What is Sales and Marketing Strategy of Covetrus Company?

A team of over 1,200 representatives provides on-the-ground, consultative support to veterinary practices. This direct sales approach is responsible for approximately 65% of the company's total revenue. It forms the foundation of the Covetrus sales strategy.

This is the fastest-growing channel, processing over $2.1 billion in orders annually. As of Q2 2024, it contributes 28% of total sales, fueled by a 22% year-over-year increase in active online users. This digital transformation is central to its customer engagement.

The company secures high-margin product lines through strategic alliances with key pharmaceutical manufacturers. These partnerships are a critical element of its pharmaceutical distribution network. They enhance the overall value proposition offered to clinics.

Proprietary practice management software like Pulse and AVImark acts as a locked-in sales channel. It seamlessly connects inventory management, online ordering, and telehealth within the veterinarian's workflow. This creates a sticky ecosystem for its veterinary technology solutions.

The company's central brand promise is empowering veterinary practices to thrive. This message directly addresses the key pain points of practice owners and managers seeking operational efficiency and improved patient outcomes. It moves beyond transactional relationships to build essential partnerships.

Its unique value proposition is the seamless integration of its software, data analytics, and global supply chain. This creates a powerful Practice Intelligence ecosystem that directly boosts practice profitability. This integrated approach is a key driver in the Covetrus business model.

The visual identity and tone of voice are consistently professional, trustworthy, and solutions-oriented. This approach builds credibility with a target market of veterinary professionals making significant financial decisions. It reinforces the Covetrus value proposition at every touchpoint.

This positioning creates a distinct competitive advantage against pure-play distributors and standalone software vendors. By offering an integrated solution, Covetrus becomes an indispensable partner, not just a vendor. This is central to the Covetrus sales strategy for securing long-term customer engagement.

Launched in 2024, this campaign promoted the enhanced Covetrus Connect platform to drive software adoption and cross-sell analytics services. It resulted in a 40% increase in new software subscriptions and a 17% lift in attached service sales in H1 2024.

This post-merger campaign was pivotal for aligning legacy companies under a single brand identity. It successfully increased brand awareness among veterinarians by 33% within one year, solidifying its unified market position.

The 'Own Your Outcomes' creative focused on data-driven success stories via video testimonials and interactive ROI calculators. Deployment leveraged digital ads, targeted email sequences, and a major presence at the VMX conference.

These campaigns are central to the Covetrus marketing strategy, aimed at boosting high-margin software and service revenue. They effectively communicate the company's value proposition to its target market of veterinary professionals.