Veterinary Business EMS Placements
By Anna Pill, University of Liverpool
Hi! I’m Anna, a current third year veterinary student at the University of Liverpool. For the past six months, I’ve been working freelance with Practice Made Purrfect and recently I had the opportunity to complete a two week professional EMS placement within the business (i.e. not a typical vet student placement!).
Today, I want to share my journey and experience of developing essential skills that go beyond clinical knowledge. I’m here to talk about how, what and why every vet student should be encouraged to take an interest and gain experience in veterinary business and marketing.
ENTERING THE WORLD OF VET MARKETING
I was first introduced to the world of marketing and business consultancy during my gap year where I worked in a SaaS marketing company. Though it wasn’t related to veterinary medicine, it sparked a newfound interest in marketing and business consultancy and opened my eyes to potential career paths I had never considered before, igniting a curiosity to explore diversified career paths.
Fast-forward two years, and that curiosity remained. I decided to apply for a four-week internship at Bishopton Vets, a large independent practice who are part of XL Vets. It was during this internship that I first encountered Practice Made Purrfect through a pet health plan audit they conducted for the business.
STARTING OUT AT PRACTICE MADE PURRFECT
A few months later, while organising my EMS placements, I reached out to Justin to see if a professional EMS placement could be arranged. My email was well-received, and after a call with Justin, I was offered a two-week placement and the opportunity to work freelance alongside my studies.
This opportunity was ideal because, as Justin aptly put it, "everything you do must provide value either by learning something new, making you money, or having fun". My experience with Practice Made Purrfect encompassed all three, making it a perfect fit!
"One key lesson I've learned is the immense value of taking the initiative to reach out to people or businesses."
THE VALUE OF INITATIVE
One key lesson I've learned is the immense value of taking the initiative to reach out to people or businesses. Yes, it can be daunting and the fear of rejection is real, but the opportunities that await are endless. Limiting yourself to just online advertisements can severely restrict your potential.
Even if nothing materialises immediately, the connections you make, the skills you acquire and the confidence you build are priceless. Making that first move can open doors you never knew existed and set you on a path filled with new possibilities. So, don't hesitate to make that first move – what’s the worst that can happen?!
LEARNING THE ROPES
After learning some of the ropes whilst working freelance such as optimising Google Business profiles, harnessing the power of Google reviews and creating engaging social media and in-house content, the time had come to start my placement.
During my time with the team I participated in our weekly calls with a diverse range of clients, who vary from newly opened single-site practices with no previous business experience to multi-million-pound enterprises who are among the most innovative and profitable practices in the UK. It was incredibly enlightening to see how, although each practice was providing independent veterinary care to their local community, their niches and individual problems are unique. What truly amazed me was witnessing how well Justin and the team get to understand their client’s practices inside out. This deep understanding is what allows the team to tailor their strategies effectively and implement next steps almost immediately. It was a fascinating process to watch and be a part of, seeing firsthand how personalised marketing strategies can significantly impact the success of independent veterinary practices.
OPPORTUNITIES AND FIRST HAND EXPERIENCE
I was also presented with the opportunity to liaise with founders and brainstorm the creative concept for a new mobile vet brand: Tribe Vets. I listened to the client’s needs and their vision for the brand’s identity and future to generate potential brand names, colour schemes, type font, logos, and slogans. This creative process involved continuous feedback, collaboration and multiple iterations, where I adjusted and tweaked concepts until they aligned perfectly with the founders’ vision. The end result was a neatly packaged up brand identity and a rewarding experience in shaping a brand from the ground up.
I have also been involved with marketing campaigns for The Vet Station Molesey, whose weekly calls I’ve joined since they first became our client. It was fantastic to get hands-on practical marketing experience organising projects such as leaflet drops and client acquisition campaigns, alongside refining my digital skills and utilising applications such as Wix, Canva and Facebook advertising. One of the highlights was visiting the practice in person, where I could witness firsthand the impact of our efforts and discuss future campaigns and explore new ideas for continued success.
A TRIP TO LONDON
It just so happened that my placement dates fell on a weekend where Justin was invited as a guest speaker at the annual LIVE independent veterinary enterprises conference in London and I was lucky enough to be invited and join as a delegate. We attended a networking breakfast together where I was surrounded by very successful and impressive veterinary business owners and entrepreneurs, followed by a day of talks from industry leaders and knowledge sharing between practices. Although I felt a bit out of my league and was grappling with imposter syndrome, I discovered that my perspective as a young vet and prospective future employee was highly valued. I was able to offer fresh and alternative viewpoints on various subjects, which sparked new ideas and discussions among delegates. This experience not only broadened my understanding of the industry but also demonstrated the importance of diverse perspectives in driving innovation and growth.
VISITING A VETERINARY DISRUPTOR
While in London, we took the opportunity to visit Creature Comforts, a brand-new veterinary disrupter located in Notting Hill for a nosy around their lilac-adorned practice. And WOW. From the moment we stepped through the door it felt like entering a luxurious spa. We were greeted with flat whites and branded dog toys, creating an incredibly relaxed and welcoming atmosphere. The clinic’s aesthetic was just the beginning; what truly stood out was their unwavering focus on employee and member care – showcased by their incredible team room occupying the best room in the building! The clinic further boasted clinical excellence and state-of-the-art facilities: think climate-controlled pet pods and a fully equipped dental suite with a view of Notting Hill high street. Everything was designed with both comfort and top-tier clinical expertise in mind. I was so impressed by their setup and innovative approach that I decided to book an EMS placement with them!
I think it is so important for vet students to take an interest in the business of the veterinary industry; not only if they see themselves being a partner or manager within a business, or setting up their own practice, but if their goal is to excel as a clinician it is absolutely essential vets understand the business landscape that they are working in. In today’s turbulent environment, where the Competition and Markets Authority (CMA) is scrutinising our industry and the media is often portraying vets negatively, the corporate v independent practice debate is more heated than ever. It's vital for upcoming vets to grasp the values that clients hold dear: honesty, transparency and genuine care for their pets, and embed these values into their professional life to help deliver high-quality care whilst maintaining a thriving business.
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"I was so impressed by Creature Comforts' setup and innovative approach that I decided to book an EMS placement with them!"
INVALUABLE CONNECTIONS AND THE FUTURE
The connections and introductions I made throughout my time at Practice Made Purrfect were absolutely invaluable. From engaging with veterinary business owners via Zoom, across a conference table or within their own practice, I had the privilege of meeting some incredible people who I continue to stay in touch with and hope to do so in the future!
I’m also excited to share that my journey with Practice Made Purrfect is far from over. Even though I had to decline Justin’s full-time job offer – after all, I’m more than halfway through my five-year course and can’t drop out now! – I’m delighted to continue working with Practice Made Purrfect part-time. Balancing this role alongside my EMS placements and university studies is a fantastic opportunity for continued growth and experience in the veterinary field. Staying connected with Practice Made Purrfect allows me to blend practical business insights with my ongoing education, preparing me for a well-rounded career and lots of exciting new opportunities to come!
