What We Do

The F|R Animal Health Practice delivers comprehensive commercial consulting services that are specific to this unique sector of the life sciences industry. The F|R team is comprised of marketing and analytics experts committed to the animal health industry. We have extensive experience in methodologies and approaches to deliver customer and strategic insights that maximize the value of our animal health client's R&D pipeline and in-line products. Our consultative team has first-hand knowledge of the nuances of the animal health industry, delivering actionable insights and recommendations for marketers across farm animal/livestock, companion animal, diagnostics and services.

Strategic Market Research

F|R provides primary market research that creates in-depth understanding of the drivers and trends that characterize commercial opportunity for animal health products. We conduct qualitative and quantitative research across farm animal/livestock, companion animal, diagnostics and services.

Our Approaches:

Qualitative Research: We conduct in-depth interviews (IDIs), focus groups and advisory boards for research that requires deep content findings with smaller sample sizes. Our moderators are knowledgeable industry veterans and technical experts in the subject matter being researched who are able to augment our use of structured interview guides with informed and nuanced probes that provide enhanced depth of insight. Our professionals have a general expertise across the commercial, clinical, scientific and regulatory domains and are able to have “peer-to-peer” discussions with other technical professionals.

Quantitative Research: We provide local and global quantitative research services that provide statistical decision-support information about key research questions. Using larger sample sizes we employ conjoint analysis and discrete choice methods to determine how different product/service/portfolio attributes are valued and tradeoff decisions are made. Our Marketing Scientist professionals have specific expertise in commercial analysis and strategy.

Typical Use Cases: F|R utilizes a variety of methods and techniques to deliver: landscape analysis, market and product opportunity assessments to support brand planning, commercial analysis, customer segmentation, ATU and tracking studies, pricing recommendations, forecasting and promotional analysis.

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Forecasting

F|R provides advanced predictive analytics and forecasts that quantify future performance of products and markets. Our forecasting experts strategically assess opportunities for markets, brands and business units. We accurately and transparently forecast units and/or animals for brands and markets, value assets and characterize and quantify risk under conditions of uncertainty.

Our Approaches: Veterinarian based modeling is utilized for established and newer markets, to estimate the penetration of a product into clinics and its subsequent share of its defined market. For newer or fast changing markets, a patient-based approach is often applied to determine the target patient population and a product’s utilization over time. Our unique demand-based methods and models are used for established markets or brands, focusing on statistical time series methods and insightful analog selection. Modeling uncertainty is a service we provide where we build dynamic simulators that allow “what if” gaming, scenario optimization and testing. Where appropriate, multiple techniques can be used to validate forecast results.

Typical Use Cases: We deliver strategic assessment of opportunities for markets, brands & business units; accurate forecasting of units and/or subjects (early & late stage development, launch brands, in-market products for growth & late stage); simulation of markets with computer-based models; characterization and quantification of risk under conditions of uncertainty; defining, evaluating and planning for different scenarios.

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Pricing

The pricing practice provides holistic pricing strategy and tactics for individual products and portfolios. We work with you to create and maximize a brand's compelling value story for key stakeholders. We can identify influencing factors that differentiate your product and enhance market acceptance at appropriate prices. F|R delivers deep quantitative and qualitative analytics to reduce the uncertainty that can come with pricing strategy for an individual product or a portfolio.

Our Approaches: F|R utilizes different qualitative and quantitative pricing methodologies or combination of techniques to meet client objectives. We conduct conjoint and discrete choice research to understand the impact of pricing options or when appropriate a monadic design to gauge reaction to a single price point. Our techniques include Van Westendorp to determine price sensitivity and Gabor-Granger to assess a customer’s likelihood to purchase. Through our methods, we are able to specify the price point that maximizes net unit contribution while balancing volume and expense.

Typical Use Cases: F|R has worked with clients across all lifecycle stages to provide recommendations and guidance across various scenarios including: launch pricing support, portfolio pricing strategy, new competitive entrant, generic defense strategy and promotional and commercial offering strategies.

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Lifecycle Strategy

F|R offers solutions and insights at every stage of a product’s lifecycle. From development to maturity, F|R utilizes strategic market research and established best practices to guide clients on market preparation, stakeholder influence, launch execution and post launch tracking and measurement.

Our Approaches: F|R employees a variety of qualitative and quantitative techniques and methods to inform strategy at various stages of a product’s lifecycle such as: forecasting and demand planning, pricing, positioning, segmentation, promotional modeling, brand health and ATU tracking, etc.

ypical Use Cases: F|R provides solutions to understand current and future market landscapes, refinement of product profiles, dynamics and drivers of purchase decisions, opportunity and competitor assessment, key market and customer segments, positioning, brand health, communication and promotional tactics and strategies.

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Promotional Analysis

This practice helps our clients understand the motivations, behaviors and influences of key participants that affect the use and purchase of animal health products. Our promotional analysis services inform the trajectory of your brand and measure its progress along the way. We can show you where you are today, where your brand is going and help you make adjustments that optimize spend. With our help, you can optimize every dollar of promotion, understand how effective you and competitors have been by channel/audience, improve customer engagement rates and fine-tune messages.

Our Approaches: F|R enables you to optimize every phase of promotion through thoughtful metrics, advanced modeling and strategic insights. F|R has extensive promotion response modeling capabilities to understand promotional sensitivities, design and build test scenario and “what-if” models and measure campaigns.

Typical Use Cases: We deliver insights into purchase drivers and behaviors, message effectiveness, competitive threats, advertising concept testing, promotional materials and detail aid testing, promotional mix modeling and campaign health.

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Brand Strategy & Planning

F|R has experience with traditional and ethnographic research approaches to offer clients deeper insights into their customers’ behaviors, attitudes, needs and challenges. We identify where there is opportunity to capitalize on market “white space”, and develop solutions and offerings that address target customer needs. We have experience supporting brands at all lifecycle stages from development to maturity.

Our Approaches: We perform qualitative and quantitative market research and characterize market dynamics that generate commercial insights to help inform situation analyses and strategic and tactical planning. These observations and analyses establish opportunities that define strategic options and influence brand planning initiatives.

Typical Use Cases: F|R provides insights and recommendations to inform brand vision, objectives, segmentation, positioning, value proposition, messaging, brand health measurement, ATU tracking, competitive assessment and war gaming..

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