Vets must look for underlying issues when treating skin allergies

Sometimes it pays for veterinarians to get under their patients’ skin – especially in the case of skin allergies. In fact, skin allergy with secondary infection is one of the most common issues veterinarians – particularly dermatologists – see, according to experts. However, they don’t always have the time to stay on top of the latest research. Distributor reps can provide an invaluable service to their veterinarian customers by keeping them well informed.

Treating skin allergies
Although skin allergies generally vary from one region of the country to the next, the most common ones include reactions to parasites (e.g., fleas), reactions to airborne particles, such as pollens and dust and adverse food reactions. Rarely do companion animals develop allergic reactions to plants or topical medications. And, while it is possible that some skin reactions signal a couple of untreatable cancers, systemic illnesses rarely are the underlying cause. For the most part, skin allergies are manageable and treatable.
Depending on the region, between 10 and 75 percent of patient visits are associated with skin- and ear-related problems. Indeed, recurrent ear infections are one of the most commonly overlooked symptoms of allergic disease. Clients typically bring their pets to the veterinarian when they are uncomfortable and sleepless due to itching, or the skin infection has caused an odor or hair loss. As a rule, cats are less prone to skin reactions than dogs. When necessary, veterinarians prescribe injectables /systemic therapy. However, skin allergies often are treated with topical medications and special diets. Dogs with food allergies require diets with ingredients they have yet to be exposed to, such as venison, rabbit or kangaroo.
Veterinarians must not only treat symptoms, but the underlying problem as well. So, dandruff or scales might accompany a dietary imbalance or a hormonal issue. Often, pets are in discomfort due to ongoing flea problems. Distributor reps can provide a value-added service by providing their customers with objective, informative literature, which they in turn can hand out to their clients. For instance, veterinarians may wish to educate clients on flea control, particularly those pet owners who think it is not necessary to treat fleas until they are apparent. By that point, it could take four to six months to completely rid the pet of the fleas and new eggs. Reps should also be aware of new products of interest to vets, such as new prescriptive food products, preventive skin products and other therapies.

How to sell
Every office protocol is different. At some clinics, reps will find that the veterinarian is very receptive to discussing new products. Other times, they should work with the office manager. And, while the veterinarian may make the final purchasing decision, managers often are responsible for gathering information and providing important input.

Regardless of whom in the practice they approach, distributor reps can use the following probing questions to initiate a discussion:
• “Is there anything specific you would like to discuss about skin issues/allergies?”
• “What are the most common skin issues you see?”
• “Do you find that clients are able to use topical therapy as often as possible? Are your clients aware that there are convenient sprays available, as well as traditional shampoo products?”

Veterinarians tend to rely on scientific data to determine a product’s efficacy, so reps should offer the following: “I can provide studies and literature to help you better understand the different products.” This also helps assure the customer that the rep knows his or her products thoroughly.

Veterinarians and their staff may be busy, but rarely are they too busy to appreciate great customer service. Regular deliveries by reps help free up shelf space at the clinic. And, when a product is on back order, a simple phone call goes a long way to prepare the vet and provide him or her with a substitute. By showing veterinarians and their staff they are available and accessible, reps are likely to create a trusting relationship for years to come.