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Related Experiment Videos

Veterinary practice, competition and advertising: 1985-1994.

J D Bell1, M T Fay

  • 1Department of Marketing, University of Otago, PO Box 56, Dunedin, New Zealand.

New Zealand Veterinary Journal
|July 21, 2005
PubMed
Summary

Veterinarians in New Zealand increasingly accepted professional advertising and competition between 1985 and 1994. Most now view advertising as a business tool, though fee advertising remains cautious.

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Area of Science:

  • Veterinary professional ethics
  • Marketing and business practices in veterinary medicine

Background:

  • Commercialization trends in professional services
  • Historical attitudes towards advertising in the veterinary profession

Purpose of the Study:

  • To track changes in New Zealand veterinarians' attitudes towards professional commercialization and advertising.
  • To analyze shifts in the veterinary profession's orientation towards competition over time.

Main Methods:

  • Three-wave longitudinal survey of veterinary professionals and four other groups in New Zealand (1985, 1988, 1994).
  • Analysis of attitudinal shifts regarding commercialization and advertising practices.

Main Results:

  • Significant increase in acceptance of advertising and competitive practices between 1985 and 1988, consolidating by 1994.
  • Widespread acceptance of an openly competitive veterinary profession and informative advertising as a business-building tool.
  • Continued caution regarding the advertising of veterinary fees, despite increased client demands.

Conclusions:

  • Veterinary professionals' attitudes have significantly liberalized regarding advertising and competition.
  • The profession's focus has shifted towards embracing business-building strategies through marketing.
  • Recommendations for deregulation of advertising controls within the veterinary profession are proposed.

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