Biogal entered the US veterinary market by partnering with three influential veterinarians on social media instead of traditional influencers. They signed three-month contracts with KOLs who had large followings, and saw rapid increases in engagement and sales through the network effects of those partnerships.
Chapters
First of all, when you've mentioned, or we talked about previously, choosing a handful of territories and going with them, the number one territory that was, let's say, an untapped territory for Biogal for many years was the US market. The US market has, for many products, many medical device and pharmaceutical products, it's a huge market, and obviously for a veterinary market. And when we tried, and the company has made lots of effort for many years to penetrate the US market. And when I came to the company, there were 2 advisors that were trying to find the best strategy to penetrate the US market. And I met with them, I discussed with several veterinarians abroad, I did my research, and And during my research, I found in several websites, I found veterinary key opinion leaders that are running veterinary hospitals or large clinics. And alongside these activities, they have also a very high influential media coverage, Instagram, TikTok, LinkedIn, Facebook, et cetera, et cetera. And then I thought, hey, why not? This, at the end of the day, this is a product. It's not like a drug that you're selling. It's, at the end of the day, one of the products or the one product, the number one product that we are selling in the US that is regulatory approved in the US is a product that has Lots of let's say discussions behind it, especially after COVID. This is a title testing, title testing product that is testing the vaccination of the pets, vaccination situation of of the pets. And this you know as you know in the U.S. and all over the world there's a lot of let's say vaccination hesitancy and vaccination debate. And we are trying to get away from the vaccination. hesitancy, but we're trying to be on the border of, uh, if you, if you as a person would like to understand what will be your, uh, what is penetrating your body, so, uh, why not your, your pet? This is one thing. Then, then, um, you were calling it, uh, the influenza strategy, but it's not, it's not really, um, it carries, um, consumer marketing baggage. It— what we, uh, tried to, uh, to do here is to take a key opinion leader, okay, which is obviously, uh, something that is being used all across the world in many domains, and to have him, uh, be the ambassador of the, uh, um, uh, of, of the, uh, of our products or our product. And when we interviewed, we interviewed basically 3 very high, let's say, high influential people in the veterinary domain, we understood that maybe there's a thing there. And when we try, when we started, we know we signed an agreement. This is a very costly agreement for a company like ours. So we signed the agreement for three months and then maybe an additional of three months. Let's see how it goes. But it was, it was at the end of the day, it was a really beneficial move and it was really strategic move for the company. So you saw the returns quite quickly then if you're doing it on three months cadences. We saw the returns. First of all, we saw the engagement of the people. You know, it's. I learned that many of the followers, you know, when you see 500,000 followers, you don't understand, or I don't know, 250,000 followers, you don't understand who these followers are. So you have to differentiate between veterinarians to pet owners to people who are just scamming, you know, and just doing lots of mess in the network. But the The move had its own course. I cannot say, I cannot put the finger on the move itself for increasing the sales, but I think that this agreement brought with it lots of connections and lots of open many doors that at the end of the day caused for the increase of sales.
