Science and commercial strategy
The science is sound. The commercial case still has to be built.
Our capabilities work as one system. The positioning that convinces an investor is the same positioning that convinces a specialist, and it has to hold up in both rooms. Most engagements start in one area and pull in two or three others, because that is usually where the actual problem turns out to live.
16+
Years in animal health pharmaceuticals
DVM
Owned and led by a veterinarian
WBE
Women-Owned Business Enterprise, State of Missouri
6
Trade titles publishing Dr. Burns’ work
Market research, competitive positioning, value proposition and brand strategy. The foundation the rest sits on.
Commercial Strategy & Positioning
Most animal health products get described the way they were developed rather than the way they are bought. We build the positioning from the buyer backward: what a specialist needs to believe, what a general practitioner needs to see in the exam room, and what a distributor needs to sell it. That work shapes everything downstream, which is why it usually comes first.
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Market Research
Competitive Positioning
Value Proposition
Brand Strategy
The market you are selling into
Global animal health market, $68.7B → $156.0B
View the data
| Year | Market size | Basis |
|---|---|---|
| 2025 | $68.7B | Actual |
| 2026 | $75.3B | Estimate |
| 2033 | $156.0B | Forecast, 11.0% CAGR 2026–2033 |
Launch planning, channel and distribution strategy, key opinion leader engagement, sales enablement, and the education that moves veterinarians from awareness to repeat prescribing.
Go-to-Market & Launch
A launch is won or lost in the six months before it. We set the channel and distribution approach, build the education that moves veterinarians from aware to prescribing, and prepare the sales team for a conversation they have not had before. Where key opinion leaders matter, we identify the right ones and build lasting relationships rather than one-campaign arrangements.
Discuss Your Launch
Launch Planning
Channel & Distribution
Key Opinion Leader Engagement
Sales Enablement
Veterinary Education
Built for European animal health companies entering or expanding in the United States.
U.S. Market Entry
European animal health companies entering the United States meet a market that looks familiar and is not. Distribution is structured differently, the boundary between a medical claim and a marketing statement sits in a different place, and the veterinary buying process follows its own logic. We map that before the first dollar is committed, then build a U.S. commercial story rather than translating the European one.
Discuss U.S. Market Entry
Market & Distribution Mapping
Claim & Regulatory Boundaries
A U.S. Commercial Story
Launch Sequencing
Where the revenue sits
North America is just over a third of it
View the data
| Region | Share of 2025 revenue |
|---|---|
| North America | 35.0% |
| Rest of world | 65.0% |
Embedded marketing and commercial leadership on retainer, inside your leadership team.
Fractional Commercial Leadership
Some companies need a commercial leader more than they need a project. We take an embedded role on retainer: in the leadership team, owning the commercial plan, and accountable for running it. This fits companies that are past the point where marketing can be a second job for someone, and not yet at the point of hiring a full-time chief marketing officer.
Discuss a Fractional Engagement
Embedded Commercial Leadership
Commercial Plan Ownership
Team & Partner Management
Board-Level Reporting
Translating clinical data into commercial value. Pitch materials, fundraising narrative, board and partnership strategy.
Investor & Partner Communication
Clinical data does not explain its own commercial value. We turn study results into a narrative a diligence team, a board, or a distribution partner can act on, and build the materials that carry it: the pitch, the positioning, and the story behind a raise.
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Pitch Materials
Fundraising Narrative
Board & Partnership Strategy
Clinical Data Translation
Where the line sits between a medical claim and a marketing statement, assessed while the work is built rather than after.
Regulatory & Market Access
The line between a medical claim and a marketing statement is where animal health companies most often get into trouble, usually without intending to. Dr. Burns began her career on the regulatory side of a pharmaceutical manufacturer, so compliance is assessed while the work is being built rather than reviewed once it is finished.
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Claim Review
Label & Promotional Boundaries
Market Access Planning
Compliance Built In
For general and specialty practices moving from reactive to strategic: culture, operations, marketing and long-term growth.
Veterinary Practices
We bring Fortune 500 strategic thinking to practice-level decisions. Most owners are trapped working in the business rather than on it, and the fix is rarely another campaign. It is a plan the team can actually run.
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01
Strategic Marketing
“If we just do good work, the clients will come,” right? Not quite. We create smart, intentional marketing strategies that reflect your values, attract the right clients, and position your clinic as a go-to leader in your community. No gimmicks. Just results-driven, relationship-first marketing.
02
Team Culture & Staff Retention
Burnout is real. So is turnover. We help you build a culture where your team feels invested, empowered and appreciated, not just overworked. From refining roles and responsibilities to activating your mission internally, we’ll help your people feel like they belong. Because when your team thrives, so does your business.
03
Operational Efficiency
Are your technicians doing doctor work? Or your doctors doing tasks a technician should? We assess and optimize how your team functions, improving efficiency, freeing up time, and getting everyone operating at the top of their license.
04
Long-Term Growth Planning
Many clinic owners are stuck working in the business instead of on it. We help you step back, define what success really looks like, and build a long-term plan to get there, whether your goal is expansion, associate ownership, or eventual sale.
05
Reputation, Referrals & Visibility
Your online presence is not just a digital business card. It is your reputation. We help you improve your visibility with both pet owners and referral partners, so you are not just busy, you are busy with the right cases and clients.
06
Leadership Support
Being a practice owner can feel isolating. But you’re not alone. We offer strategic advisory services and leadership coaching tailored to your goals. Dr. Burns knows what it’s like to juggle the clinical, operational, and business sides of a practice, and she is in your corner.
What independent practices are up against
Corporate ownership went 10% to 30%
View the data
| Year | Corporate share of US veterinary practices |
|---|---|
| 2017 | about 10% |
| 2025 | about 30% |
How we work
Position. Launch. Adopt.
How the work holds together
Veterinarian-led, and commercially accountable
Most people selling commercial strategy in animal health are not veterinarians, and most veterinarians are not doing commercial strategy. That combination is the whole of what we sell.
Who we areScience
Dr. Burns is a veterinarian. The claim, the study behind it and the exam-room reality get read first-hand rather than relayed through a briefing document.
Commerce
Positioning, channel and price are settled together. A value proposition a distributor cannot sell is not a value proposition, whatever the deck says.
Compliance
The line between a medical claim and a marketing statement gets drawn while the work is built, by someone who spent the first part of her career on the regulatory side.
Adoption
A launch is judged on repeat prescribing, not on awareness. The education that carries a veterinarian from one to the other is the deliverable.
Let’s Connect
Ready to start a conversation?
Tell us the company, the stage, what you are trying to accomplish and your timeline. Four fields, and Dr. Burns replies personally within a day.