#126: Staying At The Heart Of Animal Care: The Disruptors Who Want To Replace Us, And How To Prevent It From Happening. With Dr Thom Jenkins

In a world of Amazon and Uber-level convenience, where digital disruptors are changing the way the world interacts and how we do business, why do we think that the vet profession won't be impacted?

"We're facing a lot of disruption. There is this class of digital disruptive dis-intermediators that are emerging and trying to displace the position of the veterinary clinic. Many of them explicitly have the mission to become the most trusted, most convenient touch point in the pet care journey."

Dr Thom Jenkins is the co-founder & CEO of PetsApp, a client engagement platform the streamlines client interactions, and in this episode he'll show you why the veterinary profession is, and should remain, at the heart of animal care, why disruptors  think they can compete for the role of ‘most trusted’, and how they’ll do it. You’ll hear how practices are integrating telemedicine and online services with the physical touch points of traditional bricks and mortar clinics, how we’re our own worst enemies when we overpromise and underdeliver, and how a tech-savvy vet sees the role of AI in the future of veterinary science. Thom also tells us about his experiences of working as a vet in China.

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Topics and timestamps

05:30 Bad Decisions, Good Stories: Dr. Jenkins' Adventures

11:21 Veterinary Career in China: Challenges and Opportunities

21:51 The Future of Veterinary Medicine: Challenges and Solutions

35:48 Managing Expectations in Veterinary Practice

36:01 The Culture of Martyrdom in Veterinary Medicine

36:46 Setting Realistic Expectations for Customer Delight

38:52 The Role of Disruptors in Veterinary Medicine

40:47 Balancing Quality, Convenience, and Cost

42:29 The Importance of Physical Touchpoints

45:35 Leveraging Technology for Better Client Communication

50:47 The Role of AI in Veterinary Practice

56:37 Addressing Bottlenecks in Veterinary Business

01:09:55 Final Thoughts and Advice for New Graduates

“Why Digital Disruptors Are Targeting Vet Clinics—and How to Stay Ahead”

The veterinary profession is facing an unprecedented wave of disruption from digital-first companies aiming to reshape how pet care is delivered. From direct-to-consumer telemedicine platforms to online pharmacies and pet care apps, these disruptors are leveraging convenience and technology to capture the trust and loyalty of pet owners. Here's what you need to know about these disruptors, their impact on traditional veterinary practices, and how you can stay ahead.

The Rise of Digital Disruptors

1. What They Offer: Digital disruptors like telemedicine providers and online pet care marketplaces promise instant access to advice, products, and services. They capitalize on the increasing demand for convenience in a world where pet owners expect seamless, on-demand experiences.
2. The Threat: Many disruptors explicitly aim to displace veterinary clinics as the most trusted touchpoint in pet care. By focusing on convenience and affordability, they seek to draw clients away from traditional brick-and-mortar practices.
3. The Market Shift: With 92% of pet issues currently addressed outside the clinic, disruptors see a massive untapped opportunity to capture a larger share of the pet care journey.

Challenges for Veterinary Clinics

1. Convenience Gap: Traditional veterinary clinics excel in trust and quality but often fall short on convenience. Long wait times, phone tag, and limited appointment availability create frustration for pet owners.
2. Cost Sensitivity: Pet owners are cost-conscious, particularly when dealing with minor or non-urgent concerns. Many hesitate to visit clinics due to perceived high costs for what might be a minor issue.
3. Digital Expectations: Clients are accustomed to streamlined experiences in other areas of their lives, such as shopping, banking, and healthcare. They now expect the same level of convenience from their veterinary team.

How to Stay Ahead

1. Embrace Technology
• Adopt client communication platforms like two-way chat, telehealth tools, and online booking systems.
• Use apps to streamline client touchpoints, from scheduling appointments to sharing test results.
2. Redefine Accessibility
• Offer virtual consultations for minor issues, reducing unnecessary in-clinic visits.
• Provide asynchronous communication options, such as secure messaging, to manage client inquiries more efficiently.
3. Strengthen the Trust Advantage
• Highlight the unique value of in-person care, such as physical exams and personalized treatment plans.
• Build relationships through proactive updates, like sharing photos of pets recovering post-surgery, which fosters emotional connections.
4. Innovate Your Business Model
• Consider subscription-based plans that bundle consultations and wellness services, creating consistent revenue streams while offering cost-effective solutions for clients.
• Simplify pricing for digital services, making it easier for clients to engage with your team remotely without worrying about unexpected costs.
5. Collaborate, Don’t Compete
• Partner with technology providers or disruptors to integrate their offerings into your practice. For example, use digital platforms to capture initial inquiries and triage cases before they escalate.
• Use data insights from digital tools to better understand client needs and tailor services accordingly.

Key Takeaways

Digital disruptors are not just a passing trend; they are fundamentally reshaping the pet care landscape. However, they also offer an opportunity for veterinary clinics to evolve. By layering convenience onto your existing trust and quality advantage, you can strengthen your clinic's position as the go-to resource for pet care. Staying proactive and client-focused in your approach will ensure your practice thrives in this changing environment.

"Why Convenience is the Missing Ingredient in Veterinary Client Care"

Convenience is a critical element of excellent veterinary client care that is often overlooked. Traditionally, veterinary practices have focused on quality and trust, but have lagged behind in providing convenient services for pet owners. This lack of convenience has created several problems for veterinary practices and their clients, leaving the door open for digital disruptors to enter the market and attempt to displace the vital role of the veterinary clinic.

Pet owners are increasingly seeking convenient ways to access veterinary care, and digital disruptors are stepping in to fill this void. These companies offer services like online pharmacy and telemedicine, which can be more convenient for busy pet owners. While these services can be beneficial in some cases, they risk undermining the veterinarian's role as the most trusted source of pet care information and services.

One of the main reasons why convenience is so important is that it can help to improve patient outcomes. When pet owners have convenient access to veterinary care, they are more likely to seek help for their pets when they need it. This is especially true for cats, which are often under-medicalized because their owners find it difficult to bring them into the clinic. By reducing the barriers to accessing care, veterinary practices can help to ensure that more pets receive the care they need, when they need it.

Another important benefit of convenience is that it can help to reduce stress for both pet owners and veterinary teams. When pet owners can easily book appointments, ask questions, and receive updates about their pets, they are less likely to feel anxious or frustrated. This can lead to a more positive client experience overall.

The episode discussed several practical ways that veterinary practices can improve convenience for their clients:

• Automated appointment booking systems: These systems can allow pet owners to book appointments online at their convenience, without having to call the clinic.
• Two-way chat platforms: These platforms can allow pet owners to ask questions, receive updates, and share photos with their veterinary team in real-time.
• Subscription wellness plans: These plans can provide pet owners with convenient and affordable access to preventive care services, such as vaccinations and parasite prevention.
• Home delivery of medications and supplies: This can be a convenient option for busy pet owners who cannot make it to the clinic to pick up their pet's medications.

The episode also highlight the importance of setting realistic expectations with clients and exceeding those expectations whenever possible. By providing clear communication and timely responses, veterinary practices can build trust and loyalty with their clients.

By embracing technology and focusing on client convenience, veterinary practices can strengthen their position as the most trusted source of pet care, improve patient outcomes, and create a more positive experience for both pet owners and veterinary teams.