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Practice MoneyBy The VeterinaryPracticeNow Desk2 min readSeptember 11, 2026
Brakke Consulting released a 1,200-pet-owner study on home delivery of pet medications
The study surveyed 400 U.S. veterinarians and 1,200 pet owners on purchasing behavior, subscription models, and competitive pressures in the home delivery channel.
Brakke Consulting and Trone Research & Consulting released the 2026 Pet Medications Home Delivery Study, which Brakke said is "based on surveys of 400 U.S. veterinarians and 1,200 pet owners."
The sample size and what it covers
The study surveyed 400 veterinarians and 1,200 pet owners in the United States. According to Brakke, the sample "offers statistically reliable insights into purchasing behavior, channel performance, and competitive pressures" in the home delivery market for pet medications. The report examines trends including "subscription and auto-ship models, customer retention, compliance, and the influence of online retailers and new market entrants," according to Brakke.
Brakke said the study builds on more than a decade of research tracking the home delivery channel. The final deliverable is a PowerPoint report of more than 100 pages with analysis and recommendations.
What the study does not tell you
Brakke's announcement does not disclose the survey methodology, the margin of error, the geographic distribution of respondents, or whether the veterinarian sample was weighted by practice type or ownership structure. The announcement does not say whether the 1,200 pet owners were screened for having purchased medications through home delivery or whether the sample included owners who buy only at the clinic.
The study does not appear to be peer-reviewed or published in a veterinary journal. Brakke and Trone are consulting firms that sell market research to animal health companies, not academic institutions.
The price and the consultation
The study is priced at $19,000. According to Brakke, the purchase "includes a one-hour consultation with a senior" Trone Research & Consulting consultant. Brakke directed inquiries to Doug Barton at dbarton@troneresearch.com.
For context, a 100-page market research report at that price point typically targets pharmaceutical companies, distributors, and corporate veterinary groups making channel or product decisions, not individual practices.
If you're deciding whether to stock or recommend a medication based on where clients actually buy it, subscribe to VeterinaryPracticeNow.
What this means for a three-doctor practice
A $19,000 study is out of reach for most independent practices, but the fact that Brakke is selling it means the home delivery channel is material enough that manufacturers and consolidators are paying to understand it. If you're an owner-DVM, the study is answering for its buyers a problem you already face: how much prescription revenue are you losing to online channels, and what levers do you control?
The study's focus on subscription and auto-ship models suggests those are the retention mechanisms online sellers are using to lock in clients. If a client sets up auto-ship for heartworm prevention through an online retailer, you lose not just that sale but the annual reminder conversation that used to bring them back in.
For associate DVMs, this is background on why your employer is pushing compliance software and why some practices now require you to discuss online pricing during the exam. The home delivery channel does not change what you prescribe, but it changes the business model of the practice that employs you.
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