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Doane Marketing Research, Inc., St. Louis, has been issuing a quarterly tracking report entitled Animal Health Marketing Study since 1992. The study provides Doane's animal health manufacturing clients with information on producers' use of beef, dairy and swine animal health products.

One of the most dynamic shifts in product usage is the rapid acceptance of a group of relatively new injectable antibacterial products for beef stockers and fed cattle (i.e., cattle on full feed to be slaughtered). Prior to the introduction of Bayer's Baytril, Pharmacia & Upjohn's Excenel and Naxcel, Schering-Plough's Nuflor and Elanco's Micotil brands, most of the animals were treated with various brands of penicillin and oxytetracycline.

When comparing the cost per dose of these newer brands with the previous popular brands, the new products are much more expensive. However, cattle producers have evidently accepted the higher cost as expressed in the following charts.

Cattle producers have always been interested in products that require fewer number of injections per animal treated with very high efficacy so that once the selected product treatment regimen is complete, animals do not need to be reinjected. AM

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