Pets: A Key Part of the Next Normal

We are experiencing a crucible moment in history more significant than any we will likely see again – the collision of a pandemic with a societal awakening. When persistent disruption hits normalcy, it results in innovation that permanently changes life, creating the next normal. The personal challenge is how we process this change, how we act on it, and how we integrate it into new ways of working that make it the next normal. Those that leverage crucible moments 'don't survive, but separate themselves from others." I have become a student of this historical window, with a once in a century animal and human pandemic (African Swine Fever & COVID-19), along with a growing societal awakening. 

Part of this learning put me into the global pet market to assess just how COVID-19 has affected our customers transitioning into their next normal. I connected with the Elanco team out working with our veterinarians. I did zoom calls with our reps around the world, from Australia to Europe to Canada and the United States. I have called customers directly, even did my own parking lot visit with an innovative veterinarian, to understand how they are evolving their practices and clinics.

The Innovative Will Separate Themselves

We all had to grab ahold when COVID-19 hit. But it was not long until the innovative pivoted to new ways that separated themselves. Quickly the winning vet practices moved to living in a virtual world, meeting pet owners where they were: Telemedicine, texting, facetiming. Many transitioned a poor waiting room experience into a parking lot experience revolutionized for the pet owner. Clinics have utilized new approaches with runners to cars allowing pet owners to go get coffee while their pet is cared for. A quick facetime for questions and a see you back in 30 minutes. These innovations in the vet clinic have allowed for increased connections across more pet owners, done more efficiently, and delivering increased animal health sales to the pet owner's door.  

The Basics Matter, but Done with Excellence

Everyone we talked to, on every continent, all had the same thing in common - the basics matter. This is a people business where relationships matter. The simple things have to be done right, even better than ever. Vet clinics have had to transform the check-in process from a waiting room to a parking lot. Pet owners appreciate a lower stress experience that these changes have provided. The customers still are getting a face-to-face experience with their vets either in the parking lot or via video calls. The basics matter to veterinarians as well. Our reps have moved from selling a product to caring for the people in the practices, providing real-time consulting via virtual tools, and sometimes just having lunch delivered or a parking lot ice cream happy hour.

The Human-Animal Bond Has Never Been Stronger; We Must Expand on It

When COVID-19 hit, vet clinics shut down or locked their doors to customers, traffic slowed, wellness visits almost halted. An experience one veterinarian shared with me speaks to how quickly pets became an even more invaluable part of people's lives during shelter in place orders.

While this may not be happening everywhere, the logic and trend behind this is real. A recent study by Banfield Pet Hospital revealed 41 percent of pet owners actually contacted their vet during quarantine, and 20 percent are committed to increasing their well visits. Additionally, a resounding 84 percent of pet owners feel more tuned in to their pets' needs—and, as a result, 67 percent plan to make changes in how they care for their animals postpandemic.

As animal health industry stewards and advocates, we must turn this crucible moment into expanded value to society. Animals are the X-factor game-changing variable. Pets have proven to be a differentiator to families and society over the last 100 days like never before. As animal shelters emptied, the value of the companionship provided by these pets was felt, appreciated, and now depended on. 

As the next normal evolves, one thing is clear, we have to figure out how we ensure our pets live healthier, longer lives – along WITH us? Whether it's changing our remote working policies to allow flexibility for people and pets to spend more time together to adopting pet-friendly workplace policies to ensuring our transportation and laws are pet-friendly. We can also help provide access to telemedicine to everyone, so no matter if they live in a rural area, they can see the vet. We CAN ensure we become a world more open to pets.

One thing that is certain in this time of uncertainty – the human-animal bond is more real than ever. Pets will be a key part of the next normal for many new pet owners.