American College of Veterinary Pathologists/American Society of Veterinary Clinical Pathology
Annual Meeting, Atlanta, GA
Career Development Session
Building Brand Loyalty: Contributing to Institutional Success
Michelle L. Haven, DVM, PhD, DACVS
Senior Vice President of Corporate Development, Alliances & Solutions
Zoetis
michelle.l.haven@zoetis.com
Brand loyalty is a major factor in business success, and highly relevant to the animal
health industry. More so than in the human pharmaceutical industry, Animal health products
retain market share long after they lose patent protection based on brand loyalty, both to a
product and to a company. In today’s world of rapid, global and uncontrolled information
exchange, it is even more critical for a company to develop strong brand recognition and loyalty
through meaningful and simple messages that are supported through consistent actions.
In 2013, Pfizer Inc. spun off its animal health division and Zoetis became an independent, global
animal health company. The formation of Zoetis allowed the opportunity for us to build a new
brand grounded in 60 years of animal health experience and which would define the new
direction of the company. We set out to develop a brand based on an authentic simple story
grounded in purpose and truth, and which conveyed our singular focus on animal health and
our goal to assist our customers in making a real difference in the world. Our brand story
defines the essence of Zoetis including our values, goals, differentiable strengths, and character
attributes. Our visual system including the logo, tagline and images, as well as our messaging, is
consistent with our focus on animals and the people who care for them.
Importantly, every colleague in Zoetis plays a role in developing and supporting our brand
through their words and their actions. Veterinary specialists play a key role in supporting our
brand and contributing to the success of our company, not only through identifying and
advancing novel medicines and vaccines, but also through their ability to foster external
collaborations, and lead initiatives aligned with the company’s vision, mission and strategic
objectives.
Pathologists have long been recognized as bringing value to companies and organizations
through their expertise in diagnosing diseases, assessing drug safety and identifying evidence of
drug-related toxicity. However, I believe that veterinary pathologists have a range of skills and
expertise that can potentially bring broader value to companies, academic institutions and
government and non-government organizations. There is an increasing awareness of the link
between human and animal health as concerns grow around issues such as emerging infectious
diseases, food safety challenges, the need to feed a growing global population with decreasing
natural resources, and the threat of bioterrorism. There is also an increasing trend for crossorganizational collaboration to address these issues. Veterinary researchers focused on
development of sophisticated tools and technologies to support livestock production and
protect companion animal health can have a significant positive impact on public health and
the global supply of safe and affordable food. In addition, collaborative efforts to identify
translatable solutions for diseases common to animals and humans can accelerate research
efforts within both animal and human health arenas. Likewise, given that the majority of
human infectious diseases originate in animals, solutions for newly emerging infectious
diseases in animals help to protect the health of both animals and humans. An understanding
of animal diseases including etiology, pathogenesis and infectious disease transmission is
prerequisite to addressing each of these global challenges. Thus, veterinary pathologists have
an opportunity to take a strong leadership role representing companies and organizations
through participation in collaborative initiatives which seek solutions to these global challenges
while driving new research and business opportunities. Broader and more diversified roles
await veterinary specialists who build and promote their personal brand grounded on the depth
of expertise and skills associated with their area of specialization, but also strengthened by the
breadth they bring through other experiences and skills which can enhance their capabilities
and value.