Zomedica Corp. (ZOM): Marketing Mix Analysis [Dec-2025 Updated]

You're looking past the daily stock chatter to see if Zomedica Corp. is finally translating its potential into solid business results, and honestly, the late 2025 data is compelling. As a former BlackRock analyst, I see a company executing a focused strategy: their core diagnostic platform, TRUFORMA®, is fueling segment growth, helping push total revenue to a record $8.1 million in Q3 2025, all while maintaining a healthy 67% gross margin. We'll map out the whole marketing mix-from expanding international distribution to the $4.3 million spent on promotion-to show you precisely how Zomedica Corp. is using its $54.4 million cash position to drive toward profitability. Dive in below for the full breakdown of their Product, Place, Promotion, and Price in action.

Zomedica Corp. (ZOM) - Marketing Mix: Product

You're looking at the tangible offerings from Zomedica Corp. as of late 2025. The product element centers on devices and consumables designed to improve animal health outcomes and veterinary practice efficiency. The company delivered its strongest quarter in history in Q3 2025, with total revenue reaching $8.1 million, up 16% year-over-year.

The core therapeutic portfolio includes established technologies. PulseVet® shock wave systems are backed by over 20 years of clinical research for regeneration, and the Assisi® line uses targeted pulsed electromagnetic field (tPEMF™) therapy, with over 50,000 pets safely treated to date.

The flagship diagnostic platform, TRUFORMA®, is clearly driving significant adoption. This segment, which includes TRUFORMA, TRUVIEW®, and VETGuardian® products, saw its revenue grow by 51% in Q3 2025 compared to the third quarter of 2024. For that quarter, the Diagnostics segment revenue specifically totaled $0.7 million.

Zomedica Corp. recently expanded the TRUFORMA utility by launching the Equine Progesterone Assay. This move extends the platform from endocrine diagnostics into reproductive health for the equine segment. This addresses a market opportunity that was valued at approximately $485 million in 2024.

Also supporting the financial diversification is the introduction of a new revenue stream. The Development Services segment booked $0.7 million in revenue during Q3 2025, generated from providing development and engineering services, plus contract manufacturing and licensing work, even for a company in the human health space.

Recurring revenue remains a focus, supported by consumables. Total Consumable sales showed growth of 14% year-over-year in Q3 2025. Key consumables like VETIGEL® hemostatic gel and the various TRUFORMA assays are central to this recurring revenue model.

Zomedica Corp. (ZOM) - Marketing Mix: Place

The Place strategy for Zomedica Corp. centers on focused domestic penetration supported by targeted international expansion through strategic partnerships.

Primary market is the US, focusing on companion and equine veterinary practices. The total addressable market in the U.S. for Zomedica Corp. exceeds $2 billion. Zomedica Corp. serves veterinary clinics across the United States with its portfolio of diagnostic and therapeutic products. The company is headquartered in Michigan, and its employee count is approximately 150 people as of late 2025.

Products are manufactured and distributed from world-class facilities in Georgia and Minnesota. Manufacturing and distribution operations are anchored in world-class facilities located in Georgia and Minnesota. Specifically, the facility in Plymouth, Minnesota, is a 30,000-square-foot center for manufacturing, distribution, and research and development.

The distribution network's performance in Q3 2025 highlights both domestic traction and global reach acceleration. The company reported record quarterly revenue of $8.1 million for the third quarter of 2025.

International sales grew 16% in Q3 2025, showing strong global adoption. International sales demonstrated growth of 16% when compared to the third quarter of 2024, supported by new distributor orders. One report indicated international sales growth of 20% for the same period.

Expanded distribution in Canada via UXR Inc. for PulseVet and VETGuardian products. Zomedica Corp. expanded its distribution agreement with UXR Inc. to enhance access across Canada. Under this agreement, UXR Inc. is the exclusive distributor for Zomedica Corp.'s PulseVet® system and co-exclusive for its Trode accessories, and the exclusive distributor for VETGuardian® products in Canada. The Canadian small animal health market represents an opportunity of over 4,000 veterinary practices.

New strategic distribution agreements in the UK and Netherlands are defintely accelerating EU reach. Global expansion is being accelerated through specific European partnerships. During the third quarter, Zomedica Corp. entered a strategic distribution agreement with Pioneer Veterinary Products Limited in the United Kingdom, which covers sales and support for the small animal market on an exclusive basis. Furthermore, partnerships were strengthened with Grovet b.v. in the Netherlands to further build out the European network.

The distribution strategy relies on direct sales channels within the US for certain products, supplemented by these key third-party distributors for broader geographic coverage and specialized market penetration. The company maintains $54 million in liquidity as of September 30, 2025, to support this expanding distribution footprint.

Zomedica Corp. (ZOM) - Marketing Mix: Promotion

You're looking at how Zomedica Corp. gets its message out to veterinary professionals and investors as of late 2025. The company's promotion defintely ties back to its core strategy: leveraging recent strategic acquisitions and continuously optimizing the commercial organization. This operational focus directly supports the direct sales force, which is tasked with building those critical, face-to-face relationships with veterinary professionals across the country.

Here's a quick look at the hard numbers tied to these promotional and commercial activities through the third quarter of 2025:

Investor communication is a key promotional channel, keeping stakeholders informed on both product progress and strategic direction. The company utilizes dedicated investor webinars to achieve this. For instance, the special session of the 'Fourth Friday at Four' investor webinar series was scheduled for Friday, November 21, 2025, at 4:00 p.m. Eastern Time. This event was specifically designed to provide a comprehensive overview of Zomedica Corp.'s strategy-to-date, a review of the third-quarter performance, and a look ahead at execution priorities to close out 2025 and enter 2026.

To drive adoption and gather supporting evidence for the PulseVet system, Zomedica Corp. actively promotes participation in clinical studies. A major initiative here is the national Equine Asthma registry. This program is structured to support the expansion of PulseVet system usage by accumulating data showing clinical benefit. The structure offers tangible benefits to participating practices, which is a form of sales promotion:

• Clinic Benefits: Earn a credit for 2,000 pulses once Visit 1, Visit 2, and Visit 3 are complete for each enrolled horse.
• Data Collection: The registry tracks measurable reductions in respiratory effort, cough frequency, and overall clinical signs following ESWT treatment.
• Enrollment Status: To date, 58 horses have completed treatment for respiratory conditions under this specific protocol.

This evidence-based approach helps the sales team convey the product's benefits persuasively. Finance: review the Q4 2025 S&M budget against the Q3 actuals by next Tuesday.

Zomedica Corp. (ZOM) - Marketing Mix: Price

You're looking at how Zomedica Corp. prices its specialized veterinary solutions, which is key to hitting their profitability targets. The pricing strategy here isn't just about the sticker price; it's about the structure that supports recurring revenue and high margins, which is what allows them to manage their path to breakeven.

The latest top-line performance gives you a solid anchor for their current pricing power. Zomedica Corp. posted a record third quarter in 2025, with total revenue hitting $8.1 million, representing a 16% increase year-over-year. This growth, coupled with a high Gross Margin of 67% in Q3 2025, definitely suggests they are successfully implementing a premium pricing model for their specialized diagnostic and therapeutic devices.

To understand the sustainability of this pricing, look at the revenue composition. The revenue mix shows a strong reliance on repeat business. For instance, in Q1 2025, consumable revenues were $4.5 million out of total revenue of $6.5 million. Here's the quick math: that means consumables represented approximately 69.23% of the total Q1 2025 sales, reinforcing that recurring revenue stream.

The entire pricing structure is explicitly aligned with achieving financial milestones. Zomedica Corp.'s pricing strategy supports the stated goal of achieving cash flow breakeven and GAAP profitability. Management has indicated that reaching approximately $55 million in revenue is the milestone that should get them to cash flow breakeven.

Still, you need to see the financial cushion supporting this strategy. The company maintains strong liquidity, which gives them flexibility in pricing and investment. As of September 30, 2025, Zomedica Corp. reported $54.4 million in cash.

Here is a snapshot of the key financial metrics underpinning the price element:

This pricing power is also evident when you look at the segment growth that drives those consumables. For example, the Diagnostics segment saw 51% growth in Q3 2025, driven by the TRUFORMA platform, which feeds the recurring consumable revenue stream.

The pricing policies are designed to maximize the lifetime value of device placements. You can see the focus on recurring revenue through these points:

• Diagnostics segment revenue growth was 51% in Q3 2025.
• Total Consumable sales grew 14% year-over-year in Q3 2025.
• The company is targeting $55 million in revenue for cash flow breakeven.
• Operating expenses were reduced by $2.5 million year-to-date Q3 2025.

Finance: draft 13-week cash view by Friday.