“Digital channels have become the dominant medium for influencing decision-making and building a stronger relationship between the brand and the end user”, says a 2011 Oracle report.
It is past time for veterinary hospitals to reassess and update their digital strategies to include product sales. While this article focuses on distribution, consider that for many consumer brands not requiring a prescription, a veterinary hospital is a professionalized part of a complex supply chain. It is just one point of access for products available from a myriad of sources. For these products, the veterinary hospital functions like a business-to-consumer distribution point, albeit with significant advocacy.
Source: TED Magazine, April 21, 2016.
…your customers are actually getting younger, not older. As more millennials enter the work force, you need to stay ahead of the curve before you fall too far behind. This will shift with you or without you,” Justin King, a B2B expert at Oracle, told TED magazine. “This is a transformation that is all about change. The companies that don’t do that will not be around in 5 years.”
INSIGHTS – Ethical distribution has created home delivery methods that benefit veterinary teams and still allow veterinary controls. Some of these sites offer automated default pricing in addition to veterinary practice determined pricing.
Representatives may consider using this post to re-energize your positioning of your home delivery platforms with your accounts. Use the PAR methods* confidently. Such as: “Doctor/Practice Manager, I am sure many of your clients would appreciate having a home delivery option from you rather than. some other source. Let’s take a few minutes to review our home delivery options, then you can determine if the platform would help you extend your value to your clients and their animals.”*
*Find lots of PAR-based tips in articles by Patrick Malone, The PAR Group, in most Vet Advantage Magazine issues. Search “Pat Malone.”