Human pharmacy chains are looking to dispense pet prescriptions. Keep in mind, common and simple prescriptions such as antibiotics, corticosteroids and antihistamines could get caught in a marketing campaign that sells "no prescriptions over $4." Some states require that clients be advised that their prescription may be filled at a pharmacy. Morally and legally, it's necessary to provide a written prescription on request, and legislation is being pursued in the U.S. House of Representatives to require veterinarians to provide a written prescription regardless of whether the order will be filled at the hospital or at an independent pharmacy. We are in a new reality when it comes to pharmacy and dispensing from our practices.

For years, veterinarians have been dealing with the reality that, regardless of the source, some parasite-control products are available in big-box stores and on the Internet. A number of products are available as OTC products by pet retailers, supermarkets and big-box stores. Some of these products will be retailed for about the price you pay now before you pay overhead. These products and prescription drugs are being commoditized and sold as a convenience at prices we can't match.

Pharmacies, however, are not our enemy. They didn't create the perception of lack of value. We did. They're just doing what they should as businesses and responding to the opportunities we've cast before them.

I've identified problems facing the market. Next month I'll offer ways you can slow the bleeding and offer ways you can set your practice apart.

Dr. Paul is a veterinary consultant as well as a founding member and former executive director/CEO of the Companion Animal Parasite Council. He has served as president of the American Animal Hospital Association. He now lives in Anguilla in the British West Indies.