Interview with the MD – Genitrix

Howard Wilder is the founder and managing director of Genitrix, one of the UK’s leading veterinary pharmaceutical companies. He’s also chairman of the National Office for Animal Health, (NOAH), the body representing the UK animal medicines industry.

With a first degree in Biology from Cardiff University in 1982 followed, in 1983, by a Masters in Agricultural Marketing from Cranfield, Howard had always been interested in agriculture. He started to develop his expertise in animal health when he took his first job in the veterinary sector as product manager for a large vaccine manufacturer in 1986. Eight years later, after a successful corporate career working for a range of major veterinary pharmaceutical companies, he decided it was time for a change of direction and launched his own company, Genitrix, in April 1998.

Genitrix’ mission is to advance veterinary care by developing ethical and innovative animal health products. It develops products for so-called ‘minor’ species groups, which include exotic pets, such as birds, rabbits, rodents and reptiles; for companion animals (dogs and cats) and for horses. The company aims to provide ‘differentiated products’ – treatments and therapies which fill a particular niche in the market and particularly within sectors of the market which are not well served by the global pharmaceutical giants.

Howard Wilder explains: “Within the veterinary world, animals are classified as ‘major’ or ‘minor’ species and the large, global players tend to focus on developing products for ‘major’ groups, such as dogs, cats and farm animals where the revenue return is greater. Smaller firms can’t succeed by simply trying to emulate the actions of larger companies. In fact, our approach has been radically different.

“We’ve concentrated instead on developing a unique selling proposition within ‘minor’ species groups and have produced a suite of niche products which are unique to us. Creating this focused differentiation for ourselves has proved a highly successful strategy for us especially as more and more people are keeping exotic pets, making it the only sector of the pet market currently showing any growth.” As examples, over the last two years, the company has introduced its Xeno range, the first ‘spot on’ anti-parasite treatment for exotic pets and Lapizole, which treats an often fatal condition in rabbits called E.cuniculi.

Genitrix’ portfolio of exotics products constitutes 25% of the company’s turnover but the company also produces selected treatments for dogs and cats, including its recently launched plaque prevention range, Dentagen. Finally, at the other end of the animal health spectrum and demonstrating the company’s versatility, it also offers a series of highly specialised products to treat equine lameness, which can be used to treat all types of horses from privately owned ponies to top flight race horses. “Providing treatments for racehorses and competition standard show jumpers is a completely different market to that of providing products for pet hamsters but we’re comfortable in both worlds and have managed to develop a unique presence in both too,” adds Howard.

As an employer, Genitrix takes its responsibilities seriously and aims high. “We don’t just pay lip service to our goal of becoming Britain’s leading pharmaceutical supplier. It’s fundamental to the way we operate and it’s important that we work as a team to ensure we achieve them. Our core values are based not just on growing our business but also on conducting business in a proper and ethical fashion,” says Howard. “We want everyone who works here understand what we’re striving for and to know that they are working for an organisation that really cares – about its customers, its business partners and, in particular, its staff.”

The stimulating but considerate business environment created by Howard and his senior team goes a long way to explain the high staff retention level within the business. “Many of our staff have been with us since the beginning. We reward success in various ways and aim to provide an environment in which all of our staff can develop their skills and optimise their performance over time. It’s a happy, close-knit team, but a small team, so everyone counts,” he says.”

Another area in which the company seeks to differentiate itself is in its involvement with the community and its support for charities. In July 2009, for instance, a Genitrix team raised over £2,500 for the NSPCC by taking part in a nationally organised 25 km bike ride through the Sussex countryside. In 2008, all the company’s staff donned painting overalls and spent a day repainting the stables for a local centre for Riding for the Disabled. “We had a great day,” said Howard. “After our regular sales meeting, we put on our overalls, picked up our brushes and went down to the stables. We carried out some maintenance work and painted them all. We left at the end of the day with the satisfaction of a job well done.”

Playing a leading role within the veterinary sector is also important for Genitrix and Howard’s contribution over many years was recognised in 2008 when he was elected chairman of NOAH, the National Office of Animal Health, the body representing the UK animal medicines industry. NOAH plays a key role in ensuring consumer safety, the prosperity of farms, environmental protection and scientific innovation. He was re-elected to serve a further year in 2009.

“I think it was a very positive move that the NOAH membership elected a representative from a smaller company,” comments Howard. “Before my appointment, only representatives from the major globally players tended to be elected.” He sees his NOAH role as a further demonstration of Genitrix’ commitment to fulfilling its corporate social responsibilities. “It confirms that we’re a business which is working for the benefit of the industry as a whole. This was important to me when we founded the business in 1998 and remains fundamental to our success today.”