DNA breed identification market. (PRNewswire)
> Greenies announced the introduction of a new line of veterinary-exclusive dental chews. In addition to featuring Greenies Dental Chews’ original technology for oral preventive care, the new formulation contains fish oils, antioxidants and chelated minerals designed to boost overall health.  The new product carries the Veterinary Oral Health Council Seal of Acceptance for plaque and tartar reduction. (DVM360)
> Global Animal Management, a subsidiary of Merck Animal Health, announced a partnership with online visual feedyard manager Pro SAAMYA.  Beef Asset Pro, a software developed by Pro SAAMYA, features tools for producers, helping them to better manage their cattle. (
> Argenta announced that it will locate a new lab facility and office in Lawrence, Kansas, creating 27 new jobs and investing $500,000 in laboratory equipment.  In addition, AlcheraBio, a leading clinical research support provider who is wholly owned by Argenta, will be creating 11 jobs in Kansas City, Kansas. The Kansas Bioscience Authority will invest up to $400,000 over five years to support the establishment of Argenta’s operations in Kansas. (KCADC press release)
> EU  Eurovet Animal Health introduced Cardisure, a palatable generic pimobendan formulation for the treatment of congestive heart failure in dogs. (Animal Pharm)
> UK  Dechra Veterinary Products announced the launch of Celox Veterinary, a product that veterinarians can use to stop hemorrhages within three minutes. The product is made from chitosan, a polysaccharide derived from the chitinous shells of shrimp. It does not generate heat when used, and small amounts of the material left in the body are naturally metabolized. (Animal Pharm)
> AVIAN INFLUENZA   The United Nations has warned that poultry-producing countries should be on their guard this winter against an upsurge in cases of avian influenza (H5N1). The UN’s Food and Agriculture Organization (FAO) says that a mutant strain of the virus is spreading in Asia and neighboring regions with increased risks to animal and human health. (Animal Pharm)
> US – EQUINE HERPESVIRUS   Equine herpesvirus-1 was confirmed in three California horses last week, according to state officials. CDFA said the horses affected were determined to have no direct link to the May outbreak of EHV-1 in cutting horses which resulted in 22 positive cases in California. (AVMA Smart Brief)
> US – EQUINE INFECTIOUS ANEMIA   Forty horses from one farm in Arkansas have died or been euthanized after testing positive for equine infectious anemia (EIA), according to the Arkansas State Veterinarian.  The farm was quarantined after the initial positive test results were returned. Although state veterinary officials believe this to be an isolated and contained incident, they are working to determine the source of the disease and confirm whether or not the virus has spread from the property. (
> UK – PIG WELFARE   The British pig industry has produced a new health and welfare strategy, supported across the whole supply chain and launched last week by the country’s chief veterinary officer. Based on the British Pig Executive’s latest Pig Health Improvement Project, the strategy aims to change the way endemic pig diseases are managed, mitigated and controlled across the country to boost both the health and welfare of the national herd and improve competitiveness. (Pig International)
> EU – ANIMAL ID   The European Commission has adopted a proposal that provides the legal framework for the introduction on a voluntary basis of an electronic identification system (EID) for cattle within the 27-member state group. Bovine EID is already used in several EU member states on a private basis mainly for farm management purposes. Its implementation on a wider scale would strengthen the current traceability system for bovine animals and food products such as beef making it faster and more accurate. (Animal Pharm)
AUGUST 27-30, 2011

The Central Veterinary Conference was held this week in Kansas City.  The Conference attracted over 5,000 attendees, including 1,770 veterinarians and 1,500 exhibitors.  In addition to plentiful continuing education opportunities, attendees could enjoy the 2011 Hospital Design Conference.
Like the US economy, the animal health industry is confronted with the question:  where is the source of growth?   Will new flea and tick products expand the market or just shift market share?  With the enormous size of the big companies, can small line extensions or products make a difference?  Do smaller companies have an inherent advantage in moving quickly on modest-sized opportunities?  These are some of the strategic questions every company has to ask itself. 
In the meantime, the news this week reminds us that there are still disease outbreaks, and work to be done in the areas of control and prevention.  Some of these areas are sure to be large opportunities. 
Finally, we at Brakke Consulting want to thank the people at the Kansas City Animal Health Corridor for the wonderful Homecoming Dinner and Investment Forum earlier this week.  Both events were well-run, enjoyable and provided opportunities on a personal and professional level.  Well done and thanks.
John Mannhaupt
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