Client Purchases Back in the Hands of the Veterinary Clinic
Veterinarians should not hesitate to enlist the help of their pharmaceutical representatives in building a robust internet presence to encourage client purchases. Pharma companies and their representatives can provide resources to help practices in many ways, but let’s concentrate on website content.
While most pet owners follow their veterinarians’ recommendations about which animal health products to use, where they actually buy those products is another matter. The internet has changed everything, allowing clients to scour the World Wide Web for the best deals on flea/tick treatments, RX pharmaceuticals, treats, toys, and more. Online merchants even offer the convenience of home delivery and the automatic replenishment of medication.
Are there ways for animal health companies to help veterinarians compete and bring their clients back into the fold? Absolutely. And a strategic ally in this effort is likely a frequent visitor to the clinic: the pharma sales rep.
For example, prewritten communication modules on such topics as the need for wellness exams, routine blood work, and regular dental care can help boost pet owner compliance, client purchases, and the vet-client-pet relationship. Companies can even supply scripted social media content, such as Facebook posts on the importance of regular monthly heartworm pills or the need to complete the full course of otitis externa topical treatment even after Fido stops shaking his head.
These posts will help get the message out about how the pet owner can get the most benefit from the right product and have the added benefit of educating the clients on their pets’ disease process, so they feel more involved in treatment decisions.
Pet owners looking for quick, cost-effective solutions may decide to treat their pets with home remedies suggested by ‘Dr. Google’ or may purchase miracle therapies OTC from sketchy online retailers. While it is easy to be cynical, veterinarians can help by cutting through the noise and directing clients to products and medically accurate websites. When veterinarians recommend sites on the web, they demonstrate that they support their clients’ desire to learn more. That’s something that most clients–especially millennials-appreciate.
Establishing an online pharmacy that allows clients to make purchases as many prefer, while at the same time buying from their trusted veterinarian, may be a worthwhile investment, too. Pharma representatives and private third-party providers may be able to help clinics select appropriate resources to set up their e-commerce presence and punch it into high gear. Using this new level of client service allows the practice to regain revenues otherwise lost to online OTC retailers. These pharmacy and home delivery service options can be supported by client communications that improve medication compliance, grow practice revenues, and simplify inventory management.
Engaging pet owners with the right messages and meeting them where they already are is a part of a well-rounded win-win strategy for everyone—one that puts the center of client purchases and further solidifies client loyalty. Ultimately, that’s good for everyone.
