***********************************
Brakke Consulting’s
Animal Health News & Notes for
Copyright © Brakke Consulting
Editor: Christine Merle DVM, MBA, CVPM
***********************************
IN THE NEWS:
Brakke Consulting News
Equine MegaStudy VI– last week for early-order discount
Brakke Search – We want to hear from you!
Company News
Avare Biotech
Cytophage
Dentalis Animal Health
Elanco
Greencross (AU)
Heartstrings Pet Hospice
ImmuCell
Lap of Love Veterinary Hospice
Lupa Pets
Midwest Veterinary Supply
Midwest Veterinary Supply (mClub)
MWI Animal Health
ScribbleVet
Synchrony
Vetology
Vetopia (UK)
Zenapet
Zoetis (US)
Zoetis (EU)
Animal Health News
Africa
India
World Small Animal Veterinary Association
United States
***********************************
Brakke Consulting Trone Research
Equine Mega Study VI – Early Order Discount Extended
The Equine MegaStudy VI is the most comprehensive resource on horse owner spending and behavior available in the U.S. equine industry.
Fielded in 2025, this updated study provides deep insights into what influences owner preferences, their brand loyalty in product use, and how product use has evolved over the past five years.
- 1,000 U.S. horse owners surveyed
- Covers 450+ brands across 20+ product categories
- Tracks spending, product use frequency, and brand trends
- Includes media consumption, purchasing channel preferences and trends, and decision influences
- Expanded insights on regenerative medicine and joint therapy, and more
- New This Year – Health and fitness technology, financial tools, and management of chronic disease
The cost of the report is $19,500. Orders placed by October 10th qualify for a $1,500 Early Order Discount, plus an additional $1,000 discount for previous purchasers.
For more information contact project manager Dr. Chuck Johnson at cjohnson@brakkeconsulting.com.
***********************************
Company News Releases
- The first FDA conditionally approved drug for the prevention and treatment of New World Screwworm Infestations in Cattle was issued to Zoetis’ Dectomax-CA1. (zoetis.com)
- Elanco opened its new global headquarters in Indianapolis, IN as the cornerstone of One Health Innovation District. (org)
- ImmuCell announced Olivier te Boekhorst as the new President and CEO, replacing Michale F. Brigham on November 1, 2025. Mr. te Boekhorst is currently an Operation Partner at ARCHIMED, a global investment firm. (company press release)
- Jeff Monroe has joined MWI Animal Health in a new position, Vice President of Global Product Technology & Commercial Solutions. (company press release)
- Midwest Veterinary Supply announced the appointment of Mark VanBuskirk as President. (company press release)
- Midwest Veterinary Supply’s mClub, their loyalty program for independent veterinary clinics, have partnered with Synchrony’s CareCredit as their exclusive financing partner. (prnewswire.com)
- Five Veterinary Oral Health Council (VOHC) Seals of Approval were issued to Dentalis Animal Health covering its canine dental sticks, toothpaste and combination products. (com)
- A new educational initiative highlighting peer-reviewed research on functional superfoods found in Zenapet’s pet supplements was announced. (courier-journal.com)
- A lawsuit filed by Lap of Love Veterinary Hospice against Heartstrings Pet Hospice regarding the terms of a non-compete agreement for the metropolitan Atlanta, GA market has been filed and prompted a response from Heartstrings. (com)
- A new partnership between ScribbleVet and Vetology, will streamline radiology workflow through the integration of relevant AI Soap notes into teleradiology submissions. (com)
- London based Lupa Pets received $20 million in Series A funding to launch a Veterinary AI Lab, to develop, refine and test new AI tools for veterinary practice. (com)
- Dubai based, Avare Biotech, has launched their Avare Biotech App with MAKSA ( Mobile-Assisted Key Semen Analysis). Their proprietary technology provides real-time semen evaluation for livestock possible with the use of smartphone camera mounted to a microscope. (com)
- AU- Greencross announced Garrett Lewis as Chief Executive- Veterinary Services. (com.au)
- CA- Cytophage Technologies, a Canadian biotechnology company dedicated to bacteriophage research, participated in a Canadian biomanufacturing mission to France. There they will network with European animal health companies to discuss opportunities based on their successful pilot studies in Europe. (com)
- EU- Expanding into Europe is the latest move by Zoetis’ Vetscan OptiCell point-of-care diagnostic tool. (com)
- UK- Vetopia, a European veterinary group with over 200 practices, has appointed Dr. Ben Hanning to lead its UK-brand specific expansion. (com)
***********************************
Animal Health Stock Price Tracker
***********************************
Brakke Search
US unemployment is ticking up. For the first time since the Pandemic, there are more job seekers than open positions. Our industry is amid its own restructuring. What’s been your experience? Help Brakke Consulting get a read on current hiring trends by completing this short survey.
We will share these animal health and nutrition industry specific results with you in future blogs and white papers at Animal Health Jobs and in the Brakke Consulitng Newsletter. Please click here to take our short survey. All responses to the survey will be kept anonymous and contact information will not be shared.
If you are one of the first 50 respondents to complete the survey, you will be entered into a drawing for a one of two prizes: a free job posting or a free admission to Brakke Consutling’s Industry Overview present at VMX and WVC. The survey link will close Friday, October 3rd. Click here to take the survey.
***********************************
Animal Health News
- The World Small Animal Veterinary Association (WSAVA) has launched the WSAVA Future Association Leader Program to support the next generation of veterinary association leaders. (press release)
- US- MAINE- An Executive Order from the Governor of Maine has established the Maine Life Sciences Innovation Center. (gov)
- US- NYC- The New York City Council allocated $500,000 in the FY 2026 budget to launch a new program for spay and neuter services for cats. This is the first time the Council is funding an initiative dedicated to animals. (nyc.gov)
- US- NATIONAL FARMERS DAY- American Public Television is distributing Women’s Work, a documentary honoring the overlooked legacy of female farmers to PBS stations nationwide for broadcast with a suggested air date of October 12 for National Farmers Day. (press release)
- INDIA- VACCINES- The formation of Veterinary Vaccine India Manufacturers Association was announced to serve as the collective voice of India’s veterinary vaccine manufacturers. (com)
- AFRICA- ONE HEALTH- The African Union Inter- African Bureau for Animal Resources (AU-IBAR) is leading an effort to establish a Digital One Health Platform that will unify animal, human and environmental health actions under a single, integrated framework. (co.ke)
- AFRICA- ANIMAL AFRICAN TRYPANOSOMIASIS- AU-IBAR is spearheading a comprehensive continental strategy to eliminate and eradicate Animal African Trypanosomiasis by 2035. (co.ke)
************************************
Brakke Consulting Viewpoint
As we turn the page to October, it is baseball playoff time. As a Met fan, I am left searching for a team to follow after a slow, painful 3 ½ month collapse into oblivion. I know my friends who are Yankee fans will tell me there is plenty of room on the bandwagon but that will never happen.
In the companion animal space, there is so much focus on the parasiticide market but competition in the dermatology market is about to heat up in a big way. According to Kristen Peck, the CEO of Zoetis, there are more than 20 million dogs that are under or untreated leaving a huge opportunity.
Zoetis built this market with their blockbuster products, Apoquel and Cytopoint. Combined on a moving annual total basis, these products sell in excess of $1.7 billion globally and $1.1 billion in the US alone. Elanco launched Zenrelia in September 2024 but faced challenges with label restrictions, but the FDA recently approved a label odification lifting the label warning. Soon, Merck will be entering the fray with Numelvi, the first 2nd generation JAK inhibitor. Numelvi has been approved in the EU and should be approved in the US shortly.
The gloves are off and the competition is on. The major animal health manufacturers are expanding sales teams, establishing marketing budgets to capture growth and market share in a growing and undertreated dermatology market. Plenty of room on the dermatology bandwagon.
Randy Freides
***********************************
Your View
Last week we asked when the industry might see alternative methods become a reality for animal health new drug approval. Here are the results
| Less than 5 years | 26.7% |
| Next 5-10 years | 38.9% |
| 10-20 years | 18.9% |
| Not in my lifetime!! | 15.6% |
This week
This week let’s stay with the dermatology market topic. We know one of the main reasons pet owners often change veterinarians is for unresolved itching in their dog, frustration prompts them to seek help elsewhere. Have you switched veterinarians because they were not able to properly treat your “itchy” dog?
English 
Portuguese 
Japanese 
Chinese