{"id":5921,"date":"2019-08-01T00:00:04","date_gmt":"2019-08-01T07:00:04","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=5921"},"modified":"2022-03-15T20:09:32","modified_gmt":"2022-03-15T20:09:32","slug":"by-popular-demand","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/by-popular-demand\/","title":{"rendered":"By Popular Demand"},"content":{"rendered":"

Spurred by the promise of cannabidiol (CBD) and the millennial population\u2019s emphasis on wellness and preventive care, pet health supplements are enjoying unprecedented popularity, with U.S. sales growing by 5% in 2018, according to the market research firm Packaged Facts. Veterinarians and industry leaders say it\u2019s time to get proactive about this previously downplayed treatment modality.<\/p>\n

\u201cIntegrating these things into practice is the wave of the future, and anyone who doesn\u2019t investigate it for their practice is really missing out,\u201d said Sheila Dodson, DVM, of Mariposa Veterinary Wellness Center in Lenexa, Kansas.<\/p>\n

\u201cPeople want to know if there is a supplement they can give their pet instead of medication. They\u2019re looking for it and doing it anyway,\u201d said Dr. Dodson, a certified veterinary acupuncturist who combines alternative medicine with traditional veterinary practice. \u201cMillennials are different from the clients of the past, and we have to support what they\u2019re looking for when it comes to the care of their pets.\u201d<\/p>\n

Veterinarian recommendation of a specific supplement is the\u00a0No. 1 purchase influencer among pet owners, but internet research is in hot pursuit, according to a 2019 Packaged Facts pet owners survey<\/a>.<\/p>\n

\u201cHaving a supplement line in your practice that you can confidently stand behind the quality of puts you head and shoulders above any online competition,\u201d said Dr. Dodson, who favors Standard Process supplements. \u201cI find clients want to use products their veterinarian recommends \u2014 if you have a good relationship with them.\u201d<\/p>\n

Dr. Dodson routinely sees clients seeking a second opinion.<\/p>\n

\u201cA lot of people don\u2019t talk to their regular veterinarian about things they\u2019re doing on the side, because they think they\u2019re going to get a negative reaction,\u201d she said. \u201cThere are a lot more people [buying pet supplements] than veterinarians realize.\u201d<\/p>\n

For People and Pets<\/h3>\n

People today are much more aware of the benefits of preventive care, not only for themselves but also for their pets. Clients know that a healthier cat or dog requires fewer veterinary visits and less spending on costly medications.<\/p>\n

\u201cAs pet owners find benefits from taking supplements themselves, they naturally want to convey those same benefits to their four-legged family members,\u201d said Robert J. Silver, DVM, MS, chief medical officer at RxVitamins for Pets. \u201cVeterinarians who provide supplement sales in their practices and who are knowledgeable about pet supplements are sought after by owners, who have more confidence in veterinarians who are like-minded with regards to the benefits.\u201d<\/p>\n

Dr. Dodson said supplements \u201cgive me more tools in my toolbox.\u201d<\/p>\n

\u201cMost veterinarians avoid the conversation because they don\u2019t know what to recommend,\u201d she said. \u201cThat\u2019s where educating yourself on a good-quality product line can be your best friend. It also gives you something to do about disease processes before they get to the crisis stage and you have to reach for medicine.\u201d<\/p>\n

Clients Trust Veterinarians<\/h3>\n

A lack of clinical research comparable to that required for medications can be a stumbling block for veterinarians who would like to recommend supplements. Quality control and minimal regulation are other concerns.<\/p>\n

The National Animal Supplement Council<\/a> was formed in 2001 as a nonprofit industry trade association whose members work cooperatively for self-regulation.<\/p>\n

\u201cThere is no substitute for a company that has knowledgeable people and a veterinarian on staff,\u201d NASC President Bill Bookout said. \u201cFor example, if you have a cancer patient that is going through chemotherapy, you want to talk to somebody who can make a recommendation for a product as part of a comprehensive care program. You want to know who formulated the product, who you could phone or email with technical questions.\u201d<\/p>\n

Research shows that pet owners value their veterinarians\u2019 advice above \u201cDr. Google.\u201d But easy does it on the markups.<\/p>\n

\u201cThe trust that pet owners have in their veterinarian is a sacred trust and should not be violated by profit-based objectives in the eyes of the veterinary client,\u201d Dr. Silver said. \u201cVeterinarians can use the trust invested in them by clients to make suggestions for products that could help their patients, but it\u2019s important to not be too aggressive in upselling products, as pet owners are sensitive to that. \u201c<\/p>\n

Added Bookout: \u201cIf the veterinarian is selling a product for $30 and the client finds it on the internet for $18, they\u2019re going to think, \u2018If the veterinarian is overcharging for that, what if they\u2019re doing the same thing for services, like dentals?\u2019 \u201d<\/p>\n

Clients Like Convenience<\/h3>\n

One of the newer supplement manufacturers, Veterinarian Recommended Solutions, sells veterinary-exclusive products and focuses on vet-to-vet education rather than direct-to-client advertising. A client-friendly product refill model \u2014 auto-shipping and direct delivery \u2014 is central to the company\u2019s business strategy, said veterinary education manager Laura Zehnder Jones, DVM.<\/p>\n

Started five years ago, the veterinarian-owned nutraceutical company ranked No. 300 on the 2018 Inc. 5000 list of the fastest- growing companies.<\/p>\n

\u201cRetail for veterinary hospitals used to be 30% of revenue, and that is now significantly down. [Internet] convenience is why,\u201d\u00a0she said.<\/p>\n

The take-home message, the experts said, is that health supplements have caught the fancy of a significant proportion of pet owners. In a loosely regulated market, they said, veterinarians have valuable insights and a responsibility to advise clients about safe and effective products.<\/p>\n

\n

HIGH HOPES, BUT LEGAL QUESTIONS, FOR CBD<\/span><\/h3>\n

Maybe we\u2019ll look back someday and marvel at the birthing process of CBD. Perhaps we\u2019ll take cannabidiol for granted as one of the staples in our treatment arsenal for all creatures.<\/p>\n

But for now, veterinarians can only stare through the shop window at an array of tempting cannabidiol remedies<\/a> for pain, inflammation, anxiety and seizures.<\/p>\n

\u201cWe\u2019re in a bit of a purgatory,\u201d said Josh Sosnow, DVM, chief medical officer of CompanionCBD, the maker of hemp-based products for people and pets. \u201cThat is to say the FDA has very clear guidelines and a very clear position on CBD, and we as veterinarians have more regulatory bodies to answer to than folks who are just in the business of making and selling CBD.\u201d<\/p>\n

In an online presentation hosted by VetMedTeam, Dr. Sosnow noted that \u201cTechnically speaking, everybody who deals in CBD is on the wrong side of the FDA at the moment, regardless of the form that the CBD takes.\u201d<\/p>\n

His presentation, \u201cCBD in Veterinary Medicine: The Science and Clinical Application,\u201d is RACE-approved continuing education. It delves into the chemistry and therapeutic actions of phytocannabinoids, and potential clinical indications for the use of CBD in dogs.<\/p>\n

Briefly stated, the federal 2018 Farm Bill removed hemp, a cannabis derivative containing less than 0.3% THC (marijuana\u2019s intoxicating ingredient) from the Controlled Substances Act. This simplified access to the product for biomedical research, but when it comes to veterinary medical use, CBD is essentially off-limits.<\/p>\n

\u201cMost companies assume that the safety profile, clinical applications and the rapidly expanding market will help to change FDA regulations,\u201d Dr. Sosnow said.<\/p>\n

CBD\u2019s effectiveness in controlling seizures in dogs was the subject of a 2018 study published in the Canadian Journal of Veterinary Research by Stephanie McGrath, DVM, MS, DACVIM (Neurology), an assistant professor at Colorado State University\u2019s College of Veterinary Medicine and Biomedical Sciences.<\/p>\n

\u201cI realized that there wasn\u2019t a lot of scientific evidence or controlled studies out there to tell us whether CBD really would be potentially effective or not,\u201d Dr. McGrath said in a video on the American Kennel Club Canine Health Foundation\u2019s website. \u201cThere weren\u2019t studies even telling us what the pharmacokinetics were like with different routes of administration, and I also sadly realized there was really no regulation to this market.<\/p>\n

\u201cSo, although it\u2019s gaining popularity and showing up on shelves and online everywhere, it is a very unregulated substance,\u201d she said.<\/p>\n

Funded by Applied Basic Science Corp., Dr. McGrath\u2019s research found a significant reduction in seizure activity in dogs receiving CBD, compared to control patients. However, the number of \u201cresponders\u201d in the study, meaning dogs whose seizures were reduced by 50% or more, was not significant.<\/p>\n

\u201cIt seems promising, but we\u2019re not quite there,\u201d she said.<\/p>\n

Dr. McGrath is now studying 60 client-owned dogs that were diagnosed with uncontrollable epilepsy and are being treated with conventional anti-epileptic drugs. The goals of her research are to develop the appropriate dose of CBD, discover possible drug interactions with other anti-epileptic drugs, and monitor liver health over an extended period.<\/p>\n

Studies on the efficacy of CBD on pet osteoarthritis<\/a> have been completed at Colorado State and Cornell University, Dr. McGrath said in the AKC foundation video.<\/p>\n

\u201cThere needs to be more research, certainly,\u201d said Bill Bookout, president of the National Animal Supplement Council. \u201cHowever, I think veterinarians, especially the professional associations, need to understand that consumers want CBD, and if they restrict veterinarians from talking about it, consumers are going to get it anyway.\u201d<\/p>\n

Preferably, pet owners will obtain CBD products via a veterinarian-client-patient relationship, Bookout said.<\/p>\n

\u201cVeterinarians shouldn\u2019t shy away from CBD,\u201d he said, adding that an absence of proactivity by the profession could result in well-meaning clients giving toxic doses of cannabidiol to their pets.<\/p>\n

The U.S. Food and Drug Administration has sent warning letters to companies alleged to be selling CBD products that claim to prevent, diagnose, treat or cure disease, according to a paper published by the American Veterinary Medical Association. A recent warning letter addressed a product containing CBD that was marketed for use in dogs, the paper stated.<\/p>\n

Under current law, CBD and THC cannot lawfully be added to a food or marketed as a dietary supplement, said Norman E. Sharpless, the U.S. Food and Drug Administration\u2019s acting commissioner of food and drugs.<\/p>\n

\u201cWhile we have seen an explosion of interest in products containing CBD, there is still much that we don\u2019t know,\u201d he said at a May 31 public hearing.<\/p>\n","protected":false},"excerpt":{"rendered":"

Now\u2019s the time for veterinarians to claim their share of the pet health supplement pie.<\/p>\n","protected":false},"author":138,"featured_media":5922,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"iawp_total_views":0,"footnotes":""},"categories":[327],"tags":[],"class_list":["post-5921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-august-september-2019","column-features","clinical_topics-legal-issues","clinical_topics-merchandising"],"acf":{"hide_sidebar":false,"hide_sidebar_ad":false,"hide_all_ads":false},"yoast_head":"\nBy Popular Demand | Today's Veterinary Business<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"By Popular Demand\" 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