{"id":10512,"date":"2021-08-01T00:00:41","date_gmt":"2021-08-01T00:00:41","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=10512"},"modified":"2022-06-15T17:48:02","modified_gmt":"2022-06-15T17:48:02","slug":"prescriptions-veterinary-online-pharmacies","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/prescriptions-veterinary-online-pharmacies\/","title":{"rendered":"6 Ways to Compete With Online Pharmacies"},"content":{"rendered":"<p>Soon after Jamee DeSimone went to work nearly 10 years ago as a client service representative at Shaffer Animal Hospital, she recommended using social media rather than word of mouth to inform pet owners about the clinic\u2019s offerings. Eventually, she pushed the four-doctor practice in Oviedo, Florida, to leverage technology to engage clients and make it easier for pet owners to do business.<\/p>\n<p>Today, DeSimone is the practice manager, and her recommendations have paid off in big ways. The clinic has gone from no social media presence to an engaged following on Facebook and Instagram. The technology platform includes a branded hospital app that clients download and use to:<\/p>\n<ul>\n<li>Request appointments and prescription refills.<\/li>\n<li>Chat and exchange photos and videos with the hospital team.<\/li>\n<li>Receive reminders.<\/li>\n<\/ul>\n<p>The prescription refill feature alone has dramatically improved the hospital\u2019s finances. During the first quarter of 2021, the Shaffer team processed nearly 1,050 refill requests through the app. Over the past year, the per-client revenue in Shaffer\u2019s online pharmacy was $367.<\/p>\n<p>The numbers are impressive, especially in a world where the unbeatable prices of online pharmacies make many practice owners and managers wonder how they can compete. However, many pet owners look for convenience, not necessarily the lowest price, when filling prescriptions.<\/p>\n<p>Here are six ways to get your clients to purchase their pets\u2019 medications from you rather than your .<\/p>\n<h3>1. Make It Easy<\/h3>\n<p>Consumers want convenience. Gone are the days when customers would be loyal to a company simply because they\u2019d done business together for a long time. If pet owners have to call to request a prescription refill, for example, you likely will lose them eventually to an option that allows online ordering within a few clicks.<\/p>\n<p>Embrace technology to make requesting prescriptions convenient and straightforward. For instance, Shaffer Animal Hospital\u2019s app (through Vet2Pet) allows clients to request a refill and choose to pick it up at the clinic or have it shipped to their home (through Vetsource). The pet owner can pay for the refill through the app, and if they choose to pick up the prescription, they can send a chat message when they arrive and have the medication delivered to their vehicle.<\/p>\n<p>\u201cOur app has been a game changer,\u201d DeSimone said. \u201cIt has completely revolutionized the way we do things.\u201d<\/p>\n<p>Despite a slightly lower profit margin when clients order through the online store, Shaffer\u2019s leaders understand the importance of keeping the option available to pet owners who really want it. Better to keep some profit in the hospital from those clients, they say, than lose it all to a more convenient online provider.<\/p>\n<h3>2. Make It Fast<\/h3>\n<p>Today, consumers can open the Amazon app on their smartphone, find what they want, click once to buy and have the items delivered to their front door in less than 24 hours. If you\u2019re telling your clients that the turnaround time on a prescription refill is 24 to 48 hours, you\u2019re going to lose them.<\/p>\n<p>\u201cOur team usually has a prescription ready within a couple of hours of receiving the request,\u201d DeSimone said.<\/p>\n<p>Make the filling of prescriptions requested overnight an early priority each day, just like checking your email and voicemail.<\/p>\n<h3>3. Make It Rewarding<\/h3>\n<p>Loyalty programs are commonplace in other industries. Why not reward clients who buy their pets\u2019 medications from you?<\/p>\n<p>\u201cOne of the biggest things that keep clients coming in and purchasing medication off our shelf is our loyalty program,\u201d DeSimone said. \u201cThey get loyalty points \u2014 we call them paw prints \u2014 when they spend a certain amount on an invoice. Clients love it. They always want to round up by purchasing some heartworm preventive or a bag of treats so they can earn another paw print.\u201d<\/p>\n<h3>4. Make It Clear<\/h3>\n<p>Consistent, clear messaging is critical. At Shaffer Animal Hospital, everyone \u2014 from <a href=\"https:\/\/todaysveterinarybusiness.com\/csr-communications-training\/\">client service representatives<\/a> to veterinary nurses and doctors \u2014 understands the differences between purchasing a prescription through the practice and a commercial pharmacy. In addition, they know how to communicate the differences to clients.<\/p>\n<p>DeSimone\u2019s team sends consistent messages about the hospital\u2019s app and online store to new and existing clients via mail, email, puppy\/kitten kits, social media, in-practice marketing materials, and discussions during appointments and phone calls. The efforts have paid off in these ways:<\/p>\n<ul>\n<li>98% of active clients downloaded the <a href=\"https:\/\/todaysveterinarybusiness.com\/telemedicine-app-veterinary-advice\/\">hospital app<\/a>.<\/li>\n<li>32% engaged with the practice through the app in the previous 30 days.<\/li>\n<li>52% who engaged with Shaffer completed an action, like requesting a prescription refill, in the previous 30 days.<\/li>\n<\/ul>\n<h3>5. Make It Efficient<\/h3>\n<p>Providing exceptional client service \u2014 like refilling prescriptions within a few hours \u2014 doesn\u2019t have to leave your team members feeling overwhelmed and stressed. Rather than relying on someone who has a few minutes of downtime (and really, who has downtime these days?) designate a team member to manage and coordinate pharmacy requests so that orders are handled quickly and accurately.<\/p>\n<p>Recently, one of Shaffer Animal Hospital\u2019s CSRs had to move. DeSimone didn\u2019t want to let her go.<\/p>\n<p>\u201cShe was great, and our team had become so busy with appointment and prescription requests through the app, so I offered her a full-time remote position,\u201d DeSimone said. \u201cShe works from home and remotes into our PIMS Monday through Friday, handling our app notifications, appointment and pharmacy requests, emails, follow-up calls, appointment confirmations, and other tasks. It has alleviated so much stress for the front-desk team that our clients no longer have to wait on hold, and we got to keep a great employee.\u201d<\/p>\n<h3>6. Make It Automatic<\/h3>\n<p>When prescribing long-term medications\u00a0 for chronic conditions, speak with your clients about their refill preferences before they check out. Do they want to pick up refills at the practice or have them shipped to their home? You can flag the client\u2019s account so that a team member follows up on a refill a few days before it is needed. If you operate an online pharmacy, set up the client\u2019s account so that refills are automatically shipped at a particular interval, creating a no-hassle solution for the client and your team.<\/p>\n<p>No one wants to be just another number. Your clients would rather do business with you, but they want simplicity and convenience, too. When you remove barriers and make buying medications from your practice the path of least resistance, your clients will choose you every time.<\/p>\n<hr \/>\n<h3><span style=\"color: #008000\">DOLLARS AND SENSE<\/span><\/h3>\n<p>The prices at the big-box online pharmacies can\u2019t be beaten, and that\u2019s OK. But you can beat them with exceptional service. If you\u2019re competitive and transparent in your prices, and you offer an easy experience with quick turnaround times and loyalty rewards, the option to pick up the medication or have it delivered will be a no-brainer for clients.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Make the filling of prescriptions requested overnight an early priority each day, just like checking your email and voicemail.<\/p>\n","protected":false},"author":99,"featured_media":10513,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"iawp_total_views":0,"footnotes":""},"categories":[323],"tags":[],"class_list":["post-10512","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-august-september-2021","column-features","clinical_topics-merchandising"],"acf":{"hide_sidebar":false,"hide_sidebar_ad":false,"hide_all_ads":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>6 Ways to Compete With Online Pharmacies | Today&#039;s Veterinary Business<\/title>\n<meta name=\"description\" content=\"Convenience and service win in the race to fill pet prescriptions. 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