The recently completed Brakke Pet Medicine Home Delivery Study contained several interesting revelations that should be of interest to distributor salespeople given the benefits to their veterinary customers, as well as their own businesses. The study, which was led by Brakke’s Rich Hayworth, interviewed over 1,000 pet owners and 300 veterinarians, and heavily focused on customer perceptions, preferences, and expectations, as well as the veterinarian’s perspective.

Over the years, our industry has slowly begun to realize the benefits of home delivery for the veterinary practices looking to protect their online pharmacy business, which has traditionally represented approximately 20% of their sales volume. In the early days, it was challenging, with trust issues, misperceptions, and many practices desiring to keep firm control of the business and margins. Today is different, with the post-pandemic millennials and Gen Z, the largest pet-owning demographics, conducting business their way, on their terms. Price is important, but equally so is the ease and convenience of being able to order online.

The study also looked at how autoship is affecting the online pharmacy business. Companies like Chewy derive 75% of sales from autoship programs. “When a veterinary practice loses a customer to autoship, it’s not just one order, it may be for an entire year or longer,” said Hayworth. “And it doesn’t have to be that way, with the veterinarian being the most trusted preference for pet owners.” He believes leveraging that trust and bringing pet owners onto their home delivery platforms will allow practices to build their own autoship programs that create long-term stickiness, as well as enhanced compliance.

Perhaps the most interesting revelation was the disconnect between the veterinarian’s perception of how well they promote their online pharmacy and the pet owner’s knowledge of whether it was even offered. Three quarters of U.S. vet practices offer an online pharmacy and said they actively promote it, yet more than half of the pet owners surveyed said they had no idea their veterinarian offered it. This should be an area of focus for distributor salespeople because it’s mutually beneficial, and one place you can add tangible value, considering most vets surveyed also said home delivery was an important part of their business.

Taking a proactive approach with customers currently offering home delivery can make a big difference to their bottom line and yours. Come armed with the facts from the study and be prepared to offer solutions to promote the services being offered. Whether it’s signage in the office reception area, adding language to their websites, or finding a way to include it in all customer communications, it’s an opportunity to help them protect and build their business.

For more information on the study, questions, or to purchase it, contact Rich Hayworth at rhayworth@brakkeconsulting.com.

Driving it home

Home delivery’s popularity was on the rise even before the pandemic. Now in a post-pandemic setting, veterinary clinics need to meet millennial and Gen Z pet owner preference for convenience with online orders, autoship, and home delivery.