In the Literature
Nichelason AE, Williams SR, Pinto A, Bean I. Convenience and price drive online pharmacy usage by veterinary clients. J Am Vet Med Assoc. 2024;262(11):1151-1157. doi:10.2460/javma.24.05.0348
The Research …
Prescription sales are the second-largest source of revenue for veterinary clinics, following examination fees.1,2 Online pharmacies can significantly impact clinic income,1 with one online veterinary pharmacy generating >$11 billion in revenue in 2024.3 Many clients are unaware that filling prescriptions outside the clinic reduces clinic revenue and adds uncompensated administrative tasks, placing additional strain on veterinary teams.4
This study analyzed 158 survey responses for factors that influence client decisions to use online pharmacies or veterinary clinic/hospital pharmacies. Questions included demographics, preferred pharmacy type (ie, online, veterinary teaching hospital, primary care veterinary clinic), reasons for choosing the pharmacy type, least-liked value of the pharmacy, most-liked value of the pharmacy, and overall pharmacy satisfaction.
Online pharmacies were used by 32.9% of respondents, with prescription types evenly distributed among preventives, medications, and therapeutic diets. Respondents 31 to 45 years of age were significantly more likely to use online pharmacies. Neighborhood type (ie, rural, suburban, urban) did not significantly affect pharmacy choice. Respondents who used online and veterinary clinic pharmacies indicated convenience was their primary consideration, followed by cost; however, respondents using online pharmacies were least satisfied with shipping costs. Respondents who used hospital pharmacies prioritized communication and trust. Of respondents who used online pharmacies, 70.4% acknowledged the negative impact on clinics but were not deterred from continued use of online pharmacies.
This study highlights clear differences in values between online pharmacy users, who prioritize price and convenience, and clinic/hospital pharmacy users, who place greater emphasis on personalized care and communication.
… The Takeaways
Key pearls to put into practice:
Clients often view medications as a simple commodity and are unaware of the specialized expertise involved in veterinary pharmacy. Clinics should emphasize that making purchases through the clinic ensures a more personalized experience and guarantees safe handling and chain of custody of medications.
Matching online pharmacy prices can be difficult, but studies show that clients who understand the value of personalized service, expertise, and trust are willing to pay more (up to $150 per month) to support local business.5 Providing practice-affiliated online pharmacies with competitive pricing while maintaining personalized service can help capture a larger share of the online pharmacy market.
Educating clients about the administrative burden and logistical challenges that online pharmacies place on clinics can increase understanding of how these factors impact overall care.
Clinics should address the differing priorities of various client groups. For example, clients 31 to 45 years of age are most likely to use online pharmacies. Communication with this client group should emphasize convenience and quality of care.
You are reading 2-Minute Takeaways, a research summary resource proudly presented by Clinician’s Brief. Clinician’s Brief does not conduct primary research.