Online procurement of pet supplies and willingness to pay for veterinary telemedicine

Abstract

Changing consumer shopping behaviors, and specifically the shift towards online procurement of goods and services, have altered the retail landscape of nearly all goods, including pet products and services. Whilst it is known and commonly discussed that less retail business for products and medications is being conducted in clinics than in the past, it is not well documented where that commerce is now taking place, and by what customer segments. For cats, dogs, and other pets, specialty food and food in general was purchased by a high percentage of respondents at the physical store. Sixteen-percent of dog owners, 17 % of cat owners and 14 % of other animal owners purchased prescription food at the veterinarian. Ten percent of dog owners, 10 % of cat owners, and 9 % of other animal owners purchased prescription food from the physical store. A high percentage of cat and dog owners purchased flea and tick preventative, heartworm preventative and prescription medications at the veterinarian, followed by the physical store. Using a choice experiment, both dog and cat owners were willing-to-pay a statistically significant positive amount for having their veterinarian, or a veterinarian in their community (who was not their veterinarian) on the veterinary telemedicine call or video when compared to a veterinarian from outside the community. In relation to the willingness to pay (WTP) for a telemedicine veterinary consultation with a veterinarian outside of the pet owners' community, dog owners were willing to pay $38.04 more for a telemedicine veterinary consultation with their regular veterinarian, and $13.38 more for a telemedicine veterinary consultation with a veterinarian in the dog owners' community. Cat owners had a WTP of $38.12 per call or visit for having their veterinarian as the consultant which was statistically higher than their WTP for a veterinarian in their community, $12.74 when compared to a veterinarian outside their community. When comparing the mean price adjusted WTP between cat and dog owners, there were not any statistically significant differences found. Quantifying pet owner willingness to pay for commonly discussed attributes of telemedicine, such as whether a local veterinarian is consulted (versus a veterinarian from outside the community), facilitates veterinary practice management decision making as practices adjust product and service offerings to meet the changing consumer demand of pet owners in today's marketplace.

Keywords: Consumer behavior; Online pharmacy; Telemedicine; Veterinary medicine.