Commentary
We put Hannah O’Rourke’s article calling for more realistic messaging in this section acknowledging veterinarians serving producers are providing services and products in B2B settings focused on optimizing revenue in addition to animal health. She lends a dose of realism given how frequently products are presented as the Holy Grail with no room for business owners fighting for survival, their economic needs, to make difficult decisions or cutbacks or meet financial obligations.
The takeaway for veterinary teams is to continue to patiently set expectations and acknowledge there are no silver bullets and admit the need for some trial and error at times.” – Kirk Augustine
Source: The Drum, January 17, 2024. Link. In selling anything, the positives do need to be highlighted. But there’s a certain level of trust and authenticity to be found in a brand that acknowledges shortcomings, avoids the oversell, and with it, eliminates any risk of under-delivery down the line.
INSIGHTS: Veterinarians are often accused of being slow to adopt the latest or greatest. Using O’Rourke’s context, veterinary teams are expected to buffer advertisers’ assertions while attempting to solve a health problem in an individual animal whose owner’s expectations exceed even the advertisers’ pitch.