{"id":4893,"date":"2019-02-08T14:34:50","date_gmt":"2019-02-08T22:34:50","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=4893"},"modified":"2022-03-16T19:34:34","modified_gmt":"2022-03-16T19:34:34","slug":"who-wants-seconds","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/who-wants-seconds\/","title":{"rendered":"Who Wants Seconds?"},"content":{"rendered":"

For a time, veterinary food sales belonged, logically enough, to veterinarians. But then big-box stores and online retailers began selling therapeutic formulas as well. Chewy.com, for instance, asks the customer for her veterinarian\u2019s telephone number and calls to get the OK for the desired therapeutic diet, then ships it.<\/p>\n

How can veterinarians compete with this ease of ordering and convenient delivery?<\/p>\n

\u201cRather than looking at online retailers as competition, it\u2019s helpful to consider food purchases from the perspective of pet owners today,\u201d said Kristine Costello, senior brand manager with the Professional Engagement Team at Purina Pro Plan Veterinary Diets.<\/p>\n

\u201cOnline shoppers report making 52 percent of their non-grocery purchases online,\u201d she said. \u201cFortunately, veterinarians aren\u2019t limited to the traditional strategy of only selling pet foods \u2014 whether therapeutic, well pet or both \u2014 in their clinics.<\/p>\n

\u201cDepending on which manufacturers they partner with, they can also offer home delivery<\/a> \u2014 and even automatic shipment, to ensure compliance \u2014 to their clients.\u201d<\/p>\n

Forge a Business Relationship<\/h3>\n

Partnering with online pharmacies is one option available to practitioners.<\/p>\n

\u201cThis enables their clients to experience the same ease of ordering and enables the veterinarian to stay involved with the pet\u2019s care,\u201d said Catherine Lenox, DVM, CVA, DACVN, a scientific services manager at Royal Canin. \u201cMany of these sites can also provide auto-ship and other features.\u201d<\/p>\n

As always, the practice\u2019s secret weapon is caring about the client.<\/p>\n

\u201cVeterinarians can focus on the personal touch, provide high-value pet health care services and offer customized nutrition recommendations<\/a>,\u201d suggested Victoria Carmella, DVM, director of veterinary services at Blue Buffalo Co.<\/p>\n

The key is making it easier for customers to buy pet food.<\/p>\n

\u201cVeterinary clinics can offer unexpected service and access to simple, free auto-delivery programs that have been shown to increase client compliance in feeding therapeutic diets,\u201d Dr. Carmella said.<\/p>\n

One option, Dr. Lenox said, is for the clinic to track when a client gets a new bag or case of food.<\/p>\n

\u201cThen they can contact the client via email, phone or text message for reordering,\u201d Dr. Lenox said. \u201cThis helps make sure the owner doesn\u2019t run out of food, ensures diet compliance and makes it easy for the client. Another option is the online pharmacy portal.\u201d<\/p>\n

Straight to the Client\u2019s Door<\/h3>\n

With the help of some manufacturers, offering clients the convenience of home delivery grows easier all the time.<\/p>\n

For example, Purina Pro Plan Vet Direct is a free program through which a veterinary clinic can set up clients to order both Purina therapeutic formulas and Pro Plan well-pet diets online and receive free home delivery.<\/p>\n

\u201cClinics simply enroll in the program and receive a clinic code that they provide to clients who wish to order online,\u201d Costello said. \u201cWith Purina as the direct seller, participating clinics receive commission on the sale of products without having to actually take possession of the products.\u201d<\/p>\n

She said this kind of program can benefit clinics in several ways:<\/p>\n