brookcove
Posted : 11/18/2008 12:29:35 AM
I have no problem with vets recommending a type of food (i.e. a
holistic diet, a low allergen diet, a high protein diet, a special RX
diet) and giving the client some examples of brands of that nature, and
saying which brands they have seen the most success with. That's not
marketing. That's medicine. Totally ethical.
I kind of agree. And kind of not.
The point of my Tiger Woods analogy is that Tiger is an implied expert on golfing. People take it for granted that if he recommends something it's because it's part of his expertise. When in reality he recommends whatever his agent tells him to. He can take my kid's undersized golf equipment, his beat up little golf balls, and go out and beat just about any comers up and down and right round the course. It's what he does.
He is not, however, an expert on what kind of golf balls or clubs make other people winners - I doubt he even has the vaguest idea about what would help a mere mortal improve their game other than lots of practice. But his commercials and adverts for golf supplies imply that he does know, and believe what he says.
In the same way the dog food companies drop information into the stream of vet school education that reinforces several concepts:
- People are incapable of feeding their pets without the pet food companies' help.
- Pet food companies are experts on pet health, particularly with regard to nutrition
- The ingredients in any commercial diet are there to promote optimum health, not expand anyone's bank account
- Vets can help their clients by steering them towards "superior" foods like Pedigree, Euk, Purina and Hill's.
Actually, on this last point, it may be possibly true that vets do their clients a favor by at least getting them to think in that general direction. Making the connection between "better" food and good health is, after all, the first step towards becoming aware of the really great choices out there now.
What I'd wish to see, if vets aren't going to get training in applied nutriton beyond what I've seen evidence of:
- Recommendations to a nutrition expert in conjunction with conditions that typically respond to nutrition (metabolic, organ failure, allergies)
- As above, recommendations of general types of foods that might be appropriate rather than just checking out the client with a bag of what the office "happens" to sell
- Making it clear that they stock particular foods because they are personal favorites, or the ones they can get for the best price, or whatever - rather than implying that it's the best food possible for every individual dog
About that last point - it's possible that many of us don't realize how price pointing and stocking works for extremely low volume dealers such as most vet's offices would be. One of the reasons you'll see the typical "names" in many offices is that, I would guess, those companies don't punish them as distributors as much as they would a very low volume dealer that was not a vet (or groomer or other dog professional).
Like Tiger, getting their product into those niche markets is worth the bother of doing it, for the association and implied gravitas it builds. The real shame is that more holistic producers don't pursue this type of marketing more. Some of them are going after the feed store owners, which is nice, but doesn't do for them what the vet's office will.
Wow, you should hear my feed store owner/operator harangue about "5-star" and "6-Star" foods! He has signs and brochures all over the place and goes to every single conference the holistic producers have in the area. I'm hoping to have Sabine Contreras come here for a workshop and I'm going to ask him to sponsor it. I'm sure he'll agree. Feed store guy! It's a strange new world.