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Bayer Study Reveals Gaps in Perception of Veterinary Care Between Vets and Pet Owners
Date:7/18/2011

y check-ups were not vital to the ongoing health of their pet," said Ian Spinks, president and general manager of Bayer Animal Health North America.  "What we are now being told by veterinarians is that they believe the development of an annual wellness program for their patients is likely the single most important service that they can provide."

Vet 2.0 – Providing New Services

The study found that 83 percent of veterinarians believe that running a veterinary practice is as much a people business as it is a medical service.  

"There is no doubt that what drives veterinarians is the opportunity to help pets," said Ron Brakke, president and founder of Brakke Consulting.  "Yet, by focusing more on pet owners, veterinarians are realizing that many opportunities exist to grow their practices."

For that reason, a number of veterinarians are implementing marketing programs, including an online presence and use of social media tools such as Facebook and Twitter, as key components of their practice's business strategy.

Within that strategy, veterinarians have embraced the opportunity to meet the changing needs of pet owners.  The study identified a number of services desired by pet owners that veterinarians indicate they currently are or are willing to offer to enhance the pet owners' experiences.  These include the development of an individualized full-year wellness program and monthly billing for routine wellness services.

In addition, the study identified that the care of cats may account for up to 80 percent of all practice growth opportunities and recommends that veterinarians provide more cat-friendly reception areas that are quiet and dog-free and to maintain a high level of cat-related training among clinic staff.

Pet owners have also made it clear to veterinarians that they are looking for individualized care when visiting the clinic and want to work with the same veterinarian
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SOURCE Bayer HealthCare LLC, Animal Health Division
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