Few leaders in the animal health industry have successfully combined Veterinary medicine, marketing expertise, technical innovation, and people leadership as seamlessly as Dr. Cristiano von Simson. Over the course of more than three decades, his career has taken him from treating racehorses in Brazil to leading marketing and Veterinary services for one of the world’s leading animal health companies.
Along the way, he has helped launch some of the industry’s most recognizable products, built high-performing teams across multiple continents, and demonstrated how scientific expertise and business strategy can work hand in hand to improve the lives of veterinarians, pet owners, and animals alike.
During his appearance on The People of Animal Health Podcast with Stacy Pursell, founder and CEO of The VET Recruiter, Dr. von Simson reflected on the unexpected twists that shaped his career, the importance of lifelong learning, and why curiosity has remained his greatest professional asset. Throughout the conversation, one message emerged repeatedly: success isn’t about following a perfectly scripted career plan—it’s about remaining open to opportunities that align with your passions.
A City Kid Who Fell in Love With Horses
Unlike many equine veterinarians, Dr. von Simson didn’t grow up on a farm or ranch. He spent his childhood in São Paulo, Brazil—one of the world’s largest metropolitan areas.
“I grew up in a big city in São Paulo,” he explained. “A typical urban child. No big farm relations or anything.”
Yet one childhood experience changed everything. Around the age of seven or eight, he visited the mountains and encountered horses for the first time. It was an unforgettable moment.
“For some reason,” he recalled, “I fell in love with horses.”
That fascination quickly evolved into something much deeper. Rather than becoming simply a hobby, horses became the driving force behind nearly every major decision he would make over the next several decades. His educational path, career choices, and ultimately his journey into the animal health industry all began with that single childhood experience.
Looking back, Dr. von Simson credits his love of horses as the catalyst for his entire professional life.
Pursuing a Dream in Equine Veterinary Medicine
When it came time to choose a career, Dr. von Simson never seriously considered another profession. His goal was singular.
“I decided to go to Veterinary school specifically with a single focus of being an equine veterinarian,” he said.
He attended Veterinary school in São Paulo before completing a highly competitive residency at one of Brazil’s premier racetracks. Each year, only six residents earned positions in the program. The experience proved valuable. With approximately 3,000 Thoroughbreds housed at the facility, residents gained extraordinary exposure to equine medicine and surgery.
“They had 3,000 horses stabled there,” said Dr. von Simson. “So there was a lot of experience—hands-on experience.”
Rather than spending years gradually building case experience, the racetrack accelerated his professional development. The volume and complexity of cases exposed him to conditions few young veterinarians encounter so early in their careers.
By the time he entered private practice, he possessed a level of confidence and clinical experience that would normally require many additional years to acquire.
An Unexpected Turn Toward Industry
Although equine practice fulfilled a lifelong dream, Dr. von Simson eventually began feeling something unexpected. He enjoyed the work. He loved his patients. He appreciated the relationships he had built. Yet something was missing.
“I realized that I was happy,” he said. “I was working a lot, I was having a lot of fun . . . but I felt somewhat in a routine.”
More importantly, he no longer felt challenged: “I wasn’t learning anything new.”
For someone naturally driven by curiosity, that realization became impossible to ignore. “I am one of those people that always needs to be learning more and needs new challenges,” he said.
A conversation with a former Veterinary school classmate unexpectedly opened an entirely new career path. His friend worked for an animal health distributor and began describing the wide variety of roles veterinarians could pursue within industry. Until that conversation, Dr. von Simson had given virtually no thought to careers outside clinical practice.
“I had very little knowledge of what veterinarians did in industry,” he said.
Soon afterward, an opportunity emerged. A company preparing to launch its companion animal business in Brazil needed a veterinarian to provide technical support for its equine vaccine portfolio. Although the transition represented a significant change, it also allowed him to remain connected to horses.
“It wasn’t that dramatic a rupture,” Dr. von Simson explained.
Little did he know that the position would ultimately launch an entirely different career.
Discovering a Passion for Marketing
Dr. von Simson entered industry expecting to spend his time educating veterinarians about equine vaccines. Instead, he quickly found himself solving a completely different problem. The company had developed excellent products. What it lacked were marketing materials.
“When I showed up for work,” he recalled, “I asked, ‘What materials do I have to share with veterinarians?'”
The answer surprised him: “They said, ‘We don’t have it yet. Can you help us do it?'”
That simple request introduced him to marketing. Soon afterward, he assumed responsibility for companion animal vaccine marketing before helping launch one of the most transformative products in Veterinary medicine: Frontline®.For today’s younger veterinarians, it’s difficult to appreciate just how revolutionary the product was when it entered the market.
“It was a big game changer,” Dr. von Simson said.
Unlike previous flea control options, Frontline dramatically changed parasite prevention and quickly transformed companion animal medicine in Brazil. “It grew like crazy,” he recalled.
The experience also transformed his own career: “I was fortunate to be in the right place at the right time.”
Recognizing that practical experience alone wasn’t enough, he enrolled in an MBA program to strengthen his business knowledge. “The fact that I had already done some marketing before taking the course was really good,” he explained.
Because he understood the day-to-day challenges, the classroom concepts immediately became applicable. That combination of Veterinary training and formal business education would become one of his greatest professional strengths.
Building a Global Career
Dr. von Simson’s growing success in marketing soon created opportunities well beyond Brazil. Following the merger that formed Merial, he accepted an invitation to join the company’s global marketing team in the United States. His family relocated in 2000, beginning the next chapter of an increasingly international career.
Over the years, he held leadership positions across global marketing, U.S. marketing, pharmaceutical product management, Veterinary services, and key opinion leader development. Each opportunity expanded both his responsibilities and perspective.
One particularly meaningful role involved building a formal strategy around relationships with Veterinary opinion leaders. Rather than maintaining isolated contacts across different departments, Dr. von Simson helped create a coordinated, long-term approach. “It was really a strategic approach,” he explained.
Developing trusted relationships with specialists and thought leaders requires patience; “You don’t do that in a week or two.”
Instead, success depends upon consistency, trust, and a genuine commitment to supporting Veterinary medicine over many years. That long-term mindset continues influencing how he approaches both leadership and marketing today.
A Leadership Opportunity That Changed Everything
One of the most significant turning points in Dr. von Simson’s career came unexpectedly. When recruiter Stacy Pursell contacted him about leading Veterinary Services at Bayer Animal Health, his initial response was surprisingly hesitant. “I told you I wasn’t interested,” he admitted with a laugh.
At the time, he viewed the position as the pinnacle of a Veterinary Services career. “I thought I was too young to be at the top,” said Dr. von Simson.
After discussing the role in greater detail, however, he realized the opportunity involved much more than managing technical services. Bayer wanted someone to transform Veterinary Services into a strategic business function capable of supporting the entire organization. Equally important, the position offered his first opportunity to lead a large team.
Managing people proved unlike anything he had previously experienced. “What I learned,” he reflected, “is that’s the only thing that never becomes routine.”
Products change, markets, evolve, strategies shift, but helping people develop their careers remains endlessly rewarding. “Working with people, developing people, helping them grow, motivating them—it’s always fun and challenging,” said Dr. von Simson.
That realization fundamentally reshaped his leadership philosophy.
Blending Veterinary Medicine With Business
Although Dr. von Simson now spends much of his time leading marketing organizations, he still sees himself first and foremost as a veterinarian. “When I’m traveling and filling out the immigration form,” he joked, “I still write ‘profession: veterinarian.'”
That identity influences every business decision he makes. Unlike marketers without technical backgrounds, he understands both the science behind products and the emotional motivations driving Veterinary professionals and pet owners.
“The moment you lose connection to what drives your customers,” he explained, “you cannot be an effective marketer.”
Veterinarians rarely make decisions based solely on financial considerations. Their primary motivation remains improving animal health. Similarly, pet owners often make deeply emotional decisions rooted in the human-animal bond.
Understanding those motivations allows Dr. von Simson to communicate more effectively with both audiences. His Veterinary education also enables him to translate complex scientific concepts into practical benefits.
“I really enjoy bringing new solutions to people who take care of animals,” he said, “and making that message clear and simple.”
Bringing Marketing and Veterinary Services Together
Today, as Head of Marketing and Veterinary Services for Virbac U.S., Dr. von Simson oversees two functions that traditionally operate independently. For him, however, the combination makes perfect sense.
Throughout his career, he has consistently used Veterinary science to strengthen marketing strategy. One example came during the launch of Previcox®, when he helped oversee a 1,000-dog clinical trial. Rather than simply supporting regulatory requirements, the study generated valuable data demonstrating meaningful product differentiation.
“I use the Veterinary function to allow me to do better marketing,” he explained.
At Virbac, integrating marketing and Veterinary Services creates additional advantages. Veterinary teams educate practitioners, sales teams reinforce consistent messaging, and marketing communicates with pet owners. Together, these functions create a unified customer experience.
“We’re in the age of omnichannel messaging,” said Dr. von Simson.
Whether pet owners receive information through their veterinarian, retail channels, or digital platforms, consistency has become essential. That alignment ultimately benefits both Veterinary professionals and the families they serve.
Innovation Driving Better Patient Care
Among the areas generating the greatest excitement for Dr. von Simson are dermatology and parasiticides—two therapeutic categories where Virbac has established significant leadership. He believes dermatology is entering an especially exciting period.
Advances including monoclonal antibodies, JAK inhibitors, and additional emerging therapies continue expanding treatment options for allergic skin disease. However, innovation alone isn’t enough. One challenge concerns him deeply. He sees a widening gap between Veterinary dermatology specialists and general practitioners.
“What I see,” he explained, “is a growing disconnect.”
Specialists possess increasingly sophisticated treatment options. General practitioners, often working under tremendous time pressure, may struggle to remain current while managing shorter appointment times.
Virbac aims to help bridge that gap through education, practical tools, and clinical resources. The company’s goal isn’t simply introducing new products. It’s helping veterinarians confidently apply them.
Parasiticides remain another lifelong passion. Having witnessed revolutionary products like Frontline reshape parasite control early in his career, Dr. von Simson continues following advances closely. Yet he also recognizes an important challenge. As combination products become increasingly sophisticated, they often become more expensive. That creates affordability concerns for some pet owners.
“I think we should have,” he said, “our best-in-class favorite product—but also a Plan B.”
Offering affordable alternatives helps ensure more pets remain protected rather than receiving no parasite prevention at all. For Dr. von Simson, innovation succeeds only when it improves access to care.
That philosophy continues shaping both his leadership and Virbac’s approach to supporting Veterinary medicine.
Throughout his career, Dr. Cristiano von Simson has worn many hats—equine veterinarian, marketer, technical expert, executive leader, mentor, and innovator. Yet despite the many titles, he believes his role has always remained fundamentally the same: helping veterinarians and pet owners achieve better outcomes for animals.
That mission continues to guide his work today. During the second half of his conversation on The People of Animal Health Podcast, Dr. von Simson discussed everything from pharmacovigilance and leadership to the future of Veterinary medicine, emphasizing that the industry’s greatest strength has always been its people.
Turning Customer Feedback into Better Medicine
One area of Dr. von Simson’s current responsibilities that often receives little public attention—but plays a vital role in product success—is pharmacovigilance. Many people associate pharmacovigilance primarily with regulatory compliance and monitoring adverse events after products reach the market. While those responsibilities remain essential, Dr. von Simson believes the discipline provides something equally valuable.
“It is a wealth of data,” he explained.
Every customer inquiry, technical question, and reported adverse event tells a story. Sometimes that story involves product performance. Other times it reveals misunderstandings about proper administration, client compliance, or communication gaps. By carefully analyzing those interactions, companies gain important insight into how products are actually being used in everyday Veterinary practice.
“What parts of your communication are working,” he said, “and what parts are not working?”
That information allows marketing, Veterinary Services, and technical teams to continually improve educational materials and client support. Perhaps even more importantly, excellent customer support builds long-term trust.
Dr. von Simson referenced research showing that consumers who experience a problem—but receive exceptional service afterward—often become even more loyal than customers who never experienced an issue in the first place.
“Problems happen,” he said. “Even in a Rolls-Royce.”
What matters most is knowing the company stands behind both its products and its customers. For veterinarians, that reassurance becomes especially meaningful.
Having immediate access to knowledgeable technical support strengthens confidence while reinforcing the partnership between practitioners and industry.
Advancing Veterinary Science Through Post-Approval Research
Beyond pharmacovigilance, Dr. von Simson remains passionate about post-approval research. While pivotal clinical trials establish product safety and efficacy before approval, post-market studies often answer practical questions veterinarians encounter every day. Those investigations frequently create the evidence supporting new claims, improved treatment protocols, or differentiated product positioning.
“They really generate differential claims,” he explained.
Competitive markets require products to demonstrate meaningful advantages. Thoughtfully designed post-approval studies help identify those distinctions while simultaneously advancing Veterinary medicine itself.
Throughout his career, Dr. von Simson has helped support research answering important clinical questions that otherwise might never have been investigated. Studies examining diseases such as bartonellosis and cytauxzoonosis have expanded Veterinary knowledge while improving patient care.
“I love the fact,” he said, “that we can develop the science and the medicine.”
Industry-funded research, when conducted responsibly, benefits far more than individual companies. It contributes to the entire profession’s understanding of disease prevention, diagnosis, and treatment.
Leadership Across Cultures
Few professionals have managed teams spanning as many countries, cultures, and disciplines as Dr. von Simson. Over the years, those experiences have taught him that while people often appear different on the surface, their fundamental motivations remain remarkably similar.
“The first thing you learn,” he explained, “is that there are a lot of differences in your vision of the world.”
Culture, education, geography, and personal experiences shape how individuals communicate and solve problems. However, beneath those differences lie remarkably consistent human needs: “Everybody is looking for the same basic things.”
People everywhere want meaningful work, healthy families, supportive relationships, personal growth, and opportunities to contribute. The same principle applies to Veterinary customers. Clinics may operate differently across countries, healthcare systems may vary, and business models may evolve, but veterinarians consistently enter the profession for similar reasons: “They’re there because they love animals.”
Understanding those shared motivations allows leaders to connect more effectively across cultures. For Dr. von Simson, successful leadership begins with empathy. “Being kind,” he said, “and trust.”
Those principles transcend geography.
Staying Connected to the Front Lines
One challenge every executive eventually faces is maintaining close contact with customers while balancing increasing leadership responsibilities. Dr. von Simson intentionally works to avoid becoming disconnected.
“Every time I’m behind a computer screen for more than two weeks,” he admitted, “I start second-guessing myself.”
To stay grounded, he regularly attends Veterinary conferences, accompanies sales representatives on field visits, and participates in multiple advisory groups designed to capture direct customer feedback. Virbac also intentionally encourages senior leadership to spend time in the field.
“Our president loves to go out and ride with our reps,” Dr. von Simson noted.
Listening alone, however, isn’t enough. Leadership must also respond: “It’s important for your frontline team to see that management cares.”
When employees provide feedback, leaders should explain how that information influences decisions and organizational priorities.
That visible follow-through strengthens trust while reinforcing a culture of collaboration.
Innovation Through Curiosity
When asked what continues fueling his passion after more than thirty years in animal health, Dr. von Simson answered without hesitation: learning.
That curiosity has remained remarkably consistent throughout his career. Whether launching products, building teams, or exploring emerging technologies, he continues seeking opportunities to learn something new.
His current role at Virbac provides exactly that. Although Virbac competes against significantly larger organizations, Dr. von Simson views that reality as an advantage.
“We’ve got to be creative,” he said. “We’ve got to be entrepreneurial.”
Rather than simply matching competitors’ strategies, smaller organizations often succeed by thinking differently. That challenge energizes him. Innovation, he believes, thrives when curiosity combines with purpose.
Returning to What Matters Most
Outside the office, Dr. von Simson still spends time caring for the horses that first inspired his Veterinary career. Although work often limits opportunities to ride, simply feeding the horses or spending time outdoors provides perspective. “It is my therapy,” he said.
Nature has a remarkable ability to shrink problems that once seemed overwhelming. “The small frustrations,” he explained, “all fall back into perspective.”
Those quiet moments also reinforce a lesson he frequently shares with colleagues and customers alike. Sometimes Veterinary professionals become so focused on schedules, productivity, finances, or operational challenges that they lose sight of why they entered the profession.
“I always go back to the basic reason,” he said. “It’s the passion for animals.”
Reconnecting with that purpose makes everything else easier. The same philosophy influences his leadership. Healthy organizational cultures don’t happen accidentally.
“If you’re not very conscious,” he warned, “the work environment goes way downhill.”
Trust, kindness, accountability, and positive leadership create environments where people perform at their best. Without those elements, even talented teams struggle.
An Industry Built on Generosity
Looking back across three decades, one of Dr. von Simson’s greatest surprises isn’t a technological breakthrough or business achievement. It’s the generosity of the people around him.
“I’ve been extremely grateful,” he reflected, “to all the people that helped me along.”
Throughout his career, mentors, colleagues, Veterinary specialists, customers, and industry leaders consistently invested time helping him succeed without expecting anything in return. Those experiences shaped his own leadership philosophy. Today, he intentionally tries to “pay it forward” by mentoring others and supporting their professional growth.
During the interview, Stacy Pursell observed that she had witnessed his generosity firsthand over many years of working together. For Dr. von Simson, helping others simply reflects the collaborative spirit that defines the animal health industry.
Addressing Access to Care
While optimistic about Veterinary medicine’s future, Dr. von Simson also expressed concern about one growing challenge: access to care. Veterinary costs have risen steadily over many years, often exceeding inflation. At the same time, many practices report declining visit frequency despite maintaining financial performance through higher prices.
“We’re hearing that people are skipping their annual visit,” he said.
That trend worries him. Price certainly influences decisions. However, Dr. von Simson believes perceived value matters just as much.
“When we stop educating customers,” he explained, “it’s really hard to get them to pay that price.”
Pet owners don’t simply seek medical procedures. They seek guidance, reassurance, education, and peace of mind. As appointment times become shorter, Veterinary teams risk sacrificing the very conversations that build trust.
Helping practices remain efficient while preserving meaningful client communication represents one of the profession’s most important opportunities. Industry, he believes, has an important role supporting that effort.
A Bright Future
Despite these challenges, Dr. von Simson remains highly optimistic: “I think it’s going to be a bright future.”
Innovation continues accelerating. Artificial intelligence, telemedicine, new therapeutics, improved communication tools, and emerging technologies all promise to reshape Veterinary medicine.
More importantly, the people entering the profession continue doing so for the right reasons: “They do this out of love.”
That passion provides a strong foundation for continued progress.
Daily Habits That Sustain Success
When discussing personal success, Dr. von Simson emphasized something many ambitious professionals struggle to maintain: balance. Because he genuinely enjoys his work, he naturally gravitates toward spending nearly all of his time on professional responsibilities.
“My work is my hobby,” he admitted.
Recognizing that tendency, he intentionally schedules activities supporting physical and mental health:
- Exercise
- Family
- Friends
- Time away from work
Those experiences not only improve wellbeing but often spark better ideas. “Sometimes,” Dr. von Simson said, “when you’re doing other things, you have your best ideas.”
He also emphasized maintaining strong relationships throughout the industry. Kindness, generosity, and helping others eventually create opportunities that no networking strategy alone could accomplish.
“I don’t believe it’s a zero-sum game,” he said. “I believe we all grow together.”
Responding to Adversity
Like every successful executive, Dr. von Simson has experienced unexpected setbacks. One of the most significant occurred when Bayer restructured its business and eliminated his position. Although the news initially came as a surprise, he consciously chose not to interpret the decision personally.
“It was a business decision,” he explained.
Rather than dwelling on disappointment, he quickly shifted his attention toward what he could control: “What can I do?”
That mindset allowed him to move forward constructively. Support from colleagues across the industry reinforced his confidence while ultimately leading him to Virbac—a transition facilitated by Stacy Pursell herself. His advice during difficult moments remains simple: focus on the factors you can influence.
Take action. Move forward.
Advice for the Next Generation
If Dr. von Simson could speak to his younger self, he wouldn’t recommend following a rigid career plan. Instead, he would encourage greater openness. “Understand what drives you,” he said.
Know what you enjoy.
Know what energizes you.
Remain flexible enough to recognize unexpected opportunities.
His own career demonstrates that principle perfectly. He never planned to leave equine practice. He never expected to build a global marketing career. He certainly never imagined leading both Marketing and Veterinary Services for a major animal health company.
Yet each opportunity aligned with his deeper motivations: learning, helping people, and improving animal health.
A Final Message
As the conversation concluded, Dr. von Simson returned to a theme that has quietly guided his entire career: collaboration. “I’m a team player,” he said.
Whether working with customers, colleagues, researchers, or competitors, he believes the greatest achievements come through partnership rather than individual accomplishment:
- “Reach out.”
- “Talk to people.”
- “Listen.”
- “Collaborate.”
Those simple principles have shaped more than thirty years of professional success. They also explain why Dr. von Simson continues viewing the animal health industry not simply as a career, but as a community.
His final invitation perfectly reflected that philosophy. If something from his journey resonates, don’t hesitate to start a conversation.
After all, as he has learned throughout his career, the next meaningful opportunity often begins with a single connection.