August 29, 2019

The 2019 Spirit of Service Awards recipients:  

Spirit of Service

The Kansas City Animal Health Corridor (KCAHC) initiated the Spirit of Service Award to recognize not-for-profit organizations that work to improve the health and lives of both animals and people.  Animalytix is a primary funding sponsor for the Spirit of Service Awards.

There were two award winners in 2019, New Horizon Ranch and Rose Brooks Center

 New Horizon Ranch


Serving individuals since 2007, it is the mission of New Horizon Ranch, to enrich the lives of individuals through equine assisted activities and therapies.

It is their belief that every individual is capable of greatness and they believe that horses can play an important role in that process! Riding and interaction with horses are not only fun, but create opportunities for kids, youth and adults to improve physical strength, relational skills, cognitive skills and communication. Their horse partners create a unique and motivating atmosphere where riders are encouraged to reach new levels of independence, responsibility and confidence.

They take pride in their family-oriented culture. Many parents have expressed that coming to New Horizon Ranch is the highlight of their child’s week. The entire family enjoys coming to The Ranch, because everyone is accepted. Whether you are a volunteer, client, or family of a client, NHR is a breath of fresh air; it’s a place to take time, relax and enjoy the beauty of the horses and nature!

NHR currently offers a variety of programs including Therapeutic Riding, Equine Assisted Learning, Equine Assisted Psychotherapy, and Summer Day Camp programs to individuals of all ages with physical, cognitive, social, emotional and learning disabilities.


Rose Brooks Center

The mission of Rose Brooks Center is to break the cycle of domestic violence so that individuals and families can live free of abuse.

Rose Brooks Center provides a safe place where individuals, families, and pets are welcomed, wrapped in support, and can begin to heal. Respectful, individualized care is offered, including advocacy, therapy, safety planning, finding a home, and connecting with community resources for health, legal, and financial needs. We extend into the community through long-standing and stable partnerships, offering immediate care, education, and violence prevention in hospitals, schools, courts, and throughout law enforcement. Because of this community work, we are able to reach over 14,000 individuals and pets each year.

Rose Brooks Center was the first domestic violence agency in the region to open its own free-standing, fully staffed pet shelter, PAWS Place. 

Rose Brooks Center believes in family and the human-animal bond. Our work every day is to keep families safe and help them rebuild their lives after abuse. And pets are part of that family too.



2018 Award Recipients - Kansas State Animal Response Team (KS SART) & KSDS Assistance Dogs, Inc.

2017 Award Recipients - Heartland Therapeutic Riding and Lakemary Ranch

2016 Award Recipient – Dr. Michelle Lem, the founder of Community Veterinary Outreach


Chris Ragland, CEO of Animalytix, says its commitment to the Spirit of Service Award is a natural fit with the company’s mission to support the animal health industry.  “We often say that our industry is more humane than the human medical industry and a big part of that is the human animal bond that we experience on a daily basis.  Animals enrich our lives in so many ways and those organizations that bring those experiences into the lives of children, the elderly or those that may be suffering from a physical or emotional trauma or illness are worthy of our support,” says Ragland.

If you would like to nominate a not-for-profit organization committed to helping both animals and people for the Spirit of Service Award, please click here.    


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Case Study - Three Dimensional Analysis to Measure Sales Performance

January 6, 2014

The effectiveness of a sales and marketing organization has traditionally been measured by benchmarking against key internal metrics, specifically historic sales, sales forecasts and relative performance across a peer group, usually a sales team. 

This traditional approach is an example of a “one-dimensional analysis” and ignores, in large part, the competitive dynamics of the larger market, primarily due to a lack of reliable and comprehensive competitive information. Sales professionals tend to reject a company’s use of “subjective” metrics such as projected market penetrations or total market growth as a basis for performance-based compensation given their perception as “unfair and arbitrary” values. As a result, managers often are forced to use the traditional internal metrics of sales vs. plan, sales vs. previous year and sales growth versus total company growth, as principal elements in determination of annual performance bonuses and salary increases even though they recognize these metrics are not well correlated with true market performance. 

With the introduction of the Animalytix Market Survey, it is now possible to measure and link performance to objective metrics which more accurately reflect the value of a given representative’s performance. Animalytix makes it possible to assess performance across three dimensions, expanding the benchmarking capability to include the market at large and the performance of individual competitors. This allows managers to view sales representative performance in the "context of the market" providing invaluable insight on performance over time for any given sales representative or product. 

This case study illustrates the performance of Lynn Smith, a territory representative for Cyntex Animal Health in the Kentucky / Tennessee territory. In the example, Lynn’s performance is compared with the key competitor for this territory, the sales representative from AgriVet, Inc. To read more, download the full case study here.

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Case Study - A Sponsored Analysis of Territory Performance

December 15, 2013

Animalytix in Action Case Study #1 examined the utilization of “Three-Dimensional Performance Analysis” as a primary means of assessing sales force effectiveness. In contrast to traditional evaluations which focus only on internal metrics, the “3-D” analysis incorporates direct comparisons to overall market performance and performance versus key benchmark competitors. By expanding the evaluation to include these external metrics, senior sales leaders can effectively assess actual performance versus true potential. 

This case study applies these principals to a regional sales team and assesses relative performance among a group of 12 large animal sales territories over a defined time period. The analytical methodology and presentation format were chosen by the assigned Animalytix Senior Business Advisor responsible for developing the case study. A variety of alternative metrics and presentations can also be compiled from the underlying Animalytix survey data as needed to best fit the objectives of any manufacturer interested in conducting this type of analysis. To read more, download the full case study here.

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Case Study - Premium Anti-Infective Market Dynamics in the Western US

November 15, 2013

This exercise examined the utilization of “Three-Dimensional Performance Analysis” as a primary means of assessing sales force effectiveness. In contrast to traditional evaluations which focus only on internal metrics, the “3-D” analysis incorporates direct comparisons to overall market performance and performance versus key benchmark competitors. By expanding the evaluation to include these external metrics, senior sales leaders can effectively assess actual performance versus true potential. 

This case study applies these principals to the ruminant markets of southern California and Nevada and assesses relative performance among the leading premium anti-infectives over a 36 month period. A moving annual total analysis was prepared for the most recent 24 months. Products underlying the results were chosen by the Sponsor and the findings compiled from the Animalytix ALYX Market Survey data base.  To read more, download the full case study here.

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Is that Double-Digit Growth Really .300-level Hitting?

July 13, 2011

Bryan Gathagan, Senior Information Advisor

Every company wants to be financially successful. But, what does that mean? Are you a success any time you beat earning expectations or sales versus the previous year or the previous quarter? What if you improved your top line by 75%? Is that good enough for first place in your division?  It might be, but it all depends on what the competition is doing. 

Many organizations have a tendency to measure performance based on prior year’s results. This is a legitimate measure and has some utility as a measure of performance, but it lacks context.  Current sales versus previous year’s sales focus strictly on internal metrics and are poorly suited to evaluate the true competitive status of an organization. Companies must always look externally to know the real market potential and their relative position within a market.

Let’s take a page from America’s pastime:  baseball.  My beloved Orioles finished in last place in the American League East last year. As of 8 June, they were having a much better season this year, improving their winning percentage 75% from the same point in the season last year — .276 to .483.  In 5 out of 6 MLB divisions, this .483 took them out of the basement and gave them some hope of making a playoff run; sounds like a success. 

Hold on a minute — with Boston and New York over .600 and the next to last team in the division, Toronto, hovering near .500, the O’s are still firmly in last place in the AL East and have virtually no chance to be in the hunt for a title. Furthermore, they have tanked over the last month; as of the All-Star break, they dropped to .409. Unfortunately for me, this shatters my initial elation over a huge double-digit improvement. 

Baseball is the king of leveraging numbers and statistics, and this is a simple example. But, what if you could measure your company’s sales performance within the various ‘divisions’ and territories and know if you are moving the needle to a 1st or 2nd place finish? Fortunately now you can with the ALYX Market Survey Reporting Series, and since it is published monthly, you can keep an eye on the progress and make sure it is not falling off the cliff, like the O’s.

The latest Animalytix in Action case study, a Sales Force Effectiveness Evaluation, clearly demonstrates the power of analyzing sales performance within local markets.  The study demonstrates the importance of evaluating performance at the most relevant level. Is the 23% market share in Territory #10 another great success, or more of a late season hitting slump?  Take a look at the study and see how Animalytix can help you determine the true performance of your sales team.

And remember, Animalytix can help you see the field but it’s up to you whether you’re ready to play ball.

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First Days

May 1, 2011

Bryan Gathagan, Senior Information Advisor

Back in the late ‘90s, I made a career change and encountered a bit of a shock.  Like many of today’s financial and IT professionals in animal health, my professional education and experience was far removed from the veterinary and agricultural professions.  In my case, it was mortgage-backed securities, credit cards, and teaching at the university level.  You can’t get much different.


Being fresh out of Business school and having been a part of a great team that helped propel MBNA’s meteoric rise into a credit-card industry powerhouse, my focus was delivering measurable results based on facts, evidence, and data. Our timelines at MBNA had been measured in days, not weeks, months or years, so ready access to volumes of reliable market intelligence was both standard operating procedure and critical to our efforts. Upon transitioning to animal health, I quickly realized the access to market insight would not support the Porsche-like speeds we were accustomed to in the banking industry.  There was soon no doubt that then it came to market intelligence, animal health was going to be an “off-road” experience, complete with the potholes, washed out gullies and other obstacles along the way.

The practical implications were soon apparent.  No matter the nature of the financial exercise, be it the development of discounted cash flows, budget projections, promotional campaign justifications or capital investments, the underlying financial assumptions were more intuitively than objectively based.  Senior management explained their over-reliance on “intuition” and “gut reactions” was due, in large part, to the lack of credible market information. Through the whole experience, I felt like we were driving down the road with little or no instrumentation. Absent good data, we were driving blind and exposed to any number of poor business outcomes, all stemming from an inability to measure true performance.

Fast-forward to today, a financial executive entering the animal health industry now encounters a very different situation.  Not only have internal systems improved significantly thanks to the adoption of SAP and similar platforms, access to meaningful sales information has recently improved as well. With the introduction of the Animalytix®, CFOs, Controllers and other financial officers now have a wealth of market intelligence at their fingertips.

Thanks to Animalytix®, it is no longer necessary to base key decisions primarily on subjective evaluations or “gut instincts.”  With more than $12 bln in historic market information coving 5+ years and more than 147,000 vets, livestock producers, retailers, and other customers, robust market intelligence is now available for a broad array of market segments.  For critical decisions, financial executives can now rely on timely, comprehensive and fact-based market information, delivered in a format specifically designed for their operational requirements.

So if you are responsible for the financial operations of your company, and you have an interest in moving your market intelligence platform from “off-road” to the Information Superhighway, take Animalytix® for a spin.  Let us show you how to put our tachometers to work helping you remove the guesswork in your daily operations and driving greater performance from your organization.

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