Page 23 - INNO4CHANGE_WP3_M7_Guiding session_EN

The Power of One: the conjoint strategy

Irina is convinced that considering her whole market as a single client is the only way to offer them

adequate services that they can afford, given their precarious economic situation.

She is also convinced that if she does not intervene to guarantee adequate and affordable feed, the

veterinary care she offers them will be useless, which is why her action regarding feed and fodder

suppliers is also necessary. Now, she is concerned that farmers may see her as a self-interested

middleman seeking to increase her income.

Given the extent of the field, she needs to create digital channels with customers through which to

channel visits, veterinary and feed advice content, news and updates on animal health, livestock

economics and farms, etc. She needs a digital strategy that includes the appropriate media and a

content generation strategy that helps it overcome the problems of distance and the lack of frequent

personal contact with livestock farmers in the region.