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Animal Health
Study
The Animal Health Study, AHS is
a quarterly study measuring the
quantity of pharmaceutical, biological
and diagnostic and purchases or
sales in the continental United
States. These are products used
for therapy, diagnosis and health
maintenance of Companion Animals
and Livestock. Published since 1960,
this report provides a consistent
and an increasingly reliable source
of extensive market information.
Methodology
Data are collected from the veterinarians
for the Veterinary Channel and Over
the Counter, OTC, distributors for
the OTC
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channel
from the purchasing invoices and sales tapes
correspondingly. Veterinarians and distributors
are projected to universe totals for each
of the 5 census regions. All other channels
are projected to national population totals,
based on current USDA and other census data
sources.
Benefits and usage of Animal Health
Study
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Data are best utilized by examining
the trends over time in market share,
its change, and
sales growth with less emphasis on
the absolute sales figures.
•
The study tracks all therapeutic areas
and products.
• Data can be broken down by
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Major
species – cattle, swine,
equine, feline, canine.
Purchase Channel –
such as ethical distribution, i.e.,
small animal, large animal
veterinarian; and OTC, i.e., distributor,
feed lots, retail farm supply, co-op
stores.
Product classes – analgesics,
biologicals, etc.
Product
categories – analgesics
anti-arthritic, biologicals SA rabies
and etc.
Manufacturer, product, and package
Delivery
form – aerosol, caplets,
subcutaneous injection, topical liquids,etc.
Main active ingredient –
all products with amoxicillin trihydrate
as primary ingredient.
•
All historical and current data are
measured in Moving Annual Total, MAT,
and quarter dollar,
unit, EUnit (doses) sales and sales
increment.
•
Report delivery formats include paper
report, Hyperion-Brio cube, custom
Excel output,and
dynamic online report (MDIView).
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Panel composition
and demographics
Over 1500 data sources reflecting 6 distribution
channels and 5 census region are selected
for the study. The panel is constructed
and maintained balanced for the practice
type and geographical regions.
Study constraints
Data will not completely match the size
or timing of manufacturer sales out data
or destroyed doses measured with other internal
and external sources.
•
Data for lower volume products, especially
the ones with smaller penetration,
should be used
to examine trends over time, rather
than looking at exact sales values.
•
Does not track corporate (VCA, Banfield)
clinics. Swine integrators, catalogue
sales, Internet
sales, superstore sales, large dairy
producers.
•
The study does not track specialty
and emergency clinics. |
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Geographical
distribution of panelists doctor
Table represents the geographical
distribution of panelists doctor among
5 regions in the continental US. Figurea
are number of doctors by region and
type of animal. |
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Popluation |
Panel |
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Veterinary
Channel |
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Small
Animal |
32727 |
880 |
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Mixed
Practice |
8869 |
328 |
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Large
Animal's |
4122 |
167 |
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Equinc |
1755 |
78 |
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OTC
Channel |
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Large
OTC distributors |
52 |
36 |
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Small
OTC distributors |
29 |
14 |
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Farm
Supply Stores |
560 |
31 |
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Farm
Co-ops |
307 |
31 |
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Feedots |
113 |
22 |
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Panel
composition and geographical
distribution (numbers
as of Autumn of 2006),
with details on the number
of panelists in each category
for Veterinary Channel
and OTC channel. |
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Distribution
Channels Coverage
Animal health study covers most
of ethical veterinary and OTC
distribution channels. Thoseagents
that are not part of the panel
are measured indirctely through
data at different levels of
the same distribution path.
Numbers under veterinary market
agents represent AHS panelists. |
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Animal
Health Manufacturer
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In
the Panel
Measured
Indirectly
Not
in the panel |
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Sample
Custom Report
This sample shows the
structure of a customized
report on Moving Annual
Total, MAT, in dollars
and per cent of market
share for products grouped
by manufacturer.
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