OK, so here’s one of those posts where I ask for your opinion. I hope you see fit to surrender to my request. The issue under consideration relates to a website called VetCentric.com.

First, a primer: VetCentric is an online vet pharmacy and supply store. It goes out of its way to be friendly and informative on the topic of pets but exists primarily to grant vets the freedom to refrain from selling quantities of drugs and products out of their practices at high retail prices.

For my style of practice (I feel weird selling drugs and shampoos and stuff), it seems a great concept. Nonetheless, I do believe that my recommendations on products have some value. After all, I spend an inordinate amount of time selecting meds and products for individual patients and discussing their proper implementation.

On average, vets spend far more time discussing these issues than most human doctors do. (I base than on the average length of exam times for vets versus human docs.) So does this imply we have more need of the sale?—or that we are more deserving?

Consider also that retail sale is an undeniable piece of the structure of practice economics (for better or worse.) That’s partly because we have to operate in retail, foot-trafficky locations like high-volume corners alongside Blockbuster or The Foot Locker—so our lease rates are higher than for physicians. It’s also because an area’s hospital prices are set competitively (by high-volume, big in-house pharmacy vets who can easily lower their service prices when the drug and product income is substantial enough, thus leaving the rest of us to do the same if we want to compete for clients based on a $200 spay).

Still, I don’t like the appearance of selling stuff at huge mark-ups. For that reason, I often send my clients to 1-800-PetMeds or a similar online destination. This is especially useful for chronic use of such items where immediate action is not required (waiting two days to start your antibiotics is not practical). So it’s my Rimadyl, pet foods and glucosamine and chondroitin clients whom I instruct to refill online, sparing them the retail markup and me the hassle of Rx management and the stress of feeling like a vulture.

Problem is, I lose lots of income from this approach. God knows I make less than the average 12-year vet out there. Part of that comes from this kind of client-empathy, no doubt.

So VetCentric has found a way to partner with vets so that product and medication prices and inventory control are handled by another organization (them) whose prices are set at competitive online rates (comparable to PetMeds). The key is, vets get a cut of that. A small cut, no doubt, but it’s nonetheless an important contribution to the income of a vet that’s ultimately looking out for his or her clients. I like that.

How does it work? The vet applies a logo to the hospital website and instructs clients to navigate to VetCentric by clicking on an icon installed in their practice’s site. Once the client places an order (after passing through Dr X’s site) the commission is allocated to the vet and a check is sent out at the end of the month. It’s relatively simple.

Now that the issue is on the table, it’s your turn to tell me what you think. Is it tacky? Is it opportunistic? Is it fair? How would you feel if your vet suggested you do your pet shopping through your vet’s website? What if I tacked on a logo to this site to help fund my efforts to improve it (no meds just supplies)?

How about if a percentage of the proceeds went to a pet welfare organization? (I asked the company and they say they can easily cut two checks so your clients can verify this if they wish.) I ask this last question only because I think that’s what it would take for me to adopt this approach.

Sure, I think vets deserve a cut. Or do we? If so, how much is fair?

Now it’s your turn to sit on the hot seat…