Better Outcomes For All With B2B Communities in the Animal Health Industry
As competition in the pet pharmaceutical industry intensifies, B2B brand communities will become a key differentiator. FSC discusses how companies that invest in educational engagement, digital community platforms, and trust-based partnerships will increase their customer loyalty and gain a sustainable competitive edge.
Introduction
“The most successful pet pharmaceutical companies create interactive platforms that engage veterinarians, distributors, and pet health professionals.”
In an increasingly competitive animal health industry, pet pharmaceutical companies must evolve beyond traditional marketing strategies to build lasting relationships with veterinarians, distributors, and industry partners. One of the most effective ways to do this is through B2B brand communities: dedicated spaces where stakeholders can engage, collaborate, and co-create value.
As we uncovered in our white paper Finding Your Tribe, consumers today don’t just buy from brands – they join them. The same applies in B2B relationships, where trust, engagement, and shared purpose are the foundation of long-term business success.
By fostering B2B brand communities, animal pharma companies can drive customer loyalty, business growth, and innovation while improving pet health outcomes. Here’s how.
Engaging stakeholders in the arena of pet pharmaceuticals
The most successful animal pharmaceutical companies create interactive, value-driven platforms that engage veterinarians, practice owners, distributors, and pet health professionals. These communities take various forms.
a) Educational Hubs for Veterinarians
Many companies, such as Dechra Pharmaceuticals, have created online learning platforms like Dechra Academy, which provides veterinarians with continuing professional development (CPD) opportunities. By offering free, expert-led training, companies position themselves as partners in professional growth, rather than just product suppliers.
b) Online Portals for Product Support & Peer Collaboration
Companies like IQVIA’s Vet In Touch provide integrated platforms where veterinarians can access product details, place orders, and communicate with manufacturers. These platforms also facilitate peer-to-peer discussions, fostering knowledge-sharing and a sense of community.
c) Social Media & Networking Spaces
Platforms such as LinkedIn, Facebook, and industry-specific forums serve as social hubs where veterinarians and pet pharma representatives can share insights, discuss industry trends, and build relationships. Boehringer Ingelheim has leveraged digital platforms to connect vets with experts through webinars and live Q&A sessions.
d) Loyalty & Rewards Programs
Programs like Zoetis Petcare Rewards create B2B2C brand communities by connecting veterinarians and pet owners. Pet owners earn points when they purchase Zoetis products, redeemable for veterinary services. This triangular engagement model strengthens the bond between pet owners, veterinarians, and the pharmaceutical brand.
Benefits of brand communities for businesses and pet owners
Brand communities lead to a wealth of benefits for both businesses and customers, including:
Strengthened brand loyalty and retention;
Enhanced customer insights and product innovation;
Increased sales and competitive advantage;
Greater trust and advocacy; and
Better pet health outcomes.
Brand communities reduce churn by creating deep-rooted relationships. According to industry research, 66% of businesses claim that their B2B brand communities have improved customer retention, leading to long-term loyalty.
B2B communities also act as an early-warning system for market trends. Engaged veterinarians and distributors provide real-time feedback on product effectiveness, industry pain points, and emerging needs. Companies can then refine existing treatments or develop new pharmaceutical solutions based on direct user input. For example, Merck Animal Health’s LegUp program engages equine veterinary support staff in small-group discussions, helping the company identify staffing challenges, product education gaps, and new training needs.
“A strong B2B brand community transforms satisfied customers into brand champions.”
Veterinarians are more likely to recommend and stock pet pharma products when they feel supported and engaged by the brand. Studies show that engaged brand community members have higher rates of adoption for new products, leading to increased revenue and market penetration.
Communities enable companies to build trust-based relationships with veterinarians, who in turn become brand advocates. As the FSC white paper notes, “the most loyal community members become the strongest marketers”, influencing others in their network. A strong B2B brand community transforms satisfied customers into brand champions.
When veterinarians have access to continuing education, peer support, and product training, they make better-informed treatment decisions. This leads to higher-quality veterinary care, better pet health outcomes, and happier pet owners – a win for all stakeholders.
Real-world success stories
Connecting Vets and Pet Owners with Zoetis Petcare Rewards
Zoetis created a brand community bridging veterinarians and pet owners through its Petcare Rewards program. With more than 1 million pet owners and 22,600 veterinary clinics participating, the program has issued over $22 million in loyalty rewards, driving customer retention and brand engagement.
Professional Development as a Community Strategy (Dechra Academy)
With 30,000+ veterinarians enrolled, Dechra Academy fosters professional growth through free CPD-certified training. This educational B2B brand community ensures veterinarians stay up to date with industry advancements, fostering long-term engagement with Dechra’s products.
VetSuite: a Tech-Enabled Veterinary Community
Covetrus developed VetSuite, a practice management ecosystem that unites thousands of independent veterinary clinics under a shared community. Members gain exclusive purchasing power, digital tools, and access to expert support, strengthening loyalty within the Covetrus network.
FSC White Paper Insights: Brand Community as a Competitive Advantage
According to the Future Strategy Club’s research, today’s consumers (and businesses) want to be active participants in the brands they choose. Successful companies move beyond traditional marketing and create interactive brand ecosystems that foster trust, shared purpose, and innovation.
Parting thoughts
As competition in the pet pharmaceutical industry intensifies, B2B brand communities will become a key differentiator. Companies that invest in educational engagement, digital community platforms, and trust-based partnerships will strengthen their social strategy and gain a sustainable competitive edge.
By creating value-driven communities, pet pharmaceutical brands can establish long-term customer relationships, drive innovation, and ultimately enhance pet health outcomes – a win for vets, businesses, and pet owners alike. Now is the time for pet pharma companies to move beyond transactions and build lasting connections through community-led growth.
Future Strategy Club (FSC) is an independent creative agency that uses a unique creative partnership model to deliver exceptional work for clients
With a 500+ network of top global talent, we deliver a in-house full-service agency experience without the unnecessary costs of large group agencies. We provide the full spectrum of strategic and creative solutions, delivering growth for our clients through culture transformation programmes, comms strategies and global 360 campaigns, TV ads, world-leading websites, social strategies and brand communities.
FSC has worked with some of the biggest pet and animal health companies in the industry, with direct experience of working for large and mid-sized organisations in the UK, the US and Europe.
Get in touch to find out why our values, approach and commitment to our clients makes us the creative partner you are looking for in a constantly changing world: hello@futurestrategy.club.
