Chris Ragland`s presentation - American Veterinary Distributors

Transcription

The Animal Health
Industry’s Leading
Supplier of
“Actionable”
Business
Intelligence
Chris Ragland,
CEO
Animalytix LLC
The ALYX Market
Survey Reporting
Series
Turning Data
into Action →
Animalytix Was Created to Address This Market
Insight Gap for Manufacturers & Distributors
•
The primary business objective for the development of the
Animalytix business intelligence platform was to provide timely,
geo-located sales information to make the market transparent
for subscribing manufacturers and others with an interest in the
animal health industry as well as the participating network of
distributor data providers
•
Market transparency is critical to allow markets to undertake
rationale decision making, improve resource deployment and
align compensation and resource investments with performance
and opportunity
•
Achieving this objective required the development of several
novel methodologies … one of which we will discuss today
AVDA Annual Conf. 2013
Property of Animalytix LLC / Copyright©2013 Animalytix LLC. All Rights Reserved.
The US Animal Health Market is Complex
*
with More than 100,000 Points of Sale
•
•
•
•
Veterinary practitioners drive revenues exceeding $ 3.0 bln per
annum while leading retailers drive substantial flea & tick sales
Sales to beef, dairy and
pork producers result in
Veterinarians* ,
60,000
an additional $ 2.0+ bln in
revenues primarily driven
Tractor Supply*,
948
via OTC channels
Other Ag
$ 450 mln in Equine
Livestock
Retail*, 10,000
Producers*,
Pet Smart, 1,150
purchases are split among
20,000
PetCo, 1,000
OTC & vet channels
Pet Specialty,
6,450
Kmart,
Target,
On-line transactions total
1,327
1,724
Wal-Mart, 4,300
$ 300-500 mln & growing
* Initial ALYX Target Markets
* 500+ cow operations; major feed yard sand integrated pork producers
Animalytix Uses Distributor Sales Data to Develop
Market Insight Reports for Subscribers & Providers
(Quarterly Share of Market by Segment per Territory)
(Aggregated Transactions)
(Raw Transactions)
(Run Privacy Protocol)
(Monthly Market Surveys with Privacy Rules Applied – Dollars & Doses by Product )
Subscriber #1
Subscriber #2
Subscriber #3
Subscriber #4
Subscriber #5
The Animalytix Providers Network Include Sales
Data from the Following Distributors:
Animalytix Participating Distributors
Animal Health International
Miller Veterinary Supply 3
Valley Vet Supply
Butler Schein Animal Health
MWI Veterinary Supply
Vet Med Center
IVESCO3
Nelson Laboratories 2
Veterinary Provisions, Inc.
Jeffers Supply 1
Northwest Veterinary Supply
Victor Medical Company
Merritt Veterinary Supply
PCI, Inc.2
Webster Veterinary
Micro Beef Technologies 2
PVP, Ltd.4
Midwest Veterinary Supply
Sioux Nation Ag Center
1
selected catego ries; 2 includes pre-acquisitio n histo ry; 3 currently o n-bo arding; 4 data secured
via bankruptcy auctio n
Last updated March 27, 2013
Data transmissions provided daily or weekly by each Participant
The Animalytix Platform is Unique in its Ability to
Deliver Geo-Located Business Intelligence
12,000+ Products
500 Manufacturers
400,000+ purchasers
$42.0 b in sales transactions
Published monthly
Animalytix Cattle Surveys Reflect $1.2+ b in Annual
Sales to 75,000+ Cattle Production / Vet Locations
Anabolic Implants - $ 110m
12,000 locations
Anti-parasitics - $ 156m
70,000 locations
Anti - infectives- $480m
58,000 locations
Intramammary Infusions - $81m
14,000 Locations
Vaccines - $260m
52,000 locations
Specialty Pharms - $58m
71,000 locations
Reproduction Hormones - $ 88m
34,000 locations
Animalytix Small Animal Market Surveys Reflect
$2.5+ billion in Annual Sales to 70,000+ Locations
Syringes, Needles & Sutures
- $ 255m / 68,000 locations
Flea, Tick & Heartworm - $635m
68,000 locations
NSAIDs - $160m
52,000 Locations
Anti - infectives- $125m
40,000 locations
Dermatologicals - $175m
89,000 locations
Nutraceuticals - $180m
118,000 locations
Specialty Pharms - $245m
63,000 locations
Vaccines - $279m
49,000 locations
Diagnostics - $395m
39,000 locations
Human Label Pharma - $190m
71,500 locations
The Animalytix Smart Sort™ Methodology uses this
Extensive Data Base to Support 4 Novel Outputs
Customer Typing
Purchasing profiles, including specific products as inclusion and
exclusion criteria determine categorization among veterinary, retail
and livestock production categories
Animal Populations
Inclusion and exclusion criteria above combined with purchase
quantities and ratios among selected Sentinel products purchased are
utilized to determine “cared for” animal populations (denominator)
Market Potential & Penetration
“Cared for” animal estimates are combined with animal practice
assumptions per product category to define potential which is then
combined with actual sales data to determine market penetration
ALX Utilizes its Proprietary Smart Sort™ Method for
Segmentation of 400,000+ Purchasing Locations
400,000+ Market
Consumption Points
Vet
Non-Vet
Retail
Ag-Retail
Tack Shop
Species Specific
Non-Retail
Swine
Ruminant
Dairy
Heifer Grower
Equine
Swine
Bovine
Ovid
Comp. An.
Retail
Equine
RUM
Sm. An.
Mixed
Lg. An.
Comp.
An.
Beef
Calf Ranch
Non-Specific
Feedlot
Cow-Calf
Smart Sort™ Utilizes Defined Criteria within its
Business Logic for Segmentation
•
Species Specific: 67% or more of total purchases associated with
a single species (RUM, EQ, SWI, SA, OTHER)
•
Large & Companion Animal: 80% or more of total purchases for
ruminant & swine (large) or of equine & small animal (companion)
•
Mixed Vet: Total sales reflect less than 80% of either large or
companion animal products
•
Sub-Distributor: Driven by sales volumes & breadth of purchasing
across all product categories
•
Inclusion & Exclusion Criteria: presence or absence of soft goods,
reproductive vaccines, beta agonists, terminal implants, mastitis
treatments, scheduled drugs, and other specialized items are used
as “Sentinel Products” to assist in segmentation efforts
By the Numbers
… A Few Findings from
2012 Smart Sort Industry Results
™
Sentinel Product Monitoring Show Marked Shifts
in Cattle Populations from 2010 to 2012
14,000,000
12,000,000
10,000,000
8,000,000
2010
2012
6,000,000
4,000,000
2,000,000
CA
CO
IA
ID
KS
MN
MO
MT
NE
NM
OK
OR
SD
TX
Doses of 7/8-way clostridial vaccines purchased in 2010 and 2012
While Total 7/8-way Clostridial Doses are Down
4%, Variance by State is Much Higher
1,000,000
20%
15%
500,000
10%
-
5%
CA
CO
IA
ID
KS
MN
MO
MT
NE
NM
OK
OR
SD
TX
0%
(500,000)
-5%
(1,000,000)
-10%
-15%
(1,500,000)
-20%
(2,000,000)
-25%
Dose VAR
VAR %
IBR Dose Consumptions Patterns Confirm the
Trend in Declining 6% During the Same Period
16,000,000
14,000,000
12,000,000
10,000,000
2010
8,000,000
2012
6,000,000
4,000,000
2,000,000
0
CA
CO
IA
ID
KS
MN
MT
NE
NM
OK
SD
TX
WA
Losses in Cattle Feeding Regions were Partially
Offset by Gains in Some Cow/Calf & Dairy Markets
600,000
30%
400,000
25%
200,000
20%
15%
CA
CO
IA
ID
KS
MN
MT
NE
NM
OK
SD
(200,000)
TX
WA
10%
5%
(400,000)
0%
(600,000)
-5%
(800,000)
-10%
(1,000,000)
-15%
(1,200,000)
-20%
(1,400,000)
-25%
Dose VAR
VAR %
In 2012, Small Animal Specialty Practices Treated
75% of 32.5 million “Cared For” Dogs
"Cared For" Dogs - 2012
"Cared For" Dogs - 2012
4%
6%
4%
2%
2%
6%
DVM - Mixed
DVM - Mixed
DVM - Comp. An. (
DVM - Comp.
An.- (SA
& EQ)
DVM
Small
Anima
0.4%
0.4%
“Pet Retail” is considered
11%
under-represented at
2%
in the current ALX data
set due to minimal
2%
catalog and regional OTC
distributor participation
11%
DVM - SmallPet
Animal
Retail
2%
75%
75%
Pet Retail Other
Other
SA Rescue
SA Rescue DVM - Other
DVM - Other
“Cared For” dogs defined as those receiving an annual DAP vaccination series
36% of “Cared For” Dogs were Located in the Top 5
States; 52% were Located in the Top 10 States
"Cared For" Dogs by State - 2012
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
TX FL NC OH PA MI VA IN WI WA AL LA MN MD NM MS AR CT NE WV MT HI WY SD ND DC
The Top 25 Major Metro Areas Represented 1/3rd of
All “Cared For” Dogs in 2012
"Cared For" Dogs Major Metro Areas - 2012
1,500,000
1,200,000
900,000
600,000
300,000
-
“Cared For” Spending by State for a Defined Market
Basket Varied from $12 - $45 per dog in 2012
AIF
NSAID
Sp. Pharms
Derms
Human Label
$50
$45
$40
$35
$30
$25
$20
$15
$10
$-
AK
DC
NE
NJ
CT
WA
MN
VT
OR
DE
WY
MD
CO
NH
MA
ME
RI
PA
NY
HI
VA
WI
ND
CA
OH
SD
MI
IL
MT
IA
WV
UT
ID
IN
FL
NV
NC
AZ
GA
MO
LA
AR
KY
TX
TN
SC
KS
AL
MS
OK
NM
$5
Market Basket Includes: Anti-infectives, NSAIDs, Dermatologicals, Human Labeled Pharmaceuticals and
Specialty Pharmaceuticals / Excludes vaccines, anti-parasitics, diagnostics and supplies
Average Surgical Expense per State Varied Nearly
4-Fold from $3.80 - $15.50 per “Cared For” Dog
Surgical Expense per "Cared For" Dog
$18.00
$16.00
$14.00
$12.00
$10.00
$8.00
$6.00
$4.00
$-
AK
DC
WY
WA
NJ
CO
ND
VT
OR
ID
CT
SD
MA
NH
PA
MT
RI
ME
DE
MD
NY
VA
UT
CA
OH
NV
MI
HI
AZ
IL
WI
WV
KY
NC
IN
MN
AR
GA
TX
MO
NE
FL
AL
TN
IA
LA
OK
SC
KS
NM
MS
$2.00
Surgical Suite Sentinel Basket Includes: Anesthesia, Fluids & Sutures
The Euthanasia Drug-Related Expenses per “Cared
For” Dog varied 4-fold from $0.20 - $0.90
Euthanasia Expense per "Cared For" Dog
$1.00
$0.90
$0.80
$0.70
$0.60
$0.50
$0.40
$0.30
$0.20
$-
WY
VT
MT
ND
NH
ME
ID
WA
OR
PA
CO
SD
NJ
OH
MA
UT
CT
RI
DE
MI
VA
MN
NY
MD
AZ
WV
WI
IN
DC
GA
NV
IL
KY
CA
MO
SC
IA
NC
AK
AR
OK
NE
LA
AL
NM
TN
KS
TX
MS
FL
HI
$0.10
For More Information
Contact Brad Holen
[email protected]
The Animal Health
Industry’s Leading
Supplier of
“Actionable”
Business
Intelligence
Chris Ragland,
CEO
Animalytix LLC
The ALYX Market
Survey Reporting
Series
Turning Data
into Action →

Chris Ragland`s presentation - American Veterinary Distributors

Transcription

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