The Equine Pharmacy

A national provider of compounded veterinary medications has rolled out a new platform tailored to the on-the-go needs of equine practitioners.

Equine practitioners operate in a unique environment that differs significantly from companion animal medicine. They often serve multiple barns, trainers, and owners, requiring a more complex prescription and fulfillment system.

To meet the unique needs of equine practitioners, Wedgewood Equine, a dedicated division of Wedgewood, launched Blue Rabbit at the most recent American Association of Equine Practitioners (AAEP) Annual Convention.

Blue Rabbit offers tools and services to optimize on-the-go equine practices. The platform features mobile online prescribing and prescription management that provides comprehensive online pharmacy capabilities and direct-to-barn deliveries.

One of the key considerations in developing the Blue Rabbit platform was ensuring that it accommodates scripting across a herd rather than pet-by-pet, said Wedgewood CEO Alejandro Bernal, which is essential for equine medicine.

“We also recognized the need for flexibility in order fulfillment, allowing veterinarians and trainers to ship medications to multiple locations under a single account – whether that’s different barns, trainers, or ownership groups,” Bernal said. “Additionally, we designed the platform to be mobile-friendly, so veterinarians can easily script and approve prescriptions from anywhere in the field.”

Finally, Wedgewood worked closely with equine pharmacy specialists and equine customer care representatives to curate a streamlined, equine-focused product catalog. Wedgewood Equine’s Blue Rabbit catalog is designed specifically for equine needs, eliminating unnecessary clutter while ensuring veterinarians have access to the medications they rely on most.

Equine practitioner pain points

Bernal said equine practitioners have historically faced several pain points when sourcing medications, particularly when working with large online pharmacies:

• Service issues. Many equine veterinarians have expressed frustration with the lack of personalized service from previous providers. “With Blue Rabbit, we prioritize partnership and support, ensuring that veterinarians receive fast response times, specialized equine-trained customer care, and a seamless ordering experience,” Bernal said. “Our calls are answered within 30 seconds, and shipments are processed within 3.5 days on average.”
• Lack of equine-specific solutions. Most online pharmacy platforms were built for companion animal medicine, forcing equine practitioners to navigate inefficient workflows. “Blue Rabbit was designed specifically for equine medicine, offering herd scripting, multi-location shipping, and a curated equine product catalog.”
• Mobile accessibility. Equine veterinarians are constantly on the move. “The Blue Rabbit platform was developed with a mobile-friendly interface, allowing practitioners to script, approve, and manage prescriptions from their phones or tablets – something that has been a challenge with legacy systems.”
• Competitive pricing and manufacturer partnerships. “While Blue Rabbit is still building out manufacturer relationships, we are committed to offering competitive pricing and will be launching monthly promotions on equine therapies to ensure veterinarians and their clients have access to cost-effective solutions.”

“By addressing these challenges, Blue Rabbit is redefining the way equine veterinarians source medications, making the process more efficient, reliable, and tailored to their specific needs,” Bernal said.

Essential to equine care

Horses vary significantly in size, breed, and medical needs, requiring precise dosing and specialized formulations that commercial drugs may not provide. Additionally, many essential equine medications face supply chain limitations or are simply unavailable in commercial forms.

“As the leading compounding pharmacy for equine practitioners, Wedgewood ensures reliable access to critical medications in the appropriate strengths, forms, and combinations,” Bernal said. “Whether it’s tailoring doses for individual patients, creating palatable formulations to improve compliance, or offering medications not commercially available, compounding plays a vital role in equine health.”

With Blue Rabbit, Bernal said Wedgewood has taken this a step further – integrating compounded medications directly into a seamless equine storefront. By working closely with equine specialists within Wedgewood’s compounding team and customer care, they have designed a platform that ensures veterinarians and horse owners can source medications with ease. “Our 503B capabilities and compounding expertise provide consistent, high-quality medications that meet regulatory standards while addressing the real-world needs of equine practitioners.”

Wedgewood Equine has also built a nationwide network dedicated to equine practitioners, ensuring that veterinarians from coast-to-coast have reliable access to the medications, expertise, and support they need. The company believes its strategically located pharmacies will provide fast and efficient service to equine professionals in all regions.

“Beyond just logistics, our team is made up of equine-focused professionals who understand the industry’s demands,” Bernal said. “From customer support specialists to pharmacists and account managers, everyone involved in Blue Rabbit Equine has experience working within the equine community. This ensures that our veterinarians and their clients are not just receiving a product but are supported by a team that speaks their language and understands their challenges.”

In the coming months, Wedgewood Equine will be expanding its equine formulary, adding more commercial products, and continuing to refine the platform based on feedback from veterinarians and horse owners. They’re also rolling out targeted promotions to enhance client engagement and ensure competitive pricing.

“In the future, we plan to integrate mixed-practice capabilities, allowing veterinarians to manage both equine and companion animal prescriptions seamlessly,” Bernal said. “While equine is our primary focus now, we are committed to evolving the platform to meet the needs of the broader veterinary community.”

Equine-tailored tools

Unlike traditional veterinary pharmacy platforms that cater primarily to companion animals, Bernal said Blue Rabbit provides equine-specific tools that simplify prescribing, ordering, and medication management, including:

• Herd scripting. Instead of requiring individual prescriptions for each patient, Blue Rabbit enables veterinarians to script for an entire herd at once, saving time and improving workflow efficiency.
• Multi-location shipping. Equine practitioners often work with multiple barns, trainers, and ownership groups. Blue Rabbit allows veterinarians to set up auto-ship and direct deliveries to multiple locations under a single account – eliminating logistical headaches.
• Mobile-optimized workflow. Equine veterinarians are constantly on the move, treating patients in the field. Blue Rabbit is fully optimized for mobile use, enabling seamless prescribing and order approvals from anywhere.
• Equine Practice Management System (PIMS) integration. The platform connects with leading equine PIMS software, reducing manual data entry, minimizing errors, and allowing veterinarians to manage prescriptions without disrupting their workflow.
• Curated equine-specific product catalog. Blue Rabbit Equine offers a carefully selected formulary focused exclusively on equine medications – including compounded drugs, commercial products, supplements, and specialized therapies.
• Concierge support and equine-trained customer care. Every request is handled by equine-focused professionals who understand the urgency and nuances of equine medicine. Whether it’s custom formulations, expedited shipping, or special-order requests, Blue Rabbit’s concierge program ensures veterinarians and horse owners receive the highest level of support.
• Reliable and efficient fulfillment. “In equine medicine, timing is everything,” Bernal said. Blue Rabbit prioritizes fast, dependable shipping, leveraging advanced logistics and inventory management to prevent delays and backorders – ensuring uninterrupted care for equine patients.

“These features reflect our commitment to providing a tailored, seamless experience for equine veterinarians and their clients,” Bernal said.

Photo credits: istockphoto.com/ Daisy-Daisy

istockphoto.com/Debra Lawrence

istockphoto.com/Debra Lawrence

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