Opinion
A 2020 study of career satisfaction sponsored by Merck sheds light on career challenges, changes and progress for veterinarians. Reviewing the study results, Jessica Vogelsang, DVM, commented it was like reading about life stages for pets.
The findings show things start to improve after five years. Whether it’s finally finding the right footing or surrounding themselves with the right people, something changes for veterinarians at that critical time. Their influence in practice decisions follows.
For sales and marketing persons, the veterinarian life cycle shows up in product choice, adoption and brand preferences. During the rapid product development periods in the 1980s, 1990s and through 2007, it was common to see specific products fizzle out somewhere in 7- to 11-year time periods. While partially due to brand extensions and new competitors, historic brand choices also fell out of favor as choice leadership changed in practices in the absence of brand discussions.
Veterinarians included in product education and discussions in the 3- to 5-year career stages become primary influencers in brand choice as they look to be fully engaged and valued over the coming decade. Depending the level of assertiveness from these individuals, brand choices shift based on veterinarian preference and comfort with the outcomes.
It is important to acknowledge then engage with new and associate veterinarians and veterinary nurses/techs routinely as they are the product choice influencers of tomorrow.” – Kirk Augustine
Source: AAHA NEWStat, July 30, 2021. Link.
INSIGHTS: Whether a sales representative for a manufacturer or a distributor brand advocate, the challenge of larger practices brings more decision makers. Veterinarian career stages and turnover require attention to brands and SKUs that appear as staples. Product choice reinforcement and reviews done at least semi-annually help secure the business, eliminate duplications for the clinic buyer and provides an opportunity to proactively engage with the next generation of decision makers.