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The over-the-counter market consists of selling pharmaceutical products to farmers through retail outlets and farm supply dealers, while the ethical market consists of the approach to reach end-users through veterinarians. Even though Provel is new on the market it benefits from the long-time experience of Eli Lilly Inc. and Elanco which are both well-established organizations.
In the past years the ethical market gained in influence, estimated at $60 million and is expected to grow in the future. In Quebec the provincial law even dictates that all pharmaceutical products have to be prescribed by a vetrinarian...
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