April 2009
Edited
by:
Dennis Scott BVSc MACVSc
Ethical
Agents Ltd 54 Hobill Ave Wiri PO Box 97-110 Manukau
City Manukau 2241
Ph 09-262-1388
Fax 09-262-1411 Freephone
0800 800-624
email eage@xtra.co.nz website
www.ethicalagents.co.nz
Major focus on the science of starter drenches
The ketotic cow
What are emulsions?
Don’t dose Clavaseptin - just give it to the cat!
April is equinox time, halfway between summer and winter, thus it is a time of change.
In the words of Charles Darwin, quoted inside this newsletter, “It is not the strongest of the species that survives nor the most intelligent, but the ones that are the most responsive to change.”
This is the basis of an adapt or die philosophy and is highly relevant to the pharmaceutical marketplace where constant new technology means that a market that is not defended will soon be overtaken.
This of course brings opportunity and nowhere is this more appropriate than in the continual competition between rural vets and the farmshops.
Adapt and compete from a position of strength, not the weakness of the price war.
In keeping with a change of season, and a focus on farm animals before the all important spring, this concept of competition is highlighted in this newsletter with the announcement of a new starter drench, Calsart, a product of some years research before launching, i.e. not another “me too” and a product that will give veterinary practices a considerable marketing advantage in this highly contested area.
Rather than rush another product into this market Ethical Agents has taken some years, with prior knowledge of Calol marketing, researching a quality product that
fulfills the criteria of high energy, aesthetic appearance, mineral uptake and flowability. The final guideline of comparative pricing has also been satisfied.
In the spirit of change, and on the basis that change for the sake of change is often no bad thing, look for some changes in the presentation of Ethical Agents over the next few months.
The website (probably the first animal health one ever in NZ) is undergoing a radical overhaul and, once it is up and running, future editions of this newsletter will be similar in format to the website.
The Book 2009 is out soon, with some radical changes but overall the company service and products supplied will be of the same high standard - and there will still be a good supplies of funnies in the newsletter!