{"id":8378,"date":"2020-08-01T00:00:38","date_gmt":"2020-08-01T07:00:38","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=8378"},"modified":"2022-06-15T17:46:27","modified_gmt":"2022-06-15T17:46:27","slug":"special-delivery","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/special-delivery\/","title":{"rendered":"Special Delivery"},"content":{"rendered":"

If you haven\u2019t tried it, you might be surprised by what the home delivery of therapeutic diets can do for your clients and clinic. Subscription programs offer pet owners a simple way to be resupplied at their front door, and they generate consistent revenue for practice owners.<\/p>\n

\u201cUsing an online store allows us access to more pet food options to make recommendations for the individual pet,\u201d said Allen Craig, DVM, the owner of Lebanon Animal Hospital in Lebanon, Tennessee, which has been offering therapeutic diets via home delivery since 2012. \u201cWe cannot stock all sizes and formulations of pet foods in-house; it takes up too much space and ties up cash.\u00a0Online pet food sales take a little time to set up on the front end, but they operate with very little staff time and do not tie up capital moving forward.\u201d<\/p>\n

How Home Delivery Works<\/h3>\n

Although the nuances of home delivery vary by brand, the concept is the same. In general, the clinic registers for a program and recommends a specific diet or nutrition plan for a patient. The clinic can create an account on the client\u2019s behalf or provide a link so that pet owners sign up on their own. After that, the client typically takes over the process, placing separate orders or enrolling in automatic delivery.<\/p>\n

Under the Hill\u2019s to Home program, a veterinarian provides authorizations valid for up to 12 months so that the client can continue to order a pet\u2019s therapeutic diet.<\/p>\n

\u201cThe key piece the clinic creates is a nutrition plan to ensure the pet gets the right nutrition,\u201d said Jolle Kirpensteijn<\/a>, DVM, Ph.D., DACVS, the chief professional veterinary officer at Hill\u2019s Pet Nutrition U.S. \u201cOnce a plan is in the system, the clinic can initiate a first order on the client\u2019s behalf or the client can do it themselves. After that, clients manage their subscriptions to make sure they receive food on a schedule that works for them and their pets.\u201d<\/p>\n

With Purina\u2019s Vet Direct program, clinics register and receive a unique identification number.<\/p>\n

\u201cWhen clinics recommend a Purina Pro Plan Veterinary Diets formula or Pro Plan wellness diet for a client\u2019s pet, they can also recommend the client enroll in Vet Direct,\u201d said Kristine Costello, senior brand manager for Pro Plan Veterinary Diets. \u201cIf the client would like home delivery of the food, he or she enrolls in the program using the clinic\u2019s ID number and places the order.\u201d<\/p>\n

Once veterinary clinics register with Blue Buffalo\u2019s Blue@Home program, clients go directly to www.bluevet.com<\/a> to place orders.<\/p>\n

\u201cBoth veterinary practices and their clients are able to have Blue Natural Veterinary Diet formulas delivered directly to their doorstep from Blue@Home,\u201d said Victoria Carmella, DVM, director of veterinary services. \u201cThe veterinary practice is able to have oversight of all orders placed by clients as well as participate in revenue sharing from their clients\u2019 orders.\u201d<\/p>\n

Clinics can offer Royal Canin therapeutic food for home delivery via the Covetrus online pharmacy. Covetrus also provides access to Blue Buffalo, Hill\u2019s and Purina diets.<\/p>\n

\u201cWhen a vet practice decides to establish a digital diets business, Covetrus creates a dedicated online pharmacy with a digital storefront for the hospital,\u201d said Todd Haedrich, chief commercial officer for Covetrus Global Technology Services. \u201cA client accesses this store from the practice\u2019s website or through an email generated by their veterinarian\u2019s recommendation of a product. The buyer can then select the product needed, add it to their cart and submit the order.\u201d<\/p>\n

If the food requires a prescription, the order is sent to the veterinarian for approval. Then, the order is transmitted to the manufacturer, where it is processed and shipped to the client.<\/p>\n

Why It\u2019s Good for the Clinic<\/h3>\n

Offering clients the ability to purchase their pets\u2019 food online has five main advantages for clinics.<\/p>\n

    \n
  1. Less overhead:<\/strong> Although Hill\u2019s Dr. Kirpensteijn recommends that practices continue to stock some food so that patients can go home with a specific diet when needed, far less product is kept on hand, lowering overhead costs.<\/li>\n
  2. Reduced staff time:<\/strong> Less food stocked means less time spent ordering and maintaining inventory. Also, expired food is less likely to accumulate. \u201cHospital staff also have more time to focus on patients instead of handling inventory<\/a> and placing special orders,\u201d Covetrus\u2019 Haedrich said.<\/li>\n
  3. Smaller footprint:<\/strong> Food bags and cans can be bulky, heavy and take up valuable space. \u201cWe have examples of practices that migrated the majority of their diet sales to their online store and by doing so were able to create a new exam room in the space freed up by inventory,\u201d Haedrich said.<\/li>\n
  4. Consistent revenue:<\/strong> Home-delivery programs generate regular income for clinics with little to no staff time required, especially when the client opts for auto-delivery.<\/li>\n
  5. Improved compliance:<\/strong> Clinics typically report that clients stick with recommended diets when the switch to home delivery is made. \u201cBlue@Home is proven to provide three times better feeding compliance, with free shipping and the convenience of auto-delivery, allowing veterinarians to feel more confident that their patients are following their diet recommendations,\u201d\u00a0Dr. Carmella said.<\/li>\n<\/ol>\n

    Why It\u2019s Good for Clients<\/h3>\n

    The benefits of home delivery are huge for clients. For example, they:<\/p>\n