Zoetis: Abaxis Post-Merger Integration Challenges
Former Area Business Manager at Abaxis
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Zoetis: Abaxis Post-Merger Integration Challenges(February 4, 2025)
Former Area Business Manager at Abaxis
Interview Transcript
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Returning to the on-the-ground experience, you explained how diagnostic sales differ in that it's all or nothing, and you have to replace existing instruments. What exactly made it more difficult for the same diagnostic sales reps, now integrated into one salesforce, to continue their modus operandi?
Being acquired by the global giant Zoetis, which is accustomed to dealing with large hospitals, definitely caused some issues for the sales team on the diagnostic side. The customers they wanted us to target were not our usual clientele. We typically appealed to customers for whom cost was a significant factor, ease of use was important, and those who were dissatisfied with IDEXX's business practices. We were very good at targeting smaller, mixed animal practices in the United States with one to two doctors. Zoetis insisted that we focus on larger practices, which was not aligned with our platform, marketing, or test menu at the time.
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