Today's Veterinary Business

DEC-JAN 2017

Today’s Veterinary Business provides information and resources designed to help veterinarians and office management improve the financial performance of their practices, allowing them to increase the level of patient care and client service.

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Page 12 of 67

Dr. Eleanor M. Green holds the Carl B. King deanship at the Texas A&M University College of Veter- inary Medicine and Biomedical Sciences. She serves on the board of directors of the NAVC Veterinary Innovation Council and on the To- day's Veterinary Business editorial advisory board. Better Patient Care. Better Business. ™ Midmark Corporation, Dayton, OH. Midmark Animal Health is committed to being your total solution for improving patient Chase unit shown with wall-mounted Matrx VMS ® , Cardell ® Touch Monitor, VetPro ® Complete Digital Dental X-ray System, VetPro ® 1000 Dental Delivery and 255 LED Procedure Light outcome while maximizing return on investment. And our commitment goes beyond our full line of high quality, veterinary-specific products. Our unique resources for education, training and field service are unmatched. To further support your business success, we're offering cash rebates and free training incentives on a broad selection of Midmark products through March 2018. For promotion details, call 1-800-Midmark or visit: . Ready for 2018? Totally. 2017 PROMOTION Human patients have indicated that they will change physicians to get telemedicine videoconferenc- ing. Arguably, the same will be true in veterinary medicine. Telemedicine is nothing more than adapting to pet health care the digital tools we use every- where. What are the consequences if veterinarians send the message to clients, from boomers to millen- nials, that the tools they use every day in their lives are not welcome in veterinary medicine? They are not going to choose between digi- tal or not; they are going to choose between veterinarians who use digital and those who do not. Thriving veterinary practices fundamentally understand the value of providing personalized customer service and offering what the client wants, not just what they want to offer. When Uber came into existence, the company thrived because it improved the customer experience substantially using the digital tools they preferred. The taxi industry responded by fighting and trying to eliminate Uber rather than adapting its model to improve the customers' experience and meet their needs. Veterinary medicine should focus on the customer ex- perience and expand animal health care through telemedicine. A significant threat is the potential for nonveterinarians to offer telemedicine care services to fill the void created if veterinarians do not provide them. Complicating this threat is that no laws govern the veterinarian-client-patient rela- tionship for nonveterinarians. This potential scenario is a major reason the veterinary profession must lead these efforts, not just follow and not just wait to see what happens. The most frequently expressed concern about veterinary telemedi- cine is the VCPR and the reluctance to turn loose of the requirement for an in-clinic examination. Veteri- nary medicine should demand the use of telemedicine as it is used in human medicine. Not allowing veterinarians to use information re- ceived by way of electronic means, whether or not a VCPR had been established in person, inappropri- ately prohibits veterinarians from exercising their professional judg- ment. Current VCPR restrictions limit the veterinarian's capacity to practice veterinary medicine and can limit the quality and quantity of care provided to patients. Occasionally, opportunities come along that have potential for profound effect on individual vet- erinarians, their practices and the profession as a whole. Telemedicine is one of those exciting opportuni- ties. Telemedicine can elevate the quality of patient care, reach more animals effectively and efficiently, and provide new business models and novel career paths. Telemedicine is the natural evolution of health care in the digital world. Veterinarians who effectively integrate telemedicine into their practices will better serve their clients and patients.

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