Zomedica (NYSEAMERICAN:ZOM) outlined its commercial strategy during its Fourth Friday at Four webinar, describing a sales model centered on placing an initial product in veterinary clinics and expanding relationships across its broader diagnostic, therapeutic and monitoring portfolio.
Chief Executive Officer Larry Heaton said the company’s approach is designed around the differing needs of veterinary practices, which can vary by patient mix, workflow, staffing and financial priorities. Rather than using a uniform sales pitch, the company organizes customer discussions around five areas: pet care quality, pet-parent satisfaction, veterinarian workflow, clinic cash flow and practice profitability.
Land-and-Expand Sales Model
Senior Vice President of Sales Kevin Klass described Zomedica’s three-stage commercial process. The first stage is establishing a foothold with a product suited to a practice’s immediate needs and with a clear return on investment. The second involves training, protocols and support intended to increase utilization. The third is cross-selling additional Zomedica products as the relationship develops.
The company cited its equine business as an example, saying its PulseVet shockwave therapy system helped establish relationships with equine practices that later adopted TRUFORMA diagnostic devices and assays.
Zomedica said its portfolio includes the PulseVet shockwave system, TRUFORMA diagnostic platform, TRUVIEW AI-enabled digital microscope and telepathology platform, VETGuardian PLUS touchless patient monitor, Assisi therapeutic products and Vetigel hemostatic gel. The company characterized the U.S. addressable market for recurring sales as exceeding $2 billion and said account expansion is a primary lever in management’s target of building a business exceeding $100 million.
TRUFORMA is placed with no upfront capital charge, with clinics paying for assays, while the TRUVIEW microscope is offered through an annual contract, according to the company. Larger equipment purchases, including PulseVet systems, may involve demonstrations and financing discussions.
Specialized Commercial Teams
Klass said Zomedica has developed a multichannel direct-sales organization that includes field account managers, capital equipment specialists, inside sales personnel, Professional Services Veterinarians, an equine-focused team and international operations.
Field teams are divided across four U.S. regions, while inside sales covers the U.S. and Canada. The company also said it has distributor coverage in Canada, Japan, the U.K., Europe, Latin America and other developed markets.
Professional Services Veterinarians provide clinical education, case support, presentations, webinars, continuing education programs and field training. Dr. Kim Keaton, one of four Professional Services Veterinarians at Zomedica, said the group also works with veterinary schools, key opinion leaders, teaching hospitals and industry partners.
A.B., who leads corporate accounts, said enterprise agreements with veterinary consolidators and group purchasing organizations can create access to networks of dozens or hundreds of clinics. However, the company did not disclose the number of accounts using multiple platforms or quantify recent revenue from cross-selling versus new customer acquisition.
Revenue Growth and Profitability Expectations
Zomedica said revenue increased from $4.1 million in 2021 to a record level in 2025, which it described as representing 17.6% year-over-year growth. The presentation referenced 2025 revenue figures of both $32 million and $31.1 million at different points. Year-end 2025 liquidity was approximately $53 million, the company said.
The company attributed its growth to product launches, channel expansion and improved sales-force productivity. It said TRUFORMA’s menu includes 11 launched assays spanning 16 diagnostic tests, while PulseVet and Assisi continue to expand internationally.
During the question-and-answer session, Heaton declined to provide 2026 revenue guidance. He said Zomedica does not expect to be profitable under generally accepted accounting principles in the fourth quarter of the current year, while cash-flow breakeven remains a company target. Heaton said management expects GAAP profitability in 2027.
Heaton also said the company does not plan to repurchase shares in the near term, stating that management intends to preserve capital until Zomedica is cash-flow positive and GAAP profitable.
Product and Platform Updates
Zomedica said it expects to launch two additional TRUFORMA assays in the third quarter, one assay for sale in the fourth quarter and a fourth assay at the American Association of Equine Practitioners conference in December. The fourth assay is expected to become commercially available in the first quarter of the following year. The next four assays are intended for equine use, according to the company.
The company said the assays will work with the existing installed base of TRUFORMA instruments without hardware modifications, although software updates will be needed. Zomedica said it has invested in over-the-air software-update capabilities for the platform.
Management also said it expects to have integrations with the major practice information management system providers completed by September. TRUFORMA is already being used in some clinics as part of testing and trial activity, though the company said the broader rollout has not yet occurred.
Looking ahead, Klass said Zomedica plans to discuss its international markets during its next webinar, which is scheduled to follow the company’s Aug. 5 earnings release.
About Zomedica (NYSEAMERICAN:ZOM)
Zomedica Pharmaceuticals Corp. is a veterinary health company dedicated to improving the lives of companion animals through innovative diagnostic and therapeutic solutions. The company’s primary focus is on the development of point‐of‐care veterinary diagnostics and disease‐specific pharmaceuticals, aimed at empowering practitioners with timely information and treatment options for cats and dogs. Zomedica’s flagship offering is TRUFORMA, a bench‐top diagnostic platform designed to deliver rapid, accurate in‐clinic test results across a range of analytes including thyroid hormones, cortisol and infectious disease biomarkers.
Beyond diagnostics, Zomedica is advancing its therapeutic pipeline with products targeting unmet needs in feline and canine health.
