2020 Annual Meeting & Conference VIRTUAL

Program Descriptions

TUESDAY, September 1

The Truth About Pricing (It’s Not About the Cookie)

Speaker: Melina Palmer
How to price products is something every business (regardless of size or industry) struggles with. Countless hours have been wasted agonizing over the perfect price, but there is something no one has told you. There is an unwritten truth about pricing – a secret Melina will uncover in this session using her proprietary “it’s not about the cookie” method. In this session you will learn: (1) how the brain makes decisions about pricing, (2) why the order things are presented in matters much more than the items themselves – or the price and, (3) specific tips for commanding premium prices for any product. Attend this fun and engaging session for actionable, concrete tips and mind-blowing revelations about behavioral economics and the human brain that will change your business (for the better) forever.

The Economics of Competition in Veterinary Services
Speaker: Roger Haston, Ph.D.
The role and importance of pets in people's lives continue to increase in the United States, with an estimated 60% of all households owning a pet. Despite the growth of the veterinary service industry, there is growing recognition that many pets go without adequate veterinary services. The growth of low-cost providers has raised concerns about the impact of competition with the veterinary services market. Roger utilizes stochastic modeling to incorporate a wide variety of demographic and published data to demonstrate the economic impact of competition within a market. The introduction of low-cost providers within a market increases the overall economic value of the market. Total veterinary visits, revenue, and households served all increase substantially in a market with price dispersion. This modeling highlights significant opportunities for mutual benefit and collaboration between different providers, be it for-profit or non-profit, by increasing the awareness and opportunities for people to seek health care for their pets.

OSHA Administrative Requirements
Speaker: Philip J. Seibert, Jr., CVT
The job isn’t done until the paperwork is complete! That’s true for the hospital’s safety program as well. In this session, we’ll discuss exactly which forms, posters, plans or documents are required by OSHA. We’ll also work through the most practical ways to get all those written plans completed!

THURSDAY, September 3

Alphabet Soup: A Guide to the ABCs of Employment Laws
Speaker: Timothy A. Davis
More than 180 federal laws---and numerous state and local laws--- govern employment. In a world that is continually changing, the one constant is the need to be up to date with these requirements. This session is designed to help owners and managers understand the legal obligations and challenges they face in complying with these laws.

The last 30 minutes of this session is reserved for Q&A with the speaker. 

What It Means to Pay Employees a Living Wage
Speaker: Darren Osborne, MA
A living wage is not minimum wage, which basically meshes with federal poverty guidelines. A living wage is defined as the minimum income necessary for a worker to meet the cost of living in the area in which s/he lives. Many hospitals are interested in paying their employees a living wage because it can improve a worker’s quality of life and it demonstrates to staff and clients that the practice takes care of its employees. This session will focus on calculating a living wage and identifying strategies employers can take to reach that target number.

Empathetic Exhaustion - ELANCO SPONSOR EVENT
Speaker: Heidi Hulon, DVM
At the core of who we are and what we do is Empathy. As a super-power, it allows us to care, connect, and communicate. As our kryptonite, it leads to exhaustion, emotional overload, and exaggeration. This program addresses how to keep Empathy and our other strengths powerful while managing the negative side of ourselves and our profession. As Practice Managers, this will help you create a strategy for your team that minimizes the risk of Empathetic Exhaustion and increases Well-Being. (1.5 RACE approved)

THURSDAY, September 10

Envision, Execute, and Experience – Creative Strategy for the 21st Century
Speaker: Ed Goodman
Explore the emerging “experience economy” and its potential to engage customers and staff in personal and memorable ways. Learn the principles of creating experiences that benefit your practice and business. Discover the essence of experience staging and how these concepts are benefiting highly regarded businesses. Begin to think about your specific applications and potentials.

This session will introduce a new, inclusive, creative problem-solving technique that enables inventive solutions to rise to the forefront quickly and easily. Spiral Thinking is a new method and process that helps organizations craft solutions, envision new horizons, and develop an executable plan. Learn to discover your best ideas, design strategies and plans for execution and experience a new future.

Using the VHMA Compensation and Benefits Survey to Win in a Competitive Job Market
Speaker: Darren Osborne, MA
The data contained in the VHMA Compensation and Benefits Survey is valuable, but can be daunting. In this session, managers will learn to use the results from the non-DVM and associate surveys to calculate attractive job offers in an overheated labor market. The results can also help managers negotiate higher wages and better benefits for themselves.

TUESDAY, September 15

Crisis or Crossroads? Understanding What Credentialed Veterinary Technicians Bring to the Practice
Speaker: Leslie Boudreau, RVTg, BASVT, CVPM, PHR, PHRca
The current status of the veterinary technician profession has been described as being “in crisis” and at “a crossroads of change." Practice managers can impact how the role of the veterinary technician is perceived. The discussion will focus on how hiring credentialed veterinary technicians and utilizing them to their fullest extent (by law and skill) can transform the practice and increase profitability. Economic studies by the OAVT and AVMA will be examined, as well as optimum DVM to technician ratios. We will also explore how veterinary practices are leveraging technicians with telemedicine and technician appointments and how to attract, hire, and retain veterinary technicians.

Trends in Veterinary Licensure Impacting your Practice
Speaker: James T. Penrod, CAE, FASLA
This session will help participants better understand the licensure trends that are impacting the veterinary practice landscape. Learn about how changes in regulations addressing telehealth, CBD oil, and opioid Rx reporting may affect hospital operations. Review and recognize developments in the scope of practice of veterinary technicians and apply this information to optimize performance in the practice.

  1. Licensure for Veterinary Professionals
    Licensure 101
  2. American Association of Veterinary State Boards
    Who is the AAVSB and What Do We Do
    Regulatory Board Structure in the U.S.
    Online Licensure Verification and the Benefits to Your Hospital
  3. Regulatory Issues Impacting Veterinary Hospitals
    Telehealth
    CBD and Regulation
    Opioid Prescribing
  4. Veterinary Technician Utilization
    Model Scope of Practice for Technicians
    The Public Understanding of Veterinary Technicians
Let's Talk Benchmarks...during Happy Hour! - VETSUCCESS SPONSOR EVENT
Speakers: Sheri Gilmartin, CVPM and Esther Frasher
Join VetSuccess data experts Sheri Gilmartin, CVT and Esther Fraser for a relaxed, yet informative, social hour where the focus will be on veterinary industry benchmarks. Armed with compelling stats, Gilmartin and Fraser will walk us through a behind-the-scenes look at the 2020 VHMA Practice Performance Benchmarks. Important KPIs for growth, like Change in Active Patients and Revenue Per Unique Patient, will be discussed, and participants will walk away with actionable insights from a CVPM colleague. Also on the agenda is an in-depth look at industry benchmarks for dental services, parasiticides, and professional services. With the session taking place during happy hour grab your drink of choice and join us. This is sure to be the most fun you've had with math.

THURSDAY, September 17

Managing Up Techniques for Surviving (and Thriving) with the Dreaded “Difficult Boss”

Speaker: Dana Brownlee
Unfortunately, too many workplaces have degenerated into an “us” vs “them” mentality where team members talk past each other, label the other as “difficult,” and miss valuable opportunities to team and collaborate for joint success. A key to success for virtually everyone in the workplace is adapting a “managing up” mentality that focuses on how each of us can help our bosses (and other senior leaders) be successful – even if they’re not the “perfect boss.” This presentation explores proven techniques for managing common varieties of the “difficult boss.”

Customer Loyalty Does Not Mean Exclusivity
Speaker: Kimberly Ness
Nearly 25% of pet owners use more than one source for veterinary care. Pet owner options for obtaining veterinary care have grown exponentially. In today’s environment loyalty isn’t necessarily defined as exclusivity. In this session, you will learn where pet owners are obtaining care, what motivates them, and how to enrich your client relationships to keep them coming back to your hospital. Valuable insights and data will be presented from a series of ongoing surveys of 1,000-1,500 pet owners.

The Big Picture: How Payment Options Help Practices Weather a Recession and Boost Compliance - VITUSVET SPONSOR EVENT
Speakers: Karen Felsted, DVM, CPA, MS, CVPM and Mark Olcott, DVM, MBA
In virtually every survey of pet owners, cost is cited as a major factor in not just whether or not they seek care but also how they seek it. The rate of insured pets isn’t climbing quickly which exacerbates the issue. This talk will discuss the latest data on the rising cost of pet care, current client cost concerns and the usage of payment options. We’ll also cover how these concerns may increase if the current recession persists - and what practices can do to prepare, including adding more payment options to offer clients flexibility. We’ll share an online calculator that practice managers can use to help objectively evaluate payment options, including the processing fees and the boosts to compliance and revenue.

Career Panel
If you ask veterinary hospital managers what they do, most will say that they are responsible for overseeing staff, policies, and finances. Still, the manager’s role can vary from organization to organization, depending on the size, specialty, and ownership model. Additionally, veterinary management careers are not limited to the practice setting. VHMA has assembled a diverse panel of professionals, including those who have leaped from the practice setting to consulting and industry. The panelists will detail the varied roles they play and will reveal the pathways that got them to where they are now. Whether you are new to the profession or searching for career options, this candid discussion will provide fresh perspectives on the full range of choices available to veterinary practice managers.

TUESDAY, September 22

Workplace Restrictions and Accommodations
Speaker: Timothy A. Davis
In this session, participants will be guided through the common management and statutory compliance issues that arise when managing employees with medical conditions. The group will also collaborate to identify effective strategies for addressing legal and practical challenges that arise in the practice.

The last 30 minutes of this session is reserved for Q&A with the speaker.

Financial Statements Deep Dive - Identifying and Diagnosing Variances
Speaker: Terence O'Neil, CPA, CVA
Managers are busier than ever. It’s important to be able to quickly determine changes in the practice P&L and address what is going in on. Terry will share critical areas to focus on and why it’s important to identify discrepancies and root causes. Attendees will walk away with practical steps to impact the practice’s financial well-being.

Moving Forward: Practice Growth and the Important Role of Preventive Care Diagnostics  - IDEXX SPONSOR EVENT
Speaker: Elizabeth Hetler, DVM, CVPM
Preventive care diagnostics are a unique opportunity to provide excellent patient and client care while positively impacting the financial outcomes of your practice. In this session, learn about why the time is ideal to offer preventive care diagnostics to your clients, and how this testing benefits your patients and your practice. Strategies for pricing and successful implementation will be emphasized.