Turbulence and change - the veterinary profession in a competitive environment

Fay, Michael; Bell, John D.

doi:10.1080/00480169.1988.35526

New Zealand Veterinary Journal

1988

DOI: 10.1080/00480169.1988.35526

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Turbulence and change - the veterinary profession in a competitive environment

Michael Fay

John D. Bell

Abstract: This paper examines the views of members of the veterinary profession towards the change in orientation of professional practice that is occurring. It contrasts the values of veterinarians with those of doctors, dentists, lawyers and accountants. Particular attention is given to the areas of business efficiency, competition and advertising. Data was derived from self-completion questionnaires containing 40 Likert scales which were mailed to 300 members of each of the five professions.

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Cited by 2 publications

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Veterinarians, advertising and competition — three years on

Fay

Bell

1990

New Zealand Veterinary Journal

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The views of veterinarians towards the changes that are occurring in professional practice with respect to competition and advertising are examined and compared with the views expressed in a similar study carried out 3 years previously. Data was derived from self completion questionnaires containing 40 Likert scales which were mailed to 300 members of the profession, first in 1985 and then in 1988. The moves made by the New Zealand Veterinary Association since 1985 in relaxing the rules on promotion appear to have largely alleviated any frustrations that were building up amongst the membership at that time. However, the study suggests that the profession will still find the boundaries of acceptable behaviour being tested by entrepreneurial practitioners.

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Veterinarians, advertising and competition — three years on

Fay

Bell

1990

New Zealand Veterinary Journal

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Veterinary practice, competition and advertising: 1985–1994

1997

New Zealand Veterinary Journal

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In 1985, members of the veterinary profession and four other professional groups in New Zealand were surveyed to establish their attitudes towards the developing commercialisation of their professions, and particularly towards advertising. This survey was repeated in 1988, and again in 1994. The results of the three surveys are presented in this paper. There was a sharp movement towards acceptance of advertising, and toward a competitive orientation in general, between 1985 and 1988, with a consolidation of these changes during the following 6 years. The acceptance of the idea of an openly competitive profession now has widespread support among veterinarians. Similarly, there is general support for the use of most kinds of informative advertising, with many practitioners viewing advertising as a business building tool, but with the advertising of fees remaining an area over which there is still considerable caution. Although clients are seen as more demanding than in the past, the client-practitioner relationship is still expected to be an enduring one. We suggest that, in view of the relaxed attitudes towards advertising that now exists among members of the veterinary profession, control of advertising should cease to be a concern to the profession.

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Turbulence and change - the veterinary profession in a competitive environment

Cited by 2 publications

References 6 publications

Veterinarians, advertising and competition — three years on

Veterinarians, advertising and competition — three years on

Veterinary practice, competition and advertising: 1985–1994

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