Zoetis Executive Summary

1. Project Background

The companion-animal digital health market has expanded rapidly, but solutions remain fragmented and difficult for both pet owners and veterinarians to navigate. Pet owners often alternate between multiple single-purpose apps, and veterinarians lack integrated tools that provide actionable insights. Although willingness to adopt technology is high, most offerings fail to deliver clear value.

Zoetis collaborated with the team to explore the digital ecosystem and better understand how platforms and tools can support pet health outcomes and how it can contribute to this high-growth category.

2. Project Objective

The project aimed to provide an exploratory, criteria‑based perspective on the companion‑animal digital health landscape by mapping key solution types, examining representative stakeholders and collaboration models, and synthesizing lessons from relevant case studies to inform ongoing evaluation and discussion.

3. Project Approach

The team combined public market observations, stakeholder‑informed criteria, and comparative analysis of major digital categories to produce an integrated view of opportunities and directional guidance for Zoetis.

The team used a framework‑driven evaluation to compare opportunities across digital tool categories. Key criteria—including current scale, pet‑owner engagement potential, veterinary engagement potential, and data richness—were scored High, Medium, or Low and aggregated to create a comparative ranking.

This structured evaluation generated a clear comparative ranking and revealed what categories best align with Zoetis’ strategic priorities and which ones provide the most benefit to the industry and pet owners.

4. Recommendation

· The assessment identified clear criteria that can help Zoetis evaluate digital tools against clinical relevance, engagement, and scalability.

· Some categories demonstrated strong platform characteristics in the team’s comparative framework and were recommended as best potential opportunities for Zoetis to contribute.

· Case examples suggest that multiple collaboration models (e.g., partnership, licensing, co-development) can accelerate learning and de-risk execution in emerging digital spaces.

· Closing summary: Our work synthesizes public market observations, stakeholder‑elicited criteria, and case study learnings into a comparative framework. It is intended to inform discussion and provide Zoetis with a structured path to meaningfully participate in and contribute to the development of the pet digital tool ecosystem.