Grand Prize Winners will receive an award similar to these at the awards ceremony (Image courtesy of North American Veterinary Community) 

The North American Veterinary Community (NAVC) announced the winners of the 2024 VETTY Awards. Each year, the NAVC recognizes marketing excellence in the animal health care industry in advertising, promotions, video, social design, education materials, and other ways that promote the contributions of animal health care industry members

"We are proud to recognize the amazing work that those in marketing and advertising are accomplishing across the animal health care industry. They really bring out the heart and science of veterinary medicine with animals at the center of it all," expressed Gene O’Neil, chief executive officer, NAVC, in an organizational release.

"This year's VETTY Awards winners showcased many of the advancements in animal medicine, a deep understanding of the animal health care audience, technological developments and memorable creative campaigns. We also saw a lot of advancement in how marketing messages were delivered, including gamification and the incorporation of [artificial intelligence] technology. Through their creative and strategic work, they are really making a difference."

: For the category of New Product/Program or Service Launch, "Zoetis Diagnostics Look Deeper Campaign to Launch the Virtual Laboratory" which was launched by Zoetis and FWD People

: For the category of In-Clinic Merchandise, Promotional/Advertising, "Doc's Little Free Library" by Old Ridge Veterinary Hospital.

: For the category Large Animal Digital, "Equine Lifetime of Care Lookbook" by Synchrony and Stephens & Associates.

: For the category new Product/Program or Service Launch, "Hallmarq Veterinary Imaging" by Hallmarq Veterinary Imaging and BrandTall Communications.

According to the release, veterinary industry for-profit and nonprofit agencies and organizations around the world were invited to submit projects for consideration during the 2024 awards program.

 Veterinary clinics, pet pharmaceutical companies, foods, diagnostic equipment, professionals associations, advocacy groups, and more entered the program and then were reviewed by a panel of leaders in the creative marketing field.

: Lap of Love Veterinary Hospice and VETEOS “Love Forever Home Commercial.

Animal Health Corridor and JNA Advertising “Animal Health Corridor Spirit of Service”

 The Equine Practice Company and Brown Fox Creative House “The Equine practice Company’s Lameness Program”

Merck Animal Health and Sparks “Merck Animal Health @ VMX 2024”

Zoetis & FWD People “Zoetis Test for Success in Clinic Activation"

S&A “Pet Parent Journey: A Guide for Brand Managers”

Hill’s Pet Nutrition and VML “Hill’s Prescription Diet – Silent Sufferers”

The 2024 VETTY Award submissions were between November 1, 2023, and October 31, 2024, and the winners will be recognized during and after the Veterinary & Meeting Expo (VMX) conference. Each winning company and their entry will be featured on the VETTY Awards exhibit booth inside the VMX Expo Hall, recognition on the VETTY’s website, and badge/artwork for the company’s website, email signature, or other print or digital marketing. The winners will also receiver a Winner Announcement Kit that includes social media post templates, graphics, a press release template, and other resources to announce their award. 

A full list of winners is available on The VETTY Awards website.

2024 VETTY Awards® Recognizes Marketing Excellence in Animal Health Care Worldwide. News release. North American Veterinary Community. January 20, 2025, Accessed January 20, 2025. 

https://prnmedia.prnewswire.com/news-releases/2024-vetty-awards-recognizes-marketing-excellence-in-animal-health-care-worldwide-302355416.html

McCafferty C. VMX honors 2023 Vetty Award recipients. DVM 360. Published January 16, 2024. https://www.dvm360.com/view/vmx-honors-2023-vetty-award-recipients

Articles

The VETTY Awards has honored marketing excellence in the animal health care industry for the past 7 years 

NAVC announces 2024 VETTY Award winners 

DVM Elite Products360

 Hey everyone, I’m Dr. Adam Christman, chief veterinary officer here at DVM360. Thank you so much for joining us. Today we are talking with the CEO of DVM Elite, Amy Breuer. Thanks so much for being here.

Thanks so much for having me. This is great.

This is a great conversation, my friends. We’re going to tune in and chat about practice ownership. Because listen, owning, managing, and working within the veterinary practice is no easy feat. With large workloads and an understaffed industry, it is going to be hard to match up career and ownership expectations with reality. So, this sense of dissatisfaction is often hard to reckon with when practice owners put so much time and compassion into their practice. They love what they do. The Elite family of brands understands the heart of practice ownership and can offer guidance and support along the journey of practice ownership. Amy, it can be very overwhelming.

 Absolutely, it can. The struggle is real.

Yes, absolutely. So, let’s take a step back and walk us through the inception and mission of DVM Elite.

Sure, you bet. DVM Elite was founded many years ago by Dr. Michael Warren and Melani Seymour to really level the playing field of independent practices, to help them grow and scale their practice by providing resources and a powerhouse community. Through that, they’ve been able to help thousands of practice owners really build an incredible practice, and countless owners sell and make that transition to the next phase. Another really important chapter in their life.

A huge chapter of their life. And my understanding is there are brands under DVM Elite?

Yeah, it’s so cool. Very special because every single brand targets a piece of the practice. DVM Elite is there to help practices grow. Transitions Elite ultimately helps them sell and make that transition. But we also have other supporting brands within the family of brands. UPbook is going to be your technology as well as Concierge Elite to help with recruiting aspects and the team, people, and culture on the dream team side. There’s lots of opportunities to lift up an independent practice to get them where they need to be. The flywheel takes flight with all of those elements and all of those families of brands work together. However, they do stand independent of each other or collective as a family of brands.

 Having the foundation of what DVM Elite can do, let’s talk about what a practice owner is thinking about or should be thinking about when it comes to selling their practice. There are so many considerations so what are those key considerations when selling a practice?

 They key considerations can be things such as how many doctors do you have? Ideally, you’re going to have two doctors. You’re going to be somewhere between the $1.4 – $1.5 million marker. Of course, your profitability is there. Now, just because those are the key considerations and benchmarks doesn’t mean that if you’re a single doctor practice, you’re out of the loop. This is where we come in to be able to help practices grow and meet those benchmarks so they can get excited about the future ahead. So, whether you’re building to scale or building to sell, we got something for everyone.

 To your point about building towards the future what if I’m not ready just yet? What are some considerations I need to start planning if I’m looking to sell three or five years down the road?

Well, you want to consider your revenue. We also want to make sure we’re focused on bringing in new clients into the door. I think a lot of times folks are so focused on their profit and raising prices, that they’re not necessarily looking at what they need to do to be able to set themselves up for success. That’s one of the very first things.

The other piece of that is making sure there is a plan in place where you know your numbers. You know what the story says and you’re really working towards that goal of making your practice as profitable as possible.

 As practices are looking into a new year or fresh start, what should they be considerate of when they want to clean up their practice a little bit?

Definitely, visibility and looking at your practice inside to make sure things are clean and tidy. Beyond that, strategic planning is important for any practice owner. That way you understand the goals you have in place, where you are now, and where you are headed in the future. These are all things we help practice owners with. We look towards the future and reverse engineer that backward into one thing they can do today to really make a difference for tomorrow.

 Excellent. Okay, Amy, let’s take this one step further. Say I’m a practice owner, what are some metrics I should be considering when I’m looking to sell my practice?

 There are key metrics that you should be looking at all the time. The first is you want to make sure you understand what the story of the numbers are saying. Then, taking a deeper dive into the numbers. I love the 20s. For your staff and personnel ratio, 20 percent. Your production, your doctors, 20 percent. Never over 23 percent. Say your credit card processing sits between 3.5% of 4%, somewhere in between there. So really making sure you understand what the numbers are and again, if you’re unsure, these are things we work with for the practice owner. To do a P&L analysis, to understand where you can make a difference in those numbers and key metrics.

 Absolutely. On the flip side, we have so many practice owners who are thinking of taking the leap, but they have some fears. What would you say to those that are questioning or a little bit scared to do that?

Number one: don’t go at it alone. Have a trusted advisor. Two: making sure your numbers are in place and understanding the story of your numbers. Three: also looking at the fact that it is not going to be a quick transition. It does take time so preparing now is going to make for a better way forward in the future.

 You touched on this before about having a trusted advisor. How important is it to have one?

 It’s so important because it will be the biggest transaction in a practice owner’s life. You want to make sure you get it right and have someone who is seasoned who walks alongside you in the process. These folks are here to guide you, to hold your hand, to make sure you’re doing everything you can to be in the best position to sell your practice and make that transition.

 Because they are going to be your biggest advocate, right?

 Absolutely, one hundred percent. And this is something we can do and help our practices with. We take you through, do a free evaluation of the practice, and make sure you have everything you need to put your best foot forward.

I love that. In your expertise, what makes a successful practice?

 This is the thing. At the end of the day, your team and your people are going to be key to your practice. That is going to be true too if you’re looking to sell. One thing folks look for as they are acquiring a practice is your team and culture. So, having had a chance to really dive in and concentrate on your team by making sure you have the right people. They have an owner’s mindset, a growth mindset. That is what they want to focus on.

Absolutely. I’ve had friends that have been through this multiple times. All for the better. They said it was the best decision they ever made, but it was the hardest decision at the time. And all of them had a trusted advisor. I think getting all of their finances in check, I had a friend who wanted to hit that $1.5 million mark for her practice. It took her a while to get there, but she got there. Is that what you see in your neck of the woods with your expertise?

 It is, and it does take some time. Again, knowing where you’re at and your numbers and your practice health is the key to finding your way forward. Looking back at the practices we’ve helped, it has been amazing because so many of them are tired and frustrated. They got into veterinary medicine because they love the science. They love animals. This is hard. The people stuff is tough. When you’re able to concentrate on some of those things, lift up, and be able to work on your practice instead of getting sucked directly down into your practice, it makes a difference.

I look back at practices that we helped. They all had this starting point of maybe despair, frustrated in some way shape or form. That is because they’ve gotten away from what they do best. We all have our strengths and our values, but sometimes we just need a little help. This is what we’re here for. We look at your practice and we’re able to say, “This is their timeline to sell. Maybe it’s 18 months. Maybe it’s three years. Maybe it’s 10 years.” We help you begin to grow, not just professionally, but personally as well. Some folks have never taken time off and it’s so important to be able to do that.

Going back to the practices we’ve helped, they’ve started not necessarily at the benchmarks they need. They worked really hard. They rolled up their sleeves. We’ve given them the guidance. They’ve taken the prescription, so to speak, and been able to execute. Sometimes, those people are coming in with 20 new clients a month and they find over time, they’re able to grow their practice. They’re able to sell along the way. It is an amazing journey to watch these practice owners who started at one point, are able to make this transition, and are still giving back to the veterinary community in one shape or form.

We bleed DNA of vet med. We really do. It’s in us. It’s what we do. I think the reason we have a hard time doing it is we’re always going to be a veterinarian all the way through, and we want to leave that wonderful legacy, culture, and community we worked so hard to build.

Yes! We want to leave that for you. That is the amazing thing as we’re all here to build a legacy. What is that? What does it look like for you? Sometimes we haven’t had the chance to think about it. But, we’ve built something great and we want someone to carry on. At the end of the day, who you partner with for your trusted advisor, who you partner with and sell your practice to, is going to make a difference in the legacy you left.

I love that. It’s so meaningful. This has been fantastic, Amy. Where can we learn more about DVM Elite?

 to learn more about us. We would love to help the practices listening in today. We’ll peel the layers back in the practice, do a free evaluation. We’ll take a peek at your P&L to say what you can do to move forward. Again, don’t go at it alone. That’s the most important thing. If it’s not us, someone needs to be there to help guide you and your practice to growth success so thanks so much for having us.

Absolutely. Great job! Thanks so much for being here and all the great work you do. She’s wonderful. I hope that practice owners watching this, or prospective owners are able to feel more empowered about practice ownership. It sounds like there are great partnership tuning in for you. On behalf of our friends here at DVM Elite and DVM360, thanks so much for tuning in. We’ll see you next time. Take care everybody.

Videos

How DVM Elite and its brands are guiding veterinary practice owners along the journey of growing and selling their practice.

The compassion behind practice ownership

Good morning dvm360 readers! The dvm360 team is preparing to head to the Veterinary & Meeting Expo (VMX) conference to provide you with the latest news and coverage on the top sessions. Check in throughout the next week for our live conference coverage, video interviews, and more. All our coverage will be available on 

Besides our VMX coverage, here is what else you can find this week on dvm360.com:

The US Food and Drug Administration determined that it is necessary for cat and dog food manufacturers that are covered by the FDA Food Safety Modernization Act Preventive Controls for Animal Food rule and using uncooked or unpasteurized materials derived from cattle or poultry to reanalyze their company’s food safety plans to include H5N1.

Bionet America Inc. announced the launch of Super Air Smart Intensive Care Unit that provides a spacious and high-tech environment optimized for oxygen therapy, critical care, and more.

On this week’s episode of The Vet Blast Podcast presented by dvm360, our host Adam Christman, DVM, MBA, sat down with Megan Bauer, DVM, Fear Free Certified Elite, and Jessica Osborne, CVOM, Fear Free Certified Elite, to discuss Fear Free in practices. 

One of dvm360 student ambassadors, Mariana Martinez, recently wrote an article to provide some tips for clinical students, and how they can get the post out of their rotations.

Extracorporeal therapy is a blood purification method that can be utilized to remove a pathogenic substance or “solute” from a patient’s body. Amanda Spillane, BVSc (Hons), MS, DACVECC, shared more about this procedure and its benefits in an upcoming article submitted by dvm360 Strategic Alliance Partner, Thrive Pet Healthcare.

Here is a sneak peek of this week’s headlines

Sneak peek: FDA requiring dog and cat food manufacturers to consider H5N1 in food safety plans, and other news 

Karen Roach, RVT, VTS (ECC), discusses one hospital's capability for handling blood donors as well as the types of blood collected from canine and feline patients.

Collecting patient blood donations

January is National Blood Donor Month, which brings a focus on blood donation services and needs for veterinary patients. In an interview with 

, Karen Roach, RVT, VTS (ECC), a team trainer at Mount Laurel Animal Hospital in New Jersey, discusses the facility's blood donor program and patient eligibiity to serve as a donor. She also addresses blood types for canine and feline patients including those most common.

The following is transcript of the video:

We have a blood donor program here at Mount Laurel Animal Hospital. We have a lot of regular canine blood donors. So, there is criteria to be a blood donor. The dog has to be between the ages of 2 and 8 [years], healthy, up to date on vaccines. No diseases. Up to date on all the preventives for ticks, fleas, heartworm, and that type of thing. And they have to have the right temperament as well, because they have to lay down and have a giant needle stuck in their jugular vein.

Dogs have—it depends on the source you read—anywhere from 12 to 18 different blood types. We were mostly looking for the negative blood type because that is a universal donor, which is fantastic, but all our donors are typed. All the recipients get typed before they get blood.

Cats actually have to be pretty sedated in order to do a blood draw, so we don't use client pets for that. It has to be staff pets, and we just don't have enough to keep up with the demand. And so it's generally we have to order from blood banks, and it can be really hard to get the blood.

We have the facilities here to also spin down the blood and separate it so that we have packed cells, and then we have the plasma. So the packed cells can be refrigerated for a little over a month, and then the plasma is frozen, and that's good for up to 5 years. And then the plasma itself, if we're just giving plasma that's usually used to treat animals that have clotting disorders and if they have... protein loss and stuff like that. So it's really nice to be able to separate it and only give what we need to have.

Cats have only a couple of blood types. They've got A, they've got B, and they've got AB. A is the most common. When we get a B, we're like, ‘oh dear,’ because it's really hard to find a donor for that.

Karen Roach, RVT, VTS (ECC), discusses one hospital's capability for handling blood donors as well as the types of blood collected from canine and feline patients

Collecting patient blood donations 

This week, the American Association of Veterinary Medical Colleges (AAVMC), in partnership with Chewy Health, announced the 2025 Chewy Veterinary Leaders Cohort. The Chewy Veterinary Leaders Cohort is a program that combines financial assistance, mentorship opportunities, and professional development to second year veterinary students to help underrepresented veterinary students begin to thrive as a future leader in their field.

“The Chewy Veterinary Leaders Program reflects our commitment to creating a more inclusive and supportive veterinary community,” said Mita Malhotra, president of Chewy Health, in an AAVMC release.

 “By providing financial assistance, leadership development, and peer mentorship, we’re not only helping students navigate their educational journeys but also empowering them to become the next generation of leaders in veterinary medicine. We are proud to work with the AAVMC to build a stronger foundation for the profession.”

According to the release, the program awards scholarships of $20,000 to the 15 selected second-year veterinary students from underserving communities to recognize their leadership potential and dedication to diversifying the veterinary profession. Along with the scholarship, the chosen students will have access to bi-monthly peer support sessions, leadership training at Chewy’s headquarters, and post-graduation enrollment in MentorVet LEAP’s 6-month early career mentorship program. The awardees will also be granted access to the Chewy Veterinary Leaders alumni network to foster ongoing community and professional growth.

Jean Alvarado Colon, Colorado State University

Erynn Black, Mississippi State University

Aniya Brown, North Carolina State University

Melanie Kicker, Washington State University

Gabriela Monico, University of California, Davis

Vanessa Salgado, University of Illinois at Urbana-Champaign

“We are proud to partner with Chewy Health to support a more inclusive veterinary profession by equipping talented young leaders with the opportunities they need to propel their careers forward,” said Lisa Greenhill, MPA, EdD, AAVMC chief diversity officer and senior director for Institutional Research. “Championing diversity enables us to better meet the evolving needs of society and advance veterinary medicine for all.”

Each of the chosen students was nominated by their institution and then selected for the potential to lead and inspire within veterinary medicine. The applications for the 2026 cohort will open later in the year, and anyone interested can learn more on the AAVMC website.

AAVMC Names 2025 Chewy Veterinary Leaders Cohort, Awards $300,000 in Scholarship Funds. News release. American Association of Veterinary Medical Colleges. January 13, 2025. Accessed January 17, 2025. 

https://www.aavmc.org/news/aavmc-names-2025-chewy-veterinary-leaders-cohort-awards-300000-in-scholarship-funds/

Each of the 15 selected students will receive a $20,000 scholarship 

AAVMC announces Chewy Veterinary leaders Cohort

Studies have shown that comfort-driven elements like memory foam bedding, high-sided beds, and comfortable enclosed spaces can be beneficial to pets in boarding and veterinary facilities.

 These types of features can provide a familiar sensory experience and address fear, anxiety, and stress in patients, according to a news release.

VetEdge Recovery Pet Bed. (Photo courtesy of Pet Therapeutics)

With this in mind, Pet Therapeutics, a producer of pet furniture specializing in orthopedic dog beds and memory foam cushions, recently introduced the VetEdge Recovery Pet Bed, designed to decrease stress and improve health outcomes in pets. The bed was developed with soft corners, contour handles, and fold-and-snap sides to help lower visual and auditory stress in patients, facilitating the transition from surgery to recovery.

“These advancements are reshaping the lodging experience, offering significant benefits for pets and facility operators in both the pet boarding and veterinary communities,” wrote the company in a release.

"Creating familiar, secure environments is essential for reducing pet stress," Fred Silber, founder of Pet Therapeutics, said in a company release.

 "Our solutions, including the VetEdge Recovery Pet Bed, combine home-like materials with science-based design and easy-to-clean materials to ensure both pet well-being and operational efficiency."

Pet Therapeutics is part of the Fear Free Preferred Product Program (PPP). The program gives Fear Free-certified professionals access to products and services that align with Fear Free’s protocols and recommendations. Current products included in the program are targeted pulsed electromagnetic field therapy devices, hospital mats, ultrasound solutions, animal housing, and more. These products and services are intended to help with the integration of Fear Free practices into veterinary and pet care settings.

Fear Free offers virtual education to veterinary and pet professionals, animal welfare organizations, and pet owners. These resources are designed to help veterinary professionals and caregivers address pets' physical and emotional well-being. Courses are created by boarded veterinary behaviorists; anesthesiologists; internists; pain, shelter medicine, and animal training experts; and more.

“Facilities that adopt…comfort-enrichment standards not only improve pets' physical and emotional health but also enhance client loyalty. Metrics show that enriched environments and advanced products like the VetEdge Recovery Pet Bed contribute to increased revenue driven by premium offerings and positive referrals,” wrote Pet Therapeutics in the release.

Vet care & pet lodging revolutionized with comfort-driven enrichment. News release. Pet Therapeutics. January 2025. Accessed January 17, 2025. [email]

Fear Free Preferred Product. Fear Free, LLC. Accessed January 17, 2025. 

https://fearfreepets.com/resources/preferred-product-program/

Fear Free leaders in animal wellbeing. Fear Free, LLC. Accessed January 17, 2025. 

https://fearfreepets.com/about/what-is-fear-free/

The product can help reduce stress for patients at veterinary facilities