Service that goes above and beyond

Service that goes above and beyond

Oct 01, 2006

I've long recommended you give your practice a competitive edge by offering clients something better or different than your competitors do. Ideally, you'd find a way to do both. Dr. Neil Embleton, a small animal practice owner in Airdrie, Alberta, accomplished this goal by offering a unique, much-needed service to other veterinarians and their clients.

Operating as Helivet Mobile Orthopedic Surgical Services, Dr. Embleton flies his own helicopter, with all the needed equipment and supplies, to small animal practices throughout the province. He provides orthopedic services that other veterinarians don't feel comfortable doing or aren't qualified to do. He's certified in ASIF techniques, external fixators, spinal surgery, and total hip replacements, and he's completed extensive continuing education over the years. He deals with all types of fractures and is certified in Tibial Plateau Leveling Osteotomy (TPLO).

The other option for a pet requiring specialized orthopedic surgery is a referral to a specialist—and there are very few in Alberta. This option may require considerable travel for the client, including overnight stays or multiple round trips.

Dr. Neil Embleton flies his helicopter, equipped with the necessary equipment and supplies, to practices requiring orthopedic services.
Dr. Embleton's services range from $750 to $2,000 (Canadian) and referring veterinarians retain all nonsurgical income related to the procedure, including preanesthetic blood work, anesthesia, hospitalization, IV fluids, surgical assistant, post-operative care, follow-up visits, and all medications. In the typical case, these charges represent 50 percent to 60 percent of the total case fee.

In addition, Dr. Embleton says, clients feel more comfortable when their own veterinarians are involved and present during the procedures. For their part, referring veterinarians benefit from observing the newest, most up-to-date orthopedic procedures. And of course, pets are getting top-notch care in familiar surroundings. In short, it's a win-win-win situation. In Helivet's first full year of operation, Dr. Embleton performed 147 orthopedic procedures with a 98.5 percent success rate.

"I'm passionate about two things," says Dr. Embleton, "veterinary medicine and flying helicopters. By providing this service, I'm able to combine the two of them. The helicopter has been invaluable, allowing me to travel great distances and arrive in a timely manner."

Dr. Embleton has found a unique way to serve clients and pets. How can you augment your current services to address the needs of unserved niche markets in your area?

Bob Levoy
Veterinary Economics Editorial Advisory Board member Bob Levoy is a seminar speaker based in Roslyn, N.Y., who focuses on profitability and practice growth, and the author of 101 Secrets of a High-Performance Veterinary Practice (Veterinary Medicine Publishing Co., 1996).

Hot topics on dvm360

Blog: Election results pose obstacles for veterinary prescription law

Flip in U.S. Senate's majority may slow progress of Fairness to Pet Owners Act.

7 steps to a better relationship between veterinarians and rescue groups

A DVM in the city shares his advice to veterinary practices for working with rescues.

The war between shelters, veterinarians needs to end

Despite practitioners’ legitimate gripes, they’re hurting themselves.

Making it work: Cavanaugh Pet Hospital dedicates itself to a positive, productive shelter relationship

Watch "Moustakas" benefit from Cavanaugh Pet Hospital's partnership with Furry Kids Refuge.

Ebola-exposed dog's first test for the virus is negative

Bentley will continue to be treated with an abundance of caution for the remainder of his quarantine, while his owner has been declared 'virus-free.'