Our industry has experienced innumerable changes since the turn of the century. Some worth noting include:
- Resizing of major pharmaceutical companies and distributors through mergers and acquisitions
- Veterinary school graduates are now predominately female
- Expansion of corporate ownership of veterinary clinics
- Massive growth in the companion animal sectors
- Increasing scrutiny of the food animal sector: antibiotic use, source verification, environmental vigilance
- Growing understanding of the human-animal bond and One Health needs for all
- Rapid expansion of digital tools and communications
- Growing realization of the value and roles of the veterinary technicians/nurses
- Accelerated adoption of online sources that fuel growing omnichannel suppliers
Source: Animal Health Digest. Link.
It is easy to try to discount or hold back change. In many ways, our industry remains focused at the individual animal level, consistent with James Herriot’s depiction in his book, All Creatures Great and Small < link >. However, meet/treat paradigms must expand to encompass herd health, population health and prevention, along with increasing concern about zoonoses. Better collaboration with animal owners and caretakers will be critical in the future.
INSIGHTS: It will take a different conversation and increased buy-in from animal owners to meet the challenges of this new decade. In the September 2019 post, Practicing narrative medicine; diagnostic listening < link >, AHD shared am emerging communication approach that deals with both animal and animal caretaker variables.
<narrative medicine> is authentic engagement. . . diagnostic listening . . . rather than perfunctorily going down checklists.
These are important skills to learn and develop in 2020 and beyond. Like collaborative selling, animal health pros need tools to start new conversations. Our team remains focused on finding actionable content you can use in your daily interactions with animals and their owners.