With the increasing size and rate of consolidations taking place in the animal health industry, one particular message is taking center stage: large or small, competitors must focus on relationships.
This theme has gained special significance over the last few months, as the animal health world finds itself in the midst of a merger between two industry giants. According to Reuters, at the end of 2009, Butler Animal Health Supply and Henry Schein Animal Health aligned to form the nation’s largest veterinary distribution company.
In light of the recent merger, many industry experts believe personal relationships and need-based decision-making will be the first things to go. In fact, in an article by the VIN News Service, Ron Brakke, veterinary consultant at Brakke Consulting, asks, “Are any of these transactions occurring based on the needs of customers? Don’t think so!!” This perception creates the opportunity for the smart competitor to claim the position as the partner that focuses on relationships, helping veterinarians and clinics make wise decisions that fit each of their unique situations. Here are three ways competitors can accomplish this:
Align
Bring sales force and marketing teams together to produce consistent, flexible strategies that will focus on the personalized needs of veterinarians and clinics – helping to enhance existing relationships and develop new ones. It will also create a more efficient budget allocation overall.
Focus & Listen
When talking to clinics, understand what it is they’re not getting from their current provider. Document it. Study it. Fix it. This is the kind of personal attention a more flexible, personalized competitor can, and must, provide.
Listen and respond to outside sales force’s needs in order to counter the enticing offers competitors who can simply buy business from a couple hundred clinics just by hiring their sales rep.
Be Nimble
Embrace the value of smart planning and flexibility to adapt to industry changes. This will help in the streamlining of the little things that can make a difference in day-to-day operations for clinics, both online and offline. That means better online user experiences, more ways for clinics to order online (scanners, mobile devices, etc.), better trained call centers, increased oversight and tracking, and hiring people with vet-tech experience.
Give veterinarians and clinics the added value they crave and they will be able to provide better health to their clients and increased revenue to your company.
