Strategy

Group Strategy
The Group has a clearly defined strategy to:The objective is to:
  • Develop an international high margin, cash generative, specialist veterinary pharmaceuticals and related products business through a clear focus on key therapeutic areas: dermatology, analgesia and critical care, endocrinology, cardiovascular, equine and food producing animal antimicrobials.
  • Maximise value from our existing product portfolio and new product pipeline through an integrated business model which will deliver the maximum return to all stakeholders.
Product Development and Regulatory Affairs
The strategy is to:The objective is to:Innovate
  • Quickly and effectively evaluate the feasibility of development and registration of new products;
  • Conduct trial work as cost-effectively as possible and in-house wherever possible; and
  • Build on the team's skills, expertise and knowledge to ensure regulatory submissions have the optimum chance of achieving approval upon first review.
  • Screen exploratory ideas for suitability for addition to the pipeline;
  • Conduct clinical trials and compile safety data where necessary and to provide regulatory dossiers for submission for approval to key global regulators; and
  • Maintain existing product registrations and register licenses into new territories.
Manufacturing
The strategy is to:The objective is to:Manufacture
  • Provide technical formulation and development expertise to support in-house product development and third party customer requirements;
  • Produce a wide range of dosage forms in both small and large scale; and
  • Provide an end-to-end service with the highest levels of quality approval for our customers.
  • Produce our own branded, licensed products as effectively and economically as possible at the highest quality standard achievable; and
  • Provide a high quality differentiated manufacturing service to third party customers.
Pharmaceutical Sales
DVP EUDVP EUCommercialise
The strategy is to:The objective is to:
  • Focus on clearly defined therapeutic sectors;
  • Support and educate veterinary customers by taking a strong technical approach to sales and education and by gaining key opinion leader support; and
  • Extend our sales and marketing capabilities into additional territories.
  • Create a sales and marketing structure which maximises both the exposure of the Dechra brand and sales of its products to veterinarians within the EU; and
  • Supply marketing and technical support to worldwide distributors of our products.
DVP USDVP US
The strategy is to:The objective is to:
  • Focus on clearly defined therapeutic sectors within the companion animal market;
  • Support and educate veterinary customers by taking a strong technical approach to sales and education and by gaining key opinion leader support; and
  • Continue to develop and grow our infrastructure to create a sales and marketing team of sufficient scale to maximise current and future pipeline product sales across North America.
  • Create a sales and marketing structure which maximises both the exposure of the Dechra brand and sales of its products to veterinarians within the US.
Value Generation
The strategy is to:The objective is to:Shareholder Return
  • Deliver maximum return from our integrated business model by:
    • Investing in a strong development pipeline;
    • Maximising sales and margin of our existing product portfolio; and
    • Extending our geographical scope.
  • Continue to grow sales and profit by achieving our strategic objectives; and
  • Generate value for all stakeholders.

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