The Experts in Animal Health

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Brakke Consulting’s
Animal Health News & Notes for March 30, 2012
Copyright © Brakke Consulting, Inc.
Editor: Lynn Fondon
Brakke news
Pain Management study
Market research
earnings news
other news
Aurora Pharmaceutical
Meriden Animal Health
Pain management is one of the leading topics in veterinary medicine today.  Brakke Consulting’s annual report on Pain Management Products for Dogs and Cats includes such valuable information as:
  – overview of acute and chronic pain in small animals
  – review of current products
  – estimates of US sales and prices of leading products
  – pain management products in development
  – review of nutritional supplements used for chronic pain
  – review of therapeutic diets for joint care
  – 2012 survey of 200 small animal veterinarians regarding use of pain management products
Pain Management Products for Dogs and Cats 2012 can be purchased for $4,995 if ordered by March 30, 2012.  The report will be completed in early April.  Questions about the study can be answered by project manager Lynn Fondon, DVM, MBA at 972-243-4033, or email
> Neogen Corporation announced results for the third quarter of fiscal year 2012 ended Feb. 29.  Revenues increased 6.3% to $44.9 million from the previous year’s third quarter revenues. Third quarter net income increased 6.1% to $5.2 million. (company press release)
> IDEXX Laboratories, Inc. announced the launch of a new capability and expanded menu for the Catalyst Dx Chemistry Analyzer. This new test measures the level of the anticonvulsant drug phenobarbital in less than 15 minutes, offering a solution for practices providing care for seizure patients. (company website)
> Aurora Pharmaceutical introduced ORAL-PRO Vitamin D3 plus E Dispersible Liquid Concentrate. The product is labeled for oral use in young swine and in drinking water of poultry and swine. The product is available in pints and gallons. (company press release)
> Trupanion announced an expansion in insurance coverage to include breeding pets, a first for the pet insurance industry. To receive coverage for breeding-related conditions, pet owners must classify their pet as a breeding pet at the time of enrollment. Trupanion pays 90% of all covered treatment costs with no payout limits. (company press release)
> AUSTRALIA   Bioniche Life Sciences Inc. announced that it has entered into an exclusive distribution agreement with a US-based veterinary pharmaceutical company to expand Bioniche’s product offerings in Australia. The supplier is providing Bioniche with four registered injectable animal health products in Australia: Respiram (doxapram HCl) for dogs, cats and horses; Cepetor (medetomidine) and Revertor (atipamezole) for dogs and cats; and Cepesedan (detomidine) for use in horses. The supplier was not named. (PRNewswire)
> UK  Anpario plc announced it has acquired Meriden Animal Health Limited. Meriden, based in the United Kingdom, supplies the global agriculture and aquaculture markets with natural animal feed additive products; Meriden’s sales for the 12 months to December 2011 were GBP 5.35 million ($8.5 million). Financial terms were not disclosed. (
> US – ANTIBIOTIC USE  A federal judge has ruled that the FDA must begin proceedings to require the manufacturers of penicillin and tetracyclines for sub-therapeutic use either to produce evidence that the sub-therapeutic use is safe, or withdraw approvals for this use of these products. The lawsuit was brought last year by the Natural Resources Defense Council (NRDC), in partnership with the Center for Science in the Public Interest, the Food Animal Concerns Trust and the Union of Concerned Scientists. (Animal Pharm)
> US – HORSE CONTRACEPTION   The EPA announced the registration of the first contraceptive vaccine for horses in the US. The vaccine, commonly known as porcine zona pellucida (PZP) but registered under the brand name ZonaStat-H, causes the production of antibodies that bind to sperm receptor site on eggs and block fertilization. The Science and Conservation Center in Billings, Montana, produces the vaccine, which has been used to treat more than 1,600 wild, sanctuary and tribal horses annually at dozens of trial sites across the US. (HSUS)

Look Before You Leap
If your firm needs help assessing the feasibility of a new product or technology, identifying the opinions and trends of product consumers, or determining the current market for products, Brakke Consulting, Inc. can build a market study to meet your needs. 
We have an in-house database of veterinarians and the ability to custom-tailor surveys of veterinarians, producers and pet owners.  We also produce syndicated studies in a number of high-interest animal health market areas.   Further information can be found at our website or by calling our Dallas office at 972.243.4033.
It appears from the number of stories this week that many of you are either on spring break or have started your Easter week holiday early. Hopefully, there is more occurring in the industry than was publicly released this week.
I do want to share with you some of my observations this week. Last Saturday morning I was up early and had the local ABC TV station on while I read the newspaper and did some emails. I had the morning program on, during which I saw three separate commercials for flea and tick products. One commercial promoted the value of the veterinarian as the retailer where their product could be found; the second one did not mention the veterinarian as a source of the product; and the third commercial promoted a lower price available only at a major discount chain.
If I was a pet owner and/or consumer what would be my take-away from those three commercials? I guess it would be that it’s time to buy my flea and tick protection and I have several alternatives.
Also, during that segment every Saturday they have one dog and one cat on the show that are up for adoption at the local shelter. The pets are vaccinated, heartworm tested and treated for fleas & ticks. Every dog on our block, of which there are three, is a shelter animal. Wow!!
How are things changing, or have already changed? Is your company ready for the rapidly changing buying habits of companion animal owners? What is occurring in the marketplace is spelled out in a number of our recent studies if you need more confirmation that the market is changing.

Have a great weekend!!
Ron Brakke
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Any use of the contents herein should be approved by and appropriately attributed to Brakke Consulting, Inc.
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and syndicated studies, visit our website at
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