About the Company
Industry
Veterinary Diagnostics & Animal Health (Life Sciences)
Headquarters
California, USA
Employees
10k+
Founded
1980s
Executive Summary
The company, a global veterinary diagnostics leader, struggled with manual competitor and industry tracking across 200+ players and emerging markets. A single strategist created monthly newsletters for 450+ stakeholders, relying on ad hoc research, fragmented sources, and limited global visibility. The process was time-consuming, limited in scope, and left critical gaps in coverage of emerging competitors, especially small or non-English players.
Contify’s Market & Competitive Intelligence (M&CI) platform transformed these workflows with automated monitoring, multilingual coverage, and configurable taxonomies aligned to the company’s focus areas. Intelligence was consolidated into automated newsletters, alerts, dashboards, and dynamic competitor profiles, eliminating manual processes.
As a result, the company scaled delivery of insights across business lines, enhanced leadership decision-making with timely and actionable intelligence, and freed its strategy team to focus on higher-value analysis and global expansion priorities, not repetitive data gathering.
About the Company
The organization is a global leader in veterinary diagnostics and animal health solutions, serving veterinary professionals, laboratories, and research institutions worldwide. With a diverse portfolio spanning diagnostic instruments, rapid assays, reference laboratories, and digital health solutions, the company operates across all major markets. Its corporate strategy team drives competitive and market intelligence to inform leadership decisions, enable global expansion, and strengthen its position in the fast-evolving veterinary diagnostics industry.
Business Challenge
Manual Processes Consuming Strategic Time: Competitive intelligence was managed almost entirely by one strategist, who manually monitored competitor websites, trade shows, news feeds, and emails to gather updates. Insights were compiled into a monthly newsletter distributed to more than 450 internal stakeholders. This manual process was inefficient, repetitive, and left little time for deeper analysis.
Coverage Gaps in Global and Emerging Markets: The company operated across all major global markets but had limited visibility into small, non-English, and fast-emerging competitors. Many new entrants originated in human diagnostics before moving into veterinary health, while smaller Chinese firms were often acquired by larger players. Manual methods made it difficult to detect these early signals.
Fragmented Delivery of Intelligence: Without a centralized platform, intelligence was scattered across emails, spreadsheets, and SharePoint. Ad hoc updates were frequently sent to leadership and line-of-business heads, but this approach lacked structure and scalability. Teams often depended on the strategist as a “traffic controller” rather than having direct access to intelligence.
Leadership Mandate for Automation: With a new leader pushing for greater efficiency and global visibility, the corporate strategy team recognized the need to automate intelligence-gathering. The goal was to move from manual processes toward scalable, structured delivery of timely insights, freeing capacity for higher-value analysis and supporting expansion into Europe, Asia, and other growth regions.
Solution
Contify’s Market & Competitive Intelligence (M&CI) platform was configured to directly address the organization’s intelligence challenges. The implementation focused on automating manual tasks, expanding global coverage, and creating scalable delivery mechanisms that empowered leadership and functional teams.
Expanding Coverage with Custom Taxonomies: To avoid missing emerging players, Contify configured bespoke industry and topic taxonomies aligned with veterinary diagnostics. Segments such as teleradiology, diagnostic imaging software, veterinary PIMS, hematology and chemistry analyzers, rapid assays, and reference labs were tracked automatically, surfacing new companies and unknown players across geographies.
Centralized Competitor Intelligence: Competitor profiles were created as one-stop hubs, consolidating leadership moves, partnerships, acquisitions, hiring signals, and product updates. This gave stakeholders contextual, ready-to-use intelligence without relying on manual compilation.
Sharpening Competitive Positioning: Dynamic battlecards provided side-by-side comparisons of competitors’ product strengths, value propositions, and go-to-market strategies. Unlike static decks, these were continuously updated with new intelligence and source links, enabling commercial and strategy teams to respond with confidence in reviews and planning sessions.
Scaling Knowledge Sharing Across the Enterprise: Contify’s automated newsletter builder eliminated manual formatting, allowing the strategist to compile, edit, and distribute tailored intelligence to 450+ recipients in minutes. Distribution lists, AI-generated highlights, and customizable templates ensured leadership, product, and commercial teams received structured, relevant updates. Dashboards and alerts complemented newsletters by offering self-service access to intelligence on-demand.
Tracking Market Signals Beyond Competitors: The platform also flagged competitor participation in conferences and trade shows, helping the company analyze where influence was being built and plan its own presence strategically.
Results & Impact
Contify’s solution delivered measurable improvements across speed, coverage, and scalability of intelligence. The transformation can be clearly seen in the “Before vs After” comparison below:
| Challenge Area | Before Contify | After Contify |
| Competitor Tracking Scale & discovery risk | Manual, brittle~200 players tracked manually via websites, trade shows and emails.High risk of missing new entrants; low multilingual coverage. | Automated, globalAutomated monitoring across global sources with multilingual coverage.Taxonomy-driven surfacing of unknown and emerging players. |
| Insights Distribution Reach & cadence | Manual newsletterSingle strategist produced a consolidated Word/Outlook newsletter for 450+ recipients.Time-intensive, ad-hoc, and hard to personalize by audience. | Automated & targetedAutomated newsletters, alerts and dashboards tailored to leadership and business lines.Seamless, scalable distribution to 450+ users with consistent cadence. |
| Source Coverage Breadth & language | Narrow scopeLimited to English sources and known competitors.Minimal visibility into smaller or non-English players and regional markets. | Expanded & translatedAuto-translated updates from non-English sources across Asia, Europe and beyond.Early detection of smaller, regional and emerging competitors. |
| Information Access Discoverability | FragmentedInsights scattered across emails and spreadsheets; strategist acted as traffic controller.Limited self-service discoverability for teams. | Centralized & searchableCentral competitor profiles, battlecards and dashboards.Self-service access empowers leadership and commercial teams. |
| Strategist Productivity Focus & impact | OverloadedManual efforts consumed the majority of the strategist’s time.Little capacity for deep analysis, scenario planning or leadership enablement. | High-value focusRepetitive tasks automated, freeing capacity for high-value analysis.Strategist time redirected to enablement and global expansion priorities. |
Conclusion
Core Use Case Solved: Automated competitor and industry monitoring in veterinary diagnostics, replacing manual workflows.
Coverage Expanded: Broader visibility into global and emerging competitors, including small players and non-English sources.
Scalable Delivery: Automated newsletters, dashboards, and alerts reached 450+ stakeholders consistently and efficiently.
Strategic Impact: Leadership gained timely, actionable intelligence while the strategy team refocused on high-value analysis and expansion priorities.
Learn how Contify can automate your competitive intelligence workflows. Visit contify.com or book a demo to explore how you can scale global CI across your enterprise.
FAQs
Q2. Can the platform help in automating competitor tracking in animal health?
Yes. With custom taxonomies for veterinary diagnostics including chemistry analyzers, hematology analyzers, rapid assays, and reference labs, the platform continuously monitors both known and emerging players in animal health.
Q3. What makes Contify the best choice for competitive intelligence automation for life sciences companies?
Unlike tools built for sales enablement, Contify is designed for corporate strategy and market intelligence teams. It offers multilingual coverage, self-service dashboards, competitor profiles, and automated newsletters that scale intelligence across global teams.
Q4. How does Contify provide strategic intelligence for corporate strategy leaders?
Corporate strategy leaders gain timely insights through newsletters, dashboards, and battlecards. These modules consolidate competitor activity, industry trends, and emerging signals, equipping leadership to make faster, evidence-backed decisions.
