7 November

The Value of Precision Livestock Farming (PLF) in 2022

adminAnimal Health, Big Data, Digital, Life Sciences, TechnologyNo Comments

Also known as agriculture 4.0, Precision Livestock Farming (PLF) focuses on maximizing profitability and sustainability by providing the specific treatment needed to optimize production. It uses advanced sensor systems to collect data and then assesses that data to identify the ideal combination of inputs and systems. This process reduces wastage and increases yield.

We should clarify that while Precision Farming is often used synonymously with Smart Farming, the former is a subset of the latter. SLF focuses on data capture and analysis to maximize productivity and efficiency; PLF relies on precise measurements and precise application to accomplish the same goal.

In this article, we will be discussing the use of Precision Livestock Farming (PLF), which includes its technological requirements, applications, and potential. Precision agriculture relies on certain common technologies such as automation, sensors, AI, and analytics software.

AUTOMATION AND ROBOTICS

From monitoring the physiological condition of cows to feed regulators, automation is an undeniably useful feature of precision agriculture on dairy farms. Automation is valued for its quality maintenance, efficient performance, and time-saving capability across industries. Automation on a dairy farm comes at two levels of complexity:

Physical Robots

These are the simple machines that perform menial tasks in and around the farm.

  • Automated dairy installations adapt the milking frequency to lactation stages by identifying and adjusting themselves to individual herd members. They may also be programmed to allow the animal to enter the milking station without having to wait for milking time, which reduces the stress on the livestock caused by holding uncomfortably large volumes of milk.
  • Automated weighing systems can utilize software in the cameras to calculate the accurate mean weight spontaneously and unintrusively.
  • Automated feeders may use Variable-Rate Technology to regulate intake to reduce obesity and meet nutritional standards. They can also create optimal mixtures based on the animal’s specific needs.
  • Automated cleaning systems improve hygiene to lower the risk of infection and facilitate the ease of access for waste removal machinery.
  • 3D printers can allow commercial livestock farmers to fully adopt capital-intensive systems by 3D printing machine replacement parts.

Drones

The drone services market size is expected to grow to $63.6 billion by 2025. Let’s explore the potential of adopting this widely available technology on cattle ranches in the US.

  • Drones help to locate cattle over vast distances, which saves time and effort for the herders.
  • In conjunction with tags, facial expression readers, or electromagnetic RFID tags, drones can monitor the health indicators of individual herd members. This includes weight, heart rate, grazing rumination, mobility, etc.
  • UAVs can even compel the cows to move away, hence acting as a valuable resource for efficiently rounding up the herd in the face of an impending storm.
  • Observer UAVs are utilized to distinguish between animals and other objects, identifying a sick cow or a broken fence.

Robotic Process Automation (RPA)

RPA is the next stratum that goes beyond performing tasks to enabling machinery to carry out repetitive or strenuous tasks. Using software bots, it automates tasks such as loading and unloading materials and products, slaughtering, packaging, and cattle monitoring. Sometimes RPA works in conjunction with Intelligent Automation which utilizes AI to develop software and processes that can adapt and improve independently.

The cattle and beef industry generally faces the challenge of complex processes. However, much of the labor can be easily redirected toward areas that require creativity and human intervention. RPA is easily integrated with existing IT systems and requires no prior programming expertise to operate, making it relatively easier to adopt.

Discrete Event Simulation (DES) is a subclass of RPA that segments systems into separate processes. DES can be used on a livestock farm to identify the events affecting the fluctuation of yields such as lactation stage, weather events, diseases, or feeding practices. Hence, DES can aid in the modification and optimization of processes used to assuage inconsistencies.

SENSORS

From satellites to mounted ear tags, sensors can be used for spectral, spatial, and radiometric applications across pastoral land.

Satellite-based monitoring

The satellite-based monitoring of cattle has been gaining traction in the last 3 years, especially among large-scale Australian cattle ranchers. From basic data-collection systems such as ARGOS and GPS to advanced software developed by LoneStar and Moovement, tracking tags can now perform a variety of functions. Monitoring and analysis of special and temporal data on cattle location, movement, and interaction can provide benefits such as

  • Checking their current physical condition
  • Determining which animals are high-performing
  • Measuring stress levels and how they can affect production and fertility
  • Getting better financial and insurance options because of more accurate and reliable animal tracking.
  • Faster data sampling: Precision Hawk’s agricultural drones can “gather data on 500 to 1,000 acres in less than a day.”

Ground-based Platforms

  • Near-infrared spectroscopy can instantaneously decipher the composition of raw materials, assess digestibility, and perform chemical and technological analysis of milk.
  • Infrared thermal imaging technology can even be used as a screening technique to identify foot-and-mouth disease-infected animals.
  • Heat sensors in cameras at the milking station can also help monitor traits like body composition, metabolism, lactation, fertility, etc. Based on this, they may alert the farmers of inflammation and potential infection.
  • Milk monitoring sensors can now evaluate the quality of the yield by scanning for pathogenic life forms that could cause diseases such as bovine mastitis. This function is often part of an Internet of Things-based system that can determine the spoilage of milk. A salinity and level sensor can also ensure the appropriate packaging of milk.

Mounted Devices

  • Other sensors include pedometers, accelerometers, pressure sensors, and temperature sensors which are often integrated into foot tags to detect estrus, ill health, and weight gain and connected to a network to establish an Internet of Things.

ANALYSIS

Weather patterns and climate disasters are becoming more and more unpredictable and unavoidable as a result of climate change. But the rate of human information processing is far outpaced by the learning ability of AI and deep neural networks (DNNs).

Let us delve into the applications of various modes of data analysis on pastoral farms. There are 4 main types of Data Analytics:

Descriptive Analytics: The process of

  • discovering similarities between symptoms to create a disease model
  • identifying datasets to assist in tracking herd populations and the propagation of infectious agents
  • separating abnormalities and ensuring a relatively heterogenous pastoral resource.
  • finding correlations between variables
  • identify the optimum feed time and release food accordingly, as is done by Tassal, a Tasmanian salmon producer.

Predictive Analytics

This involves leveraging artificial neural networks and machine learning techniques to:

  • Categorize animals and herds by their future performance rates.
  • Estimate the likelihood of disasters, opportunities, and the extent of their destruction or benefits given the farm’s current infrastructural condition.
  • Uncover insights regarding vaccine and inoculation responses.

Prescriptive Analytics 

this is an advanced function whose focus is converting theoretical data into practical methods, such as

  • The optimization of grazing rotation, transportation cycles, protocols for curbing the advance of outbreaks, etc.
  • Minimize excesses and shortages or dispose of waste in an environmentally beneficial manner.
  • Utilize by-products such as gelatin, leather, and internal organs most efficiently and profitably.
  • Finds ways to assuage delays in the supply chain by improving transparency and harmoniously managing inventory.
  • Using the sensing system to solve problems that improve the agricultural ecosystem, as done by Australian agtech company, the Yield.

Benefits of Precision Livestock Farming

Heightened Profitability

High-value AI-driven drones and equipment can harvest inputs with greater accuracy, leading to higher productivity and a significant drop in expenditure. This method can also eliminate losses from deadly diseases like anthrax, white muscle disease or bovine spongiform encephalopathy (BSE).

Improved Understanding of In-Season Yield

The precise imagery and sensor collected data can provide insights into areas of improvement and weakness, potential opportunities for growth, or upcoming threats. The yield forecasts can help a farmer plan ahead and address upcoming spikes in dairy demand.

Enhanced Sustainability

Precision livestock farming is a flexible mechanism that can be used to target a multiplicity of factors, depending on the goals of the user. Sustainability is a rising concern today, given that soil maintenance is an important aspect of animal husbandry, and the rising social opposition against large-scale cattle rearing is methane emissions and contributions to climate change. One can mold the structure to reduce wastage and carbon footprints by identifying carbon mitigating techniques.

Factors affecting the Adoption of PLA technology

Performance Expectancy

The perceived usefulness of the overall system will affect the farmer’s likelihood of transitioning to the new style of pastoral agriculture. In order for the adoption to go smoothly, the extrinsic benefits, such as yield, profit, time, and sustainability, should be clear. The provision of a  competitive advantage over other dairy suppliers also plays a major role in the considerations.

Effort Expectancy

This regards the perceived complexity involved in the operation of the system. The extent to which this interconnected technology will affect their daily routines and the difficulty they face in completing cumbersome tasks.

Social Influence

The farmer will also take into account the effect of the installation of complex artificially driven systems on his reputation. On a traditionally labor-intensive farm, there may be a stigma against technology that has the potential to replace human functions. Furthermore, there may be personal agreements and relationships that farm managers may be reluctant to forego. This decision may also impact the kind of workers and suppliers he chooses because complacency and tardiness are not preferable on a precision livestock farm.


” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

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    31 October

    How Livestock Farmers are Using IoT for Animal Management

    adminAnimal Health, Big Data, Digital, Life Sciences, TechnologyNo Comments

    The precipitous rate at which the industrial revolution is prompting the pioneering and implementation of new technology is simply astounding. The transformation in the landscapes across nations and industries has reached unfathomable heights. Ideas that existed purely in science fiction movies like Minority Report (driverless cars) and Star Trek (3D printers) are being integrated into reality. No profession, sector, or part of the world is beyond the reach of these incredible changes.

    And as we watch, the practice of agriculture is changing to become unrecognizable. It will not be more than a few decades before the current techniques will be recorded solely in the history books among the obsolete methods of our ancestors. From vertical farming to aquaponics being done in warehouses a tenth of the size of a small-scale farm, humans are now finding more sustainable and efficient methods to manage ourselves and our intake.

    In this article, we will dive into the usage of IoT technology that is either currently available or in the process of development to improve the practice of commercial livestock farming. We will also discuss current platforms and processes which can be integrated to support IoT in the future.

    What does IoT involve?

    The Internet of Things is the interconnection and interaction of multiple devices and systems, independent of human intervention or stimulation.

    Think of a livestock farm that is virtually self-automated. On such a farm, artificial intelligence will maintain regular processes, schedule bot or machine duties, check and identify flaws, and monitor all the animals, atmosphere, and elements for signs of deviation, disruption, or other malfunction. Sensors will collect data that will be requested by the AI at regular intervals. This data will be transferred, via a gateway to a central system, where it will be stored in a database. Subsequent refining and analysis will equip the AI to make calculated decisions. To implement those decisions, it will send commands to multiple machineries, pieces of equipment, and systems to begin or cease operation in a precise fashion. Inventory trackers will ping the central system when inventory is low and a new order will be placed with the suppliers. When the next batch of products is ready, the AI will hire transport or reach out to the distribution head to send another self-driven vehicle to collect the batch. Everything will be loaded, transported, managed, and tracked by intelligent systems which will report all information to a central overseeing system. This information will then be accumulated and reanalyzed in a database to identify potential improvements. Those improvements will be reviewed, designed, and executed by the central system, without the need for human involvement.

    This entire process can be broken down into a few main functions: Data Collection, Transferal, Storage, Analysis, and Implementation. These self-management capabilities are not as futuristic as they may seem. Let’s discuss the current technology that has been and is being developed to support this capability in the future.

    Cattle Data Collection and Monitoring

    Precise results and good decision-making rely on the collection of consistent, high-quality data. The systems can identify physiological parameters which are indicative of certain conditions. These preliminary surveillance processes allow for data classification, orientation, and optimization.

    The satellite-based monitoring of cattle has been gaining traction in the last 3 years, especially among large-scale Australian cattle ranchers. From basic data-collection systems such as ARGOS and GPS to advanced software developed by LoneStar and Moovement, tracking tags can now perform a variety of functions. Monitoring and analysis of special and temporal data on cattle location, movement, and interaction can provide benefits such as

    • Checking their current physical condition
    • Determining which animals are high-performing
    • Measuring stress levels and how they can affect production and fertility
    • Getting better financial and insurance options because of more accurate and reliable animal tracking.
    • Faster data sampling: Precision Hawk’s agricultural drones can “gather data on 500 to 1,000 acres in less than a day.”

    In many cases, particular animal movements can suggest diseases, medical conditions, and weakness. If the values collected exceed the regular parameters, this may reflect ill health or injury. In the case of lethargy, or minimal movement patterns, the system can alert animal caretakers to injuries, excessive weight, or the need for special attention. Furthermore, the GPS tag acquires information regarding the exact coordinates of the animal as well as the surrounding temperature, and stores it within the tag or collar. This is then downloaded with a wireless transceiver and transmitted to a central location.

    Electronic detection systems installed at the milking stations can also recognize and monitor individual cows’ milk flow and yield. Heat detection systems such as Afimilk can even measure the electrical conductivity of milk. Based on this, they can alert the farmer of inflammation and potential mastitis. Pedometers are often integrated into foot tags to detect estrus, ill health, or weight gain. Infrared thermal imaging technology can be used as a screening technique to identify foot-and-mouth disease-infected animals. Digital decision support systems may also play an integral role in alerting farmers about suspected illnesses and advising them on response options.

    Gateways

    Put simply, IoT gateways connect all these above devices and systems and act as midpoints between the external hardware and the cloud (or other) network. This is useful as it allows farm managers to access and edit data from a single, central location while conveniently synchronizing the information. This is especially important as animal tags have a limited range in which to transmit information.

    • Being able to connect to a gateway allows for maximum battery life as the tag no longer requires a great deal of additional storage space.
    • Gateways facilitate data caching and streaming to heighten ease of access. Advanced versions can even perform edge computing which involves data optimization and pre-processing – summarizing, deduplicating, and cleansing of collected data – to improve its quality and functionality.

    There are a variety of networks gateways can operate on, such as cellular, Wi-Fi, Bluetooth, ZigBee, or LPWAN, among others. While each of these has its benefits and drawbacks, it is important to look at which one is best suited for pastoral farms, which often span hundreds of square meters.

    Bluetooth, Wi-Fi, and ZigBee all have a maximum network range of around 100 meters. In this, LPWAN acutely outpaces them by providing long-range communication over 10 – 40 km in rural areas. Cellular networks can also reach as far as 45 miles, although they require more power and consequently higher battery life. LPWANs are similar to WSNs (wireless sensor networks) as they both require little infrastructure and are scalable. However, while LPWANs are low-powered, WSNs are constrained in terms of power resources. They have a short lifespan because of the size of their battery. Despite using optical communication allows a lower SINR (signal-to-interference-plus-noise ratio) as compared to LoRa, WSN maintenance demands due to hardware constraints make them a less-than-ideal choice. LoRa (a subset of LPWAN) is a good choice as it adopts a star-shaped topology around devices and can be served by a single base station. Furthermore, it has the advantage of minimum investment and maintenance costs. The high MCL (maximum coupling loss) reached by LoRa and NB-IoT is of no consequence when applied in remote, open cattle ranches. It should be noted, however, that LoRa has this range because it utilizes unlicensed bands and its AES 128-bit encryption is much lower than the 256-bit 3GPP encryption that NB-IoT is built on. You can learn more information about IoT gateways here.

    Storage

    The primary and most widely-adopted server is the cloud. Private clouds are commonly used to store and manage corporate data. Using the cloud as a central system is beneficial for multiple reasons, one of which is the dual function of storage and analytics (which we will discuss further down).

    • The data stored here is safely separate from the data within the system. This means that if the internal farm system is compromised, the cloud-encased data will be secure and vice versa.
    • A farm is not the ideal location to house the massive infrastructure and hardware required for a data center. Data centers often warrant a great deal of energy consumption. The cloud server slashes all these unnecessary costs.
    • A common issue that often arises from multiple entry points is the duplication or disharmony of data. All the raw data must be compiled, systemized, and synchronized so that it can be understood by unspecialized users.
    • More specialized clouds even perform the advanced functions of a Database Management System (DBMS). This includes managing and presenting the information in a smooth and navigable format. Currently, DBMSs have the ability to self-improve – i.e., to review weaknesses, identify areas of improvement, and self-medicate to reduce the risk of cyberattacks, information masses, or other internal malfunctions.

    Alongside cloud computing, edge computing is a viable and widely-adopted option.

    What is Edge computing?

    Edge Computing is a sub-set of IoT operations, which works alongside the Cloud. However, the bulk of the processing, usually done at the center, within the cloud analytics system, is transferred to the edge. The idea is for the computation to be performed as close to the source of the data as possible. This eliminates excess transmission load on the network and consequently reduces latency, allowing urgent insights to be deduced instantaneously. It also facilitates more accurate real-time responses since the lower network bandwidth often results in reduced image sizes and sample rates, or skipped frames in videos, when received by the centralized cloud. Edge Computing is deployable at remote locations with limited internet connectivity, such as in an open field, meadow, or cattle ranch, especially when having to transfer large datasets. It is ideal for cattle farms that gather in-depth information and make urgent, location-specific decisions.

    Granular data like the respiratory rate, heart rate, grazing rumination, mobility, temperature, and milk quality can help farmers make decisions to improve resource allocation, recognize conservation opportunities, or prepare for upcoming disasters. With further capabilities, the farmer would soon be relieved of such decision-making burdens, as we will see in the analytics section.

    Analytics

    Weather patterns and climate disasters are becoming more and more unpredictable and unavoidable as a result of climate change. But the rate of human information processing is far outpaced by the learning ability of AI and deep neural networks (DNNs). While it takes time for predictions to disseminate among farming communities, AI might be able to accurately and keenly foresee the storm and the damage it will cause and take preventative measures before it even begins to form. This is because data collected and organized into datasets by database management systems are directly fed into the analytics software.

    Let us delve into the applications of various modes of data analysis on pastoral farms. There are 4 main types of Data Analytics:

    Descriptive Analytics

    The process of:

    • discovering similarities between symptoms to create a disease model
    • identifying datasets to assist in tracking herd populations and the propagation of infectious agents
    • separating abnormalities and ensuring a relatively heterogenous pastoral resource.
    • finding correlations between variables
    • identify the optimum feed time and release food accordingly, as is done by Tassal, a Tasmanian salmon producer.

    Predictive Analytics

    This involves leveraging artificial neural networks and machine learning techniques to:

    • Categorize animals and herds by their future performance rates.
    • Estimate the likelihood of disasters, opportunities, and the extent of their destruction or benefits given the farm’s current infrastructural condition.
    • Uncover insights regarding vaccine and inoculation responses.
    Prescriptive Analytics:

    This is an advanced function whose focus is converting theoretical data into practical methods, such as

    • The optimization of grazing rotation, transportation cycles, protocols for curbing the advance of outbreaks, etc.
    • Minimize excesses and shortages or dispose of waste in an environmentally beneficial manner.
    • Utilize by-products such as gelatin, leather, and internal organs in the most efficient and profitable manner.
    • Finds ways to assuage delays in the supply chain by improving transparency and harmoniously managing inventory.
    • Using the sensing system to solve problems that improve the agricultural ecosystem, as done by Australian agtech company, the Yield.

    Implementation

    As previously discussed, the most impressive and advanced aspect of IoT technology is its ability to act on the conclusions it has drawn and adaptively respond to rapidly evolving conditions. This would have to be done in conjunction with an AI system. What does this look like on farmland?

    Corteva Agriscience’s fleet of drones can “offer immediate insights to diagnose agronomic, disease, and pest concerns.” Robotic animal herding systems are being developed to direct large groups of cattle over vast distances to designated locations such as shelters or barns during storms.

    Upon discovery of the presence of contagious diseases, the central server will send instructions to command-based robots, which will quarantine infected animals. These command-based robots use actions defined by subsystems to execute instructions.

    Re-fertilizing and cultivating grazed fields are massively important aspects of pastoralism. Exposed soil can be subject to soil erosion, which will impair its regenerative process and require more fertilizer in the long run. AI can act on grazing rotation forecasts by performing mulching as soon as herds move off a certain tract of land.

    AI systems are also being developed to perform confirmatory diagnostic testing and create detailed disease maps. This means that without having to alert their human counterparts, AI would be capable of scheduling vet appointments and deciding on the best, most financially viable treatment option.

    When it comes to decision-making, modeling of data and simulations can be performed to paint a clearer picture in the mind of the farmer. Scenarios may be simulated based on user-defined scenarios to reveal e.g., the average mass deviation of cows or the ideal design and feeding strategies.

    To Wrap Up

    It is clear that the growth of IoT technology has vast potential in the commercial agricultural and pastoral industries. There is so much more that we could further discuss, from self-sufficient dairy installations and feeder machinery to the predictive systems which can self-regulate farm operations. The bounds to which IoT can take farming production are practically limitless and only the future can unfurl this incredible capability to its full extent.

    ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

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      24 October

      An MSL guide to Veterinarian Meeting Strategy

      adminAnimal Health, B2B, Customer Engagement, Digital, Pharma Marketing, Sales and MarketingNo Comments

      What is the role of a Medical Sales Liaison (MSL)

      An MSL is a medically specialized representative for pharmaceutical companies. By outlining the product specifications, advising, and educating, they act as a bridge between pharma companies and their clients. MSLs maintain relationships with clinicians, researchers, and other KOLs in specific therapeutic fields, from biotechnology to medical devices. This aids them in positively conveying the benefits of a company’s drug or device. While MSLs usually aim to portray a company favorably, it is their ultimate objective to provide accurate and unadulterated information. Furthering the pharmaceutical company’s interests is not their primary responsibility; rather it is to promote their concepts and developments.

      MSL Meeting Strategy does depend on a few key factors, however. For one, the direction of the approach depends on the position and significance of the stakeholder in question. Before meeting clients, it is imperative to conduct stakeholder mapping to categorize stakeholders according to their influence. You can then create an engagement plan to cater to each particular group more effectually.

      How an MSL should Prepare for KOL Meetings

      To start, nailing down the format of the MSL presentation is essential to making an impact. Generally, about 30% of the presentation delves into the general industry landscape and the rest explains the company strategy and its penetration into this landscape. However, intricate details are often excluded, although these are key.

      Use Other MSL’s previous work as a Guide

      One clever trick is to reach out to your mentors and close colleagues for examples of their best designs. These resources have already been refined and perfected for maximum efficacy. Therefore, all you’d have to do is input your data into a meticulously produced template. Simultaneously, it reduces the redundant task of planning out a demonstration from scrap.

      This allows you to focus your effort on the meat of the preparatory process: background research.

      Background Research

      Upon assignment, an MSL is usually provided with an article to use in the development of their material. This, however, contains a minimal amount of information. To truly establish yourself in the industry, it is best to consult alternative sources. Being well-researched in every single aspect of your subject and therapeutic area raises your success rate and grants you an edge over other presenters.

      • Scan through the company’s investor section for detailed, up-to-date, and accurate information. This can provide an extensive base upon which to build your case. Also, pay attention to the tone and word choice used in press releases and public statements. The phraseology will give you a better insight into the company’s angle and positioning. The better you understand their message, the better you can relay that to the clients when asked.
      • Thoroughly familiarize yourself with the target opinion leader or organization. Focus your search on commonalities between your base company and the target organization. Ask yourself: how do their goals, intentions, or interests align? Are they a good cultural fit? Highlight those aspects during the address.
      • You also want to explore recent research releases and news related to the topic, such as on pub-med or medical news sites. Referencing an article from the New York Medical Journal, even if you’re reusing notes, will lend a fresh, relevant flavor to your work.

      Anticipate and Accommodate Every Outcome  

      Remember that, as an MSL, you may be addressing a marketing team or a panel of specialists in the subject you’re detailing. This means that during the Q&A session, you may face a myriad of intricate medical, functional, or operational questions.

      • Anticipating questions and creating slides based on past FAQs can showcase your energy and devotion to the project. A Medical Science Liaison’s job is to build relationships, so distinguishing yourself in these ways is paramount.
      • Prepare yourself to mold your explanation to the audience you face. Be flexible enough to effectively convey your message, whether to a top epidemiologist or a businessman. Familiarize yourself with the pertinent jargon, but you should not be rigidly dependent on it. Improvisation is the key to leading productive sessions regardless of the type of attendees.
      • It does help to loosely script out the presentation, including structure and order. Use this when practicing and present it to an experienced MSL to understand the intricacies of delivery techniques. They might disclose important guidelines, such as the inclusion and exclusion criteria.

      The level of forethought invested into each meeting will certainly be noted and appreciated by your medical colleagues and KOLs. Their good opinion will go a long way, not just with the current assignment, but in future sessions as well.

      How to Ace Meetings with Key Opinion Leaders

      For a Medical Science Liaison, having medical knowledge is a given necessity. But an often-overlooked attribute is the skill of communication. All sales representatives have access to data, statistics, and expository resources. What sets an MSL apart is not the presentation but the delivery.

      MSLs must regularly interact with both internal and external stakeholders in a myriad of organizations across the veterinary segment. The burden of identifying these stakeholders also falls upon them.  But what determines which members of the medical community will be valuable to approach for any given proposition?

      Who are Key Opinion Leaders (KOLs) in the Veterinarian field?

      It’s important to first identify all actors who will play a part in the pharmaceutical distribution process. Accordingly, distinguish and prioritize these based on their level of influence.

      Primary

      For general-purpose antibiotic, antibacterial, or anti-inflammatory medicines which are commonly prescribed for primary animal care, disseminating information to veterinarians is vital. These may include

      • Doctors of Veterinary Medicine (DMVs)
      • Primary Care Vets
      • Veterinary Practitioners
      • Small practice vets

      Secondary

      These are specialists who will ultimately determine the lifecycle and success of advanced treatments, diagnostic tools, and medications. Complicated patient cases are attended by them. They are the ones who will benefit from the product, contribute to its improvement, and give feedback on its performance.

      • Specialist veterinarians
      • Clinical managers at Veterinary Centers
      • Veterinary pharmacists
      • Veterinary surgeons who are in charge of leading teams of vets.

      Central (Key Opinion Leaders)

      Those who determine not just the usage, but dictate the trends in therapeutic niches. They have extensive experience, established themselves in their industry segment, and are followed by many other industry experts.

      • State Veterinarian Medical Board Director
      • Influential experts in the veterinary field
      • Senior veterinarians,
      • Faculty heads in schools of veterinary science
      • Faculty heads in colleges of veterinary medicine
      • Key researchers in veterinary research journals
      • Directors of veterinarian councils, medical associations, and centers
      • Key Speakers at veterinarian councils and events

      Medical Science Liaisons should plan out their entire session to cater to the distinct expectations and needs of each stakeholder group.

      The Story behind the Product

      People are drawn to stories and vivid images more than banal facts and figures. So, manipulate your words, statistical data, and the composition of the information to portray a compelling image. When telling a story, the audience cannot be overlooked. Connect the generic material to real-world hospital occurrences which would resonate with the M.Ds. Personalize the presentation by delving into the origin of your passion, incorporating it in an engaging and not indulgent manner. This should help you to differentiate yourself from other MSLs while simultaneously building a relationship with future clients.

      The Value of the Product

      The value of the product must be distinctly tailored to each stakeholder. It is essential to intuit what motivates and excites them: what their goals, preferences, and perceptions are. Also, pay attention to their moods and mental capacity for retention. On this basis, one can highlight the unique benefit of the treatment or procedure to an individual’s practice or therapeutic specialization. No matter how polished the presentation is, if it does not directly address their need, it will not make an impression. Provide objective evidence to back up every claim and to cement their confidence in your offering and company. Don’t get too caught up in the engagement to address their real concerns, such as availability, logistics, convenience, etc. Explore the industry landscape to address the current alternatives and how your product outpaces those.

      The Drawbacks of the Product

      Elaborate on both the positives and the negatives. Doctors always know that drugs and medications are incomplete without side effects. Overselling the treatment method will only create skepticism and lower their perception of your reliability. So do what most professional salespersons do: emphasize the advantages, and mention the potential downsides. Then illustrate how the benefits outweigh the costs. This is a balanced and judicious manner in which to establish the superiority of the drug.

      Key Takeaways

      • Conducting extensive background research allows the MSL to smoothly present to and engage any set of stakeholders.
      • It is highly worthwhile to prepare separate strategies to target different stakeholder groups.
      • Be attentive to the meeting attendees: glean their expectations and requirements and regulate the meeting accordingly.
      • Present your information in an attractive format but don’t forget to place emphasis on the functional features of the solution as well.
      • It is just as important to touch on the negatives as it is to showcase the positives.
      • In everything, make sure that your performance is spot on.

      Keep in mind, your goal isn’t just to instill a favorable perspective of the medical consumable, but also to establish yourself as a capable MSL.

      ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

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        5 September

        A Pet Owner’s Guide to Understanding Leptospirosis in Dogs

        Elianne LiongAll Posts, Animal Health, Learning and DevelopmentNo Comments

        Leptospirosis is a rare and dangerous virus found in temperate and tropical regions. It is highly threatening to outdoor pets such as dogs. Although less than 1% of dogs are affected by Leptospirosis, it is not to be dismissed because exposure to it can harm your pet’s health.

        The following article will include:

        • What is Leptospirosis?
        • Stages of Leptospirosis and their Symptoms
        • Diagnosis
        • Treatment Options and Approaches
        • The Primary Causes and Prevention Methods
        • Success Stories and Cases
        • Lifestyle and Recovery

        Having a detailed source of information should help you remain vigilant and ensure the well-being of your animal companions.

         

        What is Leptospirosis?

        Leptospirosis is caused by a bacteria called Leptospira. This remains active in stagnant water bodies. When your dog plays or swims in water containing urine of infected wildlife, the bacteria burrow through the skin. It can do this by targeting breaches and open cuts. Leptospirosis may also enter the body via the intake of virus-carrying water.

        Once within, it spreads rapidly through the bloodstream, lowering the red blood cell level. It damages the kidneys, the liver and the nervous system which leads to the weakening of the body. Without treatment, it can lead to meningitis, respiratory failure, and tragically, even death.

        Stages of Leptospirosis and their Symptoms

        Leptospirosis mainly targets the kidneys and the liver, although it does also affect the blood and other organs.

        The Kidneys

        An animal suffering from leptospirosis can experience a loss of kidney function. In extreme cases, even kidney failure is possible. Dogs in this state can have bloated kidneys and are even found to have CKD (chronic kidney failure). What this means is that the nephrons – tiny filtration units in the kidney- and renal cells are destroyed faster than they are replaced.  This leaves the body unable to filter out waste material from the patient’s blood. As a result, you may notice irregularities in your dog’s urine cycle.

        The Liver

        This disease has multiple impacts on a dog’s liver system. The liver often swells, and lesions – abnormal growths – form inside which may cause stomach aches. You may also notice a yellowing of the skin, eyes and mouth, etc. which is similar to jaundice. In severe cases, a dog can even develop Weil’s disease.

        The Blood

        Anemia is another side effect of leptospirosis because red blood cells begin to decrease in number. In severe cases, the animal might require a transference of blood, so these effects should be taken into account.

        Below is an extensive list of the signs of leptospirosis, so that owners can be reactive to any dangers.

        • Lethargy and reluctance to exert themselves.
        • Stiffness and soreness of muscles.
        • increased thirst.
        • loss of appetite.
        • frequency of urine.
        • nosebleeds.
        • vomiting which may contain traces of blood.
        • diarrheic discharge.
        • jaundice-like state of yellowed eyes and skin, as previously mentioned.
        • anemic appearance.
        • Headaches.
        • Fever.

        Leptospirosis usually advances in two continuous stages: the delayed stage and the acute stage. It takes around 6 to 12 days to manifest, therefore it is best to get your dog seen by a vet and treated during the delayed stage so that the damage to the organs may be minimal.

        Diagnosis

        Some of the symptoms can be very vague and the result of any other, less extreme, virus as well. In order to be sure, an animal parent should take their pet for a check-up. The clinic will likely be able to identify the issue quickly and act to save your dog’s life.

        If you do wish to check for your assurance, you may do a PCR test and an MAT test. A PCR test recognizes genetic material which is alien to your body, especially a virus. A MAT test detects antibodies in the system which combine with foreign substances like bacteria and viruses. Elevated white blood cell levels or lower platelet levels may also be an indication of leptospirosis.

        Treatment Options and Approaches

        After gaining your trusted vet’s opinion and having an understanding of the prognosis, it’s good to have a sense of what kinds of methods or procedures might be available to save your precious fur baby from further suffering.

        Antibiotics

        Doctors usually prescribe antibiotics in the first stages, especially during the early stages of the infection. These may include such medicines as oral doxycycline or iv penicillin which are assigned for 2 to 4 weeks to remove the leptospires from the kidneys.

        Fluid Therapy

        Usually though, dogs are placed into intensive care immediately, so you may not be able to keep your little, beloved friend with you at home. Keeping them at the hospital is a good idea, however, since they can receive proper treatment such as fluid therapy. This is when dogs are rehydrated with electrolytes and fluids to replace the lost water, sugar and salts.

        A nasogastric feeding tube may also be used to administer medicine, water and nutrition.

        Blood Transfusion or Dialysis

        Because of the blood loss, depletion of platelets and anemic reactions of dogs, a blood transfusion might also be required. Extreme cases also infrequently warrant hemodialysis, which is the filtering out of toxins and waste material from the blood. Effectively, this is to make up for the dysfunction of the kidney.

        The Primary Causes and Prevention Methods

        Leptospirosis thrives in still water such as small puddles, creeks, mud and ponds. It can survive in such an environment for longer than 3 months. So, during the rainy season or after a storm or hurricane, let the pooch exercise around the house instead. Also avoid muddy or flooded parts of the area.

        Dogs can also pick up the virus by eating or being bitten by a rat that carries the infection. This is why it is necessary to regularly check the kennel for any signs of rat activity such as gnawed wood or droppings.

        When there is an outbreak, it is advisable to refrain from letting your dog interact with other hounds at dog parks and dog beaches or leaving them at boarding houses.

        The BEST WAY to safeguard your tail-wagging companion is to vaccinate him or her once a year. Vaccine series such as four-serovar can prevent Leptospirosis for 12 months. Puppies should ideally be vaccinated at 9 months or older with booster shots every successive year.

        It is important to be aware of the side effects that these vaccines may have, which include vomiting, facial swelling, diarrhea and difficulty breathing. You should also consult your puppy’s personal care-provided who has access to his or her clinical history. This way, they can better guide you about the best course of action to take.

        Lifestyle and Recovery

        With early and aggressive treatment, chances of recovery in dogs are as high as 90%; without it, recovery can take several months instead of weeks. Unfortunately, treatment is not the end of the process. Leptospirosis tends to leave dogs with irreversible tissue damage, which will have long-term health implications.

        Furthermore, your pet can continue to pass the bacteria via urine or mucous for up to six weeks, so you should be careful to clean up after them and sanitize your own and your children’s hands after petting them. It is also advisable to use gloves and a mask while cleaning fluids.

        After they have been discharged, your dog must be given time for rest and relaxation. One way to do this is by creating a quiet and relaxing, disturbance-free atmosphere which will lower stress levels and allow them to conserve energy. A light, steady diet is also advised, so coordinate with your veterinarian to find the right diet and routine which will be suitable to help get your little four-legged buddy back on his feet and running about again!

        ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

        Blogs

        Our Insights can Inform your Critical Decisions

        We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

        LET’S CHAT​

        Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

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          14 April

          4 Types of Applications That Can Save Your Pet’s Life

          Elianne LiongAll Posts, Animal Health, Big Data, Chatbots, Customer Engagement, Digital, Life Sciences, Pharma Marketing, Sales and Marketing, TechnologyNo Comments

          The pace of digital disruption over the past few years has been spectacular. Thanks to the ever-evolving technology transforming every sector of the economy, including animal production, health and welfare. These technologies have gathered the finest tools and assembled a less complicated and easy to learn device called smartphones. Availability of smartphones and quicker to access Apps have made life easier for every individual, regardless of generation. It also includes the apps or features of the applications that can save your pet’s life.

          There’s an app for everything these days. People who live with and love dogs and cats have a plethora of them to look into. Pet vaccination and Animal Health Portal might be one, but there is more to it. From helpful training tips to vital emergency care to make sure our pets are healthy and happy; we’ve rounded up our favorite must-have features in every pet app to ensure your pets live their best lives.

          Track Your Pet App

          This app aims to align thousands of Pet Rescuers, animal shelters and veterinary clinics. This platform allows you to receive a thorough Alert for missing dogs and cats in your area. While you have this app on your phone, you might not need to worry if ever your pet goes missing. Their searching experts send a rapid Pet Lost SOS to the application Network of volunteer veterinarians, shelters and pet rescuers in the area where your pet went missing.

          Nonetheless, the pet owners can also create a Lost Pet Poster on the website to begin sending the search party for their lost pet. The app also provides info on what to do if you find a lost pet. Not does it provide help only when your pet lost its way home, but it also gives its members easy access to a 24-hour hotline staffed with licensed American Society for the Prevention of Cruelty to Animals (ASPCA) veterinarians. Whenever a pet emergency strikes, you can ring a call through the app for potentially life-saving advice.

          Pet Diabetes Tracker

          If your pet has diabetes, the Pet diabetes tracker app is a must-have for the well-being of your animal. The app allows pet owners to monitor and track the symptoms of their pet’s diabetes and enables you to log crucial medical information. It also features timely alerts for routine monitoring, daily insulin injections, veterinary appointments and the purchase of insulins.

          This application helps you keep a record of everything from food and water consumption to blood glucose levels. So, next time when you need to read your pet’s diabetic analytics, make sure to have this app on your smartphone.

          Animal Medication and Appointment Tracking App

          Keeping track of your pet’s veterinarian appointments and medications is essential, but sometimes it can overwhelm you. That’s where the animal medication app comes to the rescue. It is a cloud-based veterinary practice management software and a complete client engagement platform with an exceptional digital payment tool that seamlessly connects pet owners and their care providers to improve the health and safety of pets. With this application on your phone, you can access your pet’s medical records anytime, anywhere.

          First Aid for Pet App

          This app is a reference guide for pet owners on their smartphones. The first aid provider is an animal health application that every pet owner should have. It is designed to provide step-by-step instructions for what to do in an emergency if it ever occurs to you regarding your pet’s health. It is a veterinary-approved online course that teaches the pet’s first aid basics and is ready for any emergency. For example, if your pet is attacked or eats something unhealthy and toxic, the material in the app can be learned to get them out of the situation safe and sound. The app even has instructions on giving your pet CPR, information about early warning signs of an emergency, and a search function for finding the closest veterinary hospital.

          However, if you are someone that goes nowhere without a smartphone or if you are looking for the best app development team to assist you in this matter, you ought to check out these fantastic pet applications that can save your pet’s life. The most remarkable thing about these applications is that they are bound to make life with pets more engaging, satisfying and less complicated.

          ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

           

          Blogs

          Our Insights can Inform your Critical Decisions

          We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

          LET’S CHAT​

          Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

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            18 March

            ROI Calculator; An Essential for Animal Health

            Elianne LiongAll Posts, Animal Health, Big Data, Customer Engagement, Digital, Life Sciences, Pharma Marketing, Sales and Marketing, TechnologyNo Comments

            There were times when people used a calculator for complex arithmetic solutions. They still do, but time has changed, and so have the ways calculators perform. Among so many inventions and creations of many different forms of calculators, ROI Calculator is one of a kind. It is an investment calculator that reads on your profit and losses out of your investment. It mathematicizes the numbers you are making through equity are either belted through profits or feeding out of a loss.

            However, ROI for Animal Health is something that businesses can use right away to produce better customer services and instant calculate their profit-loss ratio. But let’s first go through all the necessary details that we need to know about ROI Calculator.

            What is ROI Calculator?

            ROI or simply “Return on Investment” is an investment calculator to estimate the profit or loss on your investment. It is a measure that investigates the number of additional profits produced due to a certain investment. Businesses and investors often use this calculation to compare different investment scenarios to see which would produce the greatest profit and benefit for the company. Many Lifesciences company has frequently adopted the use of it, especially for their animal health sector.

            ROI Calculator for Animal Health

            Animal health is one of the main concerns of a modern-day farmer. They face constant threat by new-born animal diseases that could consume their livestock and decrease their flock performance. So, it has become extremely crucial for them to improve animal gut health and maintain a healthy animal lifestyle. Only animals with good health can perform well and allow producers to be profitable.

            Farmers can maintain their health performance by taking preventive management measures by implementing consistent hygiene concepts. It can also be maintained by practicing the use of high-quality feed. Producers can make larger profits generating a healthy return on investment (ROI).

            Since the demand for ROI calculators has rapidly increased, people from all sectors and industries have jumped on for the best ROI device they could use. However, many companies, especially the life sciences and specifically animal health, have adopted the practice of ROI Calculator that could best serve their needs and, therefore, their customers. Although, ROI Calculator for Animal Health is now used by farmers to calculate their vaccination and medication cost out of their profits.

            Our ROI Animal Health Calculator

            Our ROI Animal Health Calculator is utilize by Animal Health Marketers to establish their ROI with their client. Their customers are mainly farmers and producers of poultry, ruminants, swine, and livestock. The main reason for building this calculator is the inconvenience that the sales reps of Animal Health companies had to go through. The calculator had not only saved their time but has improved the availability of after-sale service. It has also expanded the reach of animal medication and vaccination to a greater extent. ROI Calculator helps companies know more about their customer’s needs and allows them to prove the value of their product.

            If you are someone from Lifesciences looking for a user-friendly and beneficial customized ROI Calculator, you can always reach out to Celeritas Digital.


            ” Elianne Liong is a staff writer for Celeritas Digital.  She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

            Blogs

            Our Insights can Inform your Critical Decisions

            We research the latest trends and opportunities related to animal health. Our mission is to make it quicker and easier for our clients to understand the value that well-designed technology solutions can bring to their sales, operations, and marketing functions.

            LET’S CHAT​

            Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

                EMAIL ADDRESS

            sales@celeritasdigital.com

                PHONE NUMBER

            Phone (US): (646) 374-0260 Ext: 711

                OUR ADDRESS

            Address: 157 Columbus Avenue, 4th Floor New York, NY 10023

            SCHEDULE A MEETING

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