Challenges faced by animal health brands: visibility, complexity, and communication gaps

The risk of being overlooked in the animal health sector

The global animal health market was valued at approximately US $56 billion in 2023, with projections suggesting it could grow to nearly US $102 billion by 2030, reflecting a compound annual growth rate (CAGR) of around 8.9% (Pharmaceutical Technology, 2025). This rapid growth signals increasing opportunities — but also heightened competition.

As the market expands, so does the challenge of message saturation. McKinsey highlights that 43% of healthcare advertisers report difficulties in effectively reaching their target health audiences (McKinsey, 2024). In such a crowded environment, innovation alone is insufficient. To stand out, messages must be clear, strategically focused, and capable of cutting through the noise.

Navigating a fragmented and fast-evolving market

Understanding the complexity of animal health

The animal health sector is far from uniform. It encompasses a diverse range of markets — from companion pets and livestock to specialty species — and engages multiple stakeholders, including veterinarians, producers, distributors, and pet owners. To succeed, brands must deliver tailored, audience-specific messaging. A one-size-fits-all approach is no longer effective.

Why messaging must align with audience needs

Effective communication isn’t just about creativity; it’s about relevance. For veterinarians, content must address clinical needs. For producers, it should highlight efficiency gains. For pet owners, it must resonate with their emotional concerns and match their knowledge level.

What happens when messaging misses the mark? Misaligned or inconsistent communication can diminish the perceived relevance of even the strongest products. McKinsey notes that successful messaging in healthcare ecosystems must “facilitate brand-building and enable advertisers to identify subpopulations” (McKinsey, 2024). Without this focus, field teams may lack conviction, customers may disengage, and competitors may seize the advantage.

How stronger communication drives better outcomes

At NEO, we help animal health brands create clear, consistent, and clinically relevant communication strategies that resonate with diverse audiences. Whether you’re launching a new product, refreshing your positioning, or enabling your field team, we bring structure and strategic insight to every touchpoint.

We help animal health brands:

• Develop a clear and consistent voice that reflects your science, values, and customer promise
• Communicate effectively across diverse audiences — reaching veterinarians, producers, pet owners, and internal teams with tailored messages
• Build compliant, well-structured materials that are adaptable across field, digital, and print channels
• Equip sales teams with accurate, engaging, and clinically credible product stories
• Create communication strategies that support education, engagement, and long-term trust

The power of communication in an evolving animal health market

Engaging the right audience with the right message

Animal health communication requires a deep understanding of science, regulations, and real-world veterinary practice. Whether you’re launching a novel biologic, enhancing field training, or developing multi-channel campaigns, we provide:

• Strategic clarity: From segmentation to storytelling frameworks.

• Channel-optimised assets: Compliant, adaptable materials for digital, field, print, or classroom use.

• Tools that build trust and performance: Content designed to drive clinical credibility and brand engagement.

Ready to align your messaging with market needs, increase your brand impact, and make your science matter? Let’s connect and build communication strategies that deliver meaningful results.