PULSE Archive

This edition tracks competitive pressure on parasite-prevention refills, premium nutrition sales, and independent practice workload. Merck and CAPC kept parasite prevention in focus. Freshpet’s advertising-claims review, The Farmer’s Dog’s Walmart test, and AVMA data added pressure on claims language, sales channels, and clinic workflow.

The pet Rx market battlefield is moving upstream. Chewy is entering clinics and vet workflow to capture default refills, while the Covetrus–MWI merger concentrates distribution leverage and risk. With FTC scrutiny hardening and premium therapeutics accelerating, operators should prioritize refill-without-friction, consolidation readiness, and payment/claims automation.