Dennis M. McCurnin, DVM, MS, DACVS

Professional communications (marketing) in the examination room has become an important part of successful veterinary practices. Marketing as discussed here is "the communication of professional services and goods".

Competition between veterinarians and veterinary practices has never been more intense, nor have so many opportunities been available to become successful. That may seem like a paradox but many practices are becoming more successful in the face of more and more competition. More 2 person practices are able to reach the $1,500,000 level than ever before.

In the mid 1970's, the National economy started to slow down while the number of veterinarians continued to increase. Concerns were expressed that too many veterinarians would be produced by the year 2000.

Our profession has had its ups and downs over the years. We have seen periods of perceived shortages and excesses of practicing veterinarians. We have moved from a profession of mostly male, large animal practitioners to one of mostly female, companion animal practitioners.