The lay of the land

Is it important to consider demographic data when choosing a location to open a new practice? How can I obtain this data?

"Obtaining demographic data is critical to choosing a location," says Veterinary Economics Editorial Advisory Board member Dr. Karen Felsted, CPA, MS, CVPM, a consultant at Brakke Consulting Inc. in Dallas. "You need to know whether there are enough potential clients to support your clinic and how many other veterinarians you'll be sharing those clients with. Establishing a practice in a growing area with fewer households may be easier than picking an area with many households but where you must pull clients away from already established practices."

Dr. Felsted recommends these resources for data:

• The U.S. Census Bureau (www.census.gov) has data at the ZIP code, city, county, and state levels.

• HomeTownLocator (hometownlocator.com) and City-data.com offer summarized census and demographic data for virtually every community and county in the United States.

• City or county economic development boards offer local economic information. "Look for links to these organizations from chamber of commerces' Web sites," she says.

• "The U.S. Pet Ownership & Demographics Sourcebook, published by the AVMA, contains useful pet population information," Dr. Felsted says.

In addition to the information you gather, Dr. Felsted says you may need to purchase more detailed information if you're not getting a clear picture of the area. "You may also want to consider hiring a consultant to help you analyze your findings," she says.

Dr. Karen Felsted