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Veterinary: Veterinary Supply & Feed Stores

Updated 2 yrs ago | 24 minutes

Overview

Veterinary supply and feed stores are a major distribution channel for AdvaCare Pharma’s veterinary product range. A veterinary supply store is to our veterinary product range what a pharmacy and retail store is to our pharmaceutical product range. The reason why it is mentioned “pharmacy and retail store” is because, unlike pharmacies that are more regulated and strictly control prescription drugs requiring a prescription from a doctor, vet supply stores will provide many antibiotics, antiparasitics and other medications over-the-counter. Such loose regulation has contributed to inappropriate use by farmers/ranchers and thus the increasing development of antibiotic resistance. There might be more efforts by national governments to regulate veterinary medicines in the future.

Veterinary supply stores provide a very wide range of medicines including many dosage forms and formulations, as well as medical devices and equipment for livestock. In this way, vet supply stores are more like retail stores than pharmacies.

Our distributors will approach vet supply stores attempting to convince the key decision makers to accept AdvaCare Pharma products, and therefore need to know how to present AdvaCare and the advantages of our veterinary products. It is in our interest that our distributors successfully convince these stores that our products can be trusted. In addition to the price offered by our distributor, credibility of our brands is an equally important deciding factor.

Product Range: Which products apply to this channel and why?

Our entire veterinary range is positioned for the vet supply store channel, meaning we can cover all of the medicines that a vet supply store would have demand for. As this channel is retail, it is important to understand which dosage forms are more common in each country and how to make our products stand out on the shelf.

Note: Vet supply stores are a retail point of sale, but move more volume than other retail stores such as those for pharmaceuticals, medical devices or supplements. Therefore, these stores might rely more on the feedback from farmers than a pharmacy would a patient. Therefore, it is in our interest that farmers provide good feedback to these stores to increase our sales to keep them ordering.

The following dosage forms in our veterinary range are distributed through the vet supply store channel:

VETERINARY IN THE VET SUPPLY STORE CHANNEL
INJECTIONS	Injections for livestock are similar to pharmaceutical injections for humans, except the volume is larger as the body weight is also considerably more than a human. Vials containing the medication to be injected are often in 50ml and 100ml vials, opposed to those for humans which are usually 7ml, 10ml, 15ml, 20ml vials. However, some smaller vials are also used for veterinary, such as vaccines. Depends on country if injections are available in vet supply stores over-the-counter. Injections are often administered to livestock on-site , on the farm by the veterinarian, and more commonly in low/middle income countries might be administered by the livestock owner (farmer) or his staff.
Liquid Injections	Solutions that are already in a liquid state, ready to be administered directly into the animal. Contains one or more active ingredients dissolved in a liquid carrier such as water or oil. May be preferred for medications that are not stable in dry or powder form, or for medications that need to be quickly absorbed into the animal’s bloodstream.
Suspension Injection	Liquid injections that contain particles of the medication that are not completely dissolved in the liquid carrier. These particles may settle at the bottom of the vial over time, and need to be shaken or agitated prior to use. May be preferred for medications that are not easily soluble in a liquid carrier, or for medications that need to be released slowly over time.
Powder for Injection	Dry, powdered medications that need to be reconstituted with a liquid carrier prior to use, usually sterile water or saline. To reconstitute, the sterile water or saline is drawn from a separate vial with a syringe, and injected into the vial with the powder, then shaken to create a liquid solution. May be preferred for medications that are more stable in a dry or solid form, or for medications that need to be stored for longer periods of time.
Vaccines	Vaccines are available in vials in liquid, suspension and powder forms, but most common in liquid form . Each vaccine is for a specific strain of virus or bacteria, and specific to the animal(s) it treats. Contain active (live) or inactivated pathogens or antigens that stimulate the animal’s immune system to produce antibodies against the targeted disease. Depends on country if vaccines are available in vet supply stores over-the-counter or must be administered only by a veterinarian.
SOLUTIONS & SUSPENSIONS	Medications in a liquid form that given to animals orally and need to be absorbed through the digestive system, or topically to target an affected area. Can be easier to administer to animals than other dosage forms and can target specific areas to avoid more side effects. As this dosage form is in liquid form, stability of product is always a concern and weight will be considered for transport as shipping containers and trucks have a weight limit.
Oral Suspensions	Liquid form of medications that are administered orally to animals. Oral suspensions contain undissolved particles of the medication, preferred for medications that are not easily dissolved in liquid carriers. Available in different sized bottles ranging from small 50 or 100ml up to large 1 or 5L.
Oral Solutions	Liquid form of medications that are administered orally to animals. Oral solutions are completely dissolved in the liquid carrier, preferred for medications that easily dissolve. Available in different sized bottles ranging from small 50 or 100ml up to large 1 or 5L.
Pour-on Solutions	Liquid formulations applied topically to the skin or hair of the animal. Commonly used to treat external parasites such as ticks and lice. May contain other medications, such as antibiotics or anti-inflammatory drugs. May be preferred over oral medications because these are more targeted to the affected area and maybe have fewer side effects.
Disinfectants	Used to kill or prevent the growth of microorganisms, such as bacteria or viruses, to prevent the spread of disease. Commonly used to sanitize equipment and surfaces in animal housing such as barns, stalls and pens. Available in liquid, spray and powder forms, but most common as liquid to be poured or sprayed.
Drops	Liquid medication that is usually administered topically to the eyes, ears or skin of the animal. Commonly used to treat infections or inflammation in these areas. May be preferred over other forms for medications that need to be administered to a specific area, and are often easier to administer than injections or tablets.
POWDERS & PREMIXES	Solid formulations in a pouch/sachet or bag that are mixed with water or feed before administration and absorbed through the animal’s digestive system. Can be more convenient to administer to animals given easier to add to feed or water, and can save time and stress on animals. Powders and premixes can be more palatable for animals if medication has bitter taste, and are generally more cost-effective to deliver medication to a large number of animals.
Soluble Powders	Finely ground powder that mixes completely in the drinking water of animals. Often used to treat infections caused by bacteria or parasites that affect an animal's digestive system, respiratory system or other parts of the body. Most commonly available in smaller sachets or bags of 100, 250, 500g and 1kg.
Premixes	Mixtures of one of more active ingredients and other additives, such as vitamins and minerals, that are added to animal feed. Usually produced in large quantities and added to commercial feed. May be used to provide supplemental nutrition and/or medication to the animal. Usually packaged in larger bags compared to soluble powders.
Granules	Solid particles that are larger than powders and may not dissolve completely in water. Typically used in feed to deliver medication or other additives such as vitamins and minerals. May be used when a more controlled release of the medication is desired. Usually packaged in larger bags.
BOLUSES	Solid oral dosage form, similar like a tablet, except larger and shaped like a cylinder (caplet). May be administered by a specialized bolus gun or by hand to the back of the animal’s throat. Usually designed to provide a more sustained release of medication over a period of time.
TABLETS	Solid oral dosage form, similar in size and shape to tablets for human consumption. May be administered by hand, mixed with feed, or dissolved in water and administered orally. Can be designed for more immediate release than boluses, or also formulated with different types of excipients or coatings to modify release rate or enhance palatability.
VETERINARY MEDICAL DEVICES	Our medical device range for veterinary is not expansive like our range for humans, instead to provide most commonly used auxiliary products to our distributors. Most veterinary medical devices are specifically for veterinary use, but some human products cross over and are used for vet use. In such cases, the same products may simply be packaged stating that the product is for vet use. Test kits are the widest range, complementing our very wide AccuQuik range of rapid diagnostic tests (RDTs) for humans.
Test Kits	Veterinary Rapid Diagnostic Test Kits (RDT) are very similar to the human RDTs of our AccuQuik range. Rapid tests are specific to the species, most for a specific species but some for multiple species. Rapid tests are especially popular for pets (dogs and cats), but also used for livestock including cows, pigs, birds, goats, sheep and horses.
Injection Instruments	Small range consisting of injection instruments including veterinary syringes, needles, drenching guns and microchip implant kit. Many vet distributors will use human syringes and needles for vet use as these are more cost-effective. In this case, we simply rename our AccuPoint syringes to be for veterinary use, but these are not in this range.
Protective Equipment	Small range consisting of PPE (Personal Protection Equipment) for veterinary use including gloves, gowns, aprons, boot covers. This range used by veterinarians and staff when working on-site on a farm/ranch or in the clinic. Stethoscope is only product in this range that is not PPE.

Target Audience

B2B: Primary Target Audience

As veterinary supply stores cannot purchase large volumes of veterinary medicines to meet our MOQ per product, they will purchase through domestic distributors.

See:

Distribution Channels: An Overview > Veterinary Supply & Feed Stores > Why don’t vet supply stores buy directly from AdvaCare?

These distributors are our customers, the direct purchasers of our veterinary products, and therefore our primary target audience.

See:

Distribution Channels: An Overview > Distributors

B2B: Secondary Target Audience

The vet supply stores that our distributors sell our veterinary medicines to are the secondary target audience - the next stage in the supply chain. The procurement department or person of the store are the decision makers that decide the vendors and orders based on product prices, availability, quality and relationship with the distributor. If the store is small, which is often the case in developing countries, the decision maker could be the owner. In some cases, our distributor might also own a vet supply store or stores - the same logic as how some of our distributors also own pharmacies in that they order our products for their pharmacies and also sell to other pharmacies as well.

Farmers/Livestock Owners that go to a vet supply store are often going to buy specific products for their livestock. Therefore, it is important that we make our products and brands stand out amongst the competition. How do we accomplish this?

● Product recommendations from the store staff or a veterinarian are especially important for both Rx and OTC veterinary medicines.

● Attractive packaging that meets our marketing goals and reflects quality and credibility.

● In-store promotional materials that draw attention to our products, such as signage, product displays, shelf wobblers and printed materials that attract and educate farmers.

Veterinarians

The role of veterinarians depends on the country and if prescriptions are needed to buy veterinary medicines. It is less likely that prescriptions are needed in low income countries, but middle income countries might have more strict regulations. If a prescription is indeed required, in this case the vet supply store acts as a veterinary pharmacy.

It is also important to note that in developing countries, it is common practice that the farmers themselves will administer medications, whereas veterinarians might serve to address animal health problems that the farmer cannot. Also, limited access to veterinary care and financial constraints result in farmers themselves administering many medications to their livestock.

Types of Vet Supply Stores

There are a few different types of vet supply stores, but not many as each is not so clearly defined in most markets. It is most important to understand how our veterinary medicines fit into this channel and can stand out amongst the competition.

See:

Distribution Channels: An Overview > Veterinary Supply & Feed Stores > Types of Vet Supply Stores

Once our product is sold by a vet supply store, and if the product was well accepted by veterinarians and the farmers/livestock owners, often the store will ask our distributor to reorder the same AdvaCare veterinary brands.

B2C

Farmers and livestock owners are the end users of our veterinary products. As it is already obvious, animals do not decide the brand of veterinary medicine that is administered to them, as this is decided by the veterinarian or livestock owner.

As many of our distributors also supply directly to farmers and livestock owners, as well as through vet supply stores, it is important to consider the needs of farmers. Farmers are the end consumer, but more significant than the end consumer of pharmaceuticals or medical devices because a farmer is buying in higher volumes for many animals.

Supply Chain

Vet supply stores are the second to last stage in the supply chain before the product is administered to the animal(s):

API Manufacturer > Finished Manufacturer > AdvaCare > Distributor/Importer > [Sub-Distributor] > Vet Supply Store > End Consumer (farmer/livestock owner)

See:

Distribution Channels: Introduction > Understanding Supply Chains

Promotional Materials: Which materials apply to this channel and why?

Like pharmacies and retail stores for our pharmaceuticals, medical devices and supplement product ranges, vet supply stores are a purely retail point of sale channel. Vet supply stores rely on 3 methods by which to sell products:

1. If prescription is not required for veterinary medicines, the farmer goes to a local vet supply store that they probably have been buying from for many years.

2. If prescription is required by a veterinarian, and if the vet supply store is licensed to sell prescription vet medicines, the farmer will pick up the medication(s).

3. The vet supply store delivers the ordered products to the farm.

The kind of promotional materials we produce for our distributors to provide to vet supply stores should be based on the retail point of sale and the end consumer who is the farmer. Promotional materials for farmers is especially important as farmers are a different kind of end consumer given that they purchase in higher volumes than a human patient or consumer. The promotional materials we provide for vet supply stores must meet the intended marketing purpose.

The B2B, B2C, Distributor Sales Dept. channels reflect not for whom the specific promotional item is targeting, but instead to which channel it is provided to. Symbol “(TA)” and Context explains for whom each item is targeting:

✔ = Promotional item provided to this channel.

Who will receive this promotional item?

✘ = Promotional item not provided to this channel.

Who will not receive this promotional item?

❔ = Promotional item might/could be provided to this channel.

Who might or might not receive this promotional item?

(TA) = Intended Target Audience for this channel.

Who is targeted to see this promotional item?

PROMOTIONAL MATERIALS FOR VET SUPPLY STORE CHANNEL
Printed Materials
Promotional Item	B2B	B2C	Distributor Sales Dept.	Description
Poster and Signage	✔	✘ (TA)	✘	B2B: Signage, such as wall posters, should serve primarily for brand awareness - to educate farmers on the benefits, quality and trust/reputation of a specific product or product range. Secondary purpose is to educate on how to use our products or other helpful tips about related animal health conditions that would make a vet supply store want to display such a poster. B2C: Signage is B2C targeted, but the vet supply store will not provide signage to farmers.
Window Signage	✔	✘ (TA)	✘	B2B: Purpose is same as Posters and Signage . B2C: Window signage not likely to be used on a farm/ranch.
Flyer / Pamphlet	✔ (TA)	✔ (TA)	✘	B2B: Flyers, pamphlets and brochures for our distributors to give to vet supply stores decision makers (owners, GMs, procurement managers, etc.) to promote AdvaCare and our products. Purpose is to prove credibility and convince secondary target audience to buy AdvaCare products. B2C: Flyers, pamphlets and brochures serve to educate farmers on the benefits, quality and trust/reputation of a specific product or product range. Secondary purpose is to educate on how to use our products or other helpful tips about related health conditions that would make a vet clinic want to provide such material to a farmer.
Shelf Wobbler	✔	✘ (TA)	✘	B2B: Very effective visual product-specific promotional item product specific to educate farmers on the benefits of our product and the value of our brand. B2C: Does not apply to farmers, only for retail purposes on a shelf.
Aisle Signage	✔	✘ (TA)	✘	B2B: Very effective visual product-specific promotional item product specific to educate farmers on the benefits of our product and the value of our brand. B2C: Does not apply to farmers, only for retail purposes on a shelf.
Standing Banners	✔	✘ (TA)	❔ (TA)	B2B: Signage, such as large standing posters, are very useful if the vet supply stores to serve primarily for brand awareness - to educate consumers on the benefits, quality and trust/reputation of a specific product or product range. Secondary purpose is to educate on how to use our products or other helpful tips about related animal health conditions that would make a vet supply store want to display such a poster. B2C: Large standing banner not likely to be provided by a vet supply store to a farmer or used on a farm/ranch. Distributor: Can use for seminars, trade shows or other events.
Notepad / Notebook	✔ (TA)	❔ (TA)	❔	B2B: Notepads are cheaper, usually given by distributors to vet supply stores for use by staff. Notebooks are more expensive, usually given by distributors to more important customers. Both are effective for brand awareness given it is useful and branding is on every page. B2C: Notepads and notebooks can be given to farmers by vet supply stores for brand awareness, but generally farmers do not do much office work. Distributor: Can use but in small quantities.
Sticky Note	✔ (TA)	❔	❔	B2B: Inexpensive and widely used by vet supply store staff. Effective for brand awareness given it is useful and branding on every page. B2C: Sticky notes can be given to farmers by vet supply stores for brand awareness, but generally farmers do not do much office work. Distributor: Can use but in small quantities.
Calendar	✔ (TA)	❔	✘	B2B: AdvaCare branded calendars are usually printed annually around July of every year and sent out in advance for the following year. Very strong brand awareness as it is used for a full year, it puts our products and brands in the user’s face for a long period of time. B2C: Calendars can be given to farmers by vet supply stores for brand awareness, but generally farmers do not do much office work.
Catalog	✔ (TA)	✔ (TA)	✘	B2B: Distributor gives to vet clinic decision makers to showcase our products for that market and build credibility. Catalogs are usually custom designed and printed for a specific country and/or distributor. B2C: Catalogs can be given to farmers by vet supply stores for product selection and brand awareness.
Delivery Vehicle Decal	✘ (TA)	✘ (TA)	✔	Distributor: As most of our distributors have their own delivery trucks, large decals applied to their delivery vehicles are inexpensive and very effective to promote the AdvaCare name in local markets, but requires that the decal be well designed and fit the specific vehicle.
Physical Items
Product Display	✔	✘ (TA)	✘	B2B: Less expensive tabletop displays and more expensive floor displays are very effective for making our products stand out in vet supply stores. Primary purpose is product or product range promotion, and secondary purpose is brand awareness.
Pen / Highlighter	✔ (TA)	✔ (TA)	✔	B2B: Inexpensive and good for widespread brand awareness, but limited in messaging given only AdvaCare+Distributor logos or only AdvaCare logo can fit onto such a small space. B2C: Pens can be given to farmers by vet supply stores for brand awareness, but generally farmers do not do much office work. Distributor: Salespeople can use when in the field.
Desk Clock	✔ (TA)	✘	✘	B2B: Effective for reinforcing general brand awareness as a desk clock sits on someone’s desk for long period of time, but given small size, messaging limited to AdvaCare+Distributor logos or only AdvaCare logo.
Wall Clock	✔ (TA)	✘	✘	B2B: Useful promotional item in vet supply stores with long life cycle, but messaging is limited to AdvaCare+Distributor logos or only AdvaCare logo.
Mouse Pad	✔ (TA)	✘	✘	B2B: Inexpensive and effective for brand awareness with many options for messaging. Could be useful for vet supply stores as most only have a few computers, so can be given to many vet stores.
Plastic Folder / Envelope	✔ (TA)	✘	✔	B2B: Inexpensive and useful for any documents that need to be stored or transported by a vet supply store. Distributor: Can use but in small quantities.
Mug	✔ (TA)	✘	✘	B2B: Useful for long term use, given to vet supply store staff to use.
Water Bottle	✔ (TA)	✔ (TA)	✔	B2B: Can be used by vet supply stores, but water bottles are most useful for farmers. More premium steel if for management and decision makers, less premium plastic if for general staff. B2C: Water bottles are very useful for vet supply stores to give to farmers while working on the farm. Effective for product and brand awareness. Plastic bottles for larger quantities and steel bottles for larger farmer customers and management. Distributor: Salespeople can use when in the field, small quantity.
Desk Organizer	✔ (TA)	✘	✘	B2B: Less requested but generally good for reinforcing general brand awareness as this sits on someone’s desk for long period of time, but given small size messaging limited to AdvaCare+Distributor logos or only AdvaCare logo.
Shirt	✔ (TA)	❔ (TA)	✔ (TA)	B2B: Inexpensive polo style shirts are ideal for less formal and lower level vet store staff, more expensive button-down shirts ideal for salespeople and management. B2C: Inexpensive polo style shirts can be useful for vet stores to give to farmer staff. Effective for product and brand awareness. Distributor: Button-down shirts ideal for distributor’s salespeople while in the field, strong brand association and awareness.
Laboratory Coat	✔ (TA)	✘	✘	B2B: Our distributors request lab coats for use by vet store staff. These are relatively inexpensive and bring a level of credibility as lab coats are always connected with healthcare, so it is especially credible if veterinarians and staff are wearing lab coats with the AdvaCare logo.
Cap	❔ (TA)	✔ (TA)	✘	B2B: Not generally used in the vet store settings, but possibly provided by distributors to vet store staff as a gift. B2C: Caps given by vet supply stores are very useful for farmers to be used while working on the farm by all staff.
Waist Bag	❔ (TA)	✔ (TA)	✘	B2B: Could be provided by distributors to vet supply store staff as a gift. B2C: Waist bags given to farmers by vet supply stores are very useful for farmers to be used while working on the farm by all staff.
Padfolio	✔ (TA)	✘	✔ (TA)	B2B: A preferred promotional item by many distributors, often given as a gift to management and decision makers. Distributor: Ideal for distributor’s salespeople when in the field for brand awareness.
Backpack / Laptop Case	✔ (TA)	❔ (TA)	✔ (TA)	B2B: Expensive and usually given to distributors with larger promo budgets in lower quantities as gifts for management and decision makers. B2C: Could be given to farmers by vet supply stores, but only the larger customers. Distributor: Ideal for distributor’s salespeople while in the field for strong brand awareness.
Fabric Bag	❔ (TA)	❔ (TA)	❔	B2B: More expensive than plastic bags, but can produce in smaller quantities. Distributors use for a variety of purposes, and considering these are often kept and reused by those who receive them, these do create some brand awareness. However, use is questionable, must find out how these will be used by distributor. B2C: Could be used by farmers, but our bags not ideal for farm use. Distributor: Might be used by distributor to give samples or other materials, must find out intended use.
Plastic / Paper Bag	❔	✘ (TA)	✘	B2B: Distributor gives to vet supply stores for use at point of sale with farmers, but usually farmer purchases are too large and heavy for plastic bags. Must be a large quantities for this use.
USB Stick	❔ (TA)	✘	✘	B2B: Expensive but can be given as a gift for vet supply store staff to use. Limited brand awareness, should only give if large budget or specially requested and good reasoning to provide. B2C: Too expensive and farmers are not likely using the internet often.
Pill Organizer	✘	✘	✘	B2B: Not useful for vet supply stores.
Mask Holder	❔ (TA)	✘	✘	B2B: Inexpensive and can provide large quantities to provide to vet supply store staff as masks might be worn in the store. B2C: Possible to be given to consumers given inexpensive and large quantities are possible if budget allows.
Umbrella	✔ (TA)	✘	✘	B2B: Expensive with some brand awareness, ideal for gifts to management and decision makers. B2C: Not especially useful on a farm.
Raincoat	❔ (TA)	✔ (TA)	✘	B2B: Usually umbrella more suitable as a gift, but possible if more expensive raincoats. B2C: Inexpensive raincoats given by vet supply stores can be very useful for farmers. Can also consider more expensive raincoats when budget permits. For general brand awareness.
Phone RIng	❔ (TA)	✘	✘	B2B: Inexpensive with limited brand awareness, possible gifts to vet supply store staff but not many requests.
Digital Activations
Online Banner	✔ (TA)	✘ (TA)	✔ (TA)	B2B: Online banners posted by or for our distributors can be effective on social media for product sales and brand awareness. Distributors can also provide online banners to vet supply stores to use for their promotion of AdvaCare products. However, the customers of vet supply stores, who are farmers, are not online often. Useful for pet clinics.
Digital Catalog	✔ (TA)	✘	✔	B2B: Possible application for distributor’s salespeople to show or send a digital catalog to vet supply store decision makers.
Digital Flyer / Signage	✔ (TA)	❔ (TA)	✔	B2B: Applies only if distributor will print our design in their country, usually results if we cannot send physical promotional materials or budget is not sufficient. B2C: Flyers or signage printed by distributor can be given to vet supply store who then gives to farmers depending on distributor’s marketing goals.
Power Point Presentation	✔ (TA)	✘	✔	B2B: Case specific, usually requires significant time to prepare. Depends on distributor priority.
Website Development	✘ (TA)	✘ (TA)	✔	B2B: For priority distributors, with approval we can design and host a website. We use a template for this, showcasing our products and controlling the hosting, domain and access to the website.
Extended Search Ads	❔ (TA)	✘ (TA)	❔ (TA)	B2B/B2C: We can run Google Ads and other PPC campaigns targeting specific demographics in our distributor’s country. Such campaigns are for priority distributors and must serve a strategic purpose. Must check on restrictions of country.

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