Using practice DNA to stand out

What makes your veterinary practice unique? And what makes it stand out against the competition?

The core identity of what makes a practice unique is considered its’ DNA, according to Charlotte Weir, vice president of hospital success and industry relations at Roo and founder of 2525 Sunset Veterinarians in Houston.¹ “Every practice has its own unique DNA, its own unique identity—its own culture, the values, the way your team interacts, the services you offer, client experiences you create. It's sort of what makes your practice yours and no one else's,” Weir said in a dvm360 interview.

Giving a good impression

In a presentation at the 2025 Fetch dvm360 Conference in Kansas City, Missouri, Weir addressed the first impression of a practice’s DNA and why it matters. She noted that clean and well-maintained spaces convey professionalism, while comfortable seating and amenities—complimentary coffee and water, for example—provided to waiting clients and patients are welcoming features.¹

For clients, patients and practice staff, lights, scents and sounds also contribute to the environmental aspects of practice DNA. Brights spaces and neutral scents promote comfort, Weir said. Noise mitigation and calming music can help reduce stress for patients and lead to fewer distractions for veterinary care providers.

Employing a hospitality mindset that balances medical professionalism with client-friendly customer service further enhances the impression a practice makes on pet owners. However, a practice’s DNA is more than its atmosphere and what it offers to clients.

Empowering the veterinary team

Practice DNA is also about workflows, team culture and creating a fulfilling work environment. Establishing and understanding this DNA helps strengthen the bonds between staff, relief veterinarians, and the clinic’s clients, according to Weir. “When we understand what our DNA is, we can better align our staff, relief veterinarians and even our workflows to make our hospitals thrive,” she said.

Setting a clear definition of a practice’s DNA promotes empowerment for team members by setting clear expectations and allowing staff autonomy with accountability. Established DNA within a practice can foster a culture of efficiency and inclusion through open communication, emotional intelligence and a welcoming environment. It can also include recognitions and appreciation, and generate opportunities for skill-building and career growth, Weir said.

Keeping open lines of communication

Weir recommended acknowledging imperfections in a practice and having intentional conversations with staff to maintain a practice’s DNA and to initiate changes. These conversations can include talks with individual members of the veterinary team.

in a session at the 2022 Fetch dvm360 Conference in San Diego, California, Matthew McGlasson, DVM, CVPM, said he favors daily huddles with the entire staff that can be customized to the practice’s needs. A huddle can incorporate practice news, celebrate the previous day’s highlights, or have a veterinarian discuss a new procedure or medical development.²

McGlasson also discussed 1:1 meetings for every practice employee with their supervisor. These meetings should be about what’s going well for them as well as any challenges. Employees should be encouraged to discuss any skills their working on and how practice management can help, he said.²

Other keys to communication, include active listening, buy-in from the staff and practice leadership and empowerment, according to Weir. Making progress happens as a team, Weir noted.

Takeaway

What makes a practice special and unique can be defined and communicated—with pride. For clients, this helps set expectations about the services provided. For staff, it helps ensure consistency in medical protocols and workflows, while also helping relief veterinarians integrate more efficiently, according to Weir.

“It’s really important to know your practice DNA, define it, communicate it, and just celebrate it. When you understand what makes your practice unique, you create a better environment for your staff, your relief vets, and ultimately, your patients,” Weir said.

Reference

1. Weir C. Catch a unicorn: understanding your practice’s DNA for relief vet success. Presented at: Fetch dvm360 Conference; August 22-24, 2025. Kansas City, MO.
2. Somers T. Nurturing 3 core elements to create a healthy culture in a veterinary practice. dvm360. December 26, 2022. Accessed October 27, 2025. https://www.dvm360.com/view/nurturing-3-core-elements-to-create-a-healthy-culture-in-a-veterinary-practice