Trone Research and Consulting
Category: Pet

The Open Pet Pharmaceutical Transition: The Early Mover Mindset

Having too few options in life can be limiting and frustrating.

This is especially true in the pet pharmaceutical market where pet owners want more prescription options from both a price and convenience standpoint. We uncovered this trend in our recent Pet Pharmaceutical Market Study1, which revealed a shift in pet pharmaceutical revenue from the veterinary pharmacy to online pharmacies and brick-and-mortar retail pharmacies.

But who are the pet owners leading this shift? We’ve identified them as “Early Movers” and they’re led by their desire for choice, price, transparency and convenience.

It is and will continue to be extremely important for pet pharmaceutical marketers to understand Early Movers’ behavior, mindset and motivators to capitalize on this audience segment. Marketers should consider implementing programs that help veterinarians understand the value of transparency with Early Mover clients. Offering tools like in-clinic education materials can help veterinarians better communicate and connect with this important segment of the pet-owning population.

To learn more about our decades of pet industry experience or why we know so much about Early Movers, contact Kimberly Ness.

Early Movers Infographic

1Pet Pharmaceutical Market Study conducted by Trone Brand Energy and Brakke Consulting.

Scott Layne

Scott Layne

President

Scott is a senior research practitioner with more than 25 years of experience with Top 50 market research firms such as Bellomy Research and M/A/R/C Research.

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He is a poised and respected industry leader with a proven track record of solving business problems for Fortune 500 companies. Scott’s extensive research experience spans consumer products and services in B2C and B2B industries, including telecom, utility, CPG, automotive, financial services, travel and leisure, retail, textile/apparel and pharmaceutical.

Our one lab advantage means one team, one call, one lab for all your testing needs, making it convenient for both you and your patients.

Kimberly Ness

SVP, Insights & Marketing

With 25+ years of experience across research, branding and marketing, Kimberly has the unique ability to transform complicated data into a simple strategic plan that achieves results.

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She has led marketing efforts for global and national brands and has a specialty in animal health, working with brands like Zoetis, Boeringer Ingelheim and Mars Petcare. She is known as an industry thought leader and has been a featured speaker at Global Pet Expo, AAHA, CBI, Brakke Consulting and Fetch, a dvm360 conference.

Tom Minsel

Tom Minsel

PhD, Head of Research & Data Science

Tom is our PhD Statistician and master data miner with 25+ years in direct marketing, customer targeting, modeling and research design.

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His areas of expertise include statistics, applied and theoretical measurement, psychological research, survey research, summative and formative evaluation, SAS, sampling, trend analysis and generally all things analytics. Tom oversees more than 65 comprehensive studies each year to help clients better understand their customers.