Taking Care of Man s Best Friend Branching Out in Companion Animal Care Jennifer Bruckart, Director of Operations/Compliance Angela Gibson, Director of Outreach/Education WeCare Pharmacy Warrenton, VA 1
Disclosures Jennifer Bruckart, CPhT, WeCare Pharmacy and Angela Gibson, Director of Outreach and Education, WeCare Pharmacy declare no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. Learning Objectives Discuss section building product ideas for pet health. Describe key attributes for detailing veterinary practices. Outline effective management techniques for pharmacy/veterinarian relationships. 2
Know Your Audience WeCare Pharmacy (Opened 2014; New Location: July 2017) Located in Warrenton, VA Specialize in compounding & wellness Bio identical hormones Veterinary compounds Authorized weight loss clinic Professional grade vitamins/supplements 100% organic skin/suncare lines 8 FT pharmacy employees; 2 FT salaried sales team members 3
Vet Lab & Rx Department Veterinary Market Snapshot $66+ billion pet industry 2016 (APPA) Food: $28.23 billion Supplies/OTC Medicine: $14.71 billion Vet Care: $15.95 billion Animal Purchases: $2.1 billion Pet Services (Grooming, Boarding): $5.76 billion 68% of American households have pets (APPA) Each U.S. household spent just over $500 on pets (Bureau of Labor Statistics) 4
Number of U.S. Households that Own a Pet Bird Cat Dog Horse Fish (Fresh/Saltwater) Reptile Pocket Pet 7.9 million 47.1 million 60.2 million 2.6 million 15.0 million 4.7 million 5.6 million $100+ million Know Your Local Veterinary Market There are opportunities in your own backyard Use mapping software to find vets within: 15 miles 25 miles 50+ miles Small animal, exotic, equine, specialists, etc. 5
Our Veterinary Market Know Your Patients 6
Top Chronic Conditions By Species Dogs 1. Skin Allergies 2. Ear Infection 3. Non Cancerous Skin Mass 4. Skin Infection 5. Arthritis 6. Vomiting/Upset Stomach 7. Dental Disease 8. Intestinal Upset 9. Bladder or Urinary Tract Infection 10. Soft Tissue Trauma Cats 1. Bladder or Urinary Tract Disease 2. Periodontitis/Dental Disease 3. Chronic Kidney Disease 4. Vomiting/Upset Stomach 5. Excessive Thyroid Hormone 6. Diarrhea/Intestinal Upset 7. Diabetes 8. Inflammatory Bowel Disease 9. Upper Respiratory Infection 10. Lymphoma Animals Are Not Humans Anatomical differences (horizontal vs. vertical orientation, fore vs. hindgut fermenters, ph levels/speed of digestive tract, fur vs. scales) vary between species Flavor preferences vary between species Breed specific considerations Xylitol, chocolate, NSAIDs, and estrogen can be fatal to dogs Grooming behaviors in cats (all meds = systemic) Bottom Line: These factors can have a major impact on how drugs are delivered and metabolized 7
Administration can be a significant challenge! Do s / Don ts for Veterinary Patients DO include the patient s species in patient profile DON T recommend any human OTCs for veterinary use without a veterinarian s order DO consider GI length/ph levels for all oral meds DO be knowledgeable about species specific toxins DO consider volume and palatability; key to acceptance! DO reinforce the value of follow up vet appointments with the pet s owner 8
Why Enter the Veterinary Market? $66 billion industry People love their pets Cash based, diversified revenue stream (you set pricing, no third parties, etc.) Access to veterinary practices/veterinarians You can help improve adherence Less impact of USP 800 (compounding pharmacies) Current Vet Rx Landscape: Hospitable or Hostile? Some of the findings (2015 FTC report) Veterinary clinics serve as one stop providers of pet care (exam/diagnosis, hospitalization and dispensing of pet medications) Most drug manufacturers have exclusive distribution policies that aim to restrict distribution of pet medications to veterinary channels Vets believe pharmacists have little or no education in animal physiology or pharmacology 9
Challenge #1: Pharmacies Viewed as Competition Challenge #2: Access to Vet Medications Current Wholesaler Many drugs are the same! Veterinary Use Drug Wholesalers Anda, Cardinal, AmerisourceBergen/MWI FDA Registered Compounding Suppliers Medisca, PCCA, Letco, Fagron, Spectrum Vet Distributors ( Gray Market beware!) Veterinary Flavoring Vendors FlavoRx, Pet Flavors Inc. 10
Challenge #3: Veterinary Expertise Invest in Veterinary Resources/References Plumb s Veterinary Drug Handbook (online, app) Veterinary Information Network VIN (online) Carpenter s Exotic Animal Formulary (exotics) Compendium of Veterinary Products (online, app) Merck Veterinary Manual (online, app) Target Antimicrobial Reference (online, app) Challenge #3: Veterinary Expertise Develop Your Knowledge ACA/ACVP Annual Veterinary Pharmacy Conference (May 31 June 2, 2018) Veterinary Compounding Essentials (next course: Oct. 27 28, 2017) On Demand Webinars (veterinary formulations, species specific) LP3 Network Veterinary Compounding A Customized Approach (Sept. 30 Oct. 1, 2017) PCCA C4 Online Veterinary Course (starts 12/2017) Veterinary Symposium (March 22 24, 2018) On Demand Webinars (vet formulations, treatment options) 11
Develop an Action Plan Your Veterinary/Companion Animal Action Plan 12
Veterinary Novices Plenty of Opportunities Front End Sales OTC pet items has skyrocketed U.S. spent $2.1 billion on OTC pet products (+73% from 2000) Wall Street Journal 2011 Pet supplies, vitamins, treats, natural care Animal Med Express, Anda, etc. Essential oils Not all oils are safe for animal use Use caution; direct competition with vets Prescription Medications Many are the same as human drugs Medications FDA Approved for Use In Animals Fluoxetine Atenolol Enalapril Amlodipine Glipizide (use sugar free syrup) Mirtazapine Gabapentin Prednisone/Prednisolone 13
Medications Veterinary Use Only Acepromazine Clavamox Baytril Atopica Enrofloxacin Mometamax /Otomax Rimadyl Vetoryl Zeniquin Many of these medications are available through current human wholesalers and affiliates Veterinary Novices To Do s Research vet Rx/OTC/flavoring vendors (many are here!) Flavoring is KEY to acceptance Develop your knowledge base ( speak the language ) Learn common formulations/strengths Know your competitive edge Local, face to face relationship Delivery* Identify and meet with local vets 14
Veterinary Specialists Opportunities Compounded Solutions Treats, chews Topical, wound care, shampoos, powders Unique Products A chance to problem solve Offer innovative dosage forms to shorten treatment times, ease administration Exotic Species Veterinary Schools, Specialists, Zoos, Humane Society Veterinary Specialists Opportunities Veterinary Conferences National Specialty specific (ACVIM, IVECCS, ACVO, VCS, VSSO) Regional (great opportunities for networking/business development 15
Veterinary Specialists To Do s Become an expert Select your compounding supplier(s) Train your compounding technician(s) Hire a marketer Build meaningful relationships Listen for challenges bring solutions Hiring a Marketer Possible Candidates Current/former marketing/sales professionals Current/former pharmaceutical rep TIP: Community mindset and marketing know how can be more valuable than pharmacy/pharmaceutical experience Pharmacy technician or staff member TIP: Be sure to carve out dedicated marketing time for them Patients 16
Hiring a Marketer Other Considerations PT vs. FT Salary vs. Contractor Consider compensation package that includes performancebased incentives tied to business goals (# scripts/new pts/ new prescribers) Training Your Action Plan 17
Questions? Jennifer Bruckart jen.bruckart@gmail.com (571) 317 1120 18
What Next? Angela T. Gibson Director of Outreach & Education Start Here! What is the Goal? Role of a Marketer Educate Veterinarians & staff, citizens, community Build Relationships Identify Opportunities Increase Visibility In person, Online, In community 19
Goals Secrets Compounding formula for success Stretch Perspective Let me tell you a little story 20
Opportunity What does it take? How do I get it? What do I do with it? Opportunity Continued What does it take? Passion, drive, perseverance. How do I get it? Watch, listen, learn, ask questions. What do I do with it? Make it relatable and show them why they need you. 21
Preparation What is the initial Investment? Budget Customer Relationship Management (CRM) Email Phone Laptop Vehicle fuel, insurance, etc. Training This is no game of luck! Drugs Bases Workflow Limitations Laws The patients! 22
Let s Break it Down Our goal is: Build relationships in a collaborative manner resulting in the cultivation of an innovative problem solving environment. For example: Give them what they need! Challenges People Products & Services Habits 23
People Typical Office Receptionist or gatekeeper Office Manager Doctors Nurses People BE BE (John Grey, Author and Pastor) Relatable Show your common ground. Your energy introduces you before you speak! Observe the room, make your move when it is appropriate. Smile Relational BE engaged, centered, grounded, clear, generous, humble and kind Relevant Be Intentional! Know your stuff! What are you selling? Authentic solution driven relationship! 24
Products & Services Knowing your industry Common problems for each species and your solutions! Relationships in the pharmacy Pharmacist Compounders Front office staff Habits RX process Who, how, & why? How is that working out for you? Open dialog Reflective listening Listen to learn, not to respond. Commercial products. Current compounding companies. Make new habits! 25
The life of a Marketer! Monthly Plans Delivery system Drug on back order Seasonal initiative Weekly Schedule Samples Props Gifts! Remember me! GO! Weekly Schedule Research the providers Website Facebook Twitter Specialties How long have they been in business Reviews Community activities 26
Gatekeeper Assessment Names. Ordering? Observe the dynamics behind the desk/magic door. Veterinary pet? Patient & owner interactions. Assess the environment. Let them talk! Gatekeeper Conversation Less is more 1 3 key ideas Testimonies Get them involved Get personal Handwritten thank you cards specifically to them Communication Best way? All are valuable Who to speak with? How often to visit? Ask them 27
Getting in and staying in! Gatekeeper Veterinary Technicians Veterinary Assistants Office Managers Doctors Lets do lunch! Meet me at the water machine! Veterinarians need. Take two minutes to reflect.what do Veterinarians look for in a pharmacy? Please share! Would you trust just anyone? RELATIONSHIP! 28
Relationship Defined Per dictionionary.com relationship is defined as: a connection, association, or involvement; an emotional or other connection between people the relationship between teachers and students. 29
A final thought Brainstorm: What 5 things should you do throughout the year to maintain a good relationship with your veterinarian providers? Take notes Incorporate into your sales and marketing plan 30
Angela T. Gibson Director of Outreach & Education angela@wecarepharm.com 540 222 5926 References: http://www.capterra.com/customer relationship management software/#infographic http://www.dictionary.com/browse/relationship https://www.google.com/search?rlz=1c5chfa_enus692us692&biw=1627&bih=789&tbm=isch&sa=1&q=images&oq=image s&gs_l=psy ab.3..0i67k1j0l3.2646.2646.0.3003.1.1.0.0.0.0.112.112.0j1.1.0...0...1.1.64.psy ab..0.1.112...0.v23xfdof8c4 http://johngrayworld.com/ 31