title: Marketing veterinary services.
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 mak-ing 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.
authors.affiliation: James L. Voss Veterinary Teaching Hospital, Colorado State University, 300 W. Drake Road, Fort Collins, CO 80526, USA. dlee@colostate.edu
authors.forename: David E
authors.initials: DE
authors.lastname: Lee
mesh_terms: D000818:Animals; D003365:Costs and Cost Analysis; D004465:Economic Competition; D006801:Humans; D008389:Marketing of Health Services; D014481:United States; D014730:Veterinary Medicine / Q000191:economics*; D000078329:Workforce