How to respond to "Can I buy this elsewhere?"

Another topic of discussion that sometimes arises with generic medications, including parasite preventives, is where pet owners purchase them. Some generic formulas, especially parasite preventives, are available without a prescription at pet specialty stores. So are an increasing number of brand-name products. This means some cost-conscious pet owners may ask whether they can purchase medications—prescription or otherwise—outside your practice.

Here's how to handle these requests:

Educate pet owners about the unique services you offer. Your goal, Dr. Pete VanVranken says, is to offer clients peace of mind and information. If you and your team keep this as your focus, the bond you'll develop with clients will often naturally develop into a trusting relationship where clients accept your recommendations without question.

Dr. Douglas Wyler agrees. "It's about the way we approach the client," he says. "We educate them, we explain what we're doing and why we're doing it. And that makes everything we're doing more credible. They know we have their pet's best interest at heart."

Offer assurance. The confidence that comes with seeing a veterinarian is what Melissa Mauldin, CVPM, discusses with clients. "If you buy products elsewhere, and your pet has a reaction, you're not going to go back to the pet store or co-op and ask, 'What am I supposed to do now?'" she says. "You're going to call your veterinarian."

After all, many clients won't focus on whether you're recommending a medication that's brand-name or generic, Mauldin says. Instead they'll consider how much the drug costs, how easy it is to administer, and whether it solves their pet's problem. You should consider those items too, but you should also focus on promoting the veterinary-client-patient bond, she says.

Redirect discussions. To reinforce your practice's personal relationship with clients, Kyle Palmer, CVT, says his team is trained to quickly transition conversations away from the products to discussing how the practice stands behind them. "We teach the team to frame the conversation by explaining that the veterinarian is willing to back up the product because of his relationship with the manufacturer, versus a product that was purchased through a third party," he says. Palmer adds: "We're still fighting hard to provide face-to-face service in a world that's moving in another direction."