by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Agrimarketing : May 2015
2015 NAMA AGRIBUSINESS LEADER OF THE YEAR/ continued from page 42 hours to supporting the veterinary profession through continuing education and other initiatives. With 175,000 engaged users, the Commitment to Veterinarians page on Facebook is the largest online community of veterinarians and veterinary technicians in the country. FUTURE OF MARKETING Lewis believes marketing plays a critical role in educating veterinarians and producers on how to use animal health tools responsibly to maintain consumer confidence. “I think the future of agri-marketing has never been brighter,” Lewis says. “The pushback on antibiotic use creates an opportunity for Zoetis and other animal health companies to reinforce the importance of antibiotics while helping to develop tools and programs to drive responsible use of these medicines. “If marketing is ultimately about engaging customers and connecting with them in emotional ways to evoke a response and behavior, marketing plays a powerful role in training the next generation of progressive producers and veterinarians. Marketing is a powerful platform to engage, motivate and drive change in areas where we need to show responsibility and stewardship of the tools producers use.” Since he started working in animal health nearly eight years ago, Lewis has witnessed increased marketing sophistication in agriculture. “Looking within the walls of Zoetis and thinking about what we see the competition doing, there has been an explosion in the disciplines of marketing,” he says. “All of the tools that have been engaged in other business segments are starting to take root in this space.” Lewis points to digital marketing as an example, with Zoetis leading the evolution in digital tools through social media, e-commerce and marketing automation. TEAM DIVERSITY Lewis also champions diversity within Zoetis and in the animal health industry. Among his initiatives are the Diversity and Inclusion Council as well as the Zoetis Women’s Council, groups that share best practices and support diversity across veterinary and agricultural organizations. “I think every company, every institution and every operation tries to put forth the strongest team of employees that they possibly can,” Lewis says. “Zoetis is no different. We strive to have a workforce that reflects the diversity of the communities, customers and stakeholders we engage with.” Under Lewis’ leadership, Zoetis has funded scholarships for second- and third-year veterinary students. In addition to using traditional criteria of academic performance and financial need to select scholarship winners, the program is working to encourage women and people of different ethnic and cultural backgrounds to pursue careers in veterinary medicine. Through that initiative and others, Lewis has forged close partnerships with veterinary schools TAKING THE VETERINARY SHOW ON THE ROAD In 2013, Clint Lewis and Zoetis supported “Animal Connections: Our Journey Together.” This mobile exhibit highlighted the relationship between people and animals and introduced audiences around the country to the importance of veterinary medicine in human and animal lives. During its two-year tour across the United States, more than 160,000 consumers visited the exhibit. Media coverage generated more than 75 million impressions. The project was a partnership between the Smithsonian Institution Traveling Exhibition Service, the American Veterinary Medical Association and the American Veterinary Medical Foundation. While announcing the exhibition, Lewis emphasized how veterinary professionals help sustain animal health and safeguard public health. “We’re striving to enhance public understanding of the essential role of veterinary professionals,” he said. AM 44 Agri Marketing s May 2015 across the country. “Clint goes out of his way to make contacts broadly across the profession,” says Michael Kotlikoff, VMD, PhD, Dean of the College of Veterinary Medicine at Cornell University. “He has a passion for the importance of increasing diversity in the veterinary profession and uses his substantial influence to help move the profession forward.” FINDING A CAREER HOME In the pharmaceutical world, a move from human health to animal health is sometimes seen as a stepping stone to even greater career growth back in the human sector. But Lewis doesn’t see it that way. “I always say Clint Lewis and Pfizer Animal Health kind of found each other at the same point in our professional maturation,” Lewis says. “It’s been a privilege to experience the sophistication of the animal health business. If I don’t do anything else with my professional career beyond animal health, that would be just fine with me.” Two macro trends add to Lewis’ enthusiasm about his future at Zoetis — population growth and population aging. “We have a need for food to support not just a growing population, but a growing middle class that has a more discerning palate and desires more protein from animal sources,” he says. “At the same time, the population also is aging and wants animal companionship and the best health care for their pets as well as for themselves. “Zoetis sits at the nexus of these two trends. It’s exciting for me to play a role in a company that sits as a market leader in helping to develop new tools for producers and veterinarians and new technologies and medicines to improve the well-being and productivity of animals.” AM