The “Build It and They Will Come” Fallacy: Why Great Products Aren’t Always Enough
“If you build it, they will come.” This famous line from Field of Dreams has inspired many, but for international manufacturers entering the U.S. veterinary equipment and technology market, it’s a myth that can lead to costly missteps.
A high-quality product alone rarely guarantees success in this competitive, relationship-driven industry. Without the right partnerships and a focus on user experience, even the most advanced products often fail to gain traction, remaining unnoticed instead of generating revenue.
The Reality of the U.S. Veterinary Market
Many companies believe that superior design, advanced features, and competitive pricing are enough to make their products stand out. But with countless options available, veterinarians are overwhelmed by choice and often rely on existing relationships and familiar brands to inform their decisions.
This “build it, and they will come” myth misses a fundamental truth about the U.S. veterinary market: it’s massive, complex, and driven by relationships and user experience. Even if a product is technically superior, veterinarians are less likely to adopt it if it disrupts their workflow or lacks intuitive support. In this market, ease of adoption and reliability can matter more than technical specs alone.
Quality vs. User Experience
While product quality is essential, user experience frequently matters more in determining a product’s success. Veterinarians, like other professionals, want solutions that make their work smoother and more efficient. Products that are easy to use, fit seamlessly into clinic operations, and are well-supported earn lasting loyalty.
For instance, a state-of-the-art diagnostic device may outperform competitors on paper, but if it’s difficult to set up or confusing to operate, veterinarians might choose a simpler, more intuitive alternative. U.S. clinics prioritize efficiency, and any disruption to workflow risks alienating users, no matter how impressive the product’s technical capabilities.
Price vs. Partnerships: Why Trust and Experience Matter More
Another common misconception is that competitive pricing will win customers when the product is comparable or superior to existing options. Some manufacturers attempt to undercut the market on price alone, hoping to gain a foothold. While this tactic can work for commodity products, in veterinary medicine, price alone does not guarantee success.
Veterinary clinics are looking for value, reliability, and seamless integration—not just affordability. They need solutions backed by strong support and distribution, alongside proven knowledge of the U.S. market. This is where strategic partnerships and an emphasis on user experience become critical. Trusted distributors and local sales partners can provide veterinarians with the assurance that a product will fit into their operations without causing disruption.
A reputable distributor doesn’t simply place products on shelves; they serve as an advocate for the product. Localized knowledge, technical support, and a trusted reputation build confidence among veterinarians. With a reliable partner endorsing a product, it becomes more than a transaction—it becomes a trusted, dependable tool.
Beyond Sales: The True Value of Strategic Partnerships
Strategic partnerships do more than increase sales; they establish a sustainable foundation for long-term success. Here are some essential benefits that partnerships provide for international manufacturers in the U.S. market:
Brand Credibility and Trust
Veterinarians are cautious adopters and seek reassurance that a product is dependable before integrating it into their practice. Partnering with respected distributors and local players lends immediate credibility. Local partners bring trusted relationships with clinics, giving veterinarians the assurance they need to try something new.
Insights into Local Market Preferences
The U.S. veterinary market is diverse. Urban clinics may operate differently from rural practices, and each region may have specific needs. Strong local partners understand these differences and can help tailor messaging to resonate across different areas, enhancing relevance and appeal.
Operational Expertise and Compliance Knowledge
The U.S. veterinary market has unique regulatory, compliance, and logistical standards. From FDA regulations to state-specific requirements, local partners bring the procedures and experience to manage these complexities. This expertise reduces costly missteps and ensures smoother market entry.
Without these partnership benefits, even an innovative product can quickly become a “flash in the pan”—capturing attention initially but failing to sustain market interest. This is why, at VistaVet Global Partners, we focus on building relationships that encourage sustainable growth, loyalty, and an experience veterinarians can rely on.
Building Market Loyalty
In today’s market, a seamless user experience drives loyalty. When veterinarians adopt a new product, they aren’t just choosing technology—they’re selecting a tool that will impact their daily routines, efficiency, and patient care. Products that integrate smoothly, are well-supported, and fit existing workflows naturally build loyalty and encourage recommendations.
Distributors play a critical role in this process. By providing training, support, and resources, they make the adoption process smoother and less intimidating. For international manufacturers, collaborating with experienced distributors enhances the user journey, ensuring veterinarians feel supported from setup through daily use.
User experience extends beyond the product itself; it includes training, accessible troubleshooting resources, and responsive service. This approach not only drives adoption but also creates a loyalty that results in repeat business and referrals.
Keep the Focus on User Experience
Many international manufacturers focus solely on technical features, assuming that a high-spec product will automatically stand out. However, in this relationship-driven market, technical superiority and competitive pricing aren’t enough. A lack of focus on user experience and support often leads to frustration rather than loyalty.
Some manufacturers rely on the assumption that veterinarians choose based on cost. While cost can play a role, veterinarians prioritize solutions that deliver reliable performance and fit seamlessly into their practice. Undercutting prices may attract attention but rarely builds the trust or loyalty earned through a strong user experience and reliable support.
The lesson is clear: success in the U.S. veterinary market requires more than a quality product. Building relationships, providing a seamless user experience, and establishing trust through local partnerships are essential.
Elevating Your Product with the VistaVet Experience
A great product is just one part of the equation. Without partnerships to amplify its reach and an exceptional user experience to support it, even the best product can struggle. By embracing a partnership-led strategy, manufacturers can create a brand veterinarians can trust.
At VistaVet, we specialize in facilitating this transition. By helping manufacturers form relationships with local distributors who provide the essential support veterinarians need, we ensure a smoother entry into the U.S. market. Our approach includes strategy development, partnership alignment, and post-sale support to ensure long-term success in the competitive U.S. veterinary market.
Ultimately, the U.S. veterinary market isn’t about having the best features—it’s about delivering the best experience and building the relationships that support it. In this market, relationships and user experience drive success, and VistaVet is here to help manufacturers achieve it.
