Marketing veterinary services

David E. Lee

Research output: Contribution to journalReview articlepeer-review

4 Scopus citations

Abstract

Marketing is a holistic process that goes far beyond a Yellow Page advertisement or a glossy brochure. A thorough evaluation of a market before entry, including best and worst-case scenarios, is critical to making good investments. Veterinarians are fortunate to have a market that is largely protected by barriers to entry and characterized by reasonably high rates of return given minimal risk. Our market base continues to expand and, overall, remains fairly price insensitive. The extent to which a practice can align its capabilities with a product mix that ideally meets its clients' needs will ultimately determine its success.

Original languageEnglish (US)
Pages (from-to)281-295
Number of pages15
JournalVeterinary Clinics of North America - Small Animal Practice
Volume36
Issue number2
DOIs
StatePublished - Mar 1 2006
Externally publishedYes

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