Productos farmacéuticos veterinarios, ¿en qué se puede diferenciar nuestro producto?

Los productos farmacéuticos veterinarios van dirigidos a los animales obviamente, pero no debemos olvidar quienes son nuestros clientes y qué valor les podemos aportar a ellos. Por consiguiente, es fundamental ponerse en la piel de los propietarios de animales de compañía o de producción.
Ahora veremos algunas recomendaciones sobre los productos farmacéuticos veterinarios y cómo podemos ser la diferencia en el mercado.
Fácil y baja frecuencia de administración. Los tratamientos cortos, de simple y baja frecuencia de administración siempre facilitarán la vida del propietario. Esta característica tiene también un impacto directo sobre el cumplimiento terapéutico.
Es entendible que una persona que tiene que pelear con su gato cada día al darle un medicamento abandonará antes el tratamiento. Un comprimido con un sabor atractivo, por ejemplo, sería también una ventaja.
Precio accesible. Recordemos que no existe ningún tipo de financiación pública. Los pagadores finales siempre serán los propietarios de los animales que sean de compañía o de producción.
Eficacia visible rápidamente. Igual que en humana, siempre queremos que los medicamentos actúen cuanto antes. En este caso, pensemos que los dueños también quieren ver que su animal “vuelve a estar como antes” lo antes posible.
Tiempo de espera corto. Es un concepto propio de los medicamentos destinados a animales productores de alimentos. El tiempo de espera permite que no se sobrepasen los límites máximos de residuos establecidos para los productos de origen animal (leche, huevos, carne, etc.). Un tiempo de espera corto podría ser una fortaleza ya que el ganadero necesita poder vender sus productos cuanto antes y que el tratamiento no suponga una limitación.
Medicación por pienso (premezclas) o agua para animales de producción. Generalmente, es ideal para los ganaderos. Se garantiza una administración sencilla y homogénea del producto a todos los animales de la explotación. El tratamiento no supone entonces ninguna tarea adicional.
Desde marketing, son aspectos a tener en cuenta tanto al marcar el posicionamiento como al dar indicaciones al equipo de I+D que desarrolla nuevos productos.
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