VPN Plus+ ExclusiveThe clash of commerce and cultureNovember 10, 2022By Patty Khuly, VMD, MBAThe culture of veterinary medicine has changed dramatically over the past 20 years. While the dedication displayed by veterinary school applicants seeking entry to programs seems not to have diminished, the emerging work ethos is arguably less enthusiastic than it once was. This shift in mentality, should you subscribe to this assessment, is often explained in terms of the dueling axioms describing our younger workforce’s approach to work-life balance: “working to live” rather than “living to work.”
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Building trust with pet parents through digital marketingFebruary 5, 2019Pet parents come in all shapes and sizes, ages and genders, backgrounds and income levels. Yet, they all share a few common concerns that guide them as they choose a veterinarian. In addition to a convenient location and budget considerations, such as pricing and the availability of financing, pet parents put a high premium on finding a veterinarian they can trust. Why is trust so important to today's pet parents? Today's pet owners live in a world that tells them they shouldn't trust anybody. The combination of claims of "fake news," well-loved celebrities and politicians acting badly, or major corporations indulging in unethical behavior results in a public wary to take anything on faith. The benefit of the doubt has evaporated, leaving veterinarians forced to market themselves in an environment where customers do research before committing to even the smallest purchase. (Think sports drinks and snack foods.) Choosing to get health care for a pet is a high-consequence decision. Seventy-eight percent of pet owners agree a pet is a member of the family.1 In July 2018, a survey conducted by Pew Internet and American Life found more than one in five people research specific physicians and hospitals before seeking …
