'Prescription/Therapeutic' Diets - Pt 2

However, nothing could be further from the truth. There is a strong argument to be made that no trademark protection should be granted for any marketing label containing the word “prescription” given the strong potential to seduce the buyers of these products into a false sense of security growing out of the assumption that anything labeled “prescription” has been put through multiple layers of regulatory and testing paces. If any product - including food - is allowed to carry a “prescription” label, it needs to be held to the same standards as a prescription medication. Otherwise, the word “prescription” becomes no more than a marketing label, and as such, should hold no more credibility than any other marketing slogan. To quote the FDA/CVM Communications Staff Deputy Director: “‘Prescription diet’ is an industry-coined term and holds no legal meaning.” In other words, these diets contain no ingredient that actually requires a prescription. The trademarked term “prescription diet” is simply a clever marketing tool between Hill’s and veterinarians. The sale of these diets is restricted (by Hill’s, not by law) to veterinarians only. In return, Hill’s enjoys a boost in perception of quality brought about by this profession’s endorsement of their products. However, this perception of quality is undeserved and this incestuous relationship jeopardizes the integrity of our profession. I want to make it clear that probably 99% of all veterinarians who 'prescribe' these diets truly feel that they are doing the best for their patients. The companies (Hill's, Purina, Iams, Royal Canin) that manufacture the 'alphabet' diets have done a wonderful job marketing their products to veterinarians, making it difficult to refrain from falling into the trap of using them. These companies make it very easy for us. If a cat comes in with kidney disease? We can just grab k/d, or NF, or LP without any critical thought. If a cat comes in with a urinary tract problem? Easy - take some c/d off the shelf. Given a veterinarian's busy schedule and stressful life, one can see just how seductive the use of the 'alphabet' diets are. However, contrary to what is often believed by both the veterinarian and the client, the 'therapeutic/prescription' diets sold in veterinary hospitals are not formulated for optimal health of a carnivore and, in many cases, are actually detrimental to the patient's health. In addition, they are simply not necessary and do not optimally address the problems they claim to treat. Add to this the very high price tag on these diets and we have what I consider to be a very big 'black eye' for the profession. The only time I ever use a prescription diet (canned s/d) is discussed here on the Urinary Tract Health page. Canned s/d is occasionally used but only temporarily (~3-4 weeks) pending re-evaluation of the patient. Instead of defaulting to the 'alphabet' diets, I can always find an 'over-the-counter' diet or formulate a homemade recipe for my patients that leaves more money in the client's wallet and much better nutrition in the cat's food bowl. Regarding making cat food: People often overestimate what it takes to make a nutritious meal for their cat and assume that it means slaving away in the kitchen every day. I can assure you, it is much easier than that. For the past 11 years, I have spent a few hours in the kitchen 4-6 times a year making food for my cats which is a very small price to pay for the control that I have over what goes into their food bowls. I do not feed any commercial food to my own cats and I would definitely never feed them any "prescription" diets. I would love to see veterinarians stop being so 'married' to the diets they reach for every day and learn the basics of optimal feline nutrition and start considering the use of higher quality, lower cost, over-the-counter - or homemade - diets.