Session1 4 VONTROTT 25032008

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