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Agrimarketing : January February 2008
70 AgriMarketing January/February 2008 Editor's note: Although Mr. Corcoran recently announced his retirement, because of his leadership in the animal health industry, we know agri-marketers will find his observations of high interest. AM: Please provide an overview of Fort Dodge Animal Health (FDAH) and its activities . TC: FDAH is a leading manufacturer and marketer of animal health prod- ucts in the livestock, companion ani- mal, equine, poultry and swine industries. Some of our key products include West Nile-Innovator and Innovator combination vaccines, ProMeris, CYDECTIN, QUEST Gel, and the Pyramid, Duramune and Fel- O-Vax vaccine lines. FDAH also supports the animal health industry through educational initiatives, such as National Pet Well- ness, Healthy Cats for Life and Amer- ica's Healthy Horse. The company has teamed with key trade organizations to create educational campaigns and materials for horse and pet owners stressing the importance of wellness exams and preventative care. AM: What new products is Fort Dodge introducing? TC: The company recently launched ProMeris, a line of flea and tick con- trol products for companion animals. The introduction of ProMeris allows FDAH to compete in the global flea and tick market, the largest segment in the animal health industry. The company has also recently teamed with the National Cattle- men's Foundation to develop the Fort Dodge Animal Health Legacy Scholarship program, which helps fund scholarships for bovine veterinary and animal science stu- dents with an emphasis in beef or dairy production. AM: What are the current major chal- lenges/opportunities for the animal health industry? TC: Advancements in research will continue to allow the industry oppor- tunities to bring more unique prod- ucts to the market. For example, in response to the avian influenza out- breaks throughout the world, FDAH utilized reverse genetics, a cutting- edge technology being used in the development of human vaccines. This technology allowed FDAH to take components from three different avian influenza viruses and bring them together in a single product. A significant challenge facing the animal health profession, and the livestock sector in particular, is the shortage of large-animal veterinari- ans. According to the American Veterinary Medical Association (AVMA), only about 22% of AVMA members treated large animals at least part time in 2004. That number is down from 45% in 1986. AM: How has the industry changed in the past three years? TC: The food-animal sectors continue to consolidate, especially dairies, swine and poultry. For example, dairies with 200 or more cows now produce 68 % of the nation's milk and it is estimated by the year 2012, these dairies will produce 76 % of the milk. This consolidation has resulted in more scientific decisions regarding product selection. Because today's livestock produc- ers require the most professional sales and technical representation from the industry, FDAH sales managers and field veterinarians provide custom vaccine programs, implant and dewormer protocols and value-added programs to our customers. Another significant change in recent years has been the greater emphasis on the pet being a member of the family. We understand the strong animal-human bond, and focus on helping pets live longer, healthier lives by providing veterinarians and pet owners with high-quality prod- ucts and educational programs. AM: What role does communications have in your marketing activities? TC: Effective communications is vital to the success of our marketing initia- tives. It helps ensure strong messaging, builds brand equity and increases the industry's awareness of our products, programs and services. The integration between marketing and communica- tions is essential to the success of our business. AM: What is your outlook for the 2008 North American livestock sector? TC: Although producers are faced with high grain prices, beef demand contin- ues to be strong. The Canadian border is open to cattle trade again and several international markets are open to U.S. beef imports. While it's difficult to pre- dict the next "challenge," the business environment should be conducive to a good year for animal health products in the cattle sector. AM Name: E. Thomas Corcoran Title: President, Fort Dodge Animal Health, Overland Park, KS Career: Joined Fort Dodge in 1985 as Division President. He was promoted to Vice President of Wyeth in 1993 with responsibility for the animal health and specialty pharmaceutical businesses. In 1995, he was named President of the global animal health business. Education: B.S. in marketing from the University of South Alabama. Graduate studies at the University of South Florida. ANIMAL HEALTH: CHALLENGES & CHANGES : FORT DODGE ANIMAL HEALTH
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