EQUINE VETERINARY EDUCATION / AE / SEPTEMBER 2017
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AAEP Educational Partner Profile: Boehringer Ingelheim
In early 2017, Boehringer Ingelheim (BI) and Merial merged to become the leader in equine health. Amidst the merger, an opportunity to leverage the knowledge and expertise from both companies emerged, as did the responsibility to provide support and leadership for the entire equine industry. To illustrate that responsibility, BI has introduced its new brand platform: Unbridle Your Potential. In short, BI provides health care products that will help unlock the potential in each horse.
As the leading equine health company, BI now offers a comprehensive line of products for veterinarians to choose from, including:
® (omeprazole) and UlcerGard® ® and Calvenza®
(omeprazole) , and the Imrab® , Potomavac™ and Recombitek® (firocoxib) equine lines
® (hyaluronate sodium) Injectable Solution, Hyvisc® sodium), Hyalovet® (hyaluronate sodium), Vetalog® Surpass® (1% diclofenac sodium) and Equioxx®
® ® ®
(pergolide tablets) (15% w/w ponazuril) Gold (ivermectin/praziquantel) and ZIMECTERIN (ivermectin)
Each of these BI brands play a role in helping horses reach their full potential. Caring for horses day in and day out requires products that are trusted to perform so every horse can be at its best. Unbridle Your Potential is about bringing out the best in everyone—veterinarians, horse owners, trainers, and the horses we all love.
Find out more about BI’s new platform, and how you can unbridle your own potential, at
unbridleyourpotential.com. Touch Point: Don’t overlook young horse owners for practice growth
Young horse owners (18–40 years) may present an overlooked opportunity for veterinarians seeking to grow their practices, according to AAEP market research. Not only do these young owners provide the most long-term opportunity for business, but their above-average involve- ment in the horse industry adds to their prospective customer value.
Compared with older horse owners, those aged 18–40 are more involved in the horse industry and their horses see an equine veterinarian more frequently. These owners also put as much as or more emphasis on relationship-oriented attributes as they do on their veterinarian’s knowledge and experience. Demonstrating compassion, taking time with the horse, explaining diagnoses and having a pleasant demeanor are characteristics that the younger owner places a higher importance on than older owners.
With lower incomes than older owners, the 18–40 segment is the most cost-sensitive but also the most likely to increase their already frequent usage of veterinarians. Young owners are the most likely to expect to increase their usage of veterinarian services over the next few years (8% vs. 5% for those aged 41+), pointing to stricter regulations at horse shows and plans to do more preventive care and breeding in the future.
Read the complete Touch research report at
touch.aaep.org to obtain more information about the preferences of this important client group. Log in to the Touch website using the same username and password that you use to access
aaep.org.
The bottom line: young horse owners can contribute to your practice’s bottom line if you take the time to understand the attributes they most value in veterinary relationships and services.
(hyaluronate Parenteral (triamcinolone acetonide injectable suspension),
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