care of man’s best - about ncpa · challenge #1: pharmacies viewed as competition challenge #2:...
TRANSCRIPT
10/10/2017
1
Taking Care of Man’s Best FriendBranching Out in Companion Animal Care
Jennifer Bruckart, Director of Operations/ComplianceAngela Gibson, Director of Outreach/Education
WeCare PharmacyWarrenton, VA
10/10/2017
2
Disclosures
Jennifer Bruckart, CPhT, WeCare Pharmacy and Angela Gibson, Director of Outreach and Education, WeCarePharmacy 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.
10/10/2017
3
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
10/10/2017
4
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)
10/10/2017
5
Number of U.S. Households that Own a Pet
Bird 7.9 million
Cat 47.1 million
Dog 60.2 million
Horse 2.6 million
Fish (Fresh/Saltwater) 15.0 million
Reptile 4.7 million
Pocket Pet 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.
10/10/2017
6
Our Veterinary Market
Know Your “Patients”
10/10/2017
7
Top Chronic Conditions – By Species
Dogs1. Skin Allergies2. Ear Infection3. Non‐Cancerous Skin Mass4. Skin Infection5. Arthritis6. Vomiting/Upset Stomach7. Dental Disease8. Intestinal Upset9. Bladder or Urinary Tract Infection10. Soft Tissue Trauma
Cats1. Bladder or Urinary Tract Disease2. Periodontitis/Dental Disease3. Chronic Kidney Disease4. Vomiting/Upset Stomach5. Excessive Thyroid Hormone6. Diarrhea/Intestinal Upset7. Diabetes8. Inflammatory Bowel Disease9. Upper Respiratory Infection10. 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
10/10/2017
8
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
10/10/2017
9
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
10/10/2017
10
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.
10/10/2017
11
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)
10/10/2017
12
Develop an Action Plan
Your Veterinary/Companion Animal Action Plan
10/10/2017
13
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
10/10/2017
14
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
10/10/2017
15
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
10/10/2017
16
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
10/10/2017
17
Hiring a Marketer – Other Considerations
• PT vs. FT
• Salary vs. Contractor
• Consider compensation package that includes performance‐based incentives tied to business goals (# scripts/new pts/ new prescribers)
• Training
Your Action Plan…
10/10/2017
19
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
10/10/2017
20
Goals
• Secrets
• Compounding formula for success
• Stretch
• Perspective
Let me tell you a little story…
10/10/2017
21
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.
10/10/2017
22
Preparation
• What is the initial Investment?
• Budget • Customer Relationship Management (CRM)
• Phone
• Laptop
• Vehicle – fuel, insurance, etc.
Training – This is no game of luck!
• Drugs
• Bases
• Workflow
• Limitations
• Laws
• The patients!
10/10/2017
23
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
10/10/2017
24
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!
10/10/2017
25
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!
10/10/2017
26
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
• Specialties
• How long have they been in business
• Reviews
• Community activities
10/10/2017
27
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
10/10/2017
28
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!
10/10/2017
29
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.”
10/10/2017
30
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
10/10/2017
31
Angela T. GibsonDirector of Outreach & Education
[email protected]‐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=images&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/