{"id":36999,"date":"2026-08-07T07:45:00","date_gmt":"2026-08-07T13:45:00","guid":{"rendered":"https:\/\/brakkeconsulting.com\/?p=36999"},"modified":"2026-08-21T07:45:18","modified_gmt":"2026-08-21T13:45:18","slug":"brakke-viewpoint-august-7-2026","status":"publish","type":"post","link":"https:\/\/brakkeconsulting.com\/ja\/brakke-viewpoint-august-7-2026\/","title":{"rendered":"\u30d6\u30e9\u30c3\u30b1\u5c55\u671b\u53f0 2026 \u5e74 8 \u6708 7 \u65e5"},"content":{"rendered":"

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\u6700\u4f4e\u4fa1\u683c\u306b\u57fa\u3065\u3044\u305f\u51e6\u65b9\/\u8cfc\u5165\u6c7a\u5b9a\u306f\u3001\u30d6\u30e9\u30f3\u30c9\u30ed\u30a4\u30e4\u30eb\u30c6\u30a3\u3092\u751f\u307f\u51fa\u3057\u307e\u305b\u3093\u3002\u72ec\u81ea\u306e\u88fd\u54c1\u30e1\u30ea\u30c3\u30c8\u306b\u57fa\u3065\u3044\u305f\u6c7a\u5b9a\u306f\u30d6\u30e9\u30f3\u30c9\u30ed\u30a4\u30e4\u30eb\u30c6\u30a3\u3092\u751f\u307f\u51fa\u3057\u3001\u305d\u306e\u305f\u3081\u72ec\u81ea\u306e\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u4e3b\u5f35\u3092\u4f5c\u6210\u30fb\u63a8\u9032\u3059\u308b\u3053\u3068\u306f\u5927\u304d\u306a\u6210\u679c\u306b\u3064\u306a\u304c\u308a\u307e\u3059\u3002\u5bc4\u751f\u866b\u99c6\u9664\u5264\u5e02\u5834\u306f\u3001\u3053\u3046\u3057\u305f\u72ec\u81ea\u306e\u4e3b\u5f35\u304c\u30d6\u30e9\u30f3\u30c9\u306b\u7af6\u4e89\u512a\u4f4d\u6027\u3092\u3082\u305f\u3089\u3059\u597d\u4f8b\u3067\u3059\u3002\u30be\u30a8\u30c6\u30a3\u30b9\u306f\u3001\u79c1\u304cAdvantage\u00ae Multi\uff08\u30d0\u30a4\u30a8\u30eb\u30fb\u30a8\u30e9\u30f3\u30b3\uff09\u306e\u30b5\u30dd\u30fc\u30c8\u3092\u62c5\u5f53\u3057\u3066\u3044\u305f\u969b\u306b\u958b\u59cb\u3057\u305f\u53d6\u308a\u7d44\u307f\u3092\u6d3b\u7528\u3057\u3001\u30e2\u30ad\u30b7\u30c7\u30af\u30c1\u30f3\u3092\u30d9\u30fc\u30b9\u3068\u3057\u305f\u88fd\u54c1\u3092\u3001\u8010\u6027\u5bc4\u751f\u866b\u306b\u5bfe\u3057\u3066\u6700\u3082\u52b9\u679c\u7684\u306a\u30d5\u30a3\u30e9\u30ea\u30a2\u4e88\u9632\u85ac\u3068\u3057\u3066\u5dee\u5225\u5316\u3057\u3066\u304d\u307e\u3057\u305f\u3002\u88fd\u54c1\/\u5206\u5b50\u306e\u72ec\u81ea\u306e\u7279\u6027\u3092\u898b\u3064\u3051\u51fa\u3057\u3001\u305d\u306e\u5dee\u5225\u5316\u7279\u6027\u3092\u88cf\u4ed8\u3051\u308b\u8abf\u67fb\u3084\u81e8\u5e8a\u8a66\u9a13\u3092\u5b9f\u65bd\u3057\u3001\u9867\u5ba2\u3084\u5c02\u9580\u5bb6\u306b\u3088\u308b\u652f\u6301\u3092\u5f97\u308b\u3053\u3068\u304c\u4e0d\u53ef\u6b20\u3067\u3059\u3002\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u304a\u3088\u3073\u55b6\u696d\u30c1\u30fc\u30e0\u306f\u3001\u3053\u308c\u3089\u306e\u4e3b\u5f35\u3092\u6d3b\u7528\u3057\u3066\u3001\u5b89\u5b9a\u3057\u305f\u5e02\u5834\u30b7\u30a7\u30a2\u3092\u7372\u5f97\u3059\u308b\u3053\u3068\u304c\u3067\u304d\u307e\u3059\u3002.<\/p>\n

\u79c1\u306f\u6700\u8fd1\u3001EASOTIC\u00ae\uff08Virbac\u793e\u88fd\uff09\u3092\u3001\u8033\u708e\u306e\u75c7\u72b6\u3092\u901f\u3084\u304b\u306b\u7de9\u548c\u3059\u308b\u6cbb\u7642\u85ac\u3068\u3057\u3066\u5dee\u5225\u5316\u3059\u308b\u53d6\u308a\u7d44\u307f\u3092\u4e3b\u5c0e\u3057\u307e\u3057\u305f\u3002EASOTIC\u00ae\u306f\u767a\u58f2\u5f53\u521d\u3001\u300c\u670d\u7528\u3057\u3084\u3059\u3044\u300d\u3068\u3044\u3046\u7279\u5fb4\u3067\u4f4d\u7f6e\u3065\u3051\u3089\u308c\u3066\u3044\u307e\u3057\u305f\u304c\u3001\u305d\u306e\u5f8c\u3001Osurnia\u3068Claro\u304c\u305d\u306e\u5730\u4f4d\u3092\u596a\u3044\u307e\u3057\u305f\u3002\u4eca\u56de\u306e\u518d\u30dd\u30b8\u30b7\u30e7\u30cb\u30f3\u30b0\u306b\u3088\u308a\u3001\u65e7\u88fd\u54c1\u306e\u58f2\u4e0a\u9ad8\u306f\u6570\u5e74\u9023\u7d9a\u306720%\u3092\u8d85\u3048\u308b\u6210\u9577\u3092\u9042\u3052\u307e\u3057\u305f\u3002.<\/p>\n

\u7af6\u4e89\u306e\u6fc0\u3057\u3044\u5e02\u5834\u306b\u53c2\u5165\u3057\u3088\u3046\u3068\u3057\u3066\u3044\u307e\u3059\u304b\uff1f\u305d\u308c\u3068\u3082\u3001\u65e2\u306b\u6210\u719f\u3057\u305f\u88fd\u54c1\u3067\u6fc0\u3057\u3044\u7af6\u4e89\u306b\u76f4\u9762\u3057\u3066\u3044\u307e\u3059\u304b\uff1f\u3082\u3057\u304b\u3057\u305f\u3089\u3001\u4fa1\u683c\u3092\u4e0b\u3052\u308b\u3053\u3068\u306f\u5e02\u5834\u30b7\u30a7\u30a2\u306e\u7372\u5f97\u30fb\u7dad\u6301\u306b\u6700\u5584\u306e\u9078\u629e\u80a2\u3067\u306f\u306a\u3044\u304b\u3082\u3057\u308c\u307e\u305b\u3093\u3002\u53ce\u76ca\u6027\u306e\u9ad8\u3044\u4fa1\u683c\u3067\u5e02\u5834\u30b7\u30a7\u30a2\u3092\u7372\u5f97\u3059\u308b\u305f\u3081\u306e\u4ee3\u66ff\u6226\u7565\u3092\u898b\u51fa\u3059\u305f\u3081\u306b\u3001\u6280\u8853\u5206\u6790\u3084\u5e02\u5834\u5206\u6790\u3092\u691c\u8a0e\u3057\u3066\u307f\u308b\u306e\u3082\u826f\u3044\u3067\u3057\u3087\u3046\u3002.<\/p>\n

\u30af\u30ea\u30b9\u30c6\u30a3\u30a2\u30fc\u30ce\u30fb\u30d5\u30a9\u30f3\u30fb\u30b7\u30e0\u30bd\u30f3
\n\u30b7\u30cb\u30a2\u30b3\u30f3\u30b5\u30eb\u30bf\u30f3\u30c8<\/em><\/p>","protected":false},"excerpt":{"rendered":"

As major segments in our industry get crowded and\u00a0new players\u00a0with analog molecules or generics enter the market, there is risk of price erosion and segment value reduction. Prescription\/purchase decisions based on lowest price carry no brand loyalty. Decisions based on unique product benefits generate brand loyalty, thus creating and promoting unique marketing claims really pays off. The parasiticide market is one example where those unique claims give a brand a competitive advantage. Zoetis has been differentiating the moxidectin-based products as the heartworm preventives that perform best in the face of resistant worms, leveraging work initiated when I was supporting Advantage\u00ae Multi (Bayer-Elanco). Finding out the unique features of the product\/molecule, performing surveys or clinical studies to support this differentiating feature, and generating advocacy by customers and experts is critical. The marketing and sales teams can then leverage these claims and gain consistent market share. I recently led the work on differentiating EASOTIC\u00ae (Virbac) as the otitis treatment that provides fast relief of otitis signs. When first launched EASOTIC\u00ae was positioned as \u201ceasy to dose\u201d. Since then, Osurnia and Claro took that position from it. This repositioning allowed an older product to grow sales >20% for several years in a row. Are you entering a competitive market, or have a mature product that is facing intense competition? Maybe price cuts aren\u2019t<\/p>\n

\u5168\u6587\u3092\u898b\u308b<\/a><\/div>\n

;<\/p>","protected":false},"author":19,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[43],"tags":[],"class_list":["post-36999","post","type-post","status-publish","format-standard","hentry","category-viewpoints"],"acf":[],"yoast_head":"\nNews from Brakke Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brakkeconsulting.com\/ja\/brakke-viewpoint-august-7-2026\/\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"News from Brakke Consulting\" \/>\n<meta property=\"og:description\" content=\"As major segments in our industry get crowded and\u00a0new players\u00a0with analog molecules or generics enter the market, there is risk of price erosion and segment value reduction. 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