Case studies of commercial strategy in animal health

Whiteboard a management consulting firm specialized in increasing our clients’ market presence by designing & executing tailor-made commercial strategy

M i c k W e l l s , O w n e r

Case studies in animal health

We are a management consulting firm specialized in increasing our clients’ market presence by designing & executing tailor-made commercial strategy.

Over the years I have seen the disparity in resources between the 1% of companies and the 99%, whose leadership often have to focus inordinate amounts of time on operational performance, whose management teams are spread too thin to devote the requisite resources on a broad review of their go-to-market situation.

After years of devising commercial strategy for a large, multi-national pharmaceutical company, I left to found Whiteboard.

I had decided that what I wanted to do was support these small- and mid-sized organizations’ growth by helping them define their long-range commercial strategies.

Unlike our competitors, we don’t provide pre-packaged solutions. We start with our clients’ market positions and the vision for their organizations: points A and B. Then, we engage in creating a plan that connects those two points, ending up with tailor-made commercial strategy fit for their organization.

We are a boutique firm; I do the work myself rather than hand off projects to an associate.

We look at everything; we don't just leave it up to the distribution network to market your brands. Incorporating customer segmentation, positioning & messaging along with channel strategy, we design growth platforms that enable our clients to take control of their destiny in the veterinary health care market.

At the Whiteboard we ally with you on everything from product launches to company introductions into the channel, from commercialization to organizational design. We have experience & success in helping shape our clients’ visions into reality.

www.intothewhiteboard.com +1 336 707 8377

<Mick Wells – LinkedIn>

We have been doing this successfully for over 6-years, with growth faster than the market, creating platforms that serve as a growth drivers long after our engagement is finished. We optimize commercial investment and drive performance over time – anyone can get you a revenue bump in one year, but at what cost?

0.0

10.0

20.0

USDm For mature portfolio, facing 2 competitive launches

Prior to engagement:

• Flat growth from distribution network Results:

• maintained the same spend • added an incremental $19.4m over a 2-year

period (represented 5.5% of total revenue)

CHANNEL STRATEGY

-5%

0%

5%

10%

15%

20%

25%

30% For company with mature brands & no line-

extensions or launches Prior to engagement:

• 2% penetration rates Results:

• Increased new penetrations to 11%; • Average order size increased by 29%

• 1.5% reduction in cost per order by

PROMOTIONAL STRATEGY

Direct engagement with a consolidating customer

base Prior to engagement: • Ad hoc direct involvement with key customers

• Growth in-line with standard accounts Results: • Key & strategic customer strategy • 2-year CAGR of 17% & 8.6% • Aligned contractual agreements

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Standard Key Strategic

KEY ACCOUNT STRATEGY

Results from the