Zomedica Sales Strategy Targets More Vets, Faster Conversions

"The execution piece is about making sure our sales team can demonstrate value quickly," Heaton said during the call. He noted that the company has been refining its training and support materials to reduce the time between a first demo and a purchase order.

Zomedica has historically relied on a direct sales force. Heaton said the company is also exploring partnerships with distribution networks that already call on smaller clinics, a channel that could broaden reach without adding fixed cost.

The webinar, part of Zomedica's "Fourth Friday at Four" series, did not include new financial guidance or product launches. Shares of Zomedica trade over the counter under the ticker ZOMDF.