Change is hard, especially when considering introducing a new product or process into your practice. Dr. Richard Hawkins, KeraVet Bio Advisor, retired veterinarian, and the founder and previous owner of Colony Park Animal Hospital in Raleigh, NC, shared that he would often lean on trusted mentors and, as a general practitioner, look to specialists for their recommendations in their areas of expertise.
Once he’s decided to try a new product, he gets to work on researching its safety and efficacy. He encourages colleagues to look at safety and efficacy studies critically and to ask the tough questions.
“When I make a recommendation to my clients, I need to fully understand and believe in it myself. I also need my staff to agree, which is why I would discuss the idea of new products with our veterinary associates and staff before bringing it in,” Dr. Hawkins explains.
After he, and his staff, are convinced of the safety and efficacy of a product, he starts to think about placement.
- What is the MSRP?
- Would this work in my practice financially?
- Is this product sold only to veterinary hospitals or can clients purchase online immediately?
- What does this do to my inventory management?
- Am I already carrying a competitor that should be replaced?
- What is necessary to market the product?
Once the decision has been made to bring in a new product, Dr. Hawkins has a specific process he follows to see it through.
1. Educate the Veterinary Team and Staff: “It’s essential to teach the veterinary team the ‘why’, and then ‘what’, and then ‘how’, and then answer those questions.”
2. Inform the Clients: “I would introduce new products or procedures via e-blast and social media about what is new, who can benefit, and advise asking their veterinary team for more information.”
3. Creating a Standard Operating Procedure: “Establish a standard operating procedure that works for all members of the team. For instance, who educates the client, sets the pricing, advises on required testing like blood work for NSAIDs, and other specific nuances.
Learn more about KeraVet Bio Advisor, Dr. Richard Hawkins, by visiting him on LinkedIn.