Convenience and price drive online pharmacy usage by veterinary clients

• Published in: Journal of the American Veterinary Medical Association Vol. 262; no. 11; pp. 1511 - 1517
• Main Authors: Nichelason, Amy E., Williams, Shelby R., Pinto, Alex, Bean, Isabella
• Format: Journal Article
• Language: English
• Published: 01-11-2024
• ISSN: 0003-1488; 1943-569X; 1943-569X
• DOI: 10.2460/javma.24.05.0348

To evaluate factors that influence client selection of a veterinary pharmacy and assess client perception of the impact of online pharmacies on veterinary clinics.OBJECTIVETo evaluate factors that influence client selection of a veterinary pharmacy and assess client perception of the impact of online pharmacies on veterinary clinics.Survey data and satisfaction metrics were compared between online pharmacies, a teaching hospital pharmacy (UW Veterinary Care), and primary care veterinary clinics between March and April 2023. Online pharmacy users were asked about perceived impact of online pharmacies on veterinary clinics. Personal values were correlated with the likelihood of using a pharmacy.METHODSSurvey data and satisfaction metrics were compared between online pharmacies, a teaching hospital pharmacy (UW Veterinary Care), and primary care veterinary clinics between March and April 2023. Online pharmacy users were asked about perceived impact of online pharmacies on veterinary clinics. Personal values were correlated with the likelihood of using a pharmacy.158 surveys were analyzed; 32.9% of respondents used an online pharmacy. Of those, 20% used a veterinary-affiliated online pharmacy. Convenience was the value most liked by online pharmacy and primary care clinic users. Online users reported liking price most, whereas veterinary clinic pharmacy users (UW Veterinary Care and primary care clinics) reported liking communication and trust. Online users ranked price as more important, whereas veterinary clinic users ranked personalized experience (caring, explanations, veterinary recommended) as more important. Regardless of pharmacy type, satisfaction scores were high. Most online users perceived a negative impact of online pharmacies on veterinary clinics; this did not change reported usage.RESULTS158 surveys were analyzed; 32.9% of respondents used an online pharmacy. Of those, 20% used a veterinary-affiliated online pharmacy. Convenience was the value most liked by online pharmacy and primary care clinic users. Online users reported liking price most, whereas veterinary clinic pharmacy users (UW Veterinary Care and primary care clinics) reported liking communication and trust. Online users ranked price as more important, whereas veterinary clinic users ranked personalized experience (caring, explanations, veterinary recommended) as more important. Regardless of pharmacy type, satisfaction scores were high. Most online users perceived a negative impact of online pharmacies on veterinary clinics; this did not change reported usage.Online and veterinary clinic users prioritized different values. Online users prioritized price and veterinary clinic users prioritized personalized experience. Online usage was not influenced by perceived impact.CONCLUSIONSOnline and veterinary clinic users prioritized different values. Online users prioritized price and veterinary clinic users prioritized personalized experience. Online usage was not influenced by perceived impact.For veterinary clinics attempting to increase revenue, appealing to these 2 distinct driving values is essential. Offering practice-directed online pharmacies with competitive and transparent pricing could procure online consumers, while maintaining a personalized experience remains important for consumers purchasing prescriptions in-house.CLINICAL RELEVANCEFor veterinary clinics attempting to increase revenue, appealing to these 2 distinct driving values is essential. Offering practice-directed online pharmacies with competitive and transparent pricing could procure online consumers, while maintaining a personalized experience remains important for consumers purchasing prescriptions in-house.