Activate the 3,500 distributor sales reps and drive ...Digital Edition • Content covers all 3...
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Promoting Excellence in Animal Health Sales 2019 MEDIA GUIDE Activate the 3,500 distributor sales reps and drive additional sales with your animal health customers
Transcript of Activate the 3,500 distributor sales reps and drive ...Digital Edition • Content covers all 3...
Promoting Excellence in Animal Health Sales
2019 MEDIA GUIDE
Activate the 3,500 distributor sales reps and drive additional sales with your
animal health customers
Our MissionVet-Advantage is a channel activation company. We provide the only publication focused on serving the animal health distribution channel, as well as the manufacturing community. Through print and various online channels our editorial products build a sense of community among distributors and manufacturers, providing brand awareness, promotion awareness, and educational opportunities for distributors and manufacturers to better serve their customers.
Benefit We Provide To ManufacturersGrow your market share by engaging, educating and activating DSRs across multiple communication platforms.
Our Editorial FocusOur content meets the needs of inside and outside DSRs, educating them on how they can create stronger customer relationships and deliver true value. We highlights market trends, customer needs, top industry performers, new products, new technology and selling skills.
Promotes Excellence in Animal Health Sales
Our Audience• Primary targets: Inside and outside
distributor sales reps• We also reach distribution executives,
management, sales management, customer service and purchasings
Our Circulation• 6,500 Total• 4,000 Distribution
• 2,300 Outside Sales Reps• 1,200 Inside Sales Reps• 500 Corp/Management
• 2,500 Manufacturers and Agencies
Distribution Companies We ReachHenry Schein Animal Health, MWI Animal Health, Patterson, Midwest Veterinary Supply, Miller Veterinary Supply, Penn Veterinary Supply, Merritt Veterinary Supplies, Victor Medical Company, Animart, K & K Veterinary Supply, Equipment Outreach, Fuller Supply Company, HSB Veterinary Supply, Jeffer’s Vet Supply, Lambert Vet Supply, Les Wilkins & Associates, Medvet International, Tri-State Veterinary Supply, Valley Vet Supply, Vet Brands International, Veterinary Service Inc., Western Medical, Western Stockmen’s Supply, West Plains Vet Supply Cooperatives: Vedco, Clipper, AgriLabs, Durvet, Chuck Latham Associates, RJ Matthews
VET-ADVANTAGE2019 MEDIA GUIDE
Our Industry• U.S. Animal health market does over $15 billion in sales of supplies and products • 114,000 U.S. Veterinarians • 28,000 U.S Animal Hospitals • 50,000 Distributor orders daily• 3,500 Distributor Sales Reps
Email Web
Digital
Blog Videos
Social Media
WWW.VET-ADVANTAGE.COMFebruary, 2017 • Vol. 9, Issue 1
Annual Opportunities » p.16Reopen the Door to Home Delivery » p.38Interview with the AVMA’s Dr. Janet Donlin » p.54
INSIDE:
Taking the LeadAs a female executive, Kim Allen is a pioneer in the animal health industry
WWW.VET-ADVANTAGE.COMFebruary, 2017 • Vol. 9, Issue 1
Annual Opportunities » p.16Reopen the Door to Home Delivery » p.38Interview with the AVMA’s Dr. Janet Donlin » p.54
INSIDE:
Taking the LeadAs a female executive, Kim Allen is a pioneer in the animal health industry
Mobile
Training
Apps
Leverages Multiple Communication Platforms to Activate DistributionThe flagship product of Vet-Advantage is our print and digital companion animal magazine, initially launched in 2009.
Since then we’ve added new ways to activate distribution.
Ideal for Providing Education and Support of Sales Activity• Resource App/Manufacturers
Library Listing• SoundBytes• SoundByte Videos• LeadGen SoundBytes• LeadGen SoundByte Videos• Online Training/Webinars• Virtual Lunch and Learns
Ideal for Increasing Promotion and Program Awareness• Advertising and announcements in the Vet-Advantage News• Advertising on www.vet-advantage.com• Promotional links in the Vet-Advantage calendar• Announcements in Digital and Print Magazines
VET-ADVANTAGE2019 MEDIA GUIDE
Ideal for Increasing Product and Organization Awareness • Print and Digital Magazine Advertising• Sponsored Content• Belly Bands• Inserts• Ghost Cover• Website Advertising• Vet-Advantage News Advertising• Video Insertion in Vet-Advantage News • Sponsorship Packages
Activates Channel with Content Every Month
Vet-Advantage Companion Edition• Published 6 times a year:
February, April, June, August, October, December
• Mailed to 6,500 readers
Vet-Advantage Equine Edition• Published 3 times a year:
Spring, Summer/Fall and Winter
• Mailed to 6,500 readers
Vet-Advantage Livestock Edition• Published 3 times a year:
Spring, Summer/Fall and Winter
• Mailed to 6,500 readers
Vet-Advantage Digital Edition• Content covers all 3 species• Published 6 times a year: January,
March, May, July, September, November• eMailed to 6,500 digital subscribers
WWW.VET-ADVANTAGE.COMFebruary, 2017 • Vol. 9, Issue 1
Annual Opportunities » p.16Reopen the Door to Home Delivery » p.38Interview with the AVMA’s Dr. Janet Donlin » p.54
INSIDE:
Taking the LeadAs a female executive, Kim Allen is a pioneer in the animal health industry
Vol. 4 • Issue 1 • WWW.VET-ADVANTAGE.COMEQUINE EDITION • Spring 2017
On theSpotOnline stores can be good for business, but many veterinarians don’t know it
VOL 7 • ISSUE 1 • WWW.VET-ADVANTAGE.COMLIVESTOCK EDITION • SPRING 2017
Building Confidence » p.8Calf Health Starts Before Birth » p.18Lessons From the Land of Oz » p.26
INSIDE:
The Veterinary Feed Directive Is HereThe regulation took effect Jan. 1, 2017 but producers,
distributors and veterinarians may still have questions
WWW.VET-ADVANTAGE.COMDigital Edition • May • 2017
AAHA: Emphasis on Accredited » p.18Growth Opportunity » p.22
Interview with Boehringer Ingelheim’s
Tim Bettington » p.42
2017: A Hotbed for Heartworm
INSIDE:
Reader Survey Results* 90% of DSRs are satisfied readers (up 1%) 82% read at least 3 of the last 4 issues (up 3%) 67% spend between 30 minutes and 2+ hours with Vet-Advantage (up 2%) 86% of DSRs have discussed an advertisement with customers (up 2%) 89% of DSRs have recommended a new/different product to customers as a result of an advertisement (up 4%) 81% of DSRs have visited a manufacturer website after seeing an advertisement (up 1%) 90% of DSRs have completed a Vet-Advantage training course (new finding) 92% Use SoundBytes to stay up-to-date on products or to help start an effective customer dialogue (up 17%)
Advertising Opportunities in All Magazines Sponsors get unlimited product and organizational announcements Ghost covers, Belly bands Ads (2-Page spread, Full page, Half page, Quarter page, Third page) Sponsored content Product Reviews SoundBytes (Magazine Insert and 3-Minute Video)
Special Advertising Opportunities in Digital Editions Ability to embed video ads and link to dynamic content Ability to segment list and customize by segment Advertising opportunities via homescreen of the Vet-Advantage Magazine app
*Compared to 2014 reader survey. Copies of 2016 survey available upon request.
Available on our website: Vet-Advantage.comAvailable on our mobile app: search Vet-Advantage Magazine
PRINT AND DIGITAL2019 MEDIA GUIDE
Vet-Advantage News• Content covers all 3 species• Published weekly and emailed to 6,500 subscribers• Circulation: 6,500 digital subscribers • Average impressions: 5,200/week• Available on our website: Vet-Advantage.com
News Editorial Focus• Breaking news • Product promotions• People news • Organization news• Disease outbreaks • New products• Trends • Sales tips
News Delivery Emailed every Tuesday
79% open rate
Advertising Opportunities Leaderboard ads, Vertical ads, Video ads, Sponsored Content, Sponsor links
Sponsors get unlimited product and organizational announcements
Ability to segment
Ability to embed video ads and link to dynamic content
Activates Channel Every Week
WEEKLY NEWS2019 MEDIA GUIDE
Website DSR Resources Searchable editorial content SoundByte insert and video gallery Training portal DSR facing blog – articles to help increase product sales Resource App web version Manufacturers Library Promotional Calendar Compendium database MSDS database Practice resources
• AHAA Guidelines• Partners for Healthy Pets• Price Index
Visitor Engagement Metrics 6,600 Average Monthly Views 2,840 Unique Monthly Visitors Home Page Banner ad – up to 5,500 Hits a Month
Website Advertising Opportunities Monthly rotating banner ad on home page Monthly banner ads on select pages Monthly vertical banner ads on home page Sponsored content Sponsored pages
24/7 Resource Portal to Support Sales ActivityVet-Advantage.com
WEBSITE2019 MEDIA GUIDE
Vet-Advantage Magazine Reader app Available on iTunes App Store and Google Play Ability to advertise on home screen of app + advertising and sponsored content within each issue
Activates Channel Through Mobile Devices
Vet-Advantage Resource app Mobile device application (and web version for ISRs) designed to help distributor sales reps improve pre-call prep and customer interaction.
Features Updated literature, detailers, videos, and promotional flyers from participating manufacturers Easy sharing of these documents with customers and partners Educational materials on key products and services, including all SoundBytes and Product Reviews Direct access to manufacturers’ sales reps via cell or email, websites, and phone number Available on iTunes App Store and Google Play Ability for manufacturers to sponsor and populate listing in Manufacturers Library
Price Index appDesigned to help DSRs lead their veterinary hospital customers to “stay in the game” as it applies to the dispensing of flea, tick, heartworm, and NSAID products.
Features High, Low, Median pricing for a wide range of flea/tick, heartworm, and NSAIDs Updated weekly in the Vet-Advantage Weekly News and at www.vet-advantage.com Complete with a calculator, historical pricing, inventory management and retail tips Available on iTunes App Store and Google Play
MOBILE APPS2019 MEDIA GUIDE
Sticky DSR engagement - High compliance • Some manufacturers see 70%+ compliance!
6-Week training periods Weekly compliance reporting Incentive fulfillment available Announcement of Winners in Vet-Advantage News Content development optional Use your own content (Videos, Detailers, In-Clinic PPT)
• Or repurpose a SoundByte Video
Educates and Activates Channel with Training Segments Accessible Anytime
Webinars Provide Opportunity for Live Engagement Up to 45 minutes of presentation + 15 minutes of Q&A with attendees Up to 1,000 attendees per webinar Registration and Participation reporting Incentive fulfillment available Announcement of Winners in Vet-Advantage News Content development optional Ability to survey audience during the webinar for greater interactivity and after for evaluation Audio and visual recording of webinar provided by Vet-Advantage
ONLINE TRAINING2019 MEDIA GUIDE
Simple sales tools proven to increase the value of distributor-to-customer dialog
Instruct DSRs how to effectively start and lead customer conversations
Delivered in print as an insert in the magazine, as well as digitally via the web and as an app for iPhones and iPads
Every SoundByte insert in Vet-Advantage magazine also comes with a SoundByte Video
Displayed in magazines, hosted in Resource app and in Vet-Advantage website SoundByte Gallery
SoundBytes Videos Great for DSR training featuring a SoundByte video
Hosted in Resource app and www.vet-advantage.com
Announced in Vet-Advantage News and in SoundByte video gallery in every magazine issue
Serve as a low-cost video content asset that can enhance any e-communication manufacturers send distributors and veterinary practices
Can be customer facing or DSR facing
Drives Sales Activity with Dynamic Education
Dechra TrizEDTA™ Technology
Other Video Advertising Opportunities Vet-Advantage produces custom videos for manufacturers to help activate DSRs and influence Veterinary Practices
Manufacturers can place video ads in Vet-Advantage News and on Vet-Advantage website
Videos Enhance DSR and Customer Engagement 4x as many consumers would rather watch a video about a product than read about it. –eMarketer
70% of marketers claim video produces more conversions than any other content. –Vidyard
Businesses using video grow company revenue 49% faster year-over-year than organizations without video. –Aberdeen
Enjoyment of video ads increase purchase intent by 97% and brand association by 139%. –Unruly
46% of user’s take some sort of action after viewing a video ad. –Online Publishers Association
62% of consumes are more likely to have a negative perception of a brand that published a poor quality video. –Brightcove
SOUNDBYTES AND VIDEOS2019 MEDIA GUIDE
Month Editorial CoveredJan/Feb Osteoarthritis, WVC Preview, Telehealth AdvancementsMarch/Apr Preventives (flea/tick), VMX Wrapup,
Pet obesity, diabetes May/June Behavior – Summer Travel, VaccinesJuly/Aug Feline Care, NSAIDs, New Technology Review Sept/Oct Equipment Sales, Senior Wellness,
Oncology AdvancementsNov/Dec New to Market, Clinic Wellness, Dentistry
Editorial Calendar Companion and Digital
Month Editorial CoveredSpring Equine: Anxiety Issues
Livestock: Parasite Control in CattleSummer/Fall Equine: Caring for Thoroughbreds
Livestock: Technology to Improve Production
Winter Equine: Arthritis and Supplements Livestock: Antimicrobials in Livestock
Editorial Calendar Equine and Livestock
Issue Edition Materials Due January Digital 12/14/2018 February Print 03/08/2019March Digital 02/22/2019April Print 03/08/2019May Digital 04/19/2019June Print 05/09/2019July Digital 06/14/2019August Print 07/12/2019September Digital 08/23/2019October Print 09/06/2019November Digital 10/18/2019December Print 11/08/2019
DeadlinesCompanion and Digital
Issue Edition Materials Due Spring Livestock & Equine 2/15/2019Summer/Fall Livestock & Equine 5/24/2019Winter Livestock & Equine 10/4/2019
DeadlinesLivestock and Equine
Issue Edition Materials Due Every Tuesday Weekly News 1 week prior to
insertion date
Every Month Website 1 week prior to insertion date
DeadlinesNews and Website
EDITORIAL CALENDAR/DATES2019 MEDIA GUIDE
New Product Launch Package $12,390
Magazine Advertising Print Digital2-Page Spread $12,290 $8,990
Full-page ad $6,225 $4,290
Half-page ad $5,115 $3,090
Quarter-page $3,434 $2,190
Marketplace ads Print Digital $1,690 $1,200
SoundBytes $9,675 (includes video)
Product Review full-page + Sponsored Content $12,800 $9,240
Product Review full-page $6,970 $5,250
Product Review half-page $5,894 $4,000
Product Review third-page $4,350 $3,500
Sponsored Content full-page $6,612 $5,500
PI full $1,900 $900
PI half $1,400 $750
PI third $900 $450
Cover Positions $900
Belly Bands Call for quote
Inserts Call for quote
Ghost covers Call for quote
Pop-up Cover in Magazine
Digital Promotional Calendar Annual Sponsorships $6,600
News Banner (Leader Board) $1,900
News Banner (Vertical) $1,450
News Video $850
Website Banner (Leader Board) $2,600
Website Banner (Skyscraper) $2,200
Resource App Sponsored Annual Listing $6,500
Training Basic Package $8,200
Webinar Basic Package $8,200
Together, an inside rep and field rep can accomplish amazing things
Warming Up » p.18Tomorrow’s Veterinary Technician » p.60Aggregation Transformation » p.70
INSIDE:
Dynamic Duo
WWW.VET-ADVANTAGE.COMCompanion Edition • April, 2017 • Vol. 9, Issue 2
WWW.VET-ADVANTAGE.COMDigital Edition • July • 2017
Five Ways to Help Your Customers Prepare » p.6The Millennial Invasion » p.12CAPC: Tracking the Expansion of Parasitic Diseases » p.24
MWI: Growing
in ProfileINSIDE:
New organizational structure at
AmerisourceBergen highlights importance
of its animal health business
The early signs of pituitary pars intermedia dysfunction (PPID) are subtle, and may be difficult to notice
The Early Warning Signs of PPID
Vol. 4 • Issue 2 • WWW.VET-ADVANTAGE.COMEQUINE EDITION • Summer 2017
VOL 7 • ISSUE 2 • WWW.VET-ADVANTAGE.COMLIVESTOCK EDITION • SUMMER 2017
Hobby Farming » p.6An Interview with Steve Cunningham » p.19Manufacturer-DSR Success Story » p.24
INSIDE:
Nutrition is critical to herd health. Getting the right balance of mineral supplements can improve productivity and reduce health problems.
Sorting Out Supplements
VET-ADVANTAGE AD RATES2019 MEDIA GUIDE
Vet-Advantage prefers to work on a sponsorship basis, given that is the most powerful way to influence the DSRs selling your products. A sponsorship package keeps a consistent presence, across a number of products, to truly drive an advertiser’s messaging and increase share of voice. Sponsorships are available at price point that fits every budget and we require a certain mix of print and digital activities to ensure success. All sponsor packages are billed on a biannual basis (January 1 and July 1).
BRONZE Sponsorship: $25,000 of print and digital purchases earns a 3% discountSILVER Sponsorship: $50,000 of print and digital purchases earns a 6% discountGOLD Sponsorship: $75,000 of print and digital purchases earns a 9% discountPLATINUM Sponsorship: $100,000 of print and digital purchases earns a 12% discountPLATINUM+ Sponsorship: $200,000 of print and digital purchases earns a 15% discount
»» All sponsors receive free new product releases, are listed as sponsors in every print issue, digital issue and in the Weekly News. Premium positioning is also available on a first come, first serve basis for sponsors. We also include the following number of subscriptions for every sponsor: Bronze 10, Silver 25, Gold 50, Platinum 100, Platinum+ 150.
GOLD Sponsor Example:6 full page print ads $37,3506 half page digital ads $18,5401 calendar spot $6,6001 SoundByte $9,6751 Training package $8,2002 banner ads website $4,4005 leader banner ads news $9,500Resource App package $6,500 Total Cost $100,765Less 12% Platinum sponsor discount $12,092Actual Cost $88,673
Encouraging 5-Star Reviews
» p.20Agents of Change
» p.38Ready to Roam:
Preparing for Summer Travel
» p.60
INSIDE:
Vote of Confidence
Customers Recognize the Value of Distribution
WWW.VET-ADVANTAGE.COMCompanion Edition • June, 2017 • Vol. 9, Issue 3
EXAMPLE
VP SALES & MARKETING
Rick [email protected]
404-395-4959
DIRECTOR OF SALES
Doreen [email protected]
816-896-6757
SENIOR ACCOUNT EXECUTIVE
Allyson [email protected]
407-748-9810
SENIOR ACCOUNT EXECUTIVE
Chelsea [email protected]
918-230-1005
ACCOUNT EXECUTIVE
Paige [email protected]
404-550-6649
For information regarding advertising and sponsorship opportunities please contact:
VET-ADVANTAGE AD RATES
NEW FOR 2019 THE PARTNER POINTS PROGRAM. All NAVC Publishing Advertising (Print & Digital) spend earns points that contribute to a ranking system used to assign NAVC event booth selection appointments, such as VMX. Please contact your NAVC Publishing Representative for details on the NAVC Partners Point Program.
2019 MEDIA GUIDE
NAVC Board of DirectorsPresidentK. Leann Kuebelbeck, DVM, DACVS
Immediate Past PresidentGail Gibson, VMD
President-electCheryl Good, DVM
Vice PresidentPaige Allen, MS, RVT
TreasurerLaurel Kaddatz, DVM
DirectorsHarold Davis Jr., RVT, VTSSally Haddock, DVMBob Lester, DVMMark Russak, DVM
NAVC LeadershipThomas M. Bohn, MBA, CAE, Chief Executive Officer, VIC Board Chair
Eugene O’Neill, CPA, CIA, Deputy CEO & CFO
Peter R. Scott, CAE, APR, Chief Product Officer
Laura C.S. Walker, Chief Media & Sales Officer
Summer Graziano, Vice President of Marketing
Joe Stern, Creative Director
