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Spark Vet Product Sales Using the VMX Preliminary Program Guide

By Pam Foster
October, 2017

No more NAVC Conference. Now it’s VMX (Veterinary Meeting & Expo).

And it’s going to be bigger than ever in 2018, in a big new space at the Orange County Convention Center. The new South Concourse location allows for a larger selection of CE (Continuing Education) Credit programs available to veterinary professionals.

Vet Advantage image: VMX 2018 Preliminary Program GuideIf you’re not planning to go to VMX 2018 in early February, its Preliminary Program Guide (also known as the PPG) can still certainly be a major treasure trove of ideas for you to bring up during clinic visits. 

That’s because the PPG is the industry’s first look at CE sessions for 2018. Many of the VMX speakers will be presenting new topics for the first time at this event.

Highlights include an Innovation Symposium, a program called “Creating Good HABits (Human-Animal Bond focused), and a completely revamped Hospital Design program.

And that’s just for starters.

If you download the VMX guide PDF, you’ll find a wide variety of CE topics designed for veterinarians, veterinary technicians, office staff members, small and large animal practitioners, and many different specialists.

Let’s think about how you can use this guide when talking with the practices in your region. 


1. First, look through the guide and see which subjects might spark a conversation with your customers.

For instance, there are new talks and labs covering everything imaginable, including:

  • Aquatics
  • Behavior Management
  • Dentistry
  • Equine
  • Exotics
  • Farm Animal
  • Infectious Diseases
  • Orthopedics
  • Parasitology
  • Practice Management
  • Small Animal Dentistry
  • Small Ruminants
  • Surgical Techniques
  • Veterinary Acupuncture
  • Wildlife Medicine

How can the products you offer… tie to any of these areas? 

Imagine it. The VMX sessions will cover new techniques, new approaches, and new solutions. And many of them are sponsored by the companies you represent in your distribution catalog.

Here’s an example. The American College of Veterinary Dermatology has put together an all-day track. Do you offer skin solutions? Absolutely.

And how about the session titled, “Feline Dental Radiography: No Need To Call - You Got This!”? Do you represent dental products? Radiography products? Absolutely.

What about practice renovations or expansions? The VMX Hospital Design program will cover all kinds of topics that relate to exam and treatment room floorplans, equipment, and other efficiencies. Your company represents veterinary practice equipment such as tables, cages, workstations, and other relevant products, right?


2. Next, ask the practitioners you visit if they’re going to the VMX.

If they say yes, ask them which CE sessions they’re planning to attend. This will give you a list of topics to then tie to your catalog.

Are they keen on learning new surgical techniques in 2018? Boom — you offer the latest advancements in laser surgery.

Maybe they’re excited to learn about smart, wearable technologies that help practices collect patient data. Yup, you have products along those lines.

What if the practice is interested in the sessions on pain management? You’ve got that covered as well.

See how this could work for you?

You can tee up the best products that go with those session topics…before during, and especially after VMX, when your customers are fired up about the new techniques they’ve learned along with tools they’ve seen and maybe even tried themselves at the event.


3. Finally, bring up the program guide to practices that AREN’T going to VMX. 

You may wonder why we’re suggesting this, but we have an idea.

Perhaps the practices wish they could go, and they’re looking at the guide with an eye toward sessions they may be able to view online afterwards (via VetFolio.com) or at another conference in 2018.

You can still get the ball rolling by asking them what they plan to do for CE learning in 2018.

Again, find out which areas they hope to expand on, offer as new services, advance their skills in, add on at a new level to stand out against the competition, and so on.

Then, based on the topics they mention, you’re able to discuss the latest relevant innovations you offer.

Whether it’s a new dental suite, alternative therapies, renovations for a stress-free experience, or other mission — you can get ahead of the curve and be there when they’re ready to make purchases.

Make sure you know about the most up-to-date materials from your manufacturers. What are they rolling out at VMX 2018 for the rest of the year?

Arm yourself with this information so you can be a conduit between the conference and product-buying decisions.

VMX isn’t just for attendees. It’s inspiration for all veterinary professionals… and YOU..

Topics: Conferences and Trade Shows, VMX, DSR Facing Blog

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