The art of supplying veterinary products
Many veterinarians tend to be hesitant about supplying veterinary products because they lack knowledge of the necessary marketing and sales techniques.
Many prospective veterinary suppliers are hesitant to enter the business of veterinary supply distribution because they are afraid of being pulled out of their comfort zone when displaying and strategically marketing various veterinary products.
A recent conversation I had with a number of veterinary supply distributors at a diving dog event hosted by Antinol USA in our neighborhood revealed to me that a lack of marketing experience, combined with competitive pressure from veterinary supply distributors and other high-volume, low-margin veterinary supply outlets, makes it tempting for veterinarians to avoid getting into the veterinary supply chain in order to focus on their professional service side of the business.
However, this does not have to be the case. To challenge this status quo, I went on a fact-finding mission to leading veterinary supply distributors and veterinary suppliers to learn what makes a great veterinary supplier.
This was after I had a difficult time locating a credible veterinary supplier for a natural anti-inflammatory for dogs that I was using in conjunction with the dog muscle supplements I had stocked before relocating to the current country.
I turned the lessons I learned from the veterinary supply distributors and suppliers with whom I interacted into a guide to assist any veterinarian interested in entering the veterinary supply business or improving their practice.
A guide to strategic and correct veterinary supply business
The secret to any veterinary supply distribution or veterinary product supply, as I learned from the greatest veterinary suppliers I interacted with during my fact-finding mission about how to become a great veterinary supplier, lies in the intelligent use of marketing to create awareness and stimulate action on the part of the clients.
There are some veterinary practice-specific guidelines you can implement to help you stimulate your veterinary supply business and become a great veterinary supplier, just like any other supply business. These include the following:
- Identification of a suitable location
You need to understand the types of veterinary clients you wish to serve and how they are geographically dispersed. This will assist you in determining the best location for your veterinary supply business.
Regardless of the amount of space you have, make sure your veterinary supply display area is visible to clients as they move through the client area of the practice after choosing the right location for your business. The area should be situated in such a way that client traffic can flow freely through and around the display area.
- Don’t over-brand
Having multiple lines of any veterinary product or many posters about your veterinary supply business usually crowds your market, takes up a lot of space you could use for other things, raises your purchase and carrying costs, and frequently confuses your clients. Stay away from them.
As a general rule, the most effective advertising materials to carry with you or have on hand as a veterinary supplier are those that capture the distinct competencies and complement the veterinary services provided.
- Set up a catchy display
The appearance of your veterinary supply display unit should be appealing in order to create a visual impression that encourages clients to examine the products you offer more closely. Make sure the display is welcoming, well-lit, and well-organized.
Some guidelines for having a catchy display include inclined or graduated shelving, placing best-selling products and high-margin items at eye level, grouping products functionally or according to their purpose, and ensuring that the literature supporting a product is available near the actual product.
- Taking advantage of existing marketing opportunities
The most successful veterinary suppliers take advantage of available marketing opportunities, such as diving dog events, veterinary supplier events, and so on, because they are excellent vehicles for identifying potential clients for your supply business.
During marketing opportunities, emphasize your company's one-stop shopping for products like dog muscle supplements, natural anti-inflammatories for dogs, and leading dog joint supplements like Antinol for dogs. Because today's veterinary clients have hectic schedules, they prefer one-stop shopping for all of their pets' needs. Demonstrating that your veterinary supply company can meet those needs increases client satisfaction and income.
Expand your veterinary career into the veterinary supply business!
A career as a veterinary supplier entails caring for both the animals and the people who own them. A veterinarian is the only person that pet owners and clients can trust with their animals' health because of their special knowledge and experience in veterinary product supply and marketing. Why not use the guides I've provided to get started in the veterinary supply business if you're a veterinarian?
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