According to Jimmy Haverstick, President of Focus Technology Group, “We’ve been providing sales tracing and business intelligence services to manufacturers and distributors of veterinary and animal health products for a number of years… reporting to our clients on a regular basis who buys their products, when, and in what quantities. At the same time, DoaneMR has been surveying veterinarians and producers to determine market share as well as how and why products are recommended or used. The BeaconMR product, by combining these two research methodologies, reflects a need expressed by our respective clients for something more robust and better suited to the complexity of today’s animal health market.” To date, major animal health product manufacturers have committed to the project and according to Haverstick “by combining the available transactional data with survey information, DoaneMR and FTG are able to eliminate any potential data gaps created by non-participating manufacturers or untraceable products.”

Dennis Block, CEO of Doane Marketing Research, concurs. “BeaconMR represents a ‘hybrid model’ that combines the best of what we and FTG each have to provide. We are excited to make this important new tool available to today’s more sophisticated animal health marketer.” Product sales transactions, provided by participating suppliers, will be compiled by FTG and will be used to validate and verify volumes collected via DoaneMR surveys. Additional survey data, such as product usage patterns and species classification will enhance the transactional data. “The bottom line,” according to Block, “is that manufacturers and distributors of these products will have better information from which to track market share, overall market potential, and market trends.” Better information enables better decisionmaking.

BeaconMR subscribers will have a choice of subscription categories. Among the product categories proposed for the initial release are: swine biologicals, cattle biologicals, endectocides, implants, and anti-infectives, as well as small animal vaccines, antimicrobials, NSAID’s and equine dewormers. “It is likely that additional categories will be added at a later time,” says Haverstick. The reports will be provided through a web-based, “selfservice” application that will allow subscribers to drill down by geographic area.

For more information or to arrange an interview please contact Brian Hagan at 314.786.1945 or Jimmy Haverstick at 404.888.0734. Additional Company information can be found by visiting www.dmrkynetec.com or www.focustg.com.

Doane Marketing Research is the country’s largest market research firm focusing on issues related to the animal health and other agricultural industries. The company is recognized globally for providing syndicated quantitative market tracking studies along with qualitative and analytical services for organizations serving farmers, ranchers, veterinarians, ag retailers and agribusiness leaders.

FTG provides data services, sales tracing, CRM and business intelligence applications expertise to manufacturers and distributors of animal health, pet specialty and equine products.