The client was looking to understand competitor strategies for dealing with pandemic-related supply issues. It also wanted to identify the channels for which competitors were prioritizing supply allocations. The third objective was to understand how competitors were maintaining relationships and calling on veterinary practices during the pandemic.
The Maia team conducted 20+ interviews with current and former competitor employees, veterinarians, practice owners, and veterinary practice managers.
After the interviews were completed, the Maia team determined that competitors were prioritizing supply allocations to DTC programs and e-commerce retailers vs. in-clinic sales. We also discovered that one key competitor was piloting a DTC model. The team also identified competitor methodologies for interacting with veterinary clinics, as well as unmet needs that clinics were experiencing.
The Maia team recommended opportunities for the client to better support veterinary clinics, in terms of education, and co-branded DTC offerings.