We humans certainly have benefited from the amazing accomplishments of pharmaceutical and biotech companies in the past year. But, veterinary pharmaceutical companies have their own good news to share.
The global veterinary medicine market—estimated at $28.1 billion to $33.8 billion in 2019—has experienced a historic growth phase influenced by a number of factors. Two key components are an increasing number of zoonotic and chronic diseases, but other drivers include rising rates of pet ownership, and increased prevalence of animal diseases, and growing meat and dairy consumption in developing countries. Each of these has boosted the demand for veterinary pharmaceuticals and vaccines. Add to this the growing number of mergers and acquisitions in the veterinary pharma space, and it’s easy to see why competition is fierce.
To get on top of messaging in this competitive market, veterinary pharmaceutical companies have ramped up the depth and sophistication of their animal health sales training. Where in-house training development once filled the bill, veterinary pharma is now looking for more tech-savvy, engaging platforms. The key is finding partners with cutting-edge chops in pharmaceutical and biotech sales training along with robust experience in the animal health space.
CLD has over 40 years of experience in developing training for the life sciences industry, including 20 years of designing sales training for animal health. Our training curriculums have focused on dogs, cats, horses, dairy, beef cattle, and swine. Across these species, CLD has created more than 150 deliverables covering vaccines and other biologics, antimicrobials, parasiticides, and other pharmaceuticals. Along with specific product training, instruction has included education on:
Animal health training and traditional pharmaceutical training have many similarities, but there are some key differences, including:
- Each sales representative in a division of a veterinary pharmaceutical company (e.g., equine, companion animals, pork, etc.) typically has to be familiar with a broad product portfolio, not just one drug; this means that animal health training has to be as efficient as possible, so the rep isn’t drowning in piles of data
- Animal health field sales representatives frequently travel significant distances throughout their designated territory, especially on the large animal side; that is why a common request is efficient and versatile on-the-go training (e.g., podcasts)
- The MLR process for animal health training is often more streamlined compared to human pharma training
- Animal health training often allows a wider latitude of reference sourcing to support training
- Commercial (Sales) Teams
- Medical Science Liaisons
- Customer Service
- Product Support Staff
CLD has a team of writers and a veterinarian consultant with years of experience developing training for animal health. These developers, along with graphic and technology designers and project managers, have positioned us to complete large projects, work on multiple workstreams, and sustain long-term growth. CLD’s experience allows us to meet our clients at any point in their training development, including needs assessments, curriculum redesign, and product launches—all of which we’ve done for veterinary clients. Solutions include a variety of innovative platforms and instructional design approaches, such as mobile and eLearning formats, live training, virtual training, quick reference materials, audio podcasts, gamification, and more.
References and Further Reading:
Grand View Research. Veterinary medicine market size, share & trends analysis report by animal type (production, companion), by product, by mode of delivery (oral parenteral), by end user, by region, and segment forecast, 2020-2027 [report summary]. https://www.grandviewresearch.com/industry-analysis/veterinary-medicine-market. Accessed January 3, 2021.
Research and Markets. Global animal medicine industry report 2019-2023—Market to grow from $38 billion in 2019 to $61 billion by 2023. https://www.prnewswire.com/news-releases/global-animal-medicine-industry-report-2019-2023---market-to-grow-from-38-billion-in-2019-to-61-billion-by-2023-300985798.html#:~:text=The%20global%20animal%20medicine%20market%20size%20reached%20a%20value%20of,nearly%20%2461%20billion%20by%202023. Accessed March 17, 2021.