GettyImages/RobertDaly Frustrated by an uptick in prescription requests from outside pharmacies, a veterinarian asked me for advice on how to respond to clients. To prevent slippage of medication sales to competitors, your team needs to call clients before approving requests. Patient and practice health could be at risk. An Oregon Veterinary Medical Association (OVMA) survey found 35 percent of veterinarians had a retail or online pharmacy change a prescribed dosage or drug without their authorization, and 17 percent had patients experience adverse events as a result, including death.1 Medication errors included insulin substitutions and dosage changes to thyroid and phenobarbital drugs. Veterinarians are the best pharmacists for their patients. Doctors know the proper drugs and dosages, along with other medications pets are taking. They also educate clients about the administration and risks of pet medications. Getting prescriptions from veterinarians is convenient for pet owners and increases practice profitability. Veterinarians rely on pharmacy income, which represents 25 percent to 30 percent of revenue in companion animal practices.2 While 80 percent of pet owners prefer to buy prescriptions from their veterinarians, consumer behavior has changed, according to the 2024 Brakke Pet Medicine Home Delivery Study.3 Pet owners demand the convenience of home delivery and auto-shipments. They are more cost-conscious, frequently comparing prices online. The Brakke study found 75 percent of veterinary practices have online pharmacies, but half of surveyed pet owners did not know.4 As more veterinarians add online pharmacies and outside pharmacies continue to expand, more than half of pet medication sales could come from online sources by 2030.3 If you approve an outside pharmacy request without calling the client first, you may risk never filling the prescription again. Auto-ship programs, constant reminders, and communications from the outside pharmacy may secure all future refills. Stop the slippage before the sale is lost forever. Because flea/tick and heartworm disease preventatives are 59 percent of pet medication sales, create scripts and text and email templates for your team to respond to these requests.5 Before calling clients, technicians or client service representatives should check medical records to confirm patients have received exams and heartworm tests within 12 months if they are requesting heartworm disease preventative refills. During calls, share benefits of buying medications from your hospital and ask for the refill. Say, “We received a request from <outside pharmacy> for <pet name>’s heartworm disease preventatives. Your pet’s medical record shows that Dr. <Name> examined <pet name> and performed a heartworm test within 12 months, which is medically necessary to safely take preventatives. Our hospital has competitive prices and offers safe, guaranteed drugs that we buy directly from pharmaceutical companies. <Drug name> has a $__ instant rebate when you buy it from us. With the rebate applied, your prescription is $__. You can pick up the prescription at our hospital, or I can help you place your first order through our online pharmacy. Which do you prefer?” Key talking points include: Explaining your standards of care for medication refills Using the doctor’s name to reinforce the veterinary-client-patient relationship Describing benefits of buying medications from your hospital Sharing prices along with instant rebates Leading clients to refill now through your hospital or your own online pharmacy with yes-or-yes phrasing If you leave a voicemail message, send a backup text because 67 percent of people do not listen to voicemails.6 Include hyperlinks and instructions that make it easy for clients to act—and for you to win back the refill. Send this text: “We left you a voicemail about <pet name>’s refill of <drug name>. Reply Y to pick up at our hospital or order now through our online pharmacy with home delivery. Get a $__ instant rebate when you buy 12 doses of <drug name> from us. Text or call with questions.” If the patient needs an exam and heartworm test to renew the prescription, use the yes-or-yes technique to guide the client to book an appointment now. Say, “We received a request from <outside pharmacy> for <pet name>’s heartworm disease preventatives. For your dog to safely take medication, he/she needs an exam and heartworm test within 12 months. Let’s schedule an appointment so we can renew and refill the prescription. Our next available appointments are <date, time 1> or <date, time 2>. Which do you prefer?” If you cannot reach the client, leave this voicemail: “We received a request from <outside pharmacy> for <pet name>’s heartworm disease preventatives. Your pet needs an exam and heartworm test within 12 months so we can renew and refill the prescription. Please call us at 555-555-5555 to schedule an appointment. I also will text you this information and include a link to book online.” Your backup text will say: “We left you a voicemail about <pet name>’s refill of <drug name>. Your pet needs an exam and heartworm test within 12 months so we can renew and refill the prescription. Click here to book online or call 555-555-5555.” Clients want to buy pet medications from you. Have a proactive communication strategy that lets you stop the slippage of prescriptions. Wendy Myers, CVJ, knows the right words will lead clients to accept your medical advice, driving patient and practice health. As founder of Communication Solutions for Veterinarians, she teaches practical skills through online courses, conferences, and onsite consulting. Myers' experience as a partner in a specialty and emergency hospital helped her understand issues that owners and managers face. Learn how she can train your team at csvetscourses.com. References Balas M. Pet Talk: Oregon Veterinarians Concerned About Prescription Errors at Retail, Online Pharmacies. The Oregonian. https://www.oregonlive.com/pets/2013/01/pet_talk_oregon_veterinarians.html. Accessed July 29, 2025. Gavzer K. How to Profit on a Hospital Pharmacy. Today’s Veterinary Business. August 2017. https://todaysveterinarybusiness.com/profit-hospital-pharmacy/. Accessed July 29, 2025. Garrison G. Pharmacy Tales. Veterinary Advantage. April 2025. https://vet-advantage.com/vet-advantage/pharmacy-tales/. Accessed July 29, 2025. Larkin M. Home Delivery, Autoship Important Offerings for Veterinary Clients. AVMA News, February 27, 2024. https://www.avma.org/news/home-delivery-autoship-important-offerings-veterinary-clients. Accessed July 29, 2025. Landry S. Pet Parent Concern Fuels Market Growth for Pet Medications. Freedonia Group. https://www.freedoniagroup.com/press-releases/pet-parent-concern-fuels-market-growth-for-pet-medications. Accessed July 29, 2025. 22 Business Phone Statistics. Numa. https://www.numa.com/blog/22-business-phone-statistics. Accessed July 29, 2025.
