Vet Case (QAA 1,2,3,7)

Group Size ? 1.) Small group (teams of 4-6)
2.) Individual Task
3.) Large Group
4.) Any
Small group (teams of 4-6)

Learning Environment ? 1.) Lecture Theatre
2.) Presentation Space
3.) Carousel Tables (small working group)
4.) Any
5.) Outside
6.) Special
Any

QAA Enterprise Theme(s) ? 1.) Creativity and Innovation
2.) Opportunity recognition, creation and evaluation
3.) Decision making supported by critical analysis and judgement
4.) Implementation of ideas through leadership and management
5.) Reflection and Action
6.) Interpersonal Skills
7.) Communication and Strategy
1Creativity and Innovation 2Opportunity recognition‚ creation and evaluation 3Decision making supported by critical analysis and judgement 7Communication and Strategy

Objective:

To apply practice and expertise to 'real world' environment
To practice techniques and explore for new opportunities and applications in new settings and environments
To evaluate new opportunities
To make judgements based on the information provided and professional judgement
Understand the challenges involved in developing and growing a small veterinary practice
Appreciate the need to develop a strategic marketing plan to deal with growing competition
Apply marketing theories to propose a strategy for addressing the challenge now facing "Cromlyn Vets" and determine the way forward.

Introduction:

This case study is attractive to Vet nurses and students as explores the real world situation that they wish to practice in and challenges them to consider the operational aspect of practice management.

The case focuses on practical veterinary business issues such as striving for and maintaining excellence in clinical veterinary care, maximising resources, utilising available expertise and marketing efforts to retain client numbers in the face of growing competition.

Activity:

Provide the students with the case in advance, encouraging them to read and understand the case and the issues within it.

Within the case, the growth and development of Cromlyn's practice is discussed, along with the various challenges the business has faced in its near thirty-year history. The case focuses on practical veterinary business issues such as striving for and maintaining excellence in clinical veterinary care, maximising resources, utilising available expertise and expanding marketing efforts to retain client numbers in the face of growing competition. The casealso covers the make-up of the veterinary team, the need for business skills, the importance of managing the money side of things, the changing veterinary business landscape, including important issues such as the increasingly competitive veterinary marketplace and the feminisation of the profession.

With the students, explore the challenges presented in the case (using the resource sheet to undertake a SWOT analysis)

The challenge presented in the case is that Cromlyn Vets have clearly been quite active in their growth plans and marketing efforts over the years, and have managed – reasonably successfully – to keep local competition at bay. However, the recent entry to the marketplace of the corporate brand Vets4Pets, taking up position in a prime city centre location, has opened the door for further 'big brand' competitors to follow suit, and has made Cromlyn realize that they will need to not only sustain their marketing efforts but very probably expand them. There are a number of options now open to the practice. The challenge for students is to identify the best one for Cromlyn and to suggest a clear way forward.

Set this challenge as a group exercise to

Generate solutions
Evaluate options
Recommend options

As if working as a team of consultants, supporting the business.

The students can pitch for the tender, outlining their approach and rationale.

Impact:

The impact was significant as typically the students were used to "chalk and talk" in large lecture theatres. By engaging the students in the discussion of the case (using techniques that work in large groups, such as "think-pair-share") the dynamic of the class was changed and everyone was able to interact and address the problem with the class environment and continue working on this as their assessment.

Learner outcome:

The learners develop their critical thinking and recognise the potential impact of changing business environment on their professional practice. The presentation element increases their skills as they work as a group and pitch for business. This increases their confidence in problem solving as well as with presenting complex ideas.

Resources:

Case Study - Veterinary Business and Enterprise - Theoretical Foundations and Practical Cases (2013) by Colette Henry FRSA, FISBE, Norbrook Professor of Business and Enterprise at the Royal Veterinary College (RVC), London, UK. http://coursewareobjects.elsevier.com/objects/companion_sites/enterprisingvet/casestudies/story.html?partNo=2&story=3

References:

http://www.enterprisingvet.com/

http://coursewareobjects.elsevier.com/objects/companion_sites/enterprisingvet/casestudies/

Henry, C (2013) Veterinary Business and Enterprise - Theoretical Foundations and Practical Cases London Elsevier

About the Author
This guide was produced by Colette Henry FRSA, FISBE, Norbrook (Professor of Business and Enterprise at the Royal Veterinary College (RVC), London, UK).