The Experts in Animal Health

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Brakke Consulting’s
Animal Health News & Notes for January 18, 2013

Copyright © Brakke Consulting, Inc.
Editor: Lynn Fondon DVM MBA
Brakke Consulting news
2013 Industry Overview
Sales Force Training
other news
Animal Supply
Creative Science
Focus Technology Group
Summit Pet Product Distributors
Vet-Advantage Magazine
Veterinary Transplant Services
Brakke Consulting will present the 2013 US Animal Health Industry Overview twice this winter – once at the North American Veterinary Conference in Orlando, Florida and once at the Western Veterinary Conference in Las Vegas, Nevada. These dates are:
• NAVC: Monday, January 21, 2:00 – 4:00 pm, Gaylord Palms.
• WVC: Tuesday, February 19, 2:00 – 4:00 pm, Four Seasons.

Online registration for the Industry Overview at the NAVC is now closed; you can still register on-site on Monday. Online registration for WVC is still open. To register, go to and scroll down to the “What’s New” box. The price is $385 per person for online registration; late registration is $425.
> Zoetis Inc., the animal-health unit of Pfizer Inc., announced in a regulatory filing that is offering 86.1 million shares for $22 to $25 each, raising as much as $2.15 billion in the initial public offering. The midpoint of the range would value the company at $11.8 billion, or about 26 times earnings in the 12 months through Sept. 30. The IPO is scheduled to price Jan. 31, according to data compiled by Bloomberg. (Bloomberg) 
> Bayer introduced Seresto flea and tick collar, offering eight months of flea and tick protection for dogs or cats. Seresto’s sustained release technology ensures that the two active ingredients, imidacloprid and flumethrin, are slowly and continuously released for eight months. (Vet Advantage)
> Ceva Animal Health announced the launch of Altresyn, the first FDA-approved generic altrenogest for estrus control in mares. (DVM360)
> Hill’s Pet Nutrition announced the launch of Prescription Diet Metabolic Advanced Weight Solution for dogs and cats. The diet is clinically proven nutrition that naturally activates metabolism to burn excess body fat. (company press release)
> Sogeval Laboratories announced the release of TriCOX joint supplement. TriCOX’s patented ingredient UC-II is an immunomodulator that specifically desensitizes the organism to cartilage proteins. Sogeval also introduced Clenz-A-Dent Esteri-Caps, a dental supplement containing esterified fatty acids that targets gum inflammation.  (Vet Advantage, DVM360) 
> Phoenix announced the launch of Omega 3 Mega Gel Caps for dogs and cats. (DVM360)
> Veterinary Transplant Services introduced Fusion osteoinductive bone putty, a combination of demineralized bone and a biphasic calcium phosphate synthetic in a resorbable carrier. (DVM360)
> Creative Science, LLC announced the launch of a new animal health company. The company currently carries several products addressing needs in a variety of species and plans to launch several new products in 2013. The company is led by Brad Butler. (company press release)
> Garmin International Inc. announced a new line of electronic dog training systems: the BarkLimiter series of bark reduction collars and the Delta series of training collars for dogs. (Business Wire) 
> Animal Supply Co. announced it has acquired Summit Pet Product Distributors. Summit Pet will continue to operate under its current management and the same name. Financial terms were not disclosed.  (Pet Product News)
> Vet-Advantage Magazine, Focus Technology Group (FTG) and NoteStreamer, LLC announced the formation of a new jointly owned entity which will operate in the animal health industry as VAM CONNECT, LLC. VAM CONNECT will provide web-based and mobile device platforms for the delivery of sales and marketing documents for distributors and manufacturers. (Vet Advantage)

Is your sales organization ready to meet the demands of the changing animal health environment? Today’s top sales representatives must not only understand the current veterinary practice environment but have situation fluency and be prepared to offer customized solutions for the entire practice. Product-centric selling is no longer effective!

A Brakke custom-designed sales training program will provide your sales organization the knowledge, skills and abilities needed to establish credibility and deliver customized solutions based on the needs and goals of today’s veterinary practice.

For more information about our sales training programs contact Susan Warren at 913.631.2666 or Susan will also be at the upcoming North American Veterinary Conference in Orlando.
> NORTH AMERICA – DISEASE REGULATIONS  Canada and the U.S. announced an agreement to recognize each other’s zoning measures during highly contagious foreign animal disease outbreaks. Under the arrangement, each country intends to accept each other’s decisions on establishing, maintaining and releasing a disease control and eradication zone if an outbreak of a foreign animal disease, such as foot and mouth disease or classical swine fever, occurs. This arrangement will help to minimize trade disruptions while still preventing the spread of disease, should an outbreak occur. (Feedstuffs)
The Kansas City Animal Health Corridor Advisory Board, is now accepting nominations for the 2013 KC Animal Health Corridor Iron Paw award.
The Iron Paw award is given to an individual from research, academia, industry or government, regardless of title, who has provided significant global leadership to the animal health industry throughout their career. The award recipient has contributed to the animal health industry by advancing innovation, education and understanding, public awareness, market expansion or promotion of careers in animal health. Individuals who have positively impacted the KC Animal Health Corridor will be given favorable consideration.

To nominated someone for the Iron Paw award, go to

This week’s news covers a number of new products and services that companies are introducing in 2013. There will probably be an even larger number launched this coming week at the NAVC in Orlando. Early indications are that it will be a busy time in Orlando. The number or press releases and meetings to introduce new programs, products and service activities are rapidly filling up the calendar. Hopefully this high level of activity will create new and increased revenue for the participants during the year.
We’re privileged to be a part of this expansion of services that we’ll be providing to our clients in 2013. We look forward to the many meetings that we have scheduled in the next few days.

Have a great weekend and we’ll see you in Orlando!!
Ron Brakke
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Dallas, TX  75234    USA

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