{"id":8278,"date":"2026-06-10T19:08:54","date_gmt":"2026-06-10T14:08:54","guid":{"rendered":"https:\/\/vetnewsandviews.com\/en\/?p=8278"},"modified":"2026-06-10T19:08:55","modified_gmt":"2026-06-10T14:08:55","slug":"pets-or-livestock-vet-no-longer-decides-purchase","status":"publish","type":"post","link":"https:\/\/vetnewsandviews.com\/en\/pets-or-livestock-vet-no-longer-decides-purchase\/","title":{"rendered":"The Vet No Longer Decides the Purchase"},"content":{"rendered":"\n<meta charset=\"UTF-8\">\n  <meta name=\"viewport\" content=\"width=device-width, initial-scale=1.0\">\n\n  <title>Pets or Livestock: The Vet No Longer Decides the Purchase | Bernardo Otero<\/title>\n  <meta name=\"description\" content=\"Dr. Bernardo Otero explains why the veterinarian still matters in animal health, but is no longer the sole decision-maker in pet or livestock product purchases.\">\n  <meta name=\"keywords\" content=\"Animal Health, Veterinary Marketing, Livestock, Pet Care, Poultry, Dairy, 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argument and writing style for publication on The Veterinary News &amp; Views. The article is highly relevant for Pakistan\u2019s veterinary, pet care, dairy, poultry, livestock and animal health business sectors because it explains how product-purchase decisions are no longer shaped by the veterinarian alone.<\/p>\n      <p><strong>Suggested publication line:<\/strong> Republished with credit to Dr. Bernardo Otero and NEXUS ANIMAL HEALTH. Please add \u201cPublished with permission of the author\u201d after confirmation.<\/p>\n    <\/div>\n\n    <div class=\"vnv-related-links\">\n      <strong>Related VNV Topics for Internal Linking:<\/strong>\n      <ul>\n        <li><a href=\"https:\/\/vetnewsandviews.com\/en\/?s=Animal+Health\" target=\"_blank\" rel=\"noopener\">Animal Health on VNV<\/a><\/li>\n        <li><a href=\"https:\/\/vetnewsandviews.com\/en\/?s=Veterinary+Industry\" target=\"_blank\" rel=\"noopener\">Veterinary Industry on VNV<\/a><\/li>\n        <li><a href=\"https:\/\/vetnewsandviews.com\/en\/?s=Livestock\" target=\"_blank\" rel=\"noopener\">Livestock on VNV<\/a><\/li>\n        <li><a href=\"https:\/\/vetnewsandviews.com\/en\/?s=Poultry\" target=\"_blank\" rel=\"noopener\">Poultry on VNV<\/a><\/li>\n        <li><a href=\"https:\/\/vetnewsandviews.com\/en\/?s=Dairy\" target=\"_blank\" rel=\"noopener\">Dairy on VNV<\/a><\/li>\n        <li><a href=\"https:\/\/vetnewsandviews.com\/en\/?s=Pet+Care\" target=\"_blank\" rel=\"noopener\">Pet Care on VNV<\/a><\/li>\n      <\/ul>\n    <\/div>\n\n    <section class=\"vnv-highlight-box\">\n      <h2>Highlighted Key Sentences for Readers<\/h2>\n      <span class=\"vnv-highlight\">[The Customer Already Decided Before Walking Into the Clinic.]<\/span>\n      <span class=\"vnv-highlight\">[The veterinarian still matters. What&#8217;s gone is the idea that the vet decides \u2014 alone, or first.]<\/span>\n      <span class=\"vnv-highlight\">[The vet no longer initiates the recommendation: they validate it, correct it\u2026 or compete against it.]<\/span>\n      <span class=\"vnv-highlight\">[Either way, the lone veterinarian writing the script from the clinic is now the exception, not the rule.]<\/span>\n      <span class=\"vnv-highlight\">[Stop asking \u201chow do I get the vet to recommend me?\u201d]<\/span>\n    <\/section>\n\n    <article class=\"original-article\">\n\n      <h2>Original Article<\/h2>\n\n      <p><strong>Pets or Livestock: The Vet No Longer Decides the Purchase<\/strong><\/p>\n\n      <p><strong><a href=\"https:\/\/uy.linkedin.com\/in\/bernardo-otero\/en\" target=\"_blank\" rel=\"noopener\">BERNARDO OTERO<\/a><\/strong><\/p>\n\n      <p><a href=\"https:\/\/uy.linkedin.com\/in\/bernardo-otero\/en\" target=\"_blank\" rel=\"noopener\">BERNARDO OTERO<\/a><\/p>\n\n      <p>Global strategist in ANIMAL HEALTH. I help ANIMAL HEALTH companies grow in LATIN AMERICA | CEO and Founder of <a href=\"https:\/\/animalhealthnexus.com\/\" target=\"_blank\" rel=\"noopener\">NEXUS ANIMAL HEALTH<\/a> | 30 years of experience and US$13.6 million business expansion, sales, and regulations.<\/p>\n\n      <p>June 6, 2026<\/p>\n\n      <p class=\"article-subtitle\">The Customer Already Decided Before Walking Into the Clinic<\/p>\n\n      <p>For 40 years, our entire industry has run on one belief: the veterinarian decides what gets bought.<\/p>\n\n      <p>The rep details the professional. The professional prescribes. The buyer obeys. Every dollar of our commercial budget \u2014 field forces, congresses, samples, channel discounts \u2014 points at that one person.<\/p>\n\n      <p>That belief is now wrong. And it&#8217;s wrong on both sides of the business.<\/p>\n\n      <p>The pet owner walks in already decided \u2014 convinced by a reel, a review, a breeders&#8217; group, an AI chat at midnight. The livestock buyer was never really persuaded by the field vet either; that call now sits with integrators, nutritionists and procurement committees.<\/p>\n\n      <p>The veterinarian still matters. What&#8217;s gone is the idea that the vet decides \u2014 alone, or first.<\/p>\n\n      <p>So here&#8217;s the question worth bringing to your next commercial meeting: if the decision is no longer made in the clinic, why is almost all of our money still aimed there?<\/p>\n\n      <p class=\"hashtags\">#animalhealth #sales #business #market #latinamerica #veterinaryindustry #bernardootero #nexusanimalhealth<\/p>\n\n      <p>The decision to buy a pet product is barely made in the veterinary clinic anymore.<\/p>\n\n      <p>It\u2019s made in a reel. In a breeders\u2019 WhatsApp group.<\/p>\n\n      <p>In a marketplace review.<\/p>\n\n      <p>And increasingly, in a conversation with an AI at 11 p.m.<\/p>\n\n      <p>The animal health industry keeps investing as if none of that existed.<\/p>\n\n      <p>For 40 years, our entire commercial model rested on a single premise: the veterinarian is the gateway to the recommendation. The rep details the professional, the professional prescribes, the owner obeys.<\/p>\n\n      <p>We built everything on that premise: field forces, congresses, samples, professional-channel discounts, technical materials. All of it aimed at one person: the prescriber.<\/p>\n\n      <p>I call this the myth of the sole prescriber.<\/p>\n\n      <p>And it is breaking right in front of us \u2014 on both sides of the industry.<\/p>\n\n      <h3>Companion animals: the recommendation fragments outward<\/h3>\n\n      <p>Today the pet owner walks into the clinic with the decision already made. Informed \u2014 or misinformed \u2014 by an influencer, by reviews, by a breed forum, by a chatbot. The vet no longer initiates the recommendation: they validate it, correct it\u2026 or compete against it.<\/p>\n\n      <p>Make no mistake: this does not mean the veterinarian stopped mattering. The vet is still the highest technical authority there is.<\/p>\n\n      <p>What changed is that the vet stopped being the first voice \u2014 and often is no longer even the only one.<\/p>\n\n      <h3>\u201cBut surely large animals are different.\u201d Yes \u2014 and that makes it worse<\/h3>\n\n      <p>This is where most executives push back: \u201cIn livestock the vet still decides.\u201d<\/p>\n\n      <p>Not really. In large animals the prescriber didn\u2019t disappear \u2014 it moved. And it didn\u2019t fragment outward toward the owner; it consolidated upward, toward institutions that the individual field vet doesn\u2019t control.<\/p>\n\n      <p>In poultry, the \u201cprescriber\u201d was never really the field veterinarian.<\/p>\n\n      <p>It\u2019s the integrator\u2019s technical department. One protocol, decided centrally, cascades to thousands of contract producers. You don\u2019t win that with a charismatic rep and an elegant detail \u2014 you win it with trials, cost per kilo, supply reliability and a seat at the integrator\u2019s technical committee.<\/p>\n\n      <p>In dairy and beef, the consulting vet still carries real weight \u2014 but rarely decides alone. The nutritionist co-owns the protocol. The farm\u2019s financial or procurement manager weighs cost per head and credit terms. In professionalized operations \u2014 mega-dairies, feedlots, planting pools \u2014 buying animal health inputs looks like buying any other industrial input: committees, tenders, KPIs.<\/p>\n\n      <p>And for the smaller producer, the rep at the local agropecuaria still shapes the choice as much as any veterinarian does.<\/p>\n\n      <p>Layer on top antimicrobial-use regulation, residue limits and traceability. Protocols are being standardized, documented and audited \u2014 which by design strips discretion away from the individual prescriber and hands it to a system.<\/p>\n\n      <h3>Two opposite mechanisms, one conclusion<\/h3>\n\n      <p>So large animals don\u2019t disprove the myth. They prove it from the other side.<\/p>\n\n      <p>In companion animals, the recommendation fragments outward \u2014 toward the owner, the influencer, the screen.<\/p>\n\n      <p>In livestock, it consolidates upward \u2014 toward integrators, corporate technical departments, nutritionists and professionalized buyers.<\/p>\n\n      <p>Either way, the lone veterinarian writing the script from the clinic is now the exception, not the rule.<\/p>\n\n      <h3>The uncomfortable budget question<\/h3>\n\n      <p>And yet, in both segments, we still pour the overwhelming majority of the commercial budget into one-to-one detailing of the individual professional \u2014 and treat everyone else who actually shapes the decision as someone else\u2019s problem: the retailer\u2019s, the e-commerce platform\u2019s, the integrator\u2019s procurement team\u2019s, \u201cmarketing\u2019s.\u201d<\/p>\n\n      <p>Meanwhile, the brands gaining ground are the ones showing up where the decision is genuinely formed \u2014 in front of the pet owner, and inside the integrator\u2019s and the nutritionist\u2019s decision room \u2014 and turning the veterinarian into an ally, not a tollgate.<\/p>\n\n      <h3>The shift in question<\/h3>\n\n      <p>Stop asking \u201chow do I get the vet to recommend me?\u201d<\/p>\n\n      <p>Start asking:<\/p>\n\n      <p>\u201cIn my segment, who actually forms the decision today \u2014 and do I show up in those rooms, bringing the veterinarian with me instead of depending on the vet alone?\u201d<\/p>\n\n      <p>Whoever keeps answering only the old question will have an impeccable sales force aimed at a door that fewer and fewer decisions walk through.<\/p>\n\n      <p>I want real debate, not applause. And I especially want to hear from my fellow veterinarians \u2014 in both small and large animal:<\/p>\n\n      <p>Am I overstating this? Or are we still defending a model of influence that the market \u2014 owners on one side, integrators and corporate buyers on the other \u2014 already left behind, and no one wants to be the first to say it out loud?<\/p>\n\n      <p>I\u2019ll read you in the comments&#8230;\ud83d\udc47<\/p>\n\n      <p><strong><a href=\"https:\/\/uy.linkedin.com\/in\/bernardo-otero\/en\" target=\"_blank\" rel=\"noopener\">BERNARDO OTERO<\/a><\/strong> Animal Health business leadership in LATAM<\/p>\n\n      <p>Founder &amp; CEO, <a href=\"https:\/\/animalhealthnexus.com\/\" target=\"_blank\" rel=\"noopener\">NEXUS ANIMAL HEALTH<\/a><\/p>\n\n      <p class=\"hashtags\">#AnimalHealth #Livestock #PetCare #VeterinaryMarketing #CommercialStrategy #LatinAmerica #LATAM<\/p>\n\n    <\/article>\n\n    <section class=\"author-box\">\n      <h2>About the Author<\/h2>\n      <p><strong>Dr. Bernardo Otero DVM MBA<\/strong> is a global strategist in the animal health business and the Founder &amp; CEO of <a href=\"https:\/\/animalhealthnexus.com\/\" target=\"_blank\" rel=\"noopener\">NEXUS ANIMAL HEALTH<\/a>. He helps animal health companies grow in Latin America and writes on commercial strategy, sales, market development, veterinary business and animal health industry transformation. His professional profile describes him as a veterinarian with extensive experience in the animal health industry, business expansion, sales and regulatory strategy.<\/p>\n      <p><strong>Follow \/ Subscribe:<\/strong> <a href=\"https:\/\/www.linkedin.com\/build-relation\/newsletter-follow?entityUrn=6862344212038328321\" target=\"_blank\" rel=\"noopener\">Subscribe to Animal Health Business on LinkedIn<\/a> | <a href=\"https:\/\/animalhealthnexus.com\/\" target=\"_blank\" rel=\"noopener\">Visit NEXUS ANIMAL HEALTH<\/a> | <a href=\"https:\/\/uy.linkedin.com\/company\/nexus-animal-health\" target=\"_blank\" rel=\"noopener\">NEXUS ANIMAL HEALTH on LinkedIn<\/a><\/p>\n    <\/section>\n\n   <\/main>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pets or Livestock: The Vet No Longer Decides the Purchase | Bernardo Otero Animal Health Business | Opinion Pets or Livestock: The Vet No Longer Decides the Purchase Written By:&hellip; <\/p>\n","protected":false},"author":1,"featured_media":8279,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"footnotes":""},"categories":[19],"tags":[602,143,4033,118,4034,4031,142,4032],"class_list":["post-8278","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article-blog","tag-animal-health","tag-dairy","tag-latam","tag-livestock","tag-nexus-animal-health","tag-pet-care","tag-poultry","tag-veterinary-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Vet No Longer Decides the Purchase - The Veterinary News &amp; 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