Today's Veterinary Business

APR 2018

Today’s Veterinary Business provides information and resources designed to help veterinarians and office management improve the financial performance of their practices, allowing them to increase the level of patient care and client service.

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"These savvy-shopping pet owners found they could purchase the same products online," he said. "This is a serious problem that veterinarians have to contend with today. If these veterinarians had participat- ed in clinic-branded labeling, they would drastically improve their chances of retaining their business as the clinic-branded products are only bought and sold in their practice." To help the practitioner, Stratford also offers cus- tomized and clinic-branded marketing materials such as posters, window clings and client literature. All this helps a hospital promote, market and sell its own products. "A clinic can send us their logo and we generate a label proof via email for them to approve," Nugent said. "Once the label has been approved, the product is prepared for shipment to the clinic." A Little History The catalyst for custom labeling, Nugent said, was the growth of internet pharmacies like Drs. Fosters & Smith (now owned by Petco), PetMed Express and (now owned by PetSmart). "Private labeling has been going on for years in many industries," Nugent said. "Even in the vet industry, large companies like Banfield have been private labeling their house brand for years. The reason they were able to do so was because they had nearly 1,000 loca- tions and they were able to spread out the cost and meet manufacturing minimums. "The individual veterinary hospital didn't have the ability, buying power or storage facili- ties to handle this. Until now." Stratford's program allows an individual hospital to private-label as little as one case at a time. "Veterinary medicine is regarded as one of the most trusted professions in America, and the pet owner believes the brand approved by their vet- erinarian is going to help the overall health and well-being of their precious pet," Nugent said. "This also leads to referrals from friends and family, additional appointments booked, and overall more customer contacts for the clinic." Custom Labeling in Action What typically happens today, Nugent said, is a pet owner brings a dog or cat into the clinic, the veterinarian makes a diagnosis, and the doctor dispenses a brand-name product from the clinic pharmacy. "After 30 days, or when that bottle is empty, the pet owner has a decision," he said. "They can either A) go back to the clinic and get a new With a clinic- branded label, the pet owner doesn't find the label online and the chances rise of the pet owner coming back to the clinic. A sampling of the over-the-counter, clinic-branded products sold at Circle B Veterinary Hospital in Katy, Texas.

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