The practical applications of artificial intelligence (AI) for marketing a veterinary practice was presented by Caitlin DeWilde, DVM, founder of The Social DVM, during her session at the Fetch dvm360 Conference in Kansas City, Missouri.1 Specifically, she reviewed ChatGPT, the AI-powered chatbot and assistant developed by OpenAI and discussed her personal go-to methods when using this technology, recommendations for best practices, and the importance of understanding the limitations of AI.

“[The] No. 1 benefit is that it’s going to save you time,” DeWilde said to her audience of veterinary professionals. “How many of you feel like you get your marketing done and get all of it done in the best way possible… [but] you can’t do it all, because we’ve got 90 million other things going on.”

Throughout her presentation, DeWilde emphasized that the use of AI is, perhaps above all else, a surefire way to increase user efficiency when marketing a veterinary clinic. Providing the audience with a screen-recorded video of herself feeding prompts to ChatGPT, she demonstrated the speed at which the AI can generate ideas, producing lists, paragraphs, and entire blog posts from scratch, in a matter of seconds. She went on to highlight the creativity of AI, showing the way ChatGPT generated clever social media captions, and summarized longer passages of text, guided by parameters that she had set. DeWilde provided a specific example wherein she asked the AI to generate a caption for a “Halloween Safety” post for her veterinary clinic’s social media. Instead of sending back a generic holiday greeting, the chatbot responded with specific and relevant safety tips, in the form of a social media caption.

“Honestly, those are some good tips, I’m going to keep those in there” DeWilde said, admitting that she wouldn’t have considered some of the tips herself, even after 15 years in the field. “It generated this [caption] in just a split second, and now I’ve got a good, informative, educational caption, as opposed to the ‘Happy Halloween’ post that does nothing… if you’re only going to use it for 1 thing, that’s what I’d tell you to use it for: social media captions.”

DeWilde’s next recommended use for AI was for dealing with online reviews. She shared that, because there are a finite number of creative ways to thank clients for positive reviews, and it can be difficult to formulate replies to negative ones, she oftentimes turns to ChatGPT, pasting the review into the chatbot and asking for a short response. Sometimes she asks for a list of responses that she can then choose from. The AI tends to reference key points of the review in its reply, making the response appear genuine. It can also be used to evaluate collective reviews, and note what clients tend to like, and what they’re often more critical of. She recommended taking this a step further and asking for advice to improve the practice based off of the online feedback.

Another recommendation was to use AI to assist with content strategy. DeWilde advised that users formulate a content plan with ChatGPT, providing the AI with information about their practice, including their specific goals for social media, allowing it to generate a custom content calendar. From there, users can adjust, tweaking the plan however they see fit. The same is possible for a general marketing plan, with ChatGPT generating a multi-channel plan, within the given parameters.

ChatGPT is receptive to feedback, and as long as users are signed-in to the same account, it will remember their established preferences. DeWilde also noted the importance of clarity when using ChatGPT. For example, if a user wants a short paragraph, that must be specified, or else the AI will return something far too lengthy. This can be helpful when fine-tuning prompts or changing the tone of a generated response.

“It can’t replace us, and it cannot be totally trusted,” DeWilde said, discussing the hesitancies she has regarding AI. “Especially [not] with stats, and sources, and things like that.” DeWilde also expressed concern regarding the privacy of ChatGPT. She specifically named ChatGPT’s parent company, OpenAI, when cautioning audience members. “Do you want to be feeding this personal, private data into it? No, because everyone, in theory, could have access to it.”

DeWilde’s other concerns with AI had more to do with technical limitations. Namely, the fact that ChatGPT still requires significant human input, and it cannot be seamlessly implemented into an autonomous marketing plan where it can post on social media. Instead, users are left doing a lot of copying and pasting between programs. Although, she did clarify that she expects this to change in the near future.

Concluding her presentation, DeWilde encouraged attendees to use AI-powered tools in their marketing when they need them. If a practice has a significant weakness, for example struggling to reply to online reviews, or spending too much time trying to think of social media captions, AI can be a useful tool. It can help veterinary professionals spend less time staring at a flashing cursor under a social media post, and more time helping patients in the clinic.

DeWilde C. AI’s Role in Vet Med Marketing. Presented at: Fetch dvm360 Conference; August 23-25, 2024; Kansas City, MO.

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The keys to an effective campaign, and possible limitations with AI, were discussed in a session at the Fetch dvm360 Conference in Kansas City 

Using AI to market a veterinary practice 

Extract Labs, a Colorado-based cannabidiol (CBD) company, has announced that their Fetch pet CBD product line received official National Animal Supplement Council (NASC) certification. NASC is a nonprofit trade association that ensures animal health supplements are of the highest quality. Products undergo rigorous testing to ensure they meet label claims before they are eligible to receive the NASC Quality Seal.

 The Fetch CBD pet products line currently includes beef and peanut butter flavored soft chews, hemp bites, and tincture CBD oil, each of which now bears the NASC Quality Seal.

“We are incredibly honored to receive the NASC Certification for our pet products. This certification is a testament to our unwavering commitment to producing safe, effective, and high-quality products,” Craig Henderson, founder and CEO of Extract Labs, said in a news release.

“The recognition from the NASC reinforces our mission to set new standards in pet wellness and continue to develop products that help pets live happier, healthier lives.”

The NASC Quality Seal identifies companies committed to quality, vigilance, and continuous improvement in the promotion of well-being of companion animals and horses.

 Companies that display the Quality Seal on their products or marketing materials must successfully pass a biannual audit conducted by an independent third-party, in addition to maintaining a quality control manual that includes standard operating procedures.

 Companies must also have a complaint system in place, comply with stringent labeling guidelines, submit to random product testing by an independent lab, participate in annual NASC training, and include specific warnings and caution statements on product labels for ingredients specified by the FDA’s Center for Veterinary Medicine and the NASC Scientific Advisory Committee.

A 2023 analysis of both the efficacy and safety of CBD products for dogs reported significantly reduced pain and increased activity in dogs with osteoarthritis noted promising results regarding the possible efficacy of CBD in treating canine epilepsy.

 CBD was also found to decrease the occurrence of pruritus in healthy and atopic dogs, according to the analysis. The researchers concluded that while there is evidence supporting the beneficial role of CBD for adverse conditions, results are not always consistent, and results should be carefully interpreted.

Henderson, a decorated army veteran, founded Extract Labs in 2016, out of his garage in Arvada, Colorado.

 In the years since, the company’s focus has been on innovation, developing new and affordable CBD products, only recently focusing on the ways CBD can contribute to pet wellness. As they strive to make their CBD products accessible to everyone, Extract Labs offers veterans, active military, first responders, healthcare workers, teachers, and anybody with disabilities or low-income a 60% discount on their products.

Leading the Way in Pet Wellness: Extract Labs Sets New Benchmark in Pet Wellness with NASC-Certified CBD Products. News release. PRNewswire. August 19, 2024. Accessed August 19, 2024. 

https://prnmedia.prnewswire.com/news-releases/leading-the-way-in-pet-wellness-extract-labs-sets-new-benchmark-in-pet-wellness-with-nasc-certified-cbd-products-302224760.html

Fetch CBD for Pets. Extract Labs. Accessed August 19, 2024. 

https://www.extractlabs.com/store/cbd-for-pets/

NASC Quality Seal. National Animal Supplement Council. Accessed August 19, 2024. 

Di Salvo A, Conti MB, Della Rocca G. Pharmacokinetics, efficacy, and safety of cannabidiol in dogs: an update of current knowledge. 

. 2023;10:1204526. Published 2023 Jun 30. doi:10.3389/fvets.2023.1204526

Extract Labs’ Fetch CBD pet products have earned the NASC Quality Seal 

CBD pet products receive official certification

Little Miss Walrus. (Photo courtesy of Alaska SeaLife Center)

A Pacific walrus calf, believed to be just a few weeks old, was discovered abandoned on the beaches of Utqiagvik, Alaska, after her herd had left the area. On July 22, 2024, the Alaska SeaLife Center (ASLC) found the orphaned calf extremely weak, dehydrated, and with small superficial wounds throughout her body. The ASLC’s Wildlife Response Program then received approval from the United States Fish and Wildlife Service (UFWS) to respond to the young walrus.

"This one abandoned and rescued walrus calf serves as a vital ambassador for her species, the communities who rely upon them, and the arctic ecosystem. ASLC and our partners are excited to contribute to the broader effort of conserving these magnificent creatures and their ecosystems, including the rich culture and wisdom of the Alaska Native peoples, who have been here since time immemorial," Wei Ying Wong, PhD, ASLC president and CEO, said in a news release.

The ASLC is the sole organization permitted to rehabilitate live stranded marine mammals in Alaska. Since the organization’s inception in 1998, it has admitted only 11 Pacific walrus calves to its Wildlife Response Program,

 marking the ASLC’s rehabilitation mission for this calf, named Little Miss Walrus,

 a rare endeavor. Last year, another walrus was admitted to the Wildlife Response Program. The walrus garnered national attention but later died because of irreversible health problems.

Since the rescue of Little Miss Walrus, the rehabilitative staff has been providing this young animal with round-the-clock intensive care. Caring for Pacific walruses is more demanding and hands-on compared to many other marine mammals, according to the ACSL.

 Calves are very social and seek physical comfort from their mothers, staying with them for up to 2 years. Given this, ACSL staff has been acting as surrogate caregivers for the calf. This close contact will habituate Little Miss Walrus to human care, which means she will not be a candidate for release back into the wild.

"Walruses are so reliant on their moms for the first 2 years of life, they're likely not going to survive without her. This calf would not have survived much longer without her mom. She now has a second chance at life in human care, and she'll help bring awareness to her species while receiving incredible care,” Halley Werner, Wildlife Response animal care specialist, said in a news release.

"Caring for an orphaned walrus calf is an incredibly demanding task, requiring unwavering dedication and expertise," said Ying Wong, in the release.

 "We watch her signs of improvement with cautious optimism and are pleased to be supported by our partners in providing the best possible care for her and all our wildlife response patients."

Since Little Miss Walrus was transported to the ASLC in Seward, Alaska, 5 organizations from across the US have joined forces to provide the calf with rehabilitative care in hopes of giving her a 2nd chance at life, according to a news release. Among those organizations are SeaWorld, based in Orlando, Florida; Indianapolis Zoo in Indiana, and Point Defiance Zoo & Aquarium in Tacoma, Washington, which have each sent a staff member to help care for the young walrus and are all accredited by the Association of Zoos and Aquariums (AZA).

 Other AZA-accredited organizations are also providing remote support and may offer additional assistance in the coming weeks of care, according to SeaWorld.

“Animal conservation is a team effort that requires collaboration and commitment. Answering the call to help with this rescue embodies our mission of protecting nature and inspiring people to care for our world," Robert Shumaker, PhD, president and CEO of Indianapolis Zoo, said in a news release.

The calf’s body condition has been improving as she has been steadily gaining weight, with the calf now weighing more than 200 lbs, according to an ASLC Facebook post.

 According to her care team, Little Miss Walrus is doing well overall.

 However, although her wounds are healing, recent bloodwork showed that the calf has “slightly elevated white blood cells,” according to a Facebook post.

 As a result, she will continue to be administered antibiotics and supplements, per the ASLC.

"We are proud to have been able to answer the call to work with our AZA colleagues to care for this precious walrus. Our amazing animal care teams are on call 24/7/365 to help ill, injured or orphaned animals in need of expert care with the goal of rehabilitation," said Chris Dold, DVM, chief zoological officer at SeaWorld, in a news release.

United efforts bring hope to orphaned Pacific walrus calf in Alaska. News release. SeaWorld. August 26, 2024. Accessed August 27, 2024. 

https://prnmedia.prnewswire.com/news-releases/united-efforts-bring-hope-to-orphaned-pacific-walrus-calf-in-alaska-302229850.html

The ASLC admits rare patient — an orphaned Pacific walrus calf from Utqiagvik, AK. News release. Alaska SeaLife Center. July 25, 2024. Accessed August 27, 2024. 

https://www.alaskasealife.org/news_item/189

Alaska SeaLife Center Facebook page. Walrus calf update. August 22, 2024. Accessed August 27, 2024. 

https://www.facebook.com/AlaskaSeaLifeCenter/posts/pfbid02NvMAHnpXTMTNm68YDXF7rFZJXYegQppnMroqtBid3Lnut3ckywEtPtSi8FX7kPkl

Alaska SeaLife Center Facebook page. Little Miss Walrus continues to steadily gain weight. August 23, 2024. Accessed August 27, 2024. 

https://www.facebook.com/AlaskaSeaLifeCenter/posts/pfbid0e3UAs2E2mwB8KeWbztgcuZqnw7WP7sxKHrRFQyYxquboje17BwVLzNX8zgjMGGm3l

The young Pacific walrus is one of only 11 walruses to be admitted to Alaska SeaLife Center’s Wildlife Response Program since 1998.

Abandoned walrus calf is receiving intensive care from rehabilitation team 

Words of Wisdom with Jennifer Bruns

Sponsored by PetSmart Veterinary Services

Becoming a practice owner can be intimidating. At Fetch Kansas City 2024, 

® sat down with Jennifer Bruns, DVM, MPVM, Senior Director of Vet Relations at PetSmart Veterinary Services, to learn what it takes to navigate the path to veterinary practice ownership with confidence. She shared 4 pearls of wisdom that any aspiring veterinarian can use to ensure they avoid common pitfalls while taking the next step in advancing their career

“If you have any desire to be a practice owner, the biggest piece of advice I have for you is to start planning and thinking about it today,” said Bruns. “There is an opportunity for you to purchase a practice or become a practice owner, but sometimes that road is longer than some might assume. Whether it’s deciding what kind of practice you’d like or assembling your ‘A-team,’ it’s important to start the process now.”

The amount of money it takes to start a practice can feel overwhelming. However, lenders tend to highly value veterinary businesses, Bruns said, and getting a loan might be easier than you think. She said: “One of the biggest concerns veterinarians have is the financial aspect of ownership. Whether it’s student loan debt or personal financial concerns, don’t let that hold you back. There are many lenders eager to provide financing to veterinarians. If you’re nervous about the financial aspects, don’t be. Talk to lenders and your network—there are plenty of options and opportunities out there.”

There can be many paths to veterinary practice ownership, and it is important to consider which one is right for you. “The landscape of practice ownership has changed significantly, especially with consolidation in the market,” said Bruns. “However, your options are more diverse than ever. You can consider the traditional startup method, pursue an acquisition, or explore a franchise model. For example, at PetSmart Veterinary Services, we offer a franchise opportunity that allows you to start a practice at a reduced cost, quickly, and with support. Even though you might be the 100% owner of the practice, you still have the opportunity to build wealth and equity.”

With many options out there, where does one start? Bruns recommended seeking the advice and mentorship of your fellow DVMs and owners: “One of the greatest things about veterinary medicine is our small, close-knit community. Whether you’re at a Fetch conference or a local VMA meeting, talk to practice owners, industry professionals, and lenders. Everyone in our profession is willing to help and offer mentorship. You don’t have to go it alone—lean on those who do this every day, as they may have insights that can help you move closer to ownership.”

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4 tips from Jennifer Bruns, DVM, MPVM, on set yourself up for success when you take plunge into becoming a practice owner

Words of wisdom you should always consider when becoming a practice owner

The Veterinary Cooperative (TVC), a group purchasing organization for independent veterinary practices, has developed a new strategic partnership with Hound, a veterinary staffing, retention, and employee engagement technology company. The partnership looks to address the prevalent issues of burnout, employee retention, and staffing shortages, which are impacting veterinary practices across the country. In the partnership, TVC members gain access to Hound’s full suite of services, along with priority access, discounted rates, and personalized onboarding for engagement tools.

“Our partnership with Hound couldn’t come at a better time,” Kim London, director of strategic partnerships at TVC, said in a news release.

 “As independent veterinary practices struggle with burnout and high turnover rates, Hound offers a lifeline by providing access to a vast network of relief professionals and an industry-leading employee recognition app. We’re excited to bring these critical resources to our members, helping them maintain thriving, well-supported teams.”

The issue of burnout in the veterinary profession has seen rapid growth in recent years. According to Merck Animal Health’s most recent Veterinary Wellbeing Study, conducted in the fall of 2023, veterinarians experience similar levels of burnout as the general population, but higher levels of exhaustion.

 Additionally, roughly 1 in 3 veterinary professionals have considered leaving the field, attributing the thoughts to burnout and poor mental health.

“Burnout is a complex issue, but it’s one we believe can be tackled with the right tools and support,” Andrew Luna, CEO of Hound, said in the release.

“Through our partnership with TVC, we’re committed to empowering independent veterinary practices with the resources they need to create supportive work environments where their teams can thrive, both personally and professionally.”

Hound’s network consists of more than 20,000 registered professionals—both those seeking full-time jobs and those looking for relief opportunities.

 Their Relief Rover platform provides practices with easy, on-demand access to relief professionals, alleviating some pressure from full-time staff members. Minimizing burnout in this way helps practices to maintain higher standards of patient care, even during staffing shortages.

Practices and professionals can use Hound’s Scout platform, meant for permanent hires, to create free profiles, filter and search for the ideal match, and connect with other professionals through the app when there is a good fit. Hound’s employee engagement app, Rally, helps keep teams engaged with recognition, rewards, feedback, and more. And with Hound Connect, a service free for all veterinarians and 

, users can meet with a career success advocate to discuss their goals before Hound finds matching employers and pre-negotiates offers.

The Veterinary Cooperative (TVC) Announces Strategic Partnership with Hound to Address Critical Staffing and Burnout Challenges Among Independently Owned Practices. News release. The Veterinary Cooperative. August 21, 2024. Accessed August 26, 2024. https://www.businesswire.com/news/home/20240821740239/en/The-Veterinary-Cooperative-TVC-Announces-Strategic-Partnership-with-Hound-to-Address-Critical-Staffing-and-Burnout-Challenges-Among-Independently-Owned-Practices

Merck Animal Health 2023 Veterinary Wellbeing Study. Merck Animal Health. January 2024. Accessed August 26, 2024. https://www.merck-animal-health-usa.com/about-us/veterinary-wellbeing-and-scholarships

Bain B., Ouedraogo F., Hansen C., Radich R. 2022 AVMA Report on the Economic State of the Veterinary Profession. American Veterinary Medical Association. 2022. Accessed August 26, 2024.

Modernizing work for the people of vet med. Hound. Accessed August 26, 2024. https://www.hound.vet/

The Veterinary Cooperative is collaborating with Hound to provide veterinary professionals with access to employee service technology

New partnership aims to address veterinary burnout

Elanco Animal Health Incorporated, a developer of animal health products and services, recently announced a $130 million investment to expand its biologics manufacturing facility in Elwood, Kansas by 25,000 sq ft. This expenditure will last through 2026 and is intended to support the growth of Elanco’s monoclonal antibody (mAb) platform, according to the company.

The Elwood facility handles the production and distribution of Elanco's Canine Parvovirus Monoclonal Antibody (CPMA). CPMA is the only targeted treatment for canine parvovirus to receive conditional approval from the USDA. Canine parvovirus affects more than 330,000 puppies annually and has a mortality rate reaching up to 91% if left untreated, according to a news release.

The CPMA is the company’s first mAb on the market, with future plans for further development in this technology platform. The Elwood facility will also be crucial for Elanco’s next mAb therapy, a potential product in canine dermatology, tentative for 2025, according to the company.

The company follows a research and development (R&D) model in its innovation endeavors, according to a news release.

 “Elanco’s R&D strategy is centered around a consistent flow of high-impact innovation in key markets. In animal health, we believe monoclonals have untapped potential, and Elanco is one of only 2 companies within our industry that have monoclonals on the market today. We believe the monoclonal platform is a key path to deliver these new, high impact innovations—and today’s news about our investment to expand the Elwood site creates the footprint we need to scale up and manufacture our future innovation portfolio,” Ellen de Brabander, executive vice president of research and development, said in the release.

The animal health industry is placing greater emphasis on antibody-based therapies, leveraging advancements made in human medicine, according to Elanco. These treatments are expected to be critical in improving pets' quality of life and deepening the human-animal bond given the therapies’ recognition of their efficacy and their ability quickly address clinical signs or serious illnesses.

Along with increasing the manufacturing facility’s production capacity and installing new upstream and downstream processing equipment, the $130 million project will also include

A new pilot plant to accelerate product pipeline delivery

Moreover, Elanco’s expansion in Elwood’s Doniphan County is anticipated to generate around 70 new jobs over the next 2 years, according to KC Animal Health Corridor.

"Doniphan County is thrilled to witness the remarkable growth and expansion of Elanco Animal Health in Elwood, Kansas. This achievement underscores the strength and potential of our local economy,” Adrienne Neibling, economic development consultant for Doniphan County, said in a news release.

 “Elanco's commitment to innovation and excellence not only brings new jobs and opportunities to our county but also reinforces Elwood's position as a hub for animal health industries.”

Elanco Animal Health set to expand production capabilities in Kansas manufacturing facility. News release. Elanco Animal Health Incorporated. August 20, 2024. Accessed August 26, 2024. 

https://www.elanco.com/en-us/insights/elanco-animal-health-set-to-expand-production-capabilities-in-kansas-manufacturing-facility

Patriquin L. Elanco Animal Health Inc. to expand operations in Kansas City region. News release. KC Animal Health Corridor. August 20, 2024. Accessed August 26, 2024. 

https://kcanimalhealth.thinkkc.com/news/news-releases/2024/08/20/elanco-animal-health-inc.-to-expand-operations-in-kansas-city-region

The investment is expected to grow the company’s monoclonal antibody platform and generate new jobs