Cromlyn Vets: where to now?
12 Cromlyn Vets where to now? Colette Henry CHAPTER OVERVIEW This case study focuses on a small mixed veterinary practice in Northern Ireland, established by husband and wife team Chris…
Church Hill Equine Clinic: changing large-animal practice in rural areas
11 Church Hill Equine Clinic changing large-animal practice in rural areas Izzy Warren Smith CASE OVERVIEW This case study maps the successful start-up, survival and growth of a large-animal veterinary…
Veterinary field expertise and knowledge exchange
9 Veterinary field expertise and knowledge exchange Jeremy Phillipson, Amy Proctor, Philip Lowe and Andrew Donaldson CHAPTER OVERVIEW Veterinary practices are examples of knowledge-intensive business services, i.e. businesses that rely…
Brand identity: building a veterinary hospital brand
8 Brand identity building a veterinary hospital brand Catherine Coates CHAPTER OVERVIEW Brands and branding are marketing strategies, which were originally designed to promote the sale of physical goods through…
Introduction
1 Introduction Colette Henry Business and enterprise, although now well established as taught disciplines in their own right, are still relatively new phenomena within veterinary scholarship. Current veterinary education curricula,…
De’Ath, Slaughter, Davis & Jones, MsRCVS: time for a rebrand?
13 De’Ath, Slaughter, Davis & Jones, MsRCVS time for a rebrand? Lynne V. Hill CASE OVERVIEW This fictitious case study focuses on marketing and branding. It describes the various changes…
