fbpx
13 December

Using SEO to attract pet owners for your Veterinary Practice

adminAnimal Health, B2B, Customer Engagement, Digital, Life Sciences, TechnologyNo Comments

Search Engine Optimization is one of the most important digital marketing practices used to reach patients effectively. Now that it has become an increasingly important tool to drive traffic and conversions, marketers of animal health services are looking for a competitive edge in their marketing strategies. With search engine optimization, veterinarians can reach potential clients across the web through pet-friendly content that is well-optimized. SEO is as important for a health organization as it is for any other customer-facing industry. Continue reading to find out why.

Why is SEO Important for the Veterinary community?

We all are aware of the fact that SEO is the driving force behind any successful internet marketing campaign. Without it, a website will get lost in the crowd, among all the other websites. If clients and pet owners cannot find you, then you need to rethink your marketing ideology. With SEO, marketers can reach their potential target market with well-optimized content that can address their queries. One major issue faced by specialist vet clinics is that the niche that they are catering to are unaware of them and therefore settle for substandard treatment. Multimodal optimization of search engines produces more customers, attracts visitors by drawing more relevant traffic, improves brand recognition, service, and product experience, and increases offline and online sales.

Benefits of SEO for Animal Health Marketers

People are using the internet now more than ever to keep their health in check and find a suitable solution for specific medical conditions. This is the reason marketing teams around the world have put a lot of effort into finding better ways to improve their digital services. Better SEO and digital presence not only increase the traffic to your website but also bring in the high-intent users who are most likely to convert into customers. SEO benefits for animal care facilities are more than enough to testify to its importance. Some of these benefits include:

Generating More Sales

As soon as people find what they’re looking for on your website, they are more likely to buy from you because your content has won their trust in the product they were seeking online. When website visitors find value in what you offer through search engine optimization, they’ll be much more likely to return and become an active lead you have been waiting for all this time.

Increasing Traffic

Using quality keywords in your website content improves search engine rankings and can boost your website traffic visits organically. This will allow you to reach more potential customers looking for relevant product information online.

Creates an Irreplaceable Brand Identity

With high-quality content on your website and the relevant keywords that are mindfully-placed throughout the text and not excessively, your page will gain authority in the search engine pages. This effort helps to increase your brand’s visibility and search rankings.

How can you improve your website Ranking through SEO?

First and foremost, you need to understand keywords. Attracting quality customers en masse to your website requires selecting the best keywords.

After great keyword research, it’s time to introduce these words and phrases into the content. Create well-groomed and informative content planned around your keywords, and remember, a well-crafted content strategy is a key to driving traffic to your business’s website.

Effective headline creation works as a stepping stone for the bigger journey that awaits. A great headline will capture your visitors’ attention and convince them to read more.

A backlink is a booster for your content. It is a link from one website that points to a page on your own site. When Google sees multiple websites linking to your site, it automatically assumes your authority and prowess, and ranks you higher in the search results.

While going through SEO optimization, you must ensure the page is set up well. Check your on-page SEO. If the page is not properly optimized, Google might not know exactly what your page is about. So, please pay attention to your on-page SEO features.

If you are a veterinarian marketing team member and require assistance with SEO for your brand, you can always reach out to Celeritas. Our team of professional content creators and digital high-rankers is always ready to assist you.

” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

Blogs

Our Insights can Inform your Critical Decisions

We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

LET’S CHAT​

Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

    EMAIL ADDRESS

sales@celeritasdigital.com

    PHONE NUMBER

Phone (US): (646) 374-0260 Ext: 711

    OUR ADDRESS

Address: 157 Columbus Avenue, 4th Floor New York, NY 10023

SCHEDULE A MEETING

    1 December

    The Animal Health Portal: A Veterinary Lifesaver

    adminAnimal Health, B2B, Customer Engagement, Digital, Life Sciences, TechnologyNo Comments

    In America, the percentage of households that own or adopt animals is rising every year. A survey conducted by the APPA in 2021-22 showed that 70% of households owned a pet. Additionally, as knowledge of potential threats spreads, veterinary appointments are now part of a pet owner’s routine. The demand for and willingness to spend on extensive care, pet health plans, etc. are also on the rise. All this translates to better, more in-depth treatment for pets than could be expected a few decades ago. However, two of the greatest concerns in the veterinary field are the understaffing of veterinarian clinics and the lack of urgent care available to pets as a result. That is where the Animal Health Portal comes into play. These online systems are solutions to the pressure on animal health providers and pet owners alike.

    What is an Animal Health Portal?

    Owners need timely access to their animal’s medical information on a regular basis. When entering a dog park, they’d need proof of immunization; when visiting an animal pharmacy, they would benefit from having the prescription; and if they shift to a new locality, they would need the EMR and medical history records of charge. Providing certain files and documents falls on the shoulders of the data coordinator, who must receive the email, review a release form, or gain permission from a manager before reverting back. Often, these regular delays can frustrate both the client and the provider and put a strain on their relationships with veterinarians.

    An Animal Health Portal provides this information immediately and at the tip of the client’s fingers. It is an online platform where animal caretakers can remotely access lab results, contact their care provider, request prescription refills, manage payments, and more 24/7. But the benefits far exceed convenience and really impact the quality of care provided and the patient experience.

    Features of an Animal Health Portal

    Online portals can perform a variety of functions that make life easier for both vets and their clients. It can help a veterinarian to establish a closer and more consistent bond with the animal and its human partner. A pet parent could put up a query at any time and the appropriate personnel could respond promptly and pertinently. At times, a pet owner may not be available during the visitation, especially during an emergency, but needs a way to remain accurately informed about their pet’s condition. All relevant updates could be communicated via the vet portal, whether that is test results, treatment procedures, or shifts between departments – everything can be synced and tracked from a remote device.

    When shifting to a new local veterinary clinic, consideration of the animal’s previous medical conditions, allergies, or medications is crucial before diagnosis or a new regimen can be ordered. Hence conflicting treatments can be avoided. For this, medical history must be up-to-date, and the pet owner must be able to provide verified data. The portal would regularly collect all necessary information, efficiently organize it, and provide authentication that can then be checked by the next center.

    Veterinary centers are busy organizations with a shortage of staff and an abundance of functions to complete. And animal owners often have their hands full while at the clinics, keeping an eye on their little dependent. This complicates and distracts from other tasks, such as filling out forms, providing feedback, refilling prescriptions, or making payments. Using an Animal Health Portal allows them to complete a myriad of tasks from the comfort of their home.

    Benefits of this technology to a Veterinary Organization

    Streamlined Workflow: an integrated, all-inclusive system that eliminates overlap and discrepancies; the Animal Health Portal facilitates fast-paced communication, decision-making, and procedural efficiency.

    Rapid Growth: AHP automates many manual and repetitive tasks, improving time management, reducing workload, and freeing up the staff to perform assistance and supportive roles to both patients and veterinarians.

    Patient Engagement: improves interactions by automating unnecessary, cumbersome procedures. It also provides reliable and pertinent awareness and encourages owners to participate more in their pet’s healthcare.

    Improved Medical Outcomes: The online platform reduces miscommunication, misdiagnosis, and other clinical errors. It offers veterinarians the chance to check sets of symptoms for consistency with other illnesses.

    Conclusion

    Animal Health Portals create value for animals, their caretakers, and veterinarians. They connect patients and their care providers, making it easier to handle any situation, whether a minor disturbance or an emergency. This improves relationships between the owners and their care providers and facilitates better treatment. It also opens doors for owners to make better choices for their pet’s diet and lifestyle since it’s much easier to implement.

    When all staff is geared away from menial, distracting tasks and directed towards the better ministration of the animals, pet lovers can feel confident in the care of their friends. In a way, it makes repeat calls and visits redundant, as every function conceivable is now conveniently available right where it is needed.


    ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

    Blogs

    Our Insights can Inform your Critical Decisions

    We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

    LET’S CHAT​

    Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

        EMAIL ADDRESS

    sales@celeritasdigital.com

        PHONE NUMBER

    Phone (US): (646) 374-0260 Ext: 711

        OUR ADDRESS

    Address: 157 Columbus Avenue, 4th Floor New York, NY 10023

    SCHEDULE A MEETING

      21 November

      Nanotechnology: A Massive Impact at the Molecular Level

      adminBig Data, Digital, Learning and Development, Life Sciences, TechnologyNo Comments

      The foundation of the human body lies in atoms, molecules, nanostructures, and macrostructures. Hence, our bodies rely on the functionality of components working at the nanoscale. Nanotechnology is simply the introduction of foreign nanomaterials to enhance the performance of those pre-existing components. In fact, being of a similar size facilitates their integration into biomedical devices. Anything measuring between 1 and 100 nanometers is considered to be within the nanotechnological range, though medical exceptions exist.

      The advantages of nanotechnology in the healthcare of animals and humans are almost limitless. As the bridge between micro and macroscopic structures, the quantum effect grants them novel chemical, biological, magnetic, optical, and electrical properties which have prompted extensive research over the last 30 years and resulted in further discoveries regarding their scope and capabilities. Nanoparticles (NPs) are not hindered by predetermined size, shape, or composition as they are adaptable and customizable. They have a large surface-to-volume ratio, which opens up possibilities for more reliable and reproducible chemical processes [1], and they can diffuse across membranes and assimilate into cells.  

      Uses of Nanotechnology in Human and Animal Health

      Given these capabilities, let us delve into the applications of nanotechnology in medical imaging, early diagnosis, biological sensors, drug delivery, therapeutics, tissue engineering, gene editing, and more.  

      Early Diagnosis

      Using today’s technology, infections take weeks and months to manifest externally. This allows for the prolific spread of the disease among entire herds, which consequently need to be exterminated.

      Smart devices include a miniature saliva-sampling device that senses the presence of disease in advance and notifies the appropriate staff or veterinarians to activate the treatment process [2]. Nanoscale methods, integrated with Artificial Intelligence, may be used as self-monitoring, and self-repairing materials and structures.

      Nanomaterials may be introduced to the body to act as immunostimulants, prompting an innate immune response, which enhances the immune system. This does, however, depend on the biocompatibility of the immune system to the nanomaterial.

      The development of nanotechnology has improved the sensitivity, localization, and multiplexity of diagnostic tests. Quantum Dots are semiconductor crystals with interesting attributes, such as tunable composition, high brightness, and immunity against photobleaching and blinking fluorescence signals [3]. The emission spectra of QDs are highly manipulable, making them ideal fluorescent probes for live cell imaging [4]. QDs can thus be used at both a cellular and sub-cellular level – for the visualization of intracellular components at the former, and integration with cells at the latter level.

      There are further environmental sensor systems that can be mounted on silicon chips to identify the biomarkers of multiple conditions such as tumors, heart disease, or localized infection and alert the relevant medical professional to these symptoms [5].

      Drug Delivery

      A regular issue with orally or intravenously administered chemotherapeutic drugs is their dissemination throughout the system. They only partially impact the target areas and have damaging side effects in adjacent regions. Drug delivery systems (DDS) are a promising solution that can bypass biochemical barriers within the body [6].

      In recent times, noble nanometals have increasingly captured the intrigue of researchers for their unique properties. Gold nanoparticles (AuNP), however, have been found to be the most stable and especially biocompatible [7] among these, possessing fascinating tunable and optical properties which lend themselves to an abundance of medical and biological applications.

      AuNPs are easily modifiable for the transport of drugs via covalent bonding. Findings show that AuNPs have been pivotal in the reduction of systemic drug toxicity and have lowered the development of resistance to cancer drugs [8]. Anti-tumor antibiotic, Doxorubicin, has proven especially efficacious against feline fibrosarcoma cell lines when non-covalently conjugated (bound) to AuNPs [9].

      Other metallic NPs can act as gene carriers, activating immune-related genes. This is a process of gene therapy, whereby a healthy gene is delivered to replace a damaged or mutated gene. This is valuable for curing acquired or genetic diseases. AuNPs coated in non-toxic biopolymers are highly active in the transmucosal delivery of insulin for diabetes treatment [10].

      Quantum dots also hold much promise based on their ease of conjugation to multiple drugs, the traceability associated with their optical properties, and the ultra-minute size of QD nanocarriers. The latter factor enables them to penetrate through the supportive tissue fluid around pancreatic tumors [11]. Currently, however, nano-liposomes are considered ideal for the delivery of drugs due to their biocompatibility and controlled flow through the bloodstream.

      Orally administered DNA particles combined with allergen-suppression biomolecules were successful in regulating the allergic reactions of mice exposed to a peanut-allergen gene [12]. This shows that nanotechnology has the potential for use in immunization against allergies.

      Therapeutics

      Magnetic nanoparticles have been used to prepare tissue engineering (TE) scaffolds for regenerative purposes. The unique electromagnetic properties of carbon nanotubes (CNTs) have made them highly valuable in the transport of oligonucleotides into living Hela (immortal cervical cancer) cells. There, the NIR (near-infrared) radiation can overheat the single-walled carbon nanotubes (SWNTs), causing cell death. In vitro, the CNTs selectively entered and destroyed tumor cells and left normal cells unharmed [13]. This is known as photothermal therapy or thermal ablation and makes use of targeting recognition technology.

      Radiation therapy is another option that involves ionizing the cellular components and water in tumor cells. The electron production at the surface of metallic nanoparticles can accelerate the production of reactive oxygen species, which react with biological macromolecules to cause cell death or apoptosis.

      Cell and Tissue Restructuring, Engineering, and Regeneration

      Tissue Engineering (TE) is the external development of tissues or other bioproducts for the improvement or substitution of missing, infected, or damaged cells. Generally speaking, nanoparticles can be used to augment tissue regeneration, enhance the osseointegration procedure around prosthesis attachment, and reduce the infection rate surrounding the amputation.

      Scaffolds are biomaterial structures designed to support and guide cell growth, differentiation, and proliferation. As part of the tissue engineering triad, they are essential aspects of BTE. Scaffolds exhibited improved mechanical properties when composed of low concentrations of multiwall carbon nanotubes (MWNTs) [14]. When applied to defective parietal bones of rabbits, hydrogels incorporating the GNP-and-gelatin hybrid scaffolds were found with augmented osteoblast proliferation rates as compared to the control group [15]. The role of osteoblasts is to improve the development and resorption of bones. Gold nanowires further positively impact key organ transplant functions – synapse formation and stem cell differentiation – all without using growth factors, which cause negative side effects.

      Titanium dioxide (TiO2) is used to enhance cell proliferation rates, particularly in cardiac tissue regeneration. Research has further uncovered that hydrogen bonds can be formed between TiO2, PVP, and type 1 collagen when the TiO2 nanoparticle is coated with PVP. This improves the tensile strength in the scaffolds used in skin tissue engineering [16].

      Gold nanoparticles have aided immensely as a replacement for bone morphogenetic proteins (BMPs). BMPs regulate the repair and maintenance of bones. BMPs have some serious drawbacks, frequently being responsible for the formation of spurs and inflammatory reactions. This has prompted researchers to shift their attention to GNPs (gold nanoparticles) as a promising alternative [17].

      When it comes to apparatus used in the reinforcement of bones at joints, understanding the degree of strain on the fixation device is vital to its construction. Carbon nanotubes (CNTs) are subject to piezoresistive effects, which can be calculated for the quantification of applied stress. A CNT network can, hence, be embedded into orthopedic plates to help determine the healing stage of the bone. A healed bone will independently bear a majority of the load. Conversely, an unhealed bone will transfer the load to the fixation device; this process will be captured by the nanotube network [18].   

      Considerations

      Throughout this article, we have explored the various nano-systems being exploited to bypass various bottlenecks in a variety of sectors, including both human and animal health. The precipitous rate of discovery in the last few years has truly raised the bar of expectations of the technology’s capabilities. However, to sideline the challenges and limitations in favor of the benefits would be unwise.

      The primary hindrance to the implementation of nanotechnology is the immune system’s potential misidentification of nanoparticles as invaders. In some cases, this may result in their prompt expulsion or destruction before they can deliver the treatment. The greater danger is a cytokine overload or storm [19]. This occurs when the nanoparticles induce a pattern of cytokine production which leads to a positive feedback loop. This means that the immune cells release cytokines instructing the body to produce more immune cells, and this overproduction can damage organs, including the lungs and kidneys. Carbon nanotubes have been known to trigger a cytokinic response in mice [20], while silver particles have caused inflammatory responses [21].

      Toxicity is another major threat to the viability of nanotechnology within living organisms. The desirable properties which alter the physicochemical features may also potentially cause toxicity. Non-biodegradable materials contribute to a greater extent, as they tend to have a higher reactivity to surrounding cell structures. It is therefore of great importance to investigate and apply evaluation methods. Currently, dendritic cells, epithelial cells, and macrophages are commonly used to assess the toxicology of engineered nanomaterials.

      Many of the studies conducted showed positive results in vitro, but clinical trials are still limited. We know that the adverse impact on organisms can be much more severe as compared to bulk materials. Hence, it is imperative to exercise caution and optimize the conditions under which nanomedicine can be practiced. This includes choosing non-toxic, biodegradable, and biocompatible materials for the fashioning of antibacterial-loaded nanoparticles.   

      References

      [1] Subramani K., Ahmed W. Emerging Nanotechnologies in Dentistry. William Andrew; Norwich, NY, USA: 2017

      [2] https://doc.woah.org/dyn/portal/digidoc.xhtml?statelessToken=wW9fvTfRUAuzwobIfIdgsspq66AsADl_5pldKcMdYGE=&actionMethod=dyn%2Fportal%2Fdigidoc.xhtml%3AdownloadAttachment.openStateless

      [3] Sun M, Ma X, Chen X, Sun Y, Cui X, Lin Y. A nanocomposite of carbon quantum dots and TiO2 nanotube arrays: enhancing photoelectrochemical and photocatalytic properties. Rsc Adv. 2014;4(3):1120–1127

      [4] Pleskova S, Mikheeva E, Gornostaeva E. Using of quantum dots in biology and medicine. In: Saquib Q, Faisal M, Al-Khedhairy AA, Alatar AA, editors. Cellular and Molecular Toxicology of Nanoparticles. Cham: Springer International Publishing; 2018:323–334

      [5] Agoulmine N, Kim K, Kim S, Rim T, Lee JS, Meyyappan M. Enabling communication and cooperation in bio-nanosensor networks: toward innovative healthcare solutions. IEEE Wirel Commun. 2012;19:42–51

      [6] Martinho, N., Damgé, C., and Reis, C. P. (2011). Recent advances in drug delivery systems. J. Biomater. Nanobiotechnol. 2, 510–526.

      [7] Pissuwan, D., Camilla, G., Mongkolsuk, S., and Cortie, M. B. (2019). Single and multiple detections of foodborne pathogens by gold nanoparticle assays. WIREs Nanomed. Nanotechnology. 12:1584.

      [8] Yokoyama, M. (2014). Polymeric micelles as drug carriers: their lights and shadows. J. Drug Target. 22, 576–583.

      [9] Wójcik, M., Lewandowski, W., Król, M., Pawłowski, K., Mieczkowski, J., Lechowski, R., et al. (2015). Enhancing anti-tumor efficacy of doxorubicin by non-covalent conjugation to gold nanoparticles-in vitro studies on feline fibrosarcoma cell lines. 

      [10] Joshi, H. M., Bhumkar, D. R., Joshi, K., Pokharkar, V., and Sastry, M. (2006). Gold nanoparticles as carriers for efficient transmucosal insulin delivery. Langmuir 22, 300–305

      [11] Iannazzo D, Pistone A, Celesti C, et al. A smart nanovector for cancer targeted drug delivery based on graphene quantum dots. Nanomaterials. 2019;9(2):282

      [12] Roy K, Mao HQ, Huang SK, Leong KW. Oral gene delivery with chitosan–DNA nanoparticles generates immunologic protection in a murine model of peanut allergy. Nat Med. 1999 Apr;5(4):387-91

      [13] Shi Kam, N. W. (16 August 2005). “Carbon nanotubes as multifunctional biological transporters and near-infrared agents for selective cancer cell destruction”. Proceedings of the National Academy of Sciences. 102 (33): 11600–11605.

      [14] Pan L, Pei X, He R, Wan Q, Wang J. Multiwall carbon nanotubes/polycaprolactone composites for bone tissue engineering application. Colloids Surf B Biointerfaces. 2012 May 1;93:226-34

      [15] Heo DN, Ko WK, Bae MS, et al. Enhanced bone regeneration with a gold nanoparticle-hydrogel complex. J Mater Chem B. 2014;2(11):1584–1593

      [16] Li N, Fan X, Tang K, Zheng X, Liu J, Wang B. Nanocomposite scaffold with enhanced stability by hydrogen bonds between collagen, polyvinyl pyrrolidone and titanium dioxide. Colloids Surf B Biointerfaces. 2016;140:287–296

      [17] Heo DN, Ko WK, Bae MS, et al. Enhanced bone regeneration with a gold nanoparticle-hydrogel complex. J Mater Chem B. 2014;2(11):1584–1593

      [18] http://www.google.com/patents/US7878988/nanotechnology

      [19] Schöler N, Hahn H, Müller R, Liesenfeld O. Effect of lipid matrix and size of solid lipid nanoparticles (SLN) on the viability and cytokine production of macrophages. Int J Pharm. 2002;231(2):167–176.

      [20] Nygaard UC, Hansen JS, Samuelsen M, Alberg T, Marioara CD, Lovik M. Single-walled and multi-walled carbon nanotubes promote allergic immune responses in mice. Toxicol Sci. 2009;109(1):113–123.

      [21] Park E, Bae E, Yi J, Kim Y, Choi K, Lee SH, et al. Repeated-dose toxicity and inflammatory responses in mice by oral administration of silver nanoparticles. Environ Toxicol Pharmacol. 2010;30(2):162–168.

      ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

      Blogs

      Our Insights can Inform your Critical Decisions

      We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

      LET’S CHAT​

      Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

          EMAIL ADDRESS

      sales@celeritasdigital.com

          PHONE NUMBER

      Phone (US): (646) 374-0260 Ext: 711

          OUR ADDRESS

      Address: 157 Columbus Avenue, 4th Floor New York, NY 10023

      SCHEDULE A MEETING

        7 November

        The Value of Precision Livestock Farming (PLF) in 2022

        adminAnimal Health, Big Data, Digital, Life Sciences, TechnologyNo Comments

        Also known as agriculture 4.0, Precision Livestock Farming (PLF) focuses on maximizing profitability and sustainability by providing the specific treatment needed to optimize production. It uses advanced sensor systems to collect data and then assesses that data to identify the ideal combination of inputs and systems. This process reduces wastage and increases yield.

        We should clarify that while Precision Farming is often used synonymously with Smart Farming, the former is a subset of the latter. SLF focuses on data capture and analysis to maximize productivity and efficiency; PLF relies on precise measurements and precise application to accomplish the same goal.

        In this article, we will be discussing the use of Precision Livestock Farming (PLF), which includes its technological requirements, applications, and potential. Precision agriculture relies on certain common technologies such as automation, sensors, AI, and analytics software.

        AUTOMATION AND ROBOTICS

        From monitoring the physiological condition of cows to feed regulators, automation is an undeniably useful feature of precision agriculture on dairy farms. Automation is valued for its quality maintenance, efficient performance, and time-saving capability across industries. Automation on a dairy farm comes at two levels of complexity:

        Physical Robots

        These are the simple machines that perform menial tasks in and around the farm.

        • Automated dairy installations adapt the milking frequency to lactation stages by identifying and adjusting themselves to individual herd members. They may also be programmed to allow the animal to enter the milking station without having to wait for milking time, which reduces the stress on the livestock caused by holding uncomfortably large volumes of milk.
        • Automated weighing systems can utilize software in the cameras to calculate the accurate mean weight spontaneously and unintrusively.
        • Automated feeders may use Variable-Rate Technology to regulate intake to reduce obesity and meet nutritional standards. They can also create optimal mixtures based on the animal’s specific needs.
        • Automated cleaning systems improve hygiene to lower the risk of infection and facilitate the ease of access for waste removal machinery.
        • 3D printers can allow commercial livestock farmers to fully adopt capital-intensive systems by 3D printing machine replacement parts.

        Drones

        The drone services market size is expected to grow to $63.6 billion by 2025. Let’s explore the potential of adopting this widely available technology on cattle ranches in the US.

        • Drones help to locate cattle over vast distances, which saves time and effort for the herders.
        • In conjunction with tags, facial expression readers, or electromagnetic RFID tags, drones can monitor the health indicators of individual herd members. This includes weight, heart rate, grazing rumination, mobility, etc.
        • UAVs can even compel the cows to move away, hence acting as a valuable resource for efficiently rounding up the herd in the face of an impending storm.
        • Observer UAVs are utilized to distinguish between animals and other objects, identifying a sick cow or a broken fence.

        Robotic Process Automation (RPA)

        RPA is the next stratum that goes beyond performing tasks to enabling machinery to carry out repetitive or strenuous tasks. Using software bots, it automates tasks such as loading and unloading materials and products, slaughtering, packaging, and cattle monitoring. Sometimes RPA works in conjunction with Intelligent Automation which utilizes AI to develop software and processes that can adapt and improve independently.

        The cattle and beef industry generally faces the challenge of complex processes. However, much of the labor can be easily redirected toward areas that require creativity and human intervention. RPA is easily integrated with existing IT systems and requires no prior programming expertise to operate, making it relatively easier to adopt.

        Discrete Event Simulation (DES) is a subclass of RPA that segments systems into separate processes. DES can be used on a livestock farm to identify the events affecting the fluctuation of yields such as lactation stage, weather events, diseases, or feeding practices. Hence, DES can aid in the modification and optimization of processes used to assuage inconsistencies.

        SENSORS

        From satellites to mounted ear tags, sensors can be used for spectral, spatial, and radiometric applications across pastoral land.

        Satellite-based monitoring

        The satellite-based monitoring of cattle has been gaining traction in the last 3 years, especially among large-scale Australian cattle ranchers. From basic data-collection systems such as ARGOS and GPS to advanced software developed by LoneStar and Moovement, tracking tags can now perform a variety of functions. Monitoring and analysis of special and temporal data on cattle location, movement, and interaction can provide benefits such as

        • Checking their current physical condition
        • Determining which animals are high-performing
        • Measuring stress levels and how they can affect production and fertility
        • Getting better financial and insurance options because of more accurate and reliable animal tracking.
        • Faster data sampling: Precision Hawk’s agricultural drones can “gather data on 500 to 1,000 acres in less than a day.”

        Ground-based Platforms

        • Near-infrared spectroscopy can instantaneously decipher the composition of raw materials, assess digestibility, and perform chemical and technological analysis of milk.
        • Infrared thermal imaging technology can even be used as a screening technique to identify foot-and-mouth disease-infected animals.
        • Heat sensors in cameras at the milking station can also help monitor traits like body composition, metabolism, lactation, fertility, etc. Based on this, they may alert the farmers of inflammation and potential infection.
        • Milk monitoring sensors can now evaluate the quality of the yield by scanning for pathogenic life forms that could cause diseases such as bovine mastitis. This function is often part of an Internet of Things-based system that can determine the spoilage of milk. A salinity and level sensor can also ensure the appropriate packaging of milk.

        Mounted Devices

        • Other sensors include pedometers, accelerometers, pressure sensors, and temperature sensors which are often integrated into foot tags to detect estrus, ill health, and weight gain and connected to a network to establish an Internet of Things.

        ANALYSIS

        Weather patterns and climate disasters are becoming more and more unpredictable and unavoidable as a result of climate change. But the rate of human information processing is far outpaced by the learning ability of AI and deep neural networks (DNNs).

        Let us delve into the applications of various modes of data analysis on pastoral farms. There are 4 main types of Data Analytics:

        Descriptive Analytics: The process of

        • discovering similarities between symptoms to create a disease model
        • identifying datasets to assist in tracking herd populations and the propagation of infectious agents
        • separating abnormalities and ensuring a relatively heterogenous pastoral resource.
        • finding correlations between variables
        • identify the optimum feed time and release food accordingly, as is done by Tassal, a Tasmanian salmon producer.

        Predictive Analytics

        This involves leveraging artificial neural networks and machine learning techniques to:

        • Categorize animals and herds by their future performance rates.
        • Estimate the likelihood of disasters, opportunities, and the extent of their destruction or benefits given the farm’s current infrastructural condition.
        • Uncover insights regarding vaccine and inoculation responses.

        Prescriptive Analytics 

        this is an advanced function whose focus is converting theoretical data into practical methods, such as

        • The optimization of grazing rotation, transportation cycles, protocols for curbing the advance of outbreaks, etc.
        • Minimize excesses and shortages or dispose of waste in an environmentally beneficial manner.
        • Utilize by-products such as gelatin, leather, and internal organs most efficiently and profitably.
        • Finds ways to assuage delays in the supply chain by improving transparency and harmoniously managing inventory.
        • Using the sensing system to solve problems that improve the agricultural ecosystem, as done by Australian agtech company, the Yield.

        Benefits of Precision Livestock Farming

        Heightened Profitability

        High-value AI-driven drones and equipment can harvest inputs with greater accuracy, leading to higher productivity and a significant drop in expenditure. This method can also eliminate losses from deadly diseases like anthrax, white muscle disease or bovine spongiform encephalopathy (BSE).

        Improved Understanding of In-Season Yield

        The precise imagery and sensor collected data can provide insights into areas of improvement and weakness, potential opportunities for growth, or upcoming threats. The yield forecasts can help a farmer plan ahead and address upcoming spikes in dairy demand.

        Enhanced Sustainability

        Precision livestock farming is a flexible mechanism that can be used to target a multiplicity of factors, depending on the goals of the user. Sustainability is a rising concern today, given that soil maintenance is an important aspect of animal husbandry, and the rising social opposition against large-scale cattle rearing is methane emissions and contributions to climate change. One can mold the structure to reduce wastage and carbon footprints by identifying carbon mitigating techniques.

        Factors affecting the Adoption of PLA technology

        Performance Expectancy

        The perceived usefulness of the overall system will affect the farmer’s likelihood of transitioning to the new style of pastoral agriculture. In order for the adoption to go smoothly, the extrinsic benefits, such as yield, profit, time, and sustainability, should be clear. The provision of a  competitive advantage over other dairy suppliers also plays a major role in the considerations.

        Effort Expectancy

        This regards the perceived complexity involved in the operation of the system. The extent to which this interconnected technology will affect their daily routines and the difficulty they face in completing cumbersome tasks.

        Social Influence

        The farmer will also take into account the effect of the installation of complex artificially driven systems on his reputation. On a traditionally labor-intensive farm, there may be a stigma against technology that has the potential to replace human functions. Furthermore, there may be personal agreements and relationships that farm managers may be reluctant to forego. This decision may also impact the kind of workers and suppliers he chooses because complacency and tardiness are not preferable on a precision livestock farm.


        ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

        Blogs

        Our Insights can Inform your Critical Decisions

        We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

        LET’S CHAT​

        Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

            EMAIL ADDRESS

        sales@celeritasdigital.com

            PHONE NUMBER

        Phone (US): (646) 374-0260 Ext: 711

            OUR ADDRESS

        Address: 157 Columbus Avenue, 4th Floor New York, NY 10023

        SCHEDULE A MEETING

          31 October

          How Livestock Farmers are Using IoT for Animal Management

          adminAnimal Health, Big Data, Digital, Life Sciences, TechnologyNo Comments

          The precipitous rate at which the industrial revolution is prompting the pioneering and implementation of new technology is simply astounding. The transformation in the landscapes across nations and industries has reached unfathomable heights. Ideas that existed purely in science fiction movies like Minority Report (driverless cars) and Star Trek (3D printers) are being integrated into reality. No profession, sector, or part of the world is beyond the reach of these incredible changes.

          And as we watch, the practice of agriculture is changing to become unrecognizable. It will not be more than a few decades before the current techniques will be recorded solely in the history books among the obsolete methods of our ancestors. From vertical farming to aquaponics being done in warehouses a tenth of the size of a small-scale farm, humans are now finding more sustainable and efficient methods to manage ourselves and our intake.

          In this article, we will dive into the usage of IoT technology that is either currently available or in the process of development to improve the practice of commercial livestock farming. We will also discuss current platforms and processes which can be integrated to support IoT in the future.

          What does IoT involve?

          The Internet of Things is the interconnection and interaction of multiple devices and systems, independent of human intervention or stimulation.

          Think of a livestock farm that is virtually self-automated. On such a farm, artificial intelligence will maintain regular processes, schedule bot or machine duties, check and identify flaws, and monitor all the animals, atmosphere, and elements for signs of deviation, disruption, or other malfunction. Sensors will collect data that will be requested by the AI at regular intervals. This data will be transferred, via a gateway to a central system, where it will be stored in a database. Subsequent refining and analysis will equip the AI to make calculated decisions. To implement those decisions, it will send commands to multiple machineries, pieces of equipment, and systems to begin or cease operation in a precise fashion. Inventory trackers will ping the central system when inventory is low and a new order will be placed with the suppliers. When the next batch of products is ready, the AI will hire transport or reach out to the distribution head to send another self-driven vehicle to collect the batch. Everything will be loaded, transported, managed, and tracked by intelligent systems which will report all information to a central overseeing system. This information will then be accumulated and reanalyzed in a database to identify potential improvements. Those improvements will be reviewed, designed, and executed by the central system, without the need for human involvement.

          This entire process can be broken down into a few main functions: Data Collection, Transferal, Storage, Analysis, and Implementation. These self-management capabilities are not as futuristic as they may seem. Let’s discuss the current technology that has been and is being developed to support this capability in the future.

          Cattle Data Collection and Monitoring

          Precise results and good decision-making rely on the collection of consistent, high-quality data. The systems can identify physiological parameters which are indicative of certain conditions. These preliminary surveillance processes allow for data classification, orientation, and optimization.

          The satellite-based monitoring of cattle has been gaining traction in the last 3 years, especially among large-scale Australian cattle ranchers. From basic data-collection systems such as ARGOS and GPS to advanced software developed by LoneStar and Moovement, tracking tags can now perform a variety of functions. Monitoring and analysis of special and temporal data on cattle location, movement, and interaction can provide benefits such as

          • Checking their current physical condition
          • Determining which animals are high-performing
          • Measuring stress levels and how they can affect production and fertility
          • Getting better financial and insurance options because of more accurate and reliable animal tracking.
          • Faster data sampling: Precision Hawk’s agricultural drones can “gather data on 500 to 1,000 acres in less than a day.”

          In many cases, particular animal movements can suggest diseases, medical conditions, and weakness. If the values collected exceed the regular parameters, this may reflect ill health or injury. In the case of lethargy, or minimal movement patterns, the system can alert animal caretakers to injuries, excessive weight, or the need for special attention. Furthermore, the GPS tag acquires information regarding the exact coordinates of the animal as well as the surrounding temperature, and stores it within the tag or collar. This is then downloaded with a wireless transceiver and transmitted to a central location.

          Electronic detection systems installed at the milking stations can also recognize and monitor individual cows’ milk flow and yield. Heat detection systems such as Afimilk can even measure the electrical conductivity of milk. Based on this, they can alert the farmer of inflammation and potential mastitis. Pedometers are often integrated into foot tags to detect estrus, ill health, or weight gain. Infrared thermal imaging technology can be used as a screening technique to identify foot-and-mouth disease-infected animals. Digital decision support systems may also play an integral role in alerting farmers about suspected illnesses and advising them on response options.

          Gateways

          Put simply, IoT gateways connect all these above devices and systems and act as midpoints between the external hardware and the cloud (or other) network. This is useful as it allows farm managers to access and edit data from a single, central location while conveniently synchronizing the information. This is especially important as animal tags have a limited range in which to transmit information.

          • Being able to connect to a gateway allows for maximum battery life as the tag no longer requires a great deal of additional storage space.
          • Gateways facilitate data caching and streaming to heighten ease of access. Advanced versions can even perform edge computing which involves data optimization and pre-processing – summarizing, deduplicating, and cleansing of collected data – to improve its quality and functionality.

          There are a variety of networks gateways can operate on, such as cellular, Wi-Fi, Bluetooth, ZigBee, or LPWAN, among others. While each of these has its benefits and drawbacks, it is important to look at which one is best suited for pastoral farms, which often span hundreds of square meters.

          Bluetooth, Wi-Fi, and ZigBee all have a maximum network range of around 100 meters. In this, LPWAN acutely outpaces them by providing long-range communication over 10 – 40 km in rural areas. Cellular networks can also reach as far as 45 miles, although they require more power and consequently higher battery life. LPWANs are similar to WSNs (wireless sensor networks) as they both require little infrastructure and are scalable. However, while LPWANs are low-powered, WSNs are constrained in terms of power resources. They have a short lifespan because of the size of their battery. Despite using optical communication allows a lower SINR (signal-to-interference-plus-noise ratio) as compared to LoRa, WSN maintenance demands due to hardware constraints make them a less-than-ideal choice. LoRa (a subset of LPWAN) is a good choice as it adopts a star-shaped topology around devices and can be served by a single base station. Furthermore, it has the advantage of minimum investment and maintenance costs. The high MCL (maximum coupling loss) reached by LoRa and NB-IoT is of no consequence when applied in remote, open cattle ranches. It should be noted, however, that LoRa has this range because it utilizes unlicensed bands and its AES 128-bit encryption is much lower than the 256-bit 3GPP encryption that NB-IoT is built on. You can learn more information about IoT gateways here.

          Storage

          The primary and most widely-adopted server is the cloud. Private clouds are commonly used to store and manage corporate data. Using the cloud as a central system is beneficial for multiple reasons, one of which is the dual function of storage and analytics (which we will discuss further down).

          • The data stored here is safely separate from the data within the system. This means that if the internal farm system is compromised, the cloud-encased data will be secure and vice versa.
          • A farm is not the ideal location to house the massive infrastructure and hardware required for a data center. Data centers often warrant a great deal of energy consumption. The cloud server slashes all these unnecessary costs.
          • A common issue that often arises from multiple entry points is the duplication or disharmony of data. All the raw data must be compiled, systemized, and synchronized so that it can be understood by unspecialized users.
          • More specialized clouds even perform the advanced functions of a Database Management System (DBMS). This includes managing and presenting the information in a smooth and navigable format. Currently, DBMSs have the ability to self-improve – i.e., to review weaknesses, identify areas of improvement, and self-medicate to reduce the risk of cyberattacks, information masses, or other internal malfunctions.

          Alongside cloud computing, edge computing is a viable and widely-adopted option.

          What is Edge computing?

          Edge Computing is a sub-set of IoT operations, which works alongside the Cloud. However, the bulk of the processing, usually done at the center, within the cloud analytics system, is transferred to the edge. The idea is for the computation to be performed as close to the source of the data as possible. This eliminates excess transmission load on the network and consequently reduces latency, allowing urgent insights to be deduced instantaneously. It also facilitates more accurate real-time responses since the lower network bandwidth often results in reduced image sizes and sample rates, or skipped frames in videos, when received by the centralized cloud. Edge Computing is deployable at remote locations with limited internet connectivity, such as in an open field, meadow, or cattle ranch, especially when having to transfer large datasets. It is ideal for cattle farms that gather in-depth information and make urgent, location-specific decisions.

          Granular data like the respiratory rate, heart rate, grazing rumination, mobility, temperature, and milk quality can help farmers make decisions to improve resource allocation, recognize conservation opportunities, or prepare for upcoming disasters. With further capabilities, the farmer would soon be relieved of such decision-making burdens, as we will see in the analytics section.

          Analytics

          Weather patterns and climate disasters are becoming more and more unpredictable and unavoidable as a result of climate change. But the rate of human information processing is far outpaced by the learning ability of AI and deep neural networks (DNNs). While it takes time for predictions to disseminate among farming communities, AI might be able to accurately and keenly foresee the storm and the damage it will cause and take preventative measures before it even begins to form. This is because data collected and organized into datasets by database management systems are directly fed into the analytics software.

          Let us delve into the applications of various modes of data analysis on pastoral farms. There are 4 main types of Data Analytics:

          Descriptive Analytics

          The process of:

          • discovering similarities between symptoms to create a disease model
          • identifying datasets to assist in tracking herd populations and the propagation of infectious agents
          • separating abnormalities and ensuring a relatively heterogenous pastoral resource.
          • finding correlations between variables
          • identify the optimum feed time and release food accordingly, as is done by Tassal, a Tasmanian salmon producer.

          Predictive Analytics

          This involves leveraging artificial neural networks and machine learning techniques to:

          • Categorize animals and herds by their future performance rates.
          • Estimate the likelihood of disasters, opportunities, and the extent of their destruction or benefits given the farm’s current infrastructural condition.
          • Uncover insights regarding vaccine and inoculation responses.
          Prescriptive Analytics:

          This is an advanced function whose focus is converting theoretical data into practical methods, such as

          • The optimization of grazing rotation, transportation cycles, protocols for curbing the advance of outbreaks, etc.
          • Minimize excesses and shortages or dispose of waste in an environmentally beneficial manner.
          • Utilize by-products such as gelatin, leather, and internal organs in the most efficient and profitable manner.
          • Finds ways to assuage delays in the supply chain by improving transparency and harmoniously managing inventory.
          • Using the sensing system to solve problems that improve the agricultural ecosystem, as done by Australian agtech company, the Yield.

          Implementation

          As previously discussed, the most impressive and advanced aspect of IoT technology is its ability to act on the conclusions it has drawn and adaptively respond to rapidly evolving conditions. This would have to be done in conjunction with an AI system. What does this look like on farmland?

          Corteva Agriscience’s fleet of drones can “offer immediate insights to diagnose agronomic, disease, and pest concerns.” Robotic animal herding systems are being developed to direct large groups of cattle over vast distances to designated locations such as shelters or barns during storms.

          Upon discovery of the presence of contagious diseases, the central server will send instructions to command-based robots, which will quarantine infected animals. These command-based robots use actions defined by subsystems to execute instructions.

          Re-fertilizing and cultivating grazed fields are massively important aspects of pastoralism. Exposed soil can be subject to soil erosion, which will impair its regenerative process and require more fertilizer in the long run. AI can act on grazing rotation forecasts by performing mulching as soon as herds move off a certain tract of land.

          AI systems are also being developed to perform confirmatory diagnostic testing and create detailed disease maps. This means that without having to alert their human counterparts, AI would be capable of scheduling vet appointments and deciding on the best, most financially viable treatment option.

          When it comes to decision-making, modeling of data and simulations can be performed to paint a clearer picture in the mind of the farmer. Scenarios may be simulated based on user-defined scenarios to reveal e.g., the average mass deviation of cows or the ideal design and feeding strategies.

          To Wrap Up

          It is clear that the growth of IoT technology has vast potential in the commercial agricultural and pastoral industries. There is so much more that we could further discuss, from self-sufficient dairy installations and feeder machinery to the predictive systems which can self-regulate farm operations. The bounds to which IoT can take farming production are practically limitless and only the future can unfurl this incredible capability to its full extent.

          ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

          Blogs

          Our Insights can Inform your Critical Decisions

          We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

          LET’S CHAT​

          Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

              EMAIL ADDRESS

          sales@celeritasdigital.com

              PHONE NUMBER

          Phone (US): (646) 374-0260 Ext: 711

              OUR ADDRESS

          Address: 157 Columbus Avenue, 4th Floor New York, NY 10023

          SCHEDULE A MEETING

            24 October

            An MSL guide to Veterinarian Meeting Strategy

            adminAnimal Health, B2B, Customer Engagement, Digital, Pharma Marketing, Sales and MarketingNo Comments

            What is the role of a Medical Sales Liaison (MSL)

            An MSL is a medically specialized representative for pharmaceutical companies. By outlining the product specifications, advising, and educating, they act as a bridge between pharma companies and their clients. MSLs maintain relationships with clinicians, researchers, and other KOLs in specific therapeutic fields, from biotechnology to medical devices. This aids them in positively conveying the benefits of a company’s drug or device. While MSLs usually aim to portray a company favorably, it is their ultimate objective to provide accurate and unadulterated information. Furthering the pharmaceutical company’s interests is not their primary responsibility; rather it is to promote their concepts and developments.

            MSL Meeting Strategy does depend on a few key factors, however. For one, the direction of the approach depends on the position and significance of the stakeholder in question. Before meeting clients, it is imperative to conduct stakeholder mapping to categorize stakeholders according to their influence. You can then create an engagement plan to cater to each particular group more effectually.

            How an MSL should Prepare for KOL Meetings

            To start, nailing down the format of the MSL presentation is essential to making an impact. Generally, about 30% of the presentation delves into the general industry landscape and the rest explains the company strategy and its penetration into this landscape. However, intricate details are often excluded, although these are key.

            Use Other MSL’s previous work as a Guide

            One clever trick is to reach out to your mentors and close colleagues for examples of their best designs. These resources have already been refined and perfected for maximum efficacy. Therefore, all you’d have to do is input your data into a meticulously produced template. Simultaneously, it reduces the redundant task of planning out a demonstration from scrap.

            This allows you to focus your effort on the meat of the preparatory process: background research.

            Background Research

            Upon assignment, an MSL is usually provided with an article to use in the development of their material. This, however, contains a minimal amount of information. To truly establish yourself in the industry, it is best to consult alternative sources. Being well-researched in every single aspect of your subject and therapeutic area raises your success rate and grants you an edge over other presenters.

            • Scan through the company’s investor section for detailed, up-to-date, and accurate information. This can provide an extensive base upon which to build your case. Also, pay attention to the tone and word choice used in press releases and public statements. The phraseology will give you a better insight into the company’s angle and positioning. The better you understand their message, the better you can relay that to the clients when asked.
            • Thoroughly familiarize yourself with the target opinion leader or organization. Focus your search on commonalities between your base company and the target organization. Ask yourself: how do their goals, intentions, or interests align? Are they a good cultural fit? Highlight those aspects during the address.
            • You also want to explore recent research releases and news related to the topic, such as on pub-med or medical news sites. Referencing an article from the New York Medical Journal, even if you’re reusing notes, will lend a fresh, relevant flavor to your work.

            Anticipate and Accommodate Every Outcome  

            Remember that, as an MSL, you may be addressing a marketing team or a panel of specialists in the subject you’re detailing. This means that during the Q&A session, you may face a myriad of intricate medical, functional, or operational questions.

            • Anticipating questions and creating slides based on past FAQs can showcase your energy and devotion to the project. A Medical Science Liaison’s job is to build relationships, so distinguishing yourself in these ways is paramount.
            • Prepare yourself to mold your explanation to the audience you face. Be flexible enough to effectively convey your message, whether to a top epidemiologist or a businessman. Familiarize yourself with the pertinent jargon, but you should not be rigidly dependent on it. Improvisation is the key to leading productive sessions regardless of the type of attendees.
            • It does help to loosely script out the presentation, including structure and order. Use this when practicing and present it to an experienced MSL to understand the intricacies of delivery techniques. They might disclose important guidelines, such as the inclusion and exclusion criteria.

            The level of forethought invested into each meeting will certainly be noted and appreciated by your medical colleagues and KOLs. Their good opinion will go a long way, not just with the current assignment, but in future sessions as well.

            How to Ace Meetings with Key Opinion Leaders

            For a Medical Science Liaison, having medical knowledge is a given necessity. But an often-overlooked attribute is the skill of communication. All sales representatives have access to data, statistics, and expository resources. What sets an MSL apart is not the presentation but the delivery.

            MSLs must regularly interact with both internal and external stakeholders in a myriad of organizations across the veterinary segment. The burden of identifying these stakeholders also falls upon them.  But what determines which members of the medical community will be valuable to approach for any given proposition?

            Who are Key Opinion Leaders (KOLs) in the Veterinarian field?

            It’s important to first identify all actors who will play a part in the pharmaceutical distribution process. Accordingly, distinguish and prioritize these based on their level of influence.

            Primary

            For general-purpose antibiotic, antibacterial, or anti-inflammatory medicines which are commonly prescribed for primary animal care, disseminating information to veterinarians is vital. These may include

            • Doctors of Veterinary Medicine (DMVs)
            • Primary Care Vets
            • Veterinary Practitioners
            • Small practice vets

            Secondary

            These are specialists who will ultimately determine the lifecycle and success of advanced treatments, diagnostic tools, and medications. Complicated patient cases are attended by them. They are the ones who will benefit from the product, contribute to its improvement, and give feedback on its performance.

            • Specialist veterinarians
            • Clinical managers at Veterinary Centers
            • Veterinary pharmacists
            • Veterinary surgeons who are in charge of leading teams of vets.

            Central (Key Opinion Leaders)

            Those who determine not just the usage, but dictate the trends in therapeutic niches. They have extensive experience, established themselves in their industry segment, and are followed by many other industry experts.

            • State Veterinarian Medical Board Director
            • Influential experts in the veterinary field
            • Senior veterinarians,
            • Faculty heads in schools of veterinary science
            • Faculty heads in colleges of veterinary medicine
            • Key researchers in veterinary research journals
            • Directors of veterinarian councils, medical associations, and centers
            • Key Speakers at veterinarian councils and events

            Medical Science Liaisons should plan out their entire session to cater to the distinct expectations and needs of each stakeholder group.

            The Story behind the Product

            People are drawn to stories and vivid images more than banal facts and figures. So, manipulate your words, statistical data, and the composition of the information to portray a compelling image. When telling a story, the audience cannot be overlooked. Connect the generic material to real-world hospital occurrences which would resonate with the M.Ds. Personalize the presentation by delving into the origin of your passion, incorporating it in an engaging and not indulgent manner. This should help you to differentiate yourself from other MSLs while simultaneously building a relationship with future clients.

            The Value of the Product

            The value of the product must be distinctly tailored to each stakeholder. It is essential to intuit what motivates and excites them: what their goals, preferences, and perceptions are. Also, pay attention to their moods and mental capacity for retention. On this basis, one can highlight the unique benefit of the treatment or procedure to an individual’s practice or therapeutic specialization. No matter how polished the presentation is, if it does not directly address their need, it will not make an impression. Provide objective evidence to back up every claim and to cement their confidence in your offering and company. Don’t get too caught up in the engagement to address their real concerns, such as availability, logistics, convenience, etc. Explore the industry landscape to address the current alternatives and how your product outpaces those.

            The Drawbacks of the Product

            Elaborate on both the positives and the negatives. Doctors always know that drugs and medications are incomplete without side effects. Overselling the treatment method will only create skepticism and lower their perception of your reliability. So do what most professional salespersons do: emphasize the advantages, and mention the potential downsides. Then illustrate how the benefits outweigh the costs. This is a balanced and judicious manner in which to establish the superiority of the drug.

            Key Takeaways

            • Conducting extensive background research allows the MSL to smoothly present to and engage any set of stakeholders.
            • It is highly worthwhile to prepare separate strategies to target different stakeholder groups.
            • Be attentive to the meeting attendees: glean their expectations and requirements and regulate the meeting accordingly.
            • Present your information in an attractive format but don’t forget to place emphasis on the functional features of the solution as well.
            • It is just as important to touch on the negatives as it is to showcase the positives.
            • In everything, make sure that your performance is spot on.

            Keep in mind, your goal isn’t just to instill a favorable perspective of the medical consumable, but also to establish yourself as a capable MSL.

            ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

            Blogs

            Our Insights can Inform your Critical Decisions

            We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

            LET’S CHAT​

            Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

                EMAIL ADDRESS

            sales@celeritasdigital.com

                PHONE NUMBER

            Phone (US): (646) 374-0260 Ext: 711

                OUR ADDRESS

            Address: 157 Columbus Avenue, 4th Floor New York, NY 10023

            SCHEDULE A MEETING

              14 October

              Stakeholder Mapping for Pharmaceutical Products

              adminB2B, Customer Engagement, Digital, Pharma Marketing, Sales and Marketing, TechnologyNo Comments

              What is a Stakeholder Map?

              Stakeholder Mapping involves identifying professionals in the target therapeutic field who would utilize or influence the utilization of the pharmaceutical product. This should clearly portray their motives, impact, and interests. Medical Science Liaisons are hired or contracted to meet with these stakeholders prior to and during the launch and distribution period to educate and create awareness of the drug. These sessions must be guided by an overall insight into the significance of each meeting.

              In this article, we will discuss stakeholder mapping techniques and outline the step-by-step methods to perfect your sales and engagement strategy when approaching industry thought leaders.

              Why is Stakeholder Mapping important?

              Contacting stakeholders can be key to knowing where they stand upon the release of the pharmaceutical product. Having discussions will reveal how the deliverables will be of value to them, potential improvements or unrecognized biases, the likeliness of them recommending or implementing them, their critiques, and their opposition.

              It is therefore important to develop a visual hierarchy of the Key Opinion Leaders of the industry, organized according to their level of authority, influence, and relevance.

              Step 1: Identify Key Stakeholders

              Begin the stakeholder mapping process by making a precise list of actors who will play a part in the pharmaceutical distribution process. It would be highly useful to categorize them under these three headings:

              Primary

              For general-purpose antibiotic, antibacterial, or anti-inflammatory medicines which are commonly prescribed for primary healthcare, disseminating information to the above professionals is vital.

              Secondary

              These are those who will ultimately determine the lifecycle and success of advanced treatments, diagnostic tools, and medications. Complicated patient cases are attended by them. They are the ones who will benefit from the product, contribute to its improvement, and give feedback on its performance.

              Tertiary (Key Opinion Leaders)

              Those who determine not just the usage, but dictate the trends in therapeutic niches. They have extensive experience, established themselves in their industry segment, and are followed by many other industry experts.

              You can use the above list as a guide to how to make a stakeholder map and what to add to it.

              Step 2: Assess based on the Power/Interest Matrix

              You must now position these individuals, professionals, or consumer groups based on their engagement level and ability to influence perceptions.

              Important questions to ask include

              • Whether they are likely to endorse the medicine
              • How far is their reach and what kind of audience do they make an impression on?
              • Whether their authority as a professional and a specialist is recognized
              • Whether they have a good network of other highly-positioned members of the healthcare industry.
              • In what ways they might contribute to or hinder the spread and popularity of the drug
              • What are their motives?

              Once you have determined these factors, organize them into a stakeholder mapping matrix.

              You should strive to monitor the counselors/healthcare advisors, inform your HCPs, both general and specialist, satisfy Academic Lecturers and Insurance companies, and engage your Key Opinion Leaders.

              Step 3: Creating an Engagement Plan

              Based on the above, create central and periphery focus groups and plan out when and where you plan to have education sessions to distribute the information to the relevant parties.

              Some questions to ask when deciding how to approach each section:

              • In what ways do your values and objectives align with theirs?
              • What kind of questions might they pose when you pitch the concept to them?
              • Would they be more interested in the social, financial, or medical scope of the equipment?
              • What strategies and approaches can you use to gain their favor or win their support?
              • Would limiting information exchange dilute your relationship with them?

              You must take strategic actions to sustain these relationships based on their positioning on the matrix. For example, you should send medical representatives to meet KOLs more often and prioritize them in your communications schedule. Attempt to raise the interest level of those in the top left quadrant by finding common goals and emphasizing the benefit of promoting your service or company. Gather insights from medical professionals, and keep them informed and updated. Offer base-level information to those with little interest and power. Monitor their interactions and opinions to keep track of the general perception of your organization.

              To Wrap Up

              Stakeholder mapping will allow your medical sales team to prioritize and plan ahead to efficiently create awareness and help HCPs to appreciate the need for the development of a new, supplementary treatment option. The engagement plan also allows the MSL or company representative to manage meetings and reduce inconsistencies, and reduce redundancies and excessive workload.


              ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

              Blogs

              Our Insights can Inform your Critical Decisions

              We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

              LET’S CHAT​

              Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

                  EMAIL ADDRESS

              sales@celeritasdigital.com

                  PHONE NUMBER

              Phone (US): (646) 374-0260 Ext: 711

                  OUR ADDRESS

              Address: 157 Columbus Avenue, 4th Floor New York, NY 10023

              SCHEDULE A MEETING

                12 October

                What are E-Detailers and how can they Benefit Pharma Marketers?

                adminB2B, Customer Engagement, Digital, Pharma Marketing, Sales and Marketing, TechnologyNo Comments

                Over the last decade, the US BioTech and Pharma industries have truly flourished, with pharma-related discoveries and innovations growing at an increasing rate. In line with this trend, there is building pressure on HCPs to adopt newer processes and prescribe advanced medication. Due to rigid FDA regulations, however, pharma financial resources are often depleted in generating drugs which fail to pass the approval process. Since the primary source of pharma revenue comes from the sale of newer medication, this traps companies with a limited portfolio of revenue-generating products. Therefore, each presentation session with a KOL or clinician group must be productive and impactful. Now, many forms of sales promotions used to build strong relationships are strictly monitored and limited in the pharma industry. So, sales representatives rely strongly on their presentation material to generate interest and attention. In these circumstances, E-Detailers can be of great value because they can prompt the doctor to interact with both the MSL and the information. E-Detailing is an information delivery mechanism, which provides your sales presentation in a digital format. It supplements the sales representative by providing quick and easy access to all relevant information with an efficient and attractive design.

                This article will address:

                What is an E-Detailer?

                What are its Features?

                What solution do E-Detailers provide?

                Key Features

                Enhanced Engagement

                In the past, passive presentations were the primary method of delivery of drug-related information. On average, however, those sales sessions last around 6 minutes. The constant flow of complex, jargon-heavy information can become cumbersome and fail to retain the HCP’s attention. That is why our E-Detailers are so highly effective. Our team employs HCP-specific User Interfaces (UI), which will prompt your client to respond, interact, and be involved in the sales process.

                Highly Effective

                Visuals and audio are, on average, processed faster than words. HCPS are more likely to comprehend the message when they can visualize the exact function and purpose of the drug. The distinct and precise images and graphics selected and designed by our team are tailored to be competently communicative and memorable. Our E-Detailers feature Mode of Action videos, multiplayer interactive games, and a variety of other immersive characteristics.

                Specialist Understanding and Sales Insight

                Our systems employ tracking mechanisms and advanced algorithms to measure individual interests, interactions, and reception. This is used to further optimize and customize the program to suit individual stakeholders. And since the E-detailer is consistent across channels and devices, you can ensure a high-quality experience in every interaction.

                Ease of Access to Product Details

                During meetings, health specialists might ask any number of unanticipated questions regarding the therapeutic area or the drug’s scope. For an untrained, non-medical sales representative, answering off-script molecular-biology questions can be challenging. E-Detailers allow your MSLs to have records, reports, analysis, and other documents readily and consistently available to your MSL on demand.

                Consistent Experience

                Each sales team has its own standard approach and presentation style and personal interactions vary from individual to individual. The resulting responses and levels of interest also vary from participant to participant. When working with Celeritas, however, one can rely on the maintenance of high-quality standards across all devices and systems. Regardless of a sales representative or MSL’s performance, our E-Detailers always deliver content consistently and at a sustained standard.

                Cost Effectiveness

                Our E-Detailers’ capabilities include data collection and analysis to gain insights regarding the best, most engaging content and features of our e-detailers to facilitate upgrades and improvements. Our digitized systems can be tweaked with fresh content, updates, and corrections to complement the preferences of specialists at almost no cost. This significantly reduces the burden of reprinting and redistributing medical resources.

                The Problem we Solve

                Meetings between physicians and pharma representatives last, on average, less than 6 minutes. During this short window, an MSL must simultaneously keep the meeting informative and address key areas of interest and potential qualms. During this pitch, Reps often find it difficult to retain the attention of an HCP who likely has to watch multiple presentations a week, for new drugs, devices, and other medical products.

                Solutions we Provide

                We will dedicate a team to collaborate closely with your marketing department, to design software that supports your company’s endeavors. We will develop engaging, easy-to-navigate software, accessible on any mobile device. This will allow you to make cost-effective updates, boost interactivity with your HCPs, and measure reception rates – all with one integrated platform.


                ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

                Blogs

                Our Insights can Inform your Critical Decisions

                We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

                LET’S CHAT​

                Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

                    EMAIL ADDRESS

                sales@celeritasdigital.com

                    PHONE NUMBER

                Phone (US): (646) 374-0260 Ext: 711

                    OUR ADDRESS

                Address: 157 Columbus Avenue, 4th Floor New York, NY 10023

                SCHEDULE A MEETING

                  26 September

                  Using QR Codes for your Veterinarian Business

                  adminB2B, Customer Engagement, Digital, Pharma Marketing, Sales and Marketing, TechnologyNo Comments

                  QR codes emerged in the 90s with a few basic use cases and very few users. Over time they have come to represent a significant number of transactions, however. The QR code payment market is projected to rise to $35 billion by 2030. The market was already growing before covid, but the outbreak provided a significant boost to the technology.

                  Initially, QR codes were initially reserved for marketing and sales-related functions. But recently, they have made significant headway in the veterinarian field. So read on to explore a few ways QR codes could alleviate the burdens of running a veterinarian clinic.

                  What is a QR code and how can it be used by Veterinarians?

                  A QR code is a scannable code that provides access to stored information. Depending on whether you use numerical or alphanumerical data, it could hold up to 7000 characters of data at a time. This can include website URLs, phone numbers, geographic locations, dates, and much more. It is so useful since it combines high capacity with high-speed reading.

                  How can a simple little mechanism like this, using simplistic technology like an optical scanner be of value in the veterinarian sector?

                  A)  Aiding Veterinarian Clinic Management

                  Training and Engagement

                  Many care centers want to support their veterinarians’ expansion of their expertise by providing useful educational resources. But when funds are limited, having a vast library, or running a lecture theatre can be difficult. QR codes make providing online courses and study materials much easier. The links to all the audio-visual classes and associated publications can be found by scanning one code. It’s a go-to solution for a small-scale medical facility.

                  The hospital waiting room can often have an uncomfortable atmosphere despite the Patient Experience Officer’s best efforts. There is a feeling of tension or dread hanging in the air. With nothing to distract them but posters, visitors often feel troubled regardless of the kind of service provided by their doctor. Having a QR code that links them to an interactive site is a creative and much-needed solution. Here, patients can familiarize themselves with their animal’s caretaker and watch informative or entertaining videos in an easy format.

                  Storage of Patient Information

                  QR codes have the greatest scope in the organization and accessibility of patient records. In essence, patients’ files are all synced to a central database. Any authorized staff member may use the optical scanner in their phone to scan the QR code on the bracelet and find everything they require to help a furball in need. This includes clinical history, disease progression, and previous operations available at the database. Test results, diagnoses, health reports, scheduled operations, etc. can then be added to keep them up-to-date.

                  One might think a patient’s phone could easily store this information, which could directly be shown to a doctor instead. During an emergency, however, when effective communication might not be possible, or the patient may not be in the right state of mind to provide entry, quickly scanning the bracelet can save time and lives.

                  This also solves the issue of information silos and cross-department discrepancies. The animal’s data would be uniform, complete, and well-organized. It would also eradicate misinformative medical errors. For example, a nurse could simply scan a patient’s QR bracelet to confirm their dosage without having to consult anyone or waste time if their chart is unavailable.

                  QR codes can be just as valuable to pet parents as they are to the clinic. QR codes can ease the completion of a host of functions, such as leaving a review, making a payment through your online payment portal, or lodging pet insurance claims.

                  Administration

                  Publicly posted QR codes help in appointment booking and scheduling. QR codes can direct a user’s phone to a booking site, from where the schedule is automatically updated. This delegation frees up the receptionist’s time to better manage the waiting room. Furthermore, QR codes form the simplest form of identification and entry authorization. Unlike biometric scanners, tokens, or general ID cards, they can hold quite a lot of information at very low costs. For a hospital administrator, this kind of staff management can be a major advantage.

                  Additionally, an administrator needs to be well-versed in the company’s policies, payment options, insurance matters, and government regulations. They must apply and answer questions about these matters all the time. A QR code in the waiting area can be a major assistance in this area.

                  All these benefits can really make an admin’s life much easier.

                  Safety and Security

                  Veterinary clinics largely handle patients who are dependent on their caretakers and require regular monitoring. They are often unable to grasp the importance of staying put, can be difficult to track, and are unable to express to any stranger where they are supposed to be. This means they need to have special measures at hand to deal with unusual behavior from their residents. Dynamic QR code badges can show anyone an animal’s patient number and family contact. These badges or ID tags are currently widely integrated into pet collars. They’re ideal for monitoring untrained pets that tend to wander off. In this way, veterinary facilities and clinics could ensure the safety of their charges.

                  B)  Aiding Healthcare Recipients

                  Clarity about Medication

                  Drug counterfeits are a major issue in the pharmaceutical industry. And for many users, it can pose a major risk. To help their customers feel assured and well-informed, companies can print QR codes on their pill bottles. This will confirm the company name alongside the date of expiry, contents, and possible side effects. It can also provide medical administrators with exact dosage details, and aid drug intake tracking. This is especially useful when following a complex medical regimen.

                  Clarity about Resources

                  During emergencies, patients or their family members are usually frantic. Despite the best planning efforts, multi-wing, multi-departmental hospitals can be difficult to navigate. By providing access to the layout or 3D interactive map, advanced care information, FAQs, etc., you could reduce confusion and make for a better experience.

                  Easier Payment Method

                  Medical bills can be incredibly high. Payment options usually include payment plans and credit cards but those are often complicated to manage in the long term. With QR codes, one can instead make one-time payments without carrying either cash or a credit card with them. Lodging pet insurance claims also becomes much simpler. Though the vast landscape of insurance providers can present a limitation, generating QRs for the major ones can be beneficial to many pet owners.

                  Factors to Keep in Mind

                  Cybercrime

                  QR codes, like any other form of widespread technology, are vulnerable to attacks. There are two main types of attacks to watch out for:

                  Malware attacks, where the coder embeds a QR code with malicious webpages or domains. These can contain a virus or allow a hacker access to your phone camera and external sensor. They could track your location or tap into your camera and watch you, while you remain completely unaware. The malware could also capture personal and, vitally, medical information for ransom.

                  Phishing attacks, known specifically as Q-phishing, are where the original website has been replaced by a lookalike. This domain can prompt you to provide private details which can be sold or used for criminal purposes. They might also trick you into buying non-existent healthcare instruments, equipment, or services.

                  A veterinary hospital providing a QR code needs to be aware of this. Instead of helping to promote their clinic, it can ruin their reputation. It can erode users’ trust in their brand’s ability to safeguard their information properly. This will make it difficult to convince them to allow the hospital to store their data in its records.

                  Availability of Technical Infrastructure

                  Functional data management systems make it easier to take full advantage of QR technology. But there are many technological shortcomings in older veterinary organizations that make the implementation of these techniques a little complicated.

                  Many pet care centers manage data manually and there are pre-existing mistakes and discrepancies in previous records. Others used obsolete methods of data management or obsolete digital systems. Hence, too much tedious data sorting would be required to implement the QR system. Much of the data is irretrievable or cannot be updated.

                  Worse still, organizational silos handicap the company’s ability to merge data without contradictions and overlaps. The whole process would take too much restructuring and cause initial strains and learning pains. And so, some of these methods would be more of a hindrance than a help.


                  ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

                   

                  Blogs

                  Our Insights can Inform your Critical Decisions

                  We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

                  LET’S CHAT​

                  Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

                      EMAIL ADDRESS

                  sales@celeritasdigital.com

                      PHONE NUMBER

                  Phone (US): (646) 374-0260 Ext: 711

                      OUR ADDRESS

                  Address: 157 Columbus Avenue, 4th Floor New York, NY 10023

                  SCHEDULE A MEETING

                    1 … 18 19 20