Farm-O-San Pulmosure campaing for GB Jac Bergman, Amsterdam, November 2015 Jac, Bergman, 21 May 2015

Farm-O-San Pulmosure, what is it? Contains Eucalyptus oil Stimulates transport of particals out of the respiratory tract through mucociliar clearance Makes breathing easier Can be given In anticipation of respiratory problems Once animals have started coughing Detail aid available for dairy and beef

What do we want from you? A plan for a campaign: For dairy farmers For beef farmers Off-line and on-line Influencing decion makers and influencers With a clear target set

Farm-O-San Pulmosure, treatment schedule Can be mixed through milk/CMR or given as top dressing over solid feed Should be given to calves: Prior to anticipated periods of risk or Once the first calf starts coughing In conjunction with antibiotics once the entire herd is coughing Treatment lenght: 10-21 days

Causes of calf mortality Is respiratory disease a common problem? Data from the UK, but wherever you look, percentages may be different, but long problems are always the second most important problem in young calves Causes of calf mortality

Market information GB 1.5 million dairy cows 2.5 million beef slaughtered per year Farm-O-San products sold through 8 regional distributor jointly covering the country

Current treatments Antibiotics NSAIDs Pulmosure can be used instead of antibiotics if used prophylactically Pulmosure can be used concurently in case of therapeutic use of antibiotics NSAIDs Always used therapeutically, Pulmosure can be used alongside Other products that facilitate breathing Competition limited 1 or 2 veterinary products Products similar to Pulmosure from small local players

Target setting Farm-O-San Reviva is reference product for target setting dairy segment All cows are candidates for treatment after calving Penetration 4 years after the launch: 15% of all cows delivering a calf is treated with Farm-O-San Reviva Farm-O-San Pulmosure is the only product in portfolio for beef, no beef reference product exists

Decision makers and influencers Decision maker: the farmer Influencers: Veterinarians Sales reps and nutritionists of e.g. supplier of CMR