Talk about timing

You could say we picked an inauspicious time to launch a new magazine. After all, the economy is in the tank, joblessness is rising, and after a period of inflationary pressure, prices seem to be going down. (Economists tell us that even though the phrase “falling prices” has a nice ring to it for consumers, deflation actually has a deadening effect on the economy.) And against that backdrop, we launch a magazine that emphasizes selling.

Indeed, if there is an industry that is fairly recession-resistant, it is healthcare. That’s certainly true for human health. And it appears to be true for veterinary medicine too. If polls of pet owners are to be believed, people may cut back a bit on pet toys and grooming, but when it comes to seeking essential care for their animals, they’ll pay the price.

The key word is “essential.” The vet and his or her staff must be able to make a convincing case to their clients for the necessity of the care they are providing. After all, pet owners want to make sure their animals are healthy, but in times like these, they’re not going to give a free pass to anyone. Emergency care must be provided. That’s a given. But vets must also be absolutely clear about the benefits of preventive care - not only is it good for the animal, but in the long run, it’s more cost-effective too.

All this adds up to the fact that in today’s environment, veterinarians must themselves be salespeople and marketers. And that’s opportunity for Vet-Advantage readers. The products and equipment in your bag are an essential part of your offering, which can, indeed, help your customers differentiate themselves from their competitors. You might have to show them how. That’s part of the value you can bring.

But you have more to offer. For example, you know how to sell and market yourself and your company; your customers can learn from that. You are exposed to vets’ practices throughout your territory; your customers can benefit from their experiences, so share them. You know how vets’ offices work, in terms of organizational structure, information systems, staffing and office design; so share that knowledge with your customers as well.

An inauspicious time to be selling vet supplies and equipment - or to start a magazine for those who do so? Well, things aren’t exactly a cake walk right now. But in tough times lies opportunity. Plenty of it. Animals need care. Your customers need to provide it. More than ever, vets need to prove their value to their clients. You can help. If you’re up to the challenge, so are we. And we’re looking forward to it.

We’re excited about covering the vet market. Already, we’ve been impressed by the openness and knowledge of the people in it. But we need your help in focusing our efforts. What are the issues that we absolutely must cover in the year ahead? How can we provide value to you, the field rep? Please let us know by jotting down your thoughts in the questionnaire in this magazine, then faxing them back to us. Thanks.