dvm - January 2013 - (Page 22)
NEWS | Cover story
They’re more knowledgeable, inﬂuential and demanding than ever before
What will this year be known for when we look back 20 years from now? Here at dvm360 we dusted off our Rasputin hats and gazed into our crystal ball, and these are the predictions we came up with.
Te rise of the
he American Veterinary Medical Association (AVMA) has reported that there are approximately 70 million dogs in the United States and about 74 million cats. Although that’s a 3 and 9 percent decline, respectively, over the last fve years, spending on pets is at an all-time high: almost $53 billion in 2012, according to an estimate by the American Pet Products Association (APPA). You’d think that with all that cash fying around on behalf pets—which shows no signs of tapering of anytime soon—veterinarians would have no worries to speak of. Such is not the case. Spending on veterinary care is just a fraction of that total, and the amount is fat from year to year or even declining, depending on which organization you refer to. Tese days, many veterinarians are being left out in the cold, thanks to the likes of Dr. Google and other “experts” in the felds of pet nutrition, behavior and so on. Pet owners have a wealth of convenient resources at their fngertips: Tey’re consulting the groomer for guidance on how to clean Tanner’s teeth or the sales associate at the pet food store for advice on which diet might help Shadow’s pesky skin problem. Te fact is, veterinarians are playing a complementary role in the
almighty pet owner
healthcare needs of our nation’s pets, and it’s a trend that shows no signs of slowing anytime soon. So where does that leave the profession? Veterinarians must adapt or continue to feel the chill of exclusion. Tose who succeed will appeal to what works for their clients—engaging with and educating them on social media, giving them the convenience of
an online store, providing them with competitive pricing, being willing to provide prescriptions so clients can exercise choice, and educating them about trusted websites for information on pet care. Most of all, veterinarians who succeed will fgure out innovative ways to reclaim their role as the primary expert in all areas of their clients’ pet healthcare needs.
22 | January 2013 |
Table of Contents for the Digital Edition of dvm - January 2013
dvm - January 2013
Where did I go wrong?
Pets and Vets
CATalyst survey examines how veterinarians really feel about animal shelters and pet rescue organizations.
What’s new? What’s now?
Employee steals more than $400,000 from clinic
Longtime veterinarian killed in plane crash in California
Canadian SPCA concerned by number of “home neutering” reports
Arrest made in Minnesota veterinary hospital arson
Washington DVM accused of abusing patients, medications
When faced with disaster, practices need a plan
University of Minnesota celebrates 750,000th urolith
Death to debt
Letter of the law
dvm - January 2013