Three ways practitioners respond to competition

Springboro, Ohio-There are plenty of positive and negative routes to coping with market saturation, and most practitioners respond to increased competition in one of three basic ways, says Karyn Gavzer, a consultant with KG Marketing and Training, Inc.

Karyn Gavzer

"They either view colleagues as competitors, collaborate with other area practices or they consolidate," she says. "While competition is a relatively new mindset and business strategy for veterinarians, they should try to adapt. It's definitely not going to go away."

Gavzer encourages veterinarians to ignore impulses to directly compete with area colleagues, a tactic that often leads to price wars, badmouthing and other business practices detrimental to the profession.

Brush threatened feelings aside

Instead, she suggests keeping an open mind and an attitude that there is plenty of business for everyone.

"There are better responses than outright fighting between practices," she says. "If we plant the seed that there are better answers, maybe people will start looking for them."

She suggests taking a collaborative approach and building relationships with other area practices.

Build alliances

"It really depends on the area, but I've seen some nice models designed to build the profession," Gavzer says. "In the Northwest region of Chicago, they get together for continuing education classes and really benefit from each other. In the Minneapolis/St. Paul area, I know of three mixed animal practices that went in on an ultrasound machine. That type of collegial atmosphere is not uncommon."

While less common than collaboration, practice consolidation is also gaining steam, Gavzer says.

Merge practices

"There's a theory about competition, that it's a good thing, it sharpens you and keeps you from becoming complacent," she says. "But when you collaborate, you're putting the profession first, realizing that together you can accomplish more than any one person."

Most importantly, don't make assumptions before making an effort to communicate, Gavzer adds.

Communication is key

"Put out a hand and get to know your colleagues. See if there is a common ground you can work with," she says. "Keeping ahead of the pack isn't done by shooting down the competition but setting the bar higher for others to catch up. If there's a lot of competition around you, chances are you picked a really good area."