Abstract
The aim of this study is to investigate the effectiveness of client communication strategies
used in the veterinary pharmaceutical sector in Europe. Two separate surveys are used
assessing the difference in true levels of customer preference, trust and understanding for 8
information sources about veterinary pharmaceuticals as well as their influence on the
customer compared to what perceived scores are given by individuals working in sales &
marketing roles in the animal health industry.
The results of this research show certain forms of client communication are significantly less
trusted and understood by the customer than is the perception among the pharmaceutical
industry, thus these communications have significantly less influence on customer buying
decisions and are ineffective forms of client communication.
Companies will need to revaluate their client communication plans and consider retraining
of sales teams to improve trust and understanding levels of their messaging.
