Revisiting corporate practice

In 1994, Veterinary Economics ran a cover article featuring Dr. Scott Campbell with the headline "Who Is Dr. Scott Campbell and Why Is He Bringing Full-Service Veterinary Care to PetSmart?" Today, doomsday prophesies that independent practitioners worried about back then seem to have fallen short. Yet, clearly, as a 600-strong-and-growing corporate practice, Banfield is a force to be reckoned with.

Marnette Denell Falley

We tackled this interview—and the ones with other change agents that will follow in the next few months—with this basic question in mind: How have this person's ideas changed life and business for the average practitioner?

In the interview, our special assignments editor, John Lofflin, asked Dr. Campbell how he feels his practices and philosophy have changed your profession. Of course, his answers give only half the story. We're counting on you to respond to this piece to give us the other half.

Dr. Campbell clearly believes his model is the future for veterinary practice. And certainly I can see how Banfield's willingness to accommodate varying work schedules, for example, could appeal to many veterinarians who are struggling to balance life and work demands.

From my perspective, this is one strategy that makes Banfield a tough competitor for the average practice—and a different type of competitor than that well-run privately owned practice up the street.

About 27 percent of you have a corporate-owned veterinary practice within five miles of your clinic, according to research conducted in 2006 by DVM Newsmagazine, our sister publication. So, it wouldn't make much difference in a team member's commute if he or she chose to work there instead.

Banfield practices' convenient hours, consistent pet owner experience, and wellness plans make them a competitor for clients, of course. One key idea: If clients prepay for basic care in a way that doesn't stress their budget, they're more likely to visit. They may come more often. So you'd get more chances to recommend necessary care and better odds of catching problems early. Could this work for your practice?

Of course, I know Dr. Scott Campbell might not top your list of favorite colleagues. DVM Newsmagazine's 2006 study shows that 52 percent of you are somewhat or strongly opposed to corporate ownership and management of veterinary practices in the profession. (Sixty percent of respondents said it's not the solution for them, personally.) And that's OK.

Some perspective from the Roman poet Ovid: "You can learn from anyone, even your enemy." So, regardless of how you feel about Dr. Campbell and Banfield, the question here is, what can we learn from their experience and successes?

Marnette Denell Falley, Editor

ve@advanstar.com