by Mark Gonzalez, PharmD, PCCA Clinical Compounding Pharmacist

As compounding pharmacists, we’re used to juggling complex responsibilities — solving medication challenges with creativity, staying up to date with evolving science and technology, responding promptly to patients and prescribers, and carrying ourselves with professionalism in all situations. But there's one more responsibility that’s just as critical, yet often underutilized: marketing. Marketing is more than selling a product or service — it’s about building relationships. For compounding pharmacies looking to grow their veterinary services, effective marketing can make the difference between staying invisible or becoming indispensable.

Rethinking Marketing: Relationships Over Revenue

Some define marketing as advertising and sales. But for compounders, a more fitting definition might be this: “the pursuit, establishment and nurturing of relationships between a business and its customers.” Just like compounding itself, marketing is personal. The truth is, no matter how exceptional your service is, if veterinarians and pet owners don’t know you exist — or don’t understand what you offer — your efforts may go unnoticed. That’s why investing in relationship-driven marketing is essential to your success.

Veterinary Compounding: A Crowded and Competitive Space

The veterinary compounding niche is competitive, and many pharmacists find it challenging to break in. National players dominate with broad offerings and low prices, making it difficult for local compounders to stand out — unless they market themselves strategically. Thankfully, there are proven, real-world strategies you can adopt — not theoretical ideas, but battle-tested, cost-effective tactics that build long-term partnerships with veterinary clinics and pet owners. Let’s explore how innovation, education, responsiveness and professionalism — four values we already live by — can be harnessed for impactful marketing.

Innovative Marketing: Be Memorable

Great marketing, like great compounding, is all about creativity. Most veterinary offices are flooded with generic brochures and long lists of formulations. That’s why it pays to be different. One of the most successful veterinary marketing campaigns I’ve used involved something delightfully simple: a homemade brownie board. Here’s how it worked: I engraved my pharmacy’s contact information onto a 12x18 wooden cutting board, stacked it with homemade brownies and dropped it off at veterinary offices. Each board came with a standing invitation — call me for a brownie refill and get a quick update on the “Veterinary Concept of the Month.” It was a hit. The staff started calling me — not the other way around. It turned cold calls into warm conversations. And best of all, it cost very little. The takeaway? Good food and creative thinking can be a powerful gateway to meaningful relationships.

Educational Marketing: Empower Pet Owners

Your target audience isn’t just veterinarians — it’s also pet owners. They are, after all, the ones giving medications at home, and their experience can make or break treatment outcomes. Hosting an in-store or community seminar is a great way to connect. Use the opportunity to educate families on the basics of medicating pets: how species differ, what dosage forms are available and tips for handling picky patients. These events don’t have to be elaborate — just an hour of your time can deliver significant impact. An informed pet owner is more likely to return to your pharmacy and recommend your services. Education builds trust, and trust builds loyalty.

Responsive Marketing: Be the Local Lifeline

One area where local compounders have a natural advantage over national competitors is responsiveness. While large multistate veterinary compounders often offer attractive pricing, they may struggle with turnaround time and shipping costs. That’s where you step in. Market your pharmacy as a fast, responsive, locally rooted alternative. Emphasize your ability to provide same-day or next-day service, consult directly with the veterinarian and tailor compounds to the patients’ needs — without the wait. Even if you don’t get every order, you’ll become the go-to provider when time is critical or when a personal touch is needed.

Professional Marketing: Lead With Compassion

Marketing doesn’t always look like a pitch. Sometimes, it looks like a kind gesture. One of the most impactful forms of outreach I’ve seen is also one of the simplest: sending a handwritten sympathy card when a pet passes away. A custom memorial plaque with the pet’s name and photo can mean the world to a grieving family. These moments of compassion don’t go unnoticed. They show your pharmacy isn’t just a business — it’s part of the community. And that level of sincerity builds deeper emotional connections than any ad ever could.

Final Thoughts: Lead With Heart

Marketing doesn’t have to be complicated, expensive or pushy. When done with authenticity and purpose, it becomes a natural extension of the values that already define our profession. Whether you’re just starting to build your veterinary services or looking to deepen your existing relationships, think beyond flyers and discounts. Think about how you can show up — creatively, educationally, responsively and compassionately — for both veterinary professionals and pet owners. Because the best marketing isn’t about getting attention. It’s about earning trust.