18 Covetrus
|
ph:
855.724.3461
|
fx:
888.329.3861
|
northamerica.covetrus.com
Strategy 1:
Drive in-clinic sales
Check purchase history before beginning exams.
Review the electronic medical record to see when
preventatives were last purchased, how many doses were
sold, and whether the client is sharing a box between
multiple pets. Check for other medications and food that
may need refills, too. If a few doses remain, lead clients to
refill now and take products home with them.
Tell, don't ask. It's a common mistake. I hear client service
representatives (CSRs) and technicians frequently ask the
wrong way: "Do you need any refills while you're here?"
Clients can easily get confused between which product
provides flea/tick or heartworm prevention and may not
remember supply levels at home. Say, "Max has one dose
left of for heartworm prevention. Let me tell you
about our rebates so you may save the most." Refilling
medications during exams lets you educate clients about
drugs and diets, promote veterinary exclusive rebates and
rewards, and leave with refills in hand.
Strategy 2: Lead clients to use
your online store
While most pharmacy sales will occur during exams, the
purpose of an online store is to make it easy for clients to do
business with you. Online stores became the norm during
the pandemic. PetFoodIndustry.com called e-commerce
growth for pet food "on steroids" in 2020 and beyond. With
the help of the pandemic, large online retailers secured 39%
market share of online pet food and supplies in 2020.
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Have clients place their first orders during today's
exams. Let's say the client buys six months of flea/
tick preventatives, and you hand her the product today.
Walk the client through setting up auto shipments during
appointments. Say this: "Let's set up your next refill through
our online store. In less than two minutes, you can create
your account and set up auto shipment so future refills
arrive at your doorstep. You'll never run out. Our hospital's
online store also lets you qualify for rebate and reward
programs."
Set up auto shipments. If a client buys six months of
heartworm preventatives, set up one autoship refill in five
months when one dose will remain. Because a heartworm
test will be due at the completion of one auto shipment,
you will send reminders for the exam, heartworm test,
prescription renewal, and other services included in a
checkup.
Although veterinarians account for
74% of pet medication sales, online
retailers are aggressively grabbing
market share.
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Because pharmacy is
25% to 30% of hospital revenue, you
need to proactively drive medication
sales with three strategies:
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C
R
E
AT
E
R
X
Refill
Sparky
Notify
AutoShip
Strategies
to drive
pharmacy
sales
By Wendy S. Myers, CVJ
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