Pet Med Express, Veterinary Profession Aim To Calm Controversy

Veterinarians and veterinary professionals at the NAVC Conference 2012 let their voices be heard during a panel discussion with representatives of Pet Med Express.

“You’re negative in your portrayal of the profession,” Dr. Ernest Ward said.

“You are giving clients false sense of security and directly harming our patients,” Dr. Doralee Donaldson stated.

The forum, designed to help the veterinarian industry and Pet Med Express move forward together, was created after veterinarians expressed their distaste when the company requested to be an exhibitor and sponsor of the NAVC Conference 2012. Because similar companies have been allowed to exhibit in the past, NAVC accepted Pet Med Express’ request.

NAVC attendees sounded off on the organization’s Facebook page, even creating a petition demanding NAVC not allow Pet Med Express to participate in the conference. The company eventually withdrew its request.

The forum, chaired by NAVC Board Member Dr. Doug Mader, was comprised of 5 panelists: Bonnie Levengood, Director of Marketing for Pet Med Express; Gary Koesten, Director of Pharmaceutical Services for Pet Med Express; Dr. James Wilson, attorney; Dr. Ernest Ward, and Dr. Doralee Donaldson.

Levengood began the discussion by touting Pet Med Express as America’s largest pet pharmacy with exceptional veterinary service and exceptional guarantee. She detailed the company’s strict policy on prescriptions and the fact that Pet Med Express strongly advocates its policy that requires a customer to have valid prescription from his or her veterinarian.

“You have nothing to worry about,” she told veterinarians in the audience. “We’re here for you.”

According to Levengood, Pet Med Express actually encourages veterinarian visits. “We actively refer customers to veterinarians,” she added.

Dr. Ernie Ward agreed, in part. “It has increased awareness of veterinary products,” he said.

But Ward disagreed with how Pet Med Express communicates with consumers. “Whenever we say no, you contact the consumer,” he said.

Levengood admitted the company is trying to find better ways to communicate. “We are listening to what you’re saying,” she reiterated.

Consumer Savings and Advertisements

Savings is a core part of Pet Med Express’ advertising.

“Consumers want convenience and price,” Gary Koesten said.

“A lot of customer’s can’t afford medications,” Levengood added.

Dr. Ward criticized Pet Med Express for its message to consumers, saying that the company ultimately tells the consumer that going to the veterinarian isn’t necessary for their pet.

“Your ads stink,” he said. “You’ve created a false perception.”

Moving Forward

“We’re here to listen to you,” Levengood told the audience. “It’s time we had a better relationship.”

So how does the veterinary industry and Pet Med Express move forward together? A possible first step: a different approach to advertising.

“Start with the ads,” Dr. Ward said.

Dr. Jim Wilson, attorney, suggested Pet Med Express create a Veterinary Advisory Board. Dr. Doug Mader suggested they also create a focus group comprised of veterinarians.

As for Pet Med Express, it’s urging veterinarians to focus on the future, not the past.

“See us for how we really are, not what we might be,” Gary Koesten said.

Still, others say the company’s actions need to match its words.

“I can’t help but question the motives to suddenly work with us,” Donaldson said. “A snake is a snake no matter how many times it sheds its skin.”

The Real Threat?

Despite the controversy with Pet Med Express, some say it isn’t the true threat, and that the veterinary industry should be keeping an eye on other companies.

“In 5 years you won’t even know who Pet Med Express is,” Dr. Ward said.

"The enemy is not 1-800 PetMeds,” he added. “The enemy is Walmart, Target, CVS, and Walgreens.”