OIE Conference Dakar 2008

Can modern marketing methodologies increase access to veterinary medicinal

products in Africa?

Dr Wilhelm von Trott Head of Marketing

Boehringer Ingelheim Animal Health

Our Commitment• Product:• - Products that meet the real needs of African veterinarians & farmers

– safety– efficacy– convenience

• Place:• - Distribution channels

– Public Animal Health Services – Private distribution companies– Direct imports by big clinics or farms

• Price:• - Elements of pricing

– Active ingredient – sourcing– Manufacturing & quality control – Transport– Margins– Taxes and tariffs

• Promotion:• - Create added value through modern and intelligent promotion

– technical services– training– print material– electronic media

Conclusions

• Application of modern marketing methods can well lead to improve access to veterinary drugs and vaccines in Africa.

• Most important is to understand the real needs of farmers and veterinarians and to respect these needs in all marketing aspects, summarized under the “4 Ps”.

• Marketing of veterinary drugs and vaccines is not exclusively done by pharmaceutical companies, but is the consequence of the interaction of public services, private companies and the industry.

OIE Conference Dakar

• Thank you for your attention