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Veterinary Market
Dynamics Report
Veterinary Market Dynamics Report, VMDR,
is an annual report providing canine,
feline, and equine, diagnoses, procedures,
and therapeutic regimens.
VMDR report has three major categories:
Therapeutic Class
and Diagnosis Procedure Summary–provides
visit and patient demographic data for diagnostic
classes and each individual diagnosis and
procedure. |
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Product Profiles–each
product profile includes details on distribution
of animal health parameters, diagnosis, regions
and other product use profile.
Market Share by Diagnosis by Patient
Visits–shows market share of
each drug class and individual product for
a given diagnosis or procedure.
Method and instrument
Veterinary Disease and Therapeutic
study collects information with a paper booklet,
which consists of two parts. One is a log
of small ani mal vaccinations and heartworm
preventatives; another is detailed single
patient medical or surgical case form. Data
from 2 to 5 consecutive days of veterinary
doctor activity are collected twice a year
from about 350 doctors.
For instance, vaccination and heartworm information
includes: species, sex, breed, weight, age,
number of visits, diagnosis; products’
manufacturer and brand names, product strength,
form, daily dosage of frequency, and duration
of treatment.
Patient medical and surgical cases forms provide
data on species, breed, sex, case date, weight,
age, number of visits, primary diagnosis,
secondary diagnosis, referral for specialist
mark; drug, dietary product or nutritional,
name, package size or strength, for, daily
doses or frequency, length of therapy.
Benefits of the Veterinary Market
Dynamics Report
Marketing Benefits
• VMDR report
shows therapeutic options and usage
of companion animal products
It allows market
sizing by diseases and procedures
administered by veterinarians
• Drug uses and dosage schedules
linked to diagnoses provide valuable
insights and add
significant depth to sales information
available from manufacturer’s
internal and Market
dynamics sources • It gives
direction for marketing efforts and
product promotions |
Research and Development Benefits
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Incidence data provides accurate parameters
of regional variation
• Report provides dosage parameters
for new product development
• VMDR report assists strategic
planning & new product development. |
Successful VMDR use examples
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• Sized
the number of dogs actually on heartworm
medications, compared to the number
of potential dogs. This underscored
the need for owner education to create
veterinarian traffic
and led to a consumer promotional
campaign.
• Tracked the emerging disease
category KCS, or Dry Eye, which has
given rise to several
new product opportunities.
• Monitored the increased attention
veterinarians have given to dental
infections or
prophylaxis. This
has spawned several new treatments
and nutritionals.
• Identified the potential market
for extending the life of canines
diagnosed with congestive
heart failure, or improving their
quality-of-life. This led to the launch
of an ACE inhibitor.
• Identified the large incidence
of lacerations and wounds without
any specific product in
their therapeutic plan. This highlighted
the need
for a prescription
diet product during these periods
of debilitation.
• Highlighted the large
incidence of roundworms, hookworms,
and whipworms concomitant
with heartworm disease, confirming
the needfor a broad-spectrum parasiticide. |
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Geographical
distribution of panelists
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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| Region |
Canine |
Feline |
Equine |
| Notrheastern |
95 |
94 |
11 |
| Southeastern |
82 |
82 |
8 |
| Upper Midwest
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108 |
107 |
21 |
| Upper Midwest
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86 |
86 |
8 |
| Western |
59 |
60 |
8 |
| Total |
430 |
423 |
76 |
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Sample Custom
Report
Sample pages of the VMDR booklet for
the Single Patient Medical Form, which
doctors fill out with the details
about the animal, diagnosis, and treatment. |
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