The Experts in Animal Health

Multi-Client Studies

Brakke Consulting Multi-Client Studies

Companies across the animal health, animal nutrition and veterinary industries rely on Brakke Consulting’s multi-client studies for unique insights and in-depth analysis.  Whether benchmarking sales force performance, detailing product segments, or exploring major issues facing the industry,  we’ve been doing this longer than anyone else in animal health.

For more information, contact Amanda McDavid at 336-396-3916 or email


Sales Force Effectiveness Study (May 2021)

A dedicated field sales force calling on companion animal veterinarians represents a major company cost. Sales managers and company executives rely on this report to understand how veterinarians perceive their company’s sales force in absolute terms and as compared to major industry competitors, and to develop strategies for improvement.

Brakke Consulting’s 2020-2021 Sales Force Effectiveness Study revealed strong veterinary opinions about:

  • Sales representatives in general
  • Which, if any, representatives they will or will not see
  • What they expect from representatives
  • How representatives have influenced past purchasing and might influence future purchasing.

The report includes veterinary ratings of the 20 largest company sales forces – animal health, petfood, diagnostic and distributor companies. Where possible, the report compares a company’s performance in 2020-21 to that in the 2018 research. New content addresses the performance of companies and their sales representatives in caring for veterinary practices during the COVID-19 pandemic.


Pain Management Products for Dogs and Cats, March 2021

Over the past 20 years, pain management has grown into one of the leading topics in veterinary medicine and is now a substantial market segment. The Brakke Consulting report, Pain Management Products for Dogs and Cats includes an overview of acute and chronic pain in small animals, a review of products currently used to treat pain in dogs and cats, and estimates of US sales and prices of leading pain management products. The report also includes survey results from 340 veterinarians regarding their approach to pain management.

Key Insights

  • Emerging therapies, including the use of monoclonal antibodies, have the potential to transform the market
  • Human opioid mitigation is impacting veterinary pain management
  • Use of cannabinoids in veterinary medicine is a high-interest area for pet owners


2020 U.S Flea Control & Heartworm Markets Study

Small animal parasite control continues to be one of the largest market segments in animal health. Regardless of the general economy’s direction, sales of flea, tick and heartworm products have grown, year after year, generally at a greater rate than the animal health market as a whole. This update to our annual study addresses the continued evolution of the dynamic flea and heartworm preventatives markets.

The 200-page report includes:

  • Overview of the U.S. veterinary and OTC flea control markets
  • Product descriptions, prices (veterinarian cost and online pricing), and sales for the leading veterinary flea, tick and heartworm products
  • Review of new product launches and products in development
  • 2020 survey of 300+ veterinarians
  • 2020 survey of 500 pet owners

COVID-19: Impact on Pet Care (a study in 3 waves), May-July 2020

Conducted in three monthly waves beginning in May 2020, this study tracked changes in pet owner income, pet ownership, purchasing behavior for key products, and veterinary visits during the COVID-19 pandemic.  The study is based on three separate Internet surveys, each conducted among a random national sample of 1,000 pet owners.


Pet Health Products: Changing Channels, December 2019

This study maps the changing dynamics of pet product distribution and retailing, especially for pet health and nutrition products. Pet Health Products: Changing Channels highlights changes in pet owner purchasing patterns in light of new sales channels and new ways to obtain veterinary services. Based on nationally representative surveys of pet owners and veterinarians, the findings are segmented by pet owner purchaser segments, regions of the country and type of veterinary service provider.

Key pet owner research topics:

  • Purchasing frequency and spending level for pet health and nutrition-related products
  • Changes in channel preference within the last year
  • Importance of convenience, online ordering and home delivery
  • Impact of the source of veterinary services on product purchasing location
  • Role of the veterinarian in brand choice, regardless of purchase location

Key veterinarian research topics

  • Percentage of revenue from product sales
  • Impact of outside services (Chewy, 1800PetMeds, etc.) on product sales
  • Availability of online sales and home delivery through the practice
  • Sales volume and sales trends of home delivered products
  • Service providers usage and satisfaction


Field Sales & Veterinary Teams of Leading Animal Health Companies

This census report provides insights on the size and organizational structure for U.S. field organizations, including field sales reps, inside sales reps, sales management, professional service veterinarians and management and other field specialists for 11 major animal health and veterinary diagnostic companies.

Results are reported separately for companion animal, equine and food animal markets. Food animal sales and service teams are further broken down by species. Sales teams for pharmaceutical companies and diagnostic companies are reported separately.


The Companion Animal Veterinary Telehealth Landscape (October 2018)

Even before the COVID-19 pandemic, veterinary medicine saw the launch of telehealth providers offering new technologies to connect pet owners and veterinarians beyond the traditional exam room.

Brakke Consulting’s report, The Companion Animal Veterinary Telehealth Landscape, answers these questions and more about veterinarian and pet owner experiences, acceptance and expectations about telehealth in veterinary medicine.

Key Topics:

  • The evolution of veterinary telehealth
  • A review of the regulations governing veterinary telehealth
  • An overview of the players in the veterinary telehealth space
  • A survey of companion animal veterinarians probing their awareness and use of veterinary telehealth, interest in using telehealth in the future, and the services they would want in a telehealth platform.
  • A survey of pet owners probing their awareness, interest and current use of telehealth for their pets, and the ways they would use telehealth for their pets
  • Thoughts on the future of veterinary telehealth


Veterinary Practice Home Delivery (June 2018)

Although pharmacy sales have always been an important component of a veterinary clinic’s revenues, veterinarians increasingly need to offer innovative, convenient solutions to compete with online pet pharmacies and retail sources.

Developed from data collected from more than 1,00 companion animal practice respondents for Brakke’s bi-annual Distributor Effectiveness Study, the Veterinary Practice Home Delivery Report contains key information about how companion animal veterinarians provide the purchasing convenience their clients  demand.

Key Topics:

  • Practice and Respondent demographics including practice gross revenue, annual product purchases per practice, Full-Time Equivalent veterinarians per practice, and respondent role in practice
  • Veterinarians methods for addressing client preference for online or phone ordering
  • Frequency of prescriptions written for online retailers
  • Percentage of clinics with an online store, clients’ use of and annual sales volume through the online store
  • Online store/home delivery providers used, including market shares
  • Performance ratings for the three leading home delivery providers – VetSource, Vet’s First Choice and My VetStore Online/JAT – for six attributes including overall performance

Data is presented in aggregate, by region and by practice size, with comparisons to responses in previous reports (2015 and 2013).


Veterinary Technical Services Study (March 2018)

Solid Technical Services support is critical when selling products and services to veterinary practices. Technical Service teams may be responsible for 10% or more of a company’s customer-facing communication.

This joint study by Brakke Consulting and Ipsos Agriculture and Animal Health applies the rigor of the Brakke Consulting Sales Force Excellence analysis to US companion animal Technical Service teams. It analyzes companion animal veterinarians’ expectations for veterinary technical services from leading veterinary pharmaceutical, veterinary device and pet nutrition companies, and how each company’s teams deliver on those expectations. Relative strengths and weaknesses of each company’s team, where they outperform competitors and where they fall short, and what changes would benefit the company most are all presented with our unique insights.


Equine Mega Study IV (January 2018)

This major equine market survey examines the buying behaviors of horse owners by industry and behavioral segments. Based on more than 1,000 respondents in a random national survey, the report examines purchasing frequency by brand and by type of outlet, including veterinarians, internet/catalog suppliers, event exhibitors and brick-and-mortar retail outlets.

The study tracks purchases of more than 400 individual brands in 20 categories:

Insect Control
Skin, coat and hoof care
Liniments and other muscle treatments
Joint therapy
Ulcer prevention and treatment
Wound care
Pain Management
Joint Supplements
Hoof supplements
Skin and coat supplements
Weight Supplements
General Vitamins/Minerals
Breeding Supplements
Digestive Supplements
Calming Supplements

The study measures readership of individual equine publications, catalogs and websites, and the use of social media and mobile devices. It provides a wealth of information on horse owner demographics and segments.

Equine Market MegaStudy IV is an indispensable tool for any company currently providing products or services to the equine industry, or considering entering the market.


Distributor Effectiveness Study (December 2017)

The 2017 Distributor Effectiveness Study is a follow-up to previous bi-annual studies. Using a quantitative survey of over 1,000 companion animal veterinarians, Brakke Consulting identifies what veterinary customers see as a distributor’s most important qualities and analyzes distributor performance on approximately 50 business activities and measures.

Key topics:

  • Practice demographics and purchasing preferences information
  • Performance ratings of key distributors for 11 company level attributes, 19 field sales representative attributes and six inside sales representative attributes, as well as overall performance of the company, field sales representative, and inside sales representative
  • Percentage of accounts purchasing from each distributor nationally and by each of five geographic regions
  • The “Share of Customers’ Wallet” captured by each distributor nationally and by geographic region
  • Inferred market shares for individual distributors reported nationally, by geographic region and by practice size
  • Key drivers of overall distributor company performance rating, overall field sales representative performance rating, product purchase levels and likelihood of recommending the distributor to another veterinarian.


Cancer in Dogs and Cats (September 2017)

Pets are enjoying better health and wellness care than ever before and are living longer because of it. Consequently, geriatric diseases are becoming more commonplace, and cancer is at the top of the list.

The 2017 Cancer Study includes information on the incidence, diagnosis, and treatment of the common veterinary cancers, including treatment cost estimates, based on data from a survey of general veterinary practitioners and pet owners and interviews with veterinary oncologists. Reviews of current and developing veterinary cancer chemotherapeutics are included in the report as well.

As cancer becomes a more important issue to pet owners, they are more willing to spend money to diagnose and treat their pets’ cancers. This report shows you the real market opportunities in this growing area of veterinary medicine.


New Strategies for Health and Performance in US Livestock and Poultry Production (January 2017)

Livestock and poultry producers faced major changes with the loss of shared use antibiotics for growth promotion and the Veterinary Feed Directive (VFD), which became effective Jan. 1, 2017.  New Strategies for Health and Performance in US Livestock and Poultry Production examines how producers responded to these challenges. The report analyzes data from qualitative and quantitative research among producers, veterinarians and nutritionists in beef, dairy, poultry and swine production.

Key topics

  • Changes in production systems
  • Producer’s use of new approaches, technologies and products, including new feed additives
  • Who and what most influence decision-making
  • The initial information necessary to entice a producer to investigate a new product or approach
  • Quality of information and support from specific supplier companies
  • How producers measure the results of these changes

The report includes our in-depth analysis of customer perceptions of company image, product quality and customer service of individual animal health and nutrition suppliers, including pharmaceutical companies, feed, feed additive, and environmental hygiene companies.


US Veterinary Generic Drugs Market (September 2016)

An in-depth look at this intriguing market segment, probing small animal, mixed and equine veterinarians’ understanding and perception of generic products, and their current and expected future use of generics in veterinary practice.


Changing Pet Ownership Study (April 2016)

A study exploring the evolution of pet owner attitudes, lifestyle and purchase behavior and the implications for future pet ownership.  Includes advice on communicating with different pet owner segments and forecasts of future trends in pet ownership.


Pet Pharmaceutical Market Shift (2015)

A study exploring the impact of new pet pharmaceutical distribution models and legislative proposals on pet pharmaceutical manufacturers, distributors, retailers and veterinarians. The report identifies early adopters of the new models and forecasts the factors and timing required to push a large majority of pet owners into the new purchase channels.


Food Animal Sales Team Study (2015)

A comprehensive study evaluating sales force effectiveness in beef, dairy  and swine markets. Includes producer and veterinarian perceptions of the major company sales teams.


Pet Dental Market Study (2015)

A comprehensive study quantifying pet owners’ awareness of the need for pet dental care, and their related purchases in veterinary and OTC channels. The study analyzes the role of dental care products and services in veterinary practice, highlighting the communications gap between veterinarians and pet owners regarding pet dental health.


Veterinary Drug Compounding (2013)

This report profiles the leading veterinary compounders and reports on surveys of small animal and equine veterinarians regarding their use of compounded pharmaceuticals.


Pet Owner Channel Use Study (2012)

The Pet Owner Channel Use Study provides actionable data and long-term perspectives for use in designing marketing and sales channel strategies across product segments.

For more information on these or upcoming studies, call Amanda McDavid 336-396-3916 or contact us at