How times have changed! With the advent of vaccine and spay and neuter clinics, then mega pet stores selling “our” pet food and supplements, and now internet pharmacies taking more of “our business,” it’s not enough to be great doctors. We also need to be great businessmen and marketing experts.
When I opened my small animal practice in July of 1991, there were no books, no guides to tell me how to start or run a practice, much less anything about sales and marketing (as a result, the first books I wrote for veterinarians dealt with these issues, saving doctors from wasting a lot of time on things that don’t work.)…