As a Veterinary Practice Medical Director, your role extends beyond clinical expertise to include mentorship, leadership, and strategic focus. Your associate veterinarians are vital to your hospital’s success in terms of medical outcomes and financial health. To empower your associates and ensure the hospital thrives, consider focusing on the following key areas:

  • The 80:20 Rule for Services vs. Products
    The 80:20 principle can guide your associates to focus their efforts where it matters most. 80% of a veterinary hospital’s revenue is typically from services rather than product sales. Teach your associates to prioritize diagnostics, treatment plans, and high-quality service delivery over upselling products. While flea preventatives and supplements are important, they should focus on delivering exceptional medical care.
    Tips:

    • Regularly review hospital service offerings and identify areas to expand or improve.
    • Encourage associates to recommend products only when medically necessary, fostering client trust.
  • Medical Chart Audits: Ensuring Excellence in Patient Care
    Regular medical chart audits are essential to maintaining a consistent quality of care and ensuring compliance with medical standards. As a Medical Director, auditing charts provides an opportunity to coach your associates on thorough documentation, accuracy in diagnosis, and comprehensive treatment plans.
    Key areas to audit:

    • Diagnostic justifications (e.g., why specific tests were run).
    • Clarity and detail in treatment plans.
    • Follow-up recommendations and client communication notes.

    Action Plan:

    • Schedule bi-weekly or monthly chart reviews for each associate.
    • Use audits as coaching opportunities rather than punitive measures. Highlight successes as well as areas for improvement.
  • Monthly Production Reports: Transparency and Growth
    Sharing monthly production reports with your associates can motivate them to understand their role in the hospital’s financial success. These reports can help them track their revenue contributions and identify opportunities for growth.
    What to share:

    • Individual production metrics, including services and product sales.
    • Hospital benchmarks to provide context (e.g., average revenue per patient visit).
    • Areas where performance aligns with or falls short of expectations.

    Pro Tip:

    • Pair production reports with strategies for improvement, such as increasing dental compliance or offering more diagnostics. Make it actionable and achievable.
  • Mentorship on Client Communication
    Strong client relationships are critical for successful treatment compliance and client retention. Equip your associates with communication strategies to build trust and ensure clients understand the value of recommended treatments.
    Focus areas for training:

    • Explaining diagnostics and treatment plans in layman’s terms.
    • Addressing client concerns empathetically while maintaining professional boundaries.
    • Handling client objections to costs through value-focused discussions.
    • Consider role-playing difficult client scenarios during team meetings to practice and improve skills.
  • Building Expertise in Key Services
    Encourage associates to specialize in areas they’re passionate about, such as dentistry, ultrasonography, or behavior. A motivated associate with a niche focus can drive growth in specific service areas and position your hospital as a local expert.
    How to support specialization:

    • Provide CE opportunities tailored to their interests.
    • Create service bundles or promotions to spotlight their expertise.
    • Recognize and celebrate their achievements within the hospital and with clients.
  • Promoting Work-Life Balance
    Burnout is a significant issue in veterinary medicine. As a Medical Director, prioritize creating a supportive environment where associates can thrive personally and professionally.
    How to foster balance:

    • Set reasonable production expectations and avoid overloading schedules.
    • Offer flexibility when possible, such as rotating shifts or mental health days.
    • Lead by example by maintaining healthy boundaries yourself.
  • Collaboration on Hospital Protocols
    Involving associates in creating or updating hospital protocols fosters buy-in and ensures alignment on standards of care. Protocols also provide clarity, especially for newer veterinarians.
    Areas to standardize:

    • Vaccination schedules and preventive care guidelines.
    • Surgical protocols and anesthetic safety.
    • Client communication templates for common conditions.
  • Continuous Feedback and Growth
    Make feedback an ongoing part of your leadership style. Regularly check in with your associates to celebrate their successes, address challenges, and provide constructive guidance. Monthly one-on-one meetings can ensure alignment with hospital goals and offer a safe space for associates to voice concerns.
    Structure for one-on-one meetings:

    • Review production and medical chart audits.
    • Discuss progress on individual goals (e.g., professional development).
    • Share client or staff feedback.
    • Identify areas where additional support is needed.
Conclusion
By focusing on these key areas, you can cultivate a team of confident, capable associate veterinarians who deliver outstanding patient care and contribute to the hospital’s financial health. Your role as a Medical Director is to lead purposefully, set clear expectations, and create an environment where your associates feel valued, supported, and motivated to excel.

By investing in their success, you’ll not only strengthen your team but also enhance your hospital’s reputation and long-term success.