Meeting pet families where they are: Contextualized care as a commercial strategy

Expectations around care delivery and the veterinary value proposition are shifting, and both uncertainty and opportunity live in the spaces between. Contextualized care / spectrum of care recognize that the evolving needs of pet families will rely on a diverse set of veterinary and pet health offerings. Grasping the opportunities that sit outside the highest levels of care is a largely unmet opportunity for animal health organizations. 

• Understand the commercial opportunity in broadening care delivery
• Identify where the evidence base is strong and where further research is needed
• Assess the opportunities in new care delivery models and in evolving current models
• Outline how value might be communicated in the most client-centric manner (e.g., health outcome data)