The Experts in Animal Health

Brakke Consulting’s
Animal Health News & Notes for January 10, 2020
Copyright © Brakke Consulting

Editor: Lynn Fondon DVM MBA


Brakke Consulting news
New Consultant joins Brakke Consulting
Pet Health Products Changing Channels now available!
2020 Industry Overview at VMX & WVC last week to register!

Note: Our regular coverage of industry news will resume on January 17 along with our editor, Lynn Fondon who is on a long-planned vacation. Next week’s edition will include the news for the weeks of January 10 and 17.



Brakke Consulting is please to announce the addition of Paul Casady to the Brakke team.

Paul is a veteran senior executive that has held positions at both Merck and Merial (now part of Boehringer Ingelheim) where he held roles in both country and regional management and served on their global leadership teams. Through the years Paul has had over 20 years involved in international animal health.  He brings extensive knowledge of the animal health industry, but also has significant experience in mergers and acquisitions, strategic planning and execution, operation effectiveness, and leadership and executive development.  Along with these key business skills, he has a tremendous understanding and appreciation for multi-cultural business management due to his extensive time both working and living internationally.  Paul will help Brakke Consulting help client in these critical areas.

Paul can be reached at  or 770-624-7972. 




Are pet product sales at an inflection point?

A new report from Brakke Consulting measures and characterizes the most dynamic changes taking place in the marketing of pet products – the emergence of new channels and the changing purchasing behaviors of pet owners, especially as it relates to products traditionally purchased at the veterinary clinic.

Pet Health Products: Changing Channels is based on two national, representative studies: one of over 1,000 pet owners, the other of over 550 companion animal veterinarians.  The data from these surveys are compared to data from previous Brakke studies in these areas to highlight trends.

This timely new report provides marketers and investors key insights to help:

  • Focus resources in the most productive areas
  • Build more effective defense strategies in key channels
  • Recalibrate channel strategies for principal products
  • Build innovative channel strategies for new products and categories
  • Design investment strategies based on “fishing where the fish are”

Pet Health Products, Changing Channels is now available for purchase.  Cost per report is $10,000.  For more information about this important study please contact at John Volk at or Bob Jones at


Announcing the 2020 Brakke Industry Overview

Information to keep you ahead of the pack

Register now to receive the pre-conference pricing!

Presented at VMX: Tuesday January 21, 2020, 2-4 pm, Hyatt Regency Plaza Int’l I

Presented at WVC: February 18, 2020, 2-4 pm, Four Seasons Hotel, Acacia Ballroom

What do industry consolidation, CBD and African Swine Fever have in common?  They are all important topics covered in Brakke Consulting’s annual Industry Overview presented at VMX and WVC in early 2020.

2019 was an especially newsy year, and many events have long-range implications for the animal health industry.  Key topics and presenters include:

  • Industry performance and a special analysis of the public companies in animal health (Dr. Bob Jones and Randy Freides)
  • Vet practice consolidation, CBD, monoclonal antibodies and other new companion animal technologies (John Volk)
  • Disruptive technologies and the changing landscape of the diagnostics industry (Dr. Mike McGinley)
  • African Swine fever, plant-based meat and milk products and their impact on protein and animal health product demand (Dr. Cary Christensen)

This information-packed 2-hour session will be especially valuable for executive leadership, sales and marketing, strategy and finance managers.

Sign up today on our website at  Or email Amanda McDavid or call her at 336-396-3916.  Pre-registration cost is $400; there are discounts for multiple attendees from the same company.  Register by Friday, January 17 to receive the pre-conference pricing. We look forward to seeing you there!




This is not the normal News & Notes this week – not a lot of news, but a lot of announcements – and thanks for reading this far.  We hope to see many of you at our Industry Overview at VMX in Orlando, or next month in Las Vegas at the WVC.  The Overview will focus on important trends in and issues facing our industry, as well the performance of the largest companies competing in the animal health world.  But at the end of this week’s News & Notes, I’d like to focus on a few people.

The reason we don’t have much news is because the only editor we’ve had is on vacation in a far-away place with her family.  Dr. Lynn Fondon is taking a well-deserved break away from computers, wifi and email.  She will be back at her editing desk next week, so we’ll have news for you in the next newsletter.

The other person to mention is our newest consultant, Paul Casady.  We are quite excited to have Paul on the team – his broad animal health experience and his international experience will be a great addition to the experts we have on the Brakke Consulting team.  Sometimes we forget how international our industry really is and Paul has lived it.  Like many of us, he ascribes to the belief that “It’s All About People”, so, Paul, welcome to the team.

Bob Jones


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