UK veterinary surgeons strongly prefer recommending branded treatments, according to a survey conducted by specialist advertising agency Masius.
The survey, conducted amongst members of www.vetsurgeon.org, received 725 responses. It gave a conclusive insight to veterinary surgeons' opinions on branding, with 87% of respondents saying that they prefer to recommend a branded POM-V over a generic equivalent.
While branded treatments are clearly preferred over generics, vets recognise that higher prices can be an issue for clients. Price is justified mainly through a higher level of trust in the quality of the product (through extensive trialling). They also cite the added support in the event of client usage issues and the value that clients attach to brands. The cascade is a further factor, requiring the use of licensed drugs.
When it comes to supplements, vets are still in favour of brands, but less so - as the cascade is not a factor. On the issue of price differential, most vets felt that a premium of 10-25% is justifiable for a brand over a generic.
Jonathan Posner, Business Director at Masius said: "As well as the quantitative data, we also got some interesting qualitative comments as well. Looking at these, one can see a range of opinions - from the vets who value the easier client acceptance of brands, to those who feel that their professional care of the patient is paramount and that a generic should be used where it delivers the same benefit as a brand. Client ability to pay was also mentioned as a factor - a generic being more likely to lead to compliance for a client on a tight budget."
The fact that branded products come with better information and marketing support was agreed by the large majority (93%) of respondents.
All the participants in the survey were entered into a draw to win an iPad 2. The winner of the draw was Megan Wood MRCVS (pictured right) from Fife. She said: "The iPad is brilliant; I love it, and am a lucky lady!"
PS: Whilst you're here, take a moment to see our latest job opportunities for vets.
And now we have a marketing agency peddling the myth that "vets prefer branded products" when the cascade gives us no legal alternative. Arlo, did you permit this inappropriate survey, which has used and abused vetsurgeon.org's members? IMHO. Or did they just do it?
Tim, as I understand it, the problem people have with cascade applies almost entirely with a small number of recently licensed drugs, which were previously available unlicensed at a fraction of the cost. I'm not sure it's fair to denounce the survey because of them. After all, there are many more branded products which have benefitted from considerable R&D, and which presumably you would choose on their own merits. Yes, I permitted the survey!