Major Distributors Back New Online Marketplace for Veterinary Practices

A new online marketplace designed to streamline how veterinary practices purchase pharmaceuticals, vaccines and other supplies is slated to launch later this year. Developed by Animalytix LLC in collaboration with several major veterinary distributors, VetGetRx.com aims to provide veterinarians with a centralized platform to compare products, access pricing information and place orders across multiple vendors.

Animalytix LLC announced plans to launch a new online marketplace for veterinary practices later this year, aiming to give veterinarians a centralized platform to compare and purchase pharmaceuticals, vaccines and other practice essentials.

The platform, VetGetRx.com, was announced ahead of the VMX 2026 Conference and is expected to debut later in 2026. It is designed for veterinary practice owners, managers and procurement specialists seeking pricing transparency and purchasing efficiencies, according to the company.

VetGetRx is being developed through a cooperative effort supported by Covetrus, Midwest Veterinary Supply, MWI Animal Health and Patterson Veterinary Supply. The platform will operate in collaboration with DVMetrics Marketplace LLC, a newly formed subsidiary of Animalytix.

Animalytix and its subsidiary, DVMetrics & Services LLC, provide market insight, reference tools and compliance services to the veterinary and animal health industries. Their offerings include the Compendium of Veterinary Products, the North American Companion Animal Formulary, OSHA compliance documentation through SDSL Autobinder, and the VetDocs pet medication information library.

Since 2019, the companies have also provided compliance reporting and purchasing analytics services for group purchasing organizations and independent veterinary practices. One of those tools, ProgramTRAX, is used by thousands of U.S. veterinary hospitals, according to the company.

When launched, VetGetRx.com is expected to offer veterinary, human-labeled and compounded pharmaceuticals, along with vaccines, nutraceuticals, medical supplies and pet nutrition products from participating distributors and manufacturers.

Jeff Baker, director of business development for DVMetrics Marketplace, will lead outreach efforts to corporate veterinary groups, group purchasing organizations and vendors interested in selling products on
the platform.

More information can be found on the VetGetRx website or through Jeff Baker at j.baker@vetgetrx.com.

A “more direct and secure” operating environment

In an interview with Vet-Advantage, Chris Ragland, CEO of Animalytix LLC, provided the following responses on behalf of VetGetRx.

What specific gap or need in the veterinary marketplace does VetGetRx aim to fill, and why now?

VetGetRx: Today’s consumers routinely use marketplace tools to shop for products, hotels, airline flights and other services. This is also true for veterinarians, and our distributor partners routinely receive feedback from their clients on what those veterinarians like and dislike about their current use of marketplace tools when purchasing drugs, vaccines and other medical or hospital supplies.

Based on these insights, our distributor partners felt there was an opportunity to develop a better solution, a “Best-in-Class” online marketplace tool designed to deliver a more secure and an overall improved user experience compared to other existing options.

As we explored this opportunity last year, we agreed that bringing a robust alternative for purchasing and procurement would significantly benefit practice owners and their clients, particularly given the escalating levels of financial stress and challenges faced by the veterinary sector.

How will VetGetRx differentiate itself from existing veterinary procurement platforms or marketplaces?

VetGetRx: Our goal is to create a more direct and secure operating environment with more robust protections for the exchange of business-critical information between veterinary practices and their vendor partners (e.g., distributors and manufacturers).

A more robust environment will deliver a more efficient and accurate purchasing experience for the users. A more secure environment protects all parties from malicious actors intent on stealing personally identifiable or confidential business information through unauthorized access to the platform.

Another key benefit is the ability to integrate with the distributor field and inside sales professionals currently supporting their veterinary clients. We have designed this platform specifically to improve the connectivity between our systems, hundreds of distributor sales professionals, and the customers using this tool.

Last year, our distribution partners invoiced, delivered, and serviced more than $11B in goods to their livestock, retail and veterinary customers. VetGetRx.com will harness the combined experience and capabilities of these companies along with other vendor partners for the benefit of the practices using the platform.

Why was it important for this to be a cooperative effort supported by Covetrus, Midwest Veterinary Supply, MWI Animal Health and Patterson Veterinary Supply?

VetGetRx: Connecting some of the leading vendors behind the transactions, be it direct-selling manufacturers or distributors, directly with the practices using the services is critical. It streamlines communication and information flows, reduces system latency, and minimizes the potential for mistakes and misunderstandings. It also provides the opportunity to jointly address the ever-increasing threat of cyberattacks and others intent on gaining unauthorized access to sensitive business information. By joining forces, we can create a faster, safer and more secure business environment for the customer.

Working closely with the leading U.S. veterinary distribution companies also provides the opportunity to gain insights and understanding from companies servicing tens of thousands of veterinary hospitals and practices on a daily basis.

By considering and addressing the needs of this exceptionally broad base of customers, we feel this collaboration creates the greatest potential to optimize the types of features and functionality customers need and want in an online marketplace tool.

Can you describe the core philosophy behind VetGetRx — particularly the idea of a “free, fair, and secure” marketplace?

VetGetRx: As we shared previously, we see the VetGetRx.com marketplace as a tool to be used for the collective benefit of veterinary hospitals and practices and the distributors and manufacturers who serve them.

When building and commercializing this type of resource, the sponsor, our subsidiary DVMetrics Marketplace LLC, has to make certain decisions regarding barriers and boundaries impacting access for both vendors and customers. In choosing to offer the platform’s ordering services free of charge to veterinarians, our focus is on minimizing barriers to access for the customer.

The concept of fairness is essential in a variety of aspects, perhaps most importantly in terms of vendor access. There are literally hundreds of vendors currently manufacturing and distributing goods used by veterinary hospitals and practices. Our goal is to engage with as many of those as possible who wish to have a presence or participate in the platform to connect with their current and future customers. Once in the marketplace, we want each of them to feel confident this is a “fair” marketplace in which they are able to effectively compete and engage with customers who want to buy their products. By expanding the universe of participating vendors, we intend to offer veterinary hospitals and practices the broadest possible array of vendor choices and options to service their needs.

Security is a major concern today and will be even more so in future. The ability to provide confidence to both customers and vendors that the environment is safe from malicious actors, especially those intent on stealing personally identifiable or confidential business information, is critical.

In summary, our philosophy focuses on delivering an environment that is: 1) “Free” to the veterinarian (no barriers); 2) “Fair” to the vendors (no favoritism or suppression); and 3) “Secure” (for all relevant data and business critical information for customers and vendors alike).

Do you see VetGetRx influencing larger industry trends, such as pricing transparency or consolidation among suppliers?

VetGetRx: This platform is a tool, one designed to facilitate commerce between the participating distributors, manufacturers and the veterinary practice. Our commitment is to make that process as efficient, transparent, and successful as possible. We want customers to come to the site, find what they need, make their purchases, and receive their goods as planned with no surprises, no mistakes, and as little investment in time and effort as possible.

To deliver on that promise, we have developed systems and procedures to assure pricing accuracy despite the complexities of changing vendor promotions and the special terms offered to corporate groups and members of group purchasing organizations. The VetGetRx.com platform will make it easy for vendors to share and for veterinary practices to find the best prices for the products they need from the vendors they prefer.

In terms of consolidation, we believe introducing a new marketplace option will result in greater access for vendors and customers of all sizes. And while consolidation among veterinary care providers and vendors servicing the veterinary sector has been and will remain a factor, we would expect that expanding the opportunity for vendors to access this type of platform will actually ease some of the commercial pressure faced by smaller firms as they seek to establish themselves in the industry.

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