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

2. 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

3. 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

4. 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: days

5. 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

6. 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

7. 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

8. 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

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