Animal Health Solutions

Q3 2019 | Animal Health Solutions | 7 Driving client engagement in a competitive online world Today's marketplace requires a truly 24/7 operation to match customer expectations, and practices are discovering that digital prescription management is the key to meeting those expectations. For practices seeking to attract and retain clients, streamline workflows, free their staff from the tyranny of the fax machine, and empower coordinated care, digital prescription platforms are an increasingly necessary lifeline in a cutthroat, online marketplace. Attracting clients and reclaiming revenue means meeting clients where they are spending their time and money: online. An online store gives practices the control they need to manage care while providing clients with the choice, convenience, and customized care they crave. Furthermore, an ecommerce experience that reflects a practice's values and treatment philosophy boosts brand awareness, while autoship options and refill reminders keep practices "top-of-mind" with clients. "With a 24/7 store, we make money in our sleep," said Kathie Watson, Practice Manager at Carolinas Veterinary Medical Hospital. And with the competition growing daily, the faster practices can partner with an online pharmacy, the sooner they can begin to address revenue losses and get back to growth. "The crazy thing is that this is so easy to implement," said Stephanie King, Practice Manager at Kings Veterinary Hospital. "We wished we had been doing this sooner." Making compliance automatic Using data to discover a practice's true compliance rate can be sobering, but it also presents an opportunity to re-engage clients and offer the products and services they need to improve patient health outcomes. The data generated by digital prescriptions, automated follow-ups, and accompanying marketing efforts provides veterinarians with the insights and information they need to compete against online-first pharmacies and stay relevant, all while empowering improved client compliance. Proactive prescriptions provide an essential introduction to a vet-recommended product. Data shows an impressive 45 percent conversion rate on proactive prescriptions. These communications— combined with manufacturer rebates and free shipping—are especially compelling to clients because they represent a more complete, comprehensive care for their pet, overseen by their own trusted veterinarian. "We want every pet walking out of our office with either a product in hand or a recommendation on our pharmacy," said Tara Adams, CVPM and Practice Manager at LakeCross Veterinary. "We found our clients want our recommendations, and if we make it easy enough, they follow them." T oday's veterinary practices are feeling the pinch, with increased pressure on everything from running a profitable business, remaining relevant to clients in a competitive online retail environment, staying up-to- date with the latest industry trends and techniques, and most importantly, providing the best and most comprehensive care to their patients. While some of these challenges can only be met by the practice themselves, others are being actively addressed by joining forces with intuitive, vet- centric technology partners. Faced with a rapidly shifting marketplace and finite resources, practices are turning to digital prescription management tools to streamline their business and compete with online retailers. Partnering with a pharmacy that supports online sales empowers practices to protect crucial revenue streams like preventatives and diets, while reducing inventory costs, re-engaging clients, and increasing overall practice revenue.

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