How to build relationships with reps in veterinary medicine

Building meaningful connections with industry reps

What comes to mind when you think of your industry reps? You likely picture swag and sales pitches. However, a pair of experts is aiming to help veterinary professionals lean on their industry reps as a resource beyond the products they offer. At the 2023 AAEVT Annual Conference, held in conjunction with the AAEP Convention, Wiss Costanza, AAEVT Executive Director and Amanda Compton, CVT, LVT, RVT, explored these ideas in their session 

How Best to Connect with Your Industry Reps

. The idea for this session came from their own experiences, Costanza is the current executive director for AAEVT, former industry salesperson and equine assistant. Compton is currently a salesperson for Merck Animal Health and credentialed veterinary technician. They both understand the importance of building industry/veterinary practice relationships.

Why is it important to build those relationships? It’s reasonable to feel apprehensive and want to be “too busy” when a salesperson comes to your door to sell something. However, Costanza and Compton said it is important to reconsider the way clinicians & staff interact with their reps because they have so much to offer. Many industry reps have backgrounds in veterinary medicine or related fields. As such, they understand the challenges and can serve as valuable allies. Whether it's knowledge about industry happenings, sponsorships, scholarships, or even discussions about veterinary support staff, industry reps can offer valuable insights and assistance beyond their primary products. “I like thinking of myself more as a resource than a sales rep, giving advice and distribution most of the time anyway, but still as a resource,” said Compton. By tapping into their diverse set of experiences, veterinary professionals can help build and strengthen relationships with their reps, which only further grows trust around relying on them to help solve problems.

“I'll help you stock the truck; I’ll carry the box for you; I'll hold the horse while you take a temperature and do its TPR,” said Costanza. She added, “The biggest compliment I've ever received was when I came to visit a clinic and they said, ‘We love when you come because you don't just talk about your product. You bring so much more to the table...and we learn something when you come.”

“When I worked in industry, the first year I was told to go out, conquer, make relationships. That's all you need to do. Don't worry about selling products; go and make relationships,” said Costanza. Exemplifying that mindset, the duo shared insights from their experiences on how that relationship building can impact the doctor-rep experience for the better.

She talked about how asking your reps for help, advice, and information can strengthen that bond over time, allowing the rep to be as helpful as possible. “When you build those relationships, you start to ask, ‘What is in the rep’s toolbox? How can they help me?’” said Costanza. “I did myself a disservice as an assistant by not talking to my reps and not growing that relationship with them.”

Costanza and Compton both acknowledged that there can be challenges, such as busy schedules that make it tough to find the time for conversation. However, the time invested can be worth it due to the resources the rep can bring to the table.

The takeaway is that the relationship between veterinary professionals and industry representatives goes beyond product transactions. It's about fostering meaningful connections, sharing knowledge, and supporting each other in the veterinary community. By being open to these connections, veterinary professionals can enhance their practice and stay informed about industry developments and capitalize on an opportunity to create a collaborative and supportive veterinary community.

How Best to Connect with Your Industry Rep

. Presented at the 2023 AAEVT Annual Convention. San Diego, California. November 29 – December 3, 2023.

Articles

Why your reps could be a valuable resource you’re missing out on

Building meaningful connections with industry reps in veterinary practice

The American Association of Feline Practitioners (AAFP) and EveryCat Health Foundation announced they are offering a scholarship of $2,500 to 2 veterinary students enrolled in an accredited veterinary college or school located in the United States or Canada. The scholarship will provide support and encouragement to students interested in pursuing a career in feline medicine or clinical scientific research of felines.

“EveryCat's mission is to advance feline health and wellbeing. We are honored to partner with the AAFP to encourage and assist students who have a passion and aptitude for feline medicine and health research with these scholarships,” said Jackie Jaakola, executive director, EveryCat Health Foundation, in a joint organizational release.

 “The future of feline medicine truly starts here.”

According to the release, the scholarships are available to students in their 3rd or 4th year of veterinary school.

The students chosen for the scholarship will be based on academic achievement, financial need, leadership skills, and excellence in the study of feline medicine. Any interested students are asked to submit a short application and answer 2 essay questions describing their interests and background in feline medicine and wellbeing. The students must also include in their essays their goal in pursuing clinical scientific research or feline medicine.

“We are tremendously inspired by the students involved with the AAFP, and are excited to continue the partnership with EveryCat Health Foundation to engage with the next generation of veterinary professionals,” added Heather O’Steen, CAE, AAFP CEO.

 “We look forward to helping veterinary students focus on improving the standard of feline healthcare and wellbeing.”

Volunteers from EveryCat Health Foundation and the AAFP will be a part of a Scholarship Task Force where they will review the applications and select and approve the winners. The submission deadline and supplementary documents are due on March 18, 2024, by 11:59 EDT. The chosen students will be notified of their award by April 15, 2024.

The American Association of Feline Practitioners and EveryCat Health Foundation announce scholarships for 2024. News release. American Association of Feline Practitioners and EveryCat Health Foundation. January 9, 2024. Accessed January 11, 2024.

AAFP and EveryCat Health Foundation will offer 2 scholarships to veterinary students within the United States or Canada 

Feline health organizations announce scholarship opportunities 

Editor’s note: Mariano Pardo, BVSs, MV, DACVECC, is a 

Veterinarian Mariana Pardo, BVSc, MV, DACVECC, and her attorneys have  has filed a federal whistleblower and retaliation lawsuit against Animal Surgery Center of Long Island (ASC) and its founder Tomas Infernuso, DVM, DACVS. According to the complaint filed in the United States District Court Eastern District of New York,

 Pardo has accused Infernuso and ACS of medical misconduct as well as discriminating against staff.

In 2022, Pardo was recruited to join ACS as its emergency and critical care medical director but was reluctant to do so based on the proposed terms of her employment that the clinic initially offered. However, Infernuso later promised Pardo that a new contract would be finalized eventually while assuring her that she would receive all the benefits and compensation she had sought as terms of her employment. According to the complaint, Infernuso has not delivered on any of the promises made to Pardo.

Shortly after starting her career at ACS, Pardo noticed medical misconduct and harassment of other staff members, according to the complaint. Pardo also stated in the filing that she became aware that the clinic was using unlicensed veterinary technicians for procedures, providing substandard medical care, and engaging in unsafe administration of controlled substances, while Infernuso engaged in mistreatment of fellow staff members. Pardo also stated, through the complaint, that she advocated for better treatment and conditions for employees at ACS continuously with Infernuso. When Pardo brought the issues to Infernuso’s attention, he was allegedly reluctant to address the issues which led her to create a spreadsheet where she wrote down in detail all that she witnessed or became aware of.

Pardo complained internally about the issues she was witnessing and was then allegedly faced with retaliation such as harassment and refusal of her pregnancy accommodations. Infernuso became overly hostile to Pardo, according to the complaint, demanded she work longer hours, and withdrew the promises he made regarding her compensation and benefits. Infernuso then fired her weeks after she disclosed her pregnancy, an action the complaint called “a final act of unlawful retaliation in response to her complaints and advocacy.”

“It is my hope that this lawsuit forces Dr Infernuso to reflect on his behavior and leads to the necessary changes to guarantee that ASC’s patients receive the quality medical care they deserve and that his future employees are not subject to a dysfunctional and hostile workplace, as they deserve a safe and discrimination-free environment,” Pardo said in a prepared statement.

“ASC and Dr. Infernuso must be held accountable for their blatant retaliation against Dr Pardo, who did nothing other than stand up for the ethical treatment of ASC’s animal-patients and nondiscriminatory treatment of ASC’s employees,“ said David E. Gottlieb, JD, and Meredith A. Fireto, JD, partners at Wigdor LLP, in the release.

In 2021, Cliff Saffron, the former chief executive officer of ACS, filed a lawsuit claiming he was terminated after filing complaints that Infernuso was discriminatory toward employees, and engaging in sexual harassment in the workplace. Saffron also claimed that ASC was lying to clients about the medical qualifications of professionals performing surgery at ACS.

 has made multiple attempts to reach Infernuso and ACS for comment regarding the allegations outlined in Pardo’s complaint. A response has not been received.

Whistleblower Complaint Against Animal Surgical Center (ASC) of Long Island. News release. Wigdor LLP. January 10, 2024, Accessed January 11, 2024. 

https://www.wigdorlaw.com/news-press/whistleblower-complaint-against-animal-surgical-center-asc-of-long-island/

Pardo v Infernuso DVM, P.C. d/b/a Animal Surgical Center. 2:24-cv-190. US District Court Eastern District of New York. (2024). Accessed January 11, 2024. 

https://www.wigdorlaw.com/wp-content/uploads/2024/01/Complaint.-Pardo-v.-ASC-et-al.pdf

Saffron v. Tomas Infernuso et al., No. 604661/2021. New York State Supreme Court County of Nassau. (2021) Accessed January 11, 2024. 

https://trellis.law/doc/57482688/summons-complaint

Mariana Pardo, BVSc, MV, DACVECC, was allegedly fired after witnessing unlawful practices and filing a complaint at the clinic 

Veterinarian files whistleblower and retaliation lawsuit against former employer 

Learn a little more about Dr Jörg M. Steiner and his expertise on pancreatitis

Insights from a gastroenterology expert

Jörg M. Steiner, Med Vet, Dr Med Vet, PhD, DACVIM-SAIM, DECVIM-CA, AGAF sat down with 

 in a video interview and shared his start in veterinary medicine, and specifically, how he pursued gastroenterology within small animal internal medicine. He also discussed how pancreatitis can differ in dogs and cats, and how they can appear the same.

The following is a partial transcript of the video.

Jörg M. Steiner, Med Vet, Dr Med Vet, PhD, DACVIM-SAIM, DECVIM-CA, AGAF:

 I'm Jörg Steiner from Texas A&M University and I mainly act as the director of the gastrointestinal ward here at Texas A&M. I'm a Regents Professor, University Distinguished Professor, Small Animal Internal Medicine.

I really didn't want to become a veterinarian in the first place. I wanted to be a farmer, and my dad did not want me to become a farmer. And so we compromised them becoming a veterinarian. So my idea, of course with that in mind, was that I would treat mostly cows. And then I realized that you couldn't do that much with cows, so I went small animals.

I always would say that there's more commonalities than differences between dogs and cats. I think the big difference—or the perceived difference—comes in because cats present with more vague clinical signs than dogs. And so certainly in dogs we have a much better understanding of acute disease versus chronic disease, versus in cats we don't really expect a lot of acute disease even though they have it sometimes.

Videos

A pair of animal breeders in Virginia recently had their Animal Welfare Act (AWA) license permanently revoked by an order of the United States Department of Agriculture (USDA) that cited numerous violations. The USDA and the Virginia Attorney General’s Office also oversaw the surrender of approximately 200 animals in the care of breeders Elena Mikirticheva and Andrey Mikirtichev of North Chesterfield, Virginia, who are also facing more than $300,000 in civil penalties.

“The humane treatment of animals has always been a top priority of APHIS, and we use all available resources to carry out this goal,” said Roxanne Mullaney, DVM, deputy administrator for the USDA’s Animal and Plant Health Inspection Service (APHIS) Animal Care Program, in an agency release.

 “We applaud the work of our inspectors and our partners, and value the partnerships that help ensure enforcement of the AWA.”

Under court order, approximately 45 animals were surrendered to USDA, which placed the animals for adoption through shelters and rescue organizations in Virginia. The federal agencies also worked with the Virginia Attorney General’s Office to seize more than 150 more animals at the facility for placement with the Humane Society of the United States.

The actions and penalties imposed upon the defendants are part of preliminary injunction relief issued by the US Department of Justice (DOJ) for alleged pervasive mistreatment of animals. The relief was ordered by US District Judge David J. Novak for the Eastern District of Virginia to replace a temporary restraining order that cited more than 50 AWA violations—identified by APHIS inspections—for failure to provide adequate shelter, medical care, and other animal care to cats and dogs.

 The pair of breeders also failed to provide access to USDA inspectors.

Legal filings alleged that APHIS inspectors repeatedly found animals in need of veterinary care over the course of 2 years. According to the DOJ, Mikirticheva and Mikirtichev delayed seeking veterinary care for some animals, and failed to follow the veterinarian’s advice for others that did receive medical care. Furthermore, APHIS inspectors found animals in cages smaller than AWA requirements allow, while other dogs and cats seemed to be dehydrated or malnourished because of dominant or aggressive behavior displayed by animals with whom they should not have been housed. Allegedly, APHIS inspectors also observed junk, waste and/or hazardous materials in areas accessible to the animals, the DOJ noted in a news release.

APHIS first issued a 21-day license suspension for the facility on August 11, 2023. The agency filed an administrative complaint on August 25, 2023, and referred the case to DOJ. The preliminary injunction secured by the DOJ, in part, ordered Mikirticheva and Mikirtichev to stop selling and acquiring animals.

One example provided in the federal complain detailed the condition of a male brown tabby kitten that had been born with a malformed chest that was compressed inward. Although the kitten had reduced space for his heart and lungs, an attending veterinarian was not notified of its condition. Instead, Mikirtichev tried to treat the kitten’s condition by unsuccessfully splinting the chest cavity with a toilet paper tube. Two weeks later, the kitten was found in respiratory distress with active diarrhea adhered to the fur, as well as thin and in poor body condition, while housed in an enclosure with 4 adult female cats and 13 other kittens. According to the complaint, Mikirtichev acknowledged the kitten’s poor condition but again neglected to communicate crucial information to the attending veterinarian. The kitten died shortly thereafter.

Working together, USDA and DOJ continued to pursue civil penalties and other relief. The USDA filed the Consent Decision and Order to resolve the allegations in the administrative complaint on December 28, 2023, while the DOJ filed a consent decree in the US District Court for the Eastern District of Virginia.

In cases where APHIS has reason to believe that an AWA licensee is placing the health of its animals in serious danger, APHIS has the authority and obligation to notify the Attorney General. The agency seeks to protect millions of animals nationwide that are covered by the AWA. Developed by APHIS, the Act and accompanying regulations set federal standards of care for animals that are bred at the wholesale level, used in research, transported commercially, or exhibited to the public, according to the USDA.

UDSA announces civil penalties and license revocation for Virginia facility due to repeated Animal Welfare Act violations. News release. USDA. January 9, 2023. Accessed January 11, 2023. 

https://www.aphis.usda.gov/aphis/newsroom/news/sa_by_date/sa-2024/awa-violations-va-facility

Virginia animal breeders surrender approximately 200 dogs and cats. News release. US Department of Justice. January 9, 2023. Accessed January 11, 2023. 

https://www.justice.gov/opa/pr/virginia-animal-breeders-surrender-approximately-200-dogs-and-cats

United States v. Elena Mikirticheva and Andrey Mikirtichev, No. 3:23-cv-552. US District Court for the Eastern State of Virginia. August 30, 2023. Accessed January 11, 2023. 

https://storage.courtlistener.com/recap/gov.uscourts.vaed.542098/gov.uscourts.vaed.542098.1.0.pdf

Citing numerous violations of the Animal Welfare Act, a court order oversaw the surrender of approximately 200 animals and fines of more than $300,000

USDA permanently revokes license of Virginia breeders

As more pet owners learn about the possibility of in-home end-of-life care, mobile hospice and euthanasia are becoming an increasingly high-demand sector of the veterinary field. Mobile care is easier on ailing pets, and families appreciate being able to say goodbye in their own homes and on their own terms. It takes a special kind of veterinarian with deep compassion, empathy, patience, and understanding to deliver this type of care and find special meaning in this work. Additionally, the practical benefits of mobile end-of-life care can sometimes allow for a better work-life balance than general practice if you don’t mind driving.

Business ownership allows you complete control to execute your vision exactly as you like and to fill a gap in your local community by providing a much-needed service. However, business ownership is a big commitment, and you must be physically, mentally, and financially prepared before taking the plunge.

Entrepreneurship is not a job but a personality attribute. To succeed, you must be willing to prioritize what your clients want, and your patients need and build a business around them. You will have to work harder than everyone else to provide clients exceptional service, offer compassion and flexibility during highly emotional times, and balance your personal and family needs with your business. It requires complete commitment on your part, nothing less.

On the other hand, joining an established business as an employee takes away the power of decision-making but can provide you with stability and a steady income and relieve many of the responsibilities that come with business ownership.

The decision to start your own business or join an established in-home euthanasia practice is highly personal and will depend on your current situation, priorities, and long-term goals. To help you weigh your options, here are some lessons I’ve learned as the founder of a nationwide veterinary in-home hospice and euthanasia service. Here are the top 6 lessons I learned in my business ownership journey after starting my business from scratch and now employing veterinarians.

When you start a business, every penny you make goes back into the company. Although a mobile practice requires considerably less overhead than a traditional brick-and-mortar building, expenses increase quickly. You won't immediately turn a profit between equipment purchases, vehicle maintenance, supplies and drugs, and accounting, legal, and marketing help. I didn’t bring home a paycheck for 2 years, but I expected that going in and was financially prepared with savings. Consider your needs and your family’s needs—can you survive without an income for the immediate future? Do you have access to affordable health insurance through other means? Are you willing to constantly invest back into your business to make it successful long-term?

#2: The phone is going to ring at all hours

Concerned pet owners are likely to call you for help at all hours. Understand that you don’t have to answer calls in the middle of the night if you don’t want to—and you should set those boundaries early on—but every call that is not returned promptly is lost business. Because of the urgent nature of euthanasia, pet owners who can’t get through to you will hang up and call another service. I remember having to step away from my young children and find a quiet spot in the house so I could dedicate the time and attention each caller deserved. This was difficult but essential until I could afford to hire someone to help, considering that you’ll always be “on-call.”

#3: In the beginning, you will be responsible for everything

Answering the phone isn’t the only task you will be responsible for while building your business. Without support staff, each appointment and follow-up tasks will take significantly longer. Medical records, drug logs, referring veterinarian communications, sympathy cards, and cremation coordination will all fall on you, so you must be realistic about how many appointments you can see in a given day. Finding the right balance between hustle and personal time can be challenging at first, and you may end up sacrificing sleep to build your business and reputation. In an established business, you can lean on employees, technology, and workflows already in place to streamline the process, and you are more likely to make it home on time.

#4: You will need to establish relationships with vendors

Veterinary euthanasia businesses must establish and maintain relationships with crematory and supply vendors, a website developer, and possibly a marketing team. You will need to negotiate pricing, check statements each month, and keep track of accounting, ordering, and receiving on an ongoing basis. You will choose which drugs to stock, where to get them, and how much to order. You will also want to select a respectful and compassionate crematory service carefully.

You should visit local crematories before choosing so you can answer any questions your clients have about the process, from how their pet is kept separate from others during private cremation to where their ashes will be spread after a communal cremation. An established practice already has these relationships in place and an accounting team to do most of the work for you. Of course, you’re not required to handle any of this back-end work!

#5: Licensure gets complicated when you travel with controlled drugs

Mobile euthanasia practices are, by nature, a controlled drug nightmare. The Drug Enforcement Administration does not take this lightly, and you shouldn’t either. Before starting your own business, ensure you understand the applicable laws and can maintain appropriate licensure and compliance. Maintaining drug logs and hard counts is time-consuming, and you should be prepared to handle the paperwork that sometimes comes with ordering scheduled drugs and maintaining annual logs.

#6: Business skills are necessary for success

Marketing, advertising, and other business skills are not natural talents for many veterinarians; however, they are essential for business success. Anyone can learn these skills but remember that everything falls on your shoulders as a new business owner. Do you have the time and desire to learn the business side, or would you prefer to join an established practice and leave the marketing—and big decisions—to someone else? This, of course, is entirely up to you!

Other veterinarians repeatedly tell me that they could never do what I do. However, those called to this type of practice find no greater reward than the gratitude of a grieving pet owner who had the best possible experience saying goodbye to a long-time friend. If in-home end-of-life care is your passion, you have the option to create your business model or join an established service or practice. Choosing the option that best suits your needs will allow you to glean the most joy from your work and sustainably help pets and clients for years to come.

Dani McVety, DVM, founded Lap of Love Veterinary Hospice, a nationwide company helping 10,000+ families per month say goodbye to their beloved pets in the comfort of home. She was the 2017 Pet Industry Woman of the Year and is the 2022 AVMA Bustad Companion Animal Veterinarian of the Year.

Once veterinary professionals focus on end-of-life care full-time, the next step is determining whether business ownership or traditional employment is the right path for them. 