Editors' Guest: There isn't much of a market for buggy whips - Veterinary Medicine
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Editors' Guest: There isn't much of a market for buggy whips


VETERINARY MEDICINE


MORE OBSTACLES IN THE ROAD

In addition, wellness services such as surgical sterilization and vaccination are readily available at animal shelters and mobile clinics. And with early spay and neuter and increased adoptions of older pets, surgical sterilization is frequently performed even before a pet is obtained. The result is that fewer dogs and cats are being sterilized in private practices.

Parasite control products are widely available at retail markets and from Internet pharmacies—often at prices private veterinary practices have decided not to compete with.

Furthermore, discount pharmacies and super stores are now providing veterinary prescription services at deep discounts compared with clinic pharmacies. Many states require that veterinary clients be given the option of having prescriptions filled at local pharmacies.

After the AVMA, AAHA, and AAVMC commissioned the KPMG study "The Current and Future Market for Veterinarians and Veterinary Medical Services" in the United States just over 10 years ago, it was said that the demand for veterinary care was rather inelastic (rising prices for goods and services would not result in decreased demand for these services) and that price sensitivity was not a major force when pet owners selected a service provider. But recent surveys and studies have indicated that inelasticity has faded.1 Blame declining visits if you will on the economy, but in many cases veterinary care has become a commodity, and even veterinary-client relationships are increasingly susceptible to the clouds of cost.

TAKING BACK THE REINS

How will the veterinary profession respond? We can't keep selling buggy whips and compete on a commodity basis. We must reinvent, repurpose, and refocus on the things veterinarians can't be beaten on—relationships and communication.

While we all agree that new medical and surgical technology, diagnostic advances, and the achievement of successfully treating severely injured or ill animals are tremendously exciting, we must remember that the training and education we've put into those things is hugely disproportionate to the energy we put into advocating for veterinary healthcare compliance and communicating with each client every day.

It is time for veterinarians to put those buggy whips away and focus on appropriately pricing medical services, competitively pricing products, and communicating the value—rather than the price—of veterinary care.


Michael A. Paul, DVM
Michael A. Paul, DVM, is the former executive director of the Companion Animal Parasite Council and a former president of the American Animal Hospital Association. He is currently the principal of MAGPIE Veterinary Consulting. He is retired from practice and lives in Anguilla, British West Indies. Follow him at http://Twitter.com/magpievet/

REFERENCE

1. Bayer Veterinary Care Usage Study: The decline of veterinary visits and how to reverse the trend. Bayer HealthCare, 2011. Available at http://www.bayer-ah.com/nr/45.pdf.


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Source: VETERINARY MEDICINE,
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