CANADIAN VETERINARY JOURNAL
will increase as this simple fact becomes increasingly obvious. Those who offer vital services to livestock farmers will enjoy the same gradual improvement in incomes.
and/or 3. Be a member of a multi-practice clinic, 4. Utilize the services and aids of regional veterinary laboratories and the veterinary college, 5. Maintain active participation in continuing education courses, 6. Utilize the service and expertise of livestock and farm management specialists and 7. Become a student of the industry he serves.
Summary The modern large animal practitioner will: 1. Emphasize herd health programs, 2. Tend to specialize to a degree along species
lines
THE VETERINARY PROFESSION: THE PUBLIC'S OPINION AS VIEWED BY THE URBANITE
A. Whittal* I AM ONE OF THE PUBLIC and I am not sure whether I should be here or not, given what the last three speakers have said, but my intent is to represent the public view, primarily through the urban eye, urban meaning the larger urban centres such as Montreal and Toronto. The thing about truth or perception of what opinion is depends on where you sit and part of the problem which the professionals come up against is that too often they sit on the side of the fence which they consider to be the expert side. What I intend to say today is that the experts are not the informed people. The experts are the consumers, and that is one of the problems professionals have never been able to deal with. Consumers don't have to know what they're talking about. It's the money which they spend that counts and they will dictate the kinds of services that you deliver. They'll provide the kind of system that operates and they'll tell you literally whether they're prepared to buy your service or whether your service is relevant or not. Some of the things that have been stated today, for example, related to quality being controlled by a veterinary association, from the consumer's point of view is really garbage, because in fact, there is no such thing as control that you can exert. We buy the services that we want to buy and money pays for the quality of services. But veterinary associations
'Executive Director, YMCA and YWCA, Guelph, Ontario.
and professionals have a tendency to say "We will not advertise, it's unethical." They will not tell the people what they are or what it is they offer. Therefore, the public consumes what it wants to consume. The result very often is that the person who does work which is low quality can effectively gain the market because he simply cuts the prices. By cutting the prices, the quality performer can't afford to exist, he can't afford to maintain his quality. Therefore, the consumer dictates a lower quality of work because the professional association in fact is not allowing the consumer to know what is going on and perhaps that's the thesis that I'd like to deal with today! The comment was made earlier about protection of consumerism and how it's got to the point now where "when in doubt sue"; well that's only a reaction to the way people perceive the whole medical profession which once had the philosophy of "when in doubt operate". But that's a consumer's view. It's not necessarily reality but that's a consumer's perception. The comment was made that the veterinarian or the people who are involved in the medical aspects of this profession should get some kind of recognition for the provision of quality. After all, they safeguard the provision of quality food. I react to you as a consumer and say "Why should I recognize you? I paid for the quality, I expect the quality; if I don't get the quality I won't pay for it. Why should the recognition come? In my theory somewhere along the line you're getting some of
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the money that I paid out. Why recognize learn how to deal with these very strong pubyou? It's only the job you're supposed to be lic concerns. paid for." A professional is very often a proThe lower and sometimes middle income fessional prima donna and I am one too at groups rarely see a veterinarian as a valuable times. We deserve recognition far more than addition to their society, especially because we get and we are going to hold ourselves the cost of using such services is well out of before the public eye as gods that require line with their basic needs. I have never seen some kind of pedestal beneath us. Now I'm a an animal clinic or a veterinarian's office in a professional and I feel that our profession does low income section of a large city. The probthe same kind of thing so I'm not talking in a lem is not entirely the veterinarian's. In reality sense of unfairness. I think the idea of trying the lower income middle class groups are not to create a pedestal underneath the profes- prepared to use the services of a veterinarian sional is the destruction of the quality of the and they do not see value in this service. The service that can be provided and the destruc- costs are basically inhibitory but also the attition of the quality of the professional per- tude in which an animal is viewed in that environment is different to the view that is sonally. In preparing for this presentation, I thought present in higher income groups. There is a of veterinarians along with many other pro- tendency to think that when an animal is sick fessionals, as being reactionary in the sense it will cure itself. That is a built-in concept that they try to cure things that have already with a great majority of people who could use happened rather than to be a preventive force. veterinary services. They do not do so because This is a strong view in the public's opinion they believe in the ability of the animal to since the public is not really prepared to pay cure itself. Many people in an urban environfor preventive education. Veterinarians are ment can live out their lives without coming perceived as not helping people become self into contact with a veterinarian and many do sufficient, to be able to solve problems for not know what a veterinarian is or what he themselves, and therefore end up almost ex- can do. My work has been directed toward educaclusively working on people's problems. A veterinarian in a large urban environment tion, community development, recreation, and is seen as a somewhat frivolous commodity. community organization along with political He caters, for all intents and purposes, to the organizational work. I have never encountered middle class, an urban elite group and the a veterinarian in the course of these activities. manner in which that particular group pam- This could be merely chance but it has conpers its pets, very often in an atmosphere of tributed toward my impression that veteriisolation and loneliness. Some people think narians seem to be absent from the concerns of that pets should be encouraged to replace human welfare. I would hesitate to let this loneliness. Others claim that the pet is only a indictment stand without tempering it with replacement and therefore increases the isola- another observation as well. In Guelph this tion and loneliness of people. Therefore the does not appear to be the case. This in part veterinarian is viewed as supporting and pam- probably relates to the presence of the vetpering the neuroses rather than dealing with erinary college in this community. The status the basic problem. The middle class people which veterinarians have in this community who basically can afford the services of a and within this university is extraordinary. veterinarian tend to be wholly dependent on The students will find that when they move him for the care of their animals. When out of this community they will drop many people get sick there is a tendency to look steps on the ladder. If they are not prepared after themselves, whereas when animals get for this as a professional then they will become sick most people have little idea of what to the prima donnas that will destroy the profesdo. Therefore, very often the veterinarian is sion. Although I have limited experience with perceived as existing financially on the neu- veterinarians it is my strong impression that roses of people rather than as a functional part they have a tremendous sense of depression on of the social and economic environment of the leaving school and leaving this status. I feel if I were to reflect on public opinion urban scene. The problem is one of perceptions in the public eye, and in the media, per- most urbanites would see that veterinarians ceptions are more valid than facts. That is a are peripheral to the urban need pattern, that problem which professional groups must learn they tend to be supportive of luxury services to recognize. Perceptions of the public are rather than basic services, that they would be far more valid than facts and until these facts rather pseudoscientific in relation to the client become perceptions, professions will have to being served as compared to a doctor. A 237
CANADIAN VETERINARY JOURNAL
middle class urbanite would probably see the veterinarian as indispensable, as the protector of their pets and even feel a rather overwhelming dependence on him in the light of their own inadequacy to deal with sickness in their own pets. On the other hand, I think that the urbanite would view the rural veterinarian as a tremendously important and functional member of the community. They would perceive this person as a member of much status in the community and also integral to the life fabric of the people of the local area. This would be perceived as crucial to every social and political organizational group and as such would be a valuable member whose influence in human affairs would be widespread. I believe that this schizophrenic view of veterinary medicine lies within the actual way in which veterinarians see themselves. My impression is that the veterinarian who chooses to work in the urban location is self-interested and financially motivated, prepared to compromise principles for more tangible rewards. The rural veterinarian on the other hand, gives the impression of dedication and scientific skill in the practice of professional purpose. This is amazing since both types of practitioners come from the same university, from the same courses and the same training and yet the vision of the public is radically different for the two types. Obviously these views cannot be real in the true sense of what the veterinarian is and does. However, I was not asked to deal with what is but rather the perceptions that people may have of what is. Reality is only the image received and, therefore, veterinarians must be more concerned about these perceptions than the actual facts if the true importance of the profession is to manifest itself. The most bothersome thing about professionals is that they try to exert controls over their services. They tend to set up noncompetitive practices. In commerce and industry, the law does not allow such activities. Professionals consider that competition is not good for service, that it eliminates or waters down services that may be provided. The other view is that the free market system which indicates that quality and markets emerge because of a free market system. The public becomes refined when it understands what is good and bad and will choose to purchase only what is
good and will let what is bad die. The problem now is that there are no consumers who can tell the difference between good and bad veterinary service. This is primarily because the profession does not indicate what is good and what is bad. For example, the public may not comprehend the difference between septic and aseptic technique. If a consumer knew that one veterinarian had lower prices because of poor quality technique, he would probably go to the veterinarian of higher quality in order to ensure the safety of his pet. Thus the consumer could relate quality to price. The veterinary profession should therefore, allow the public to know the difference and stop creating the dilemma of minimizing competitive services which results in lowering the quality of these services. Look at government services, eveiy time the government enters into a service the quality of that service drops by about 50%. The reason is that government controls the service and there is no competition. There is no need to increase the quality of service and the information related to the service is controlled. Soon people believe they are receiving the best and the only service possible. It is my hope that we would not reach a conclusion about anything today but rather that we would leave knowing the questions we should ask ourselves. In that spirit I would like to pose several questions to the profession. What position do veterinarians take in relation to the production of show dogs or show animals whose sole purpose is to further the social status of their owner, the care and the breeding of the animal having little or nothing to do with the whole event? How are veterinarians prepared to assist those people who are neurotically replacing human relationships with close relationships with their pets? How does the profession stand in relation to the care and treatment of animals by commercial outlets? Where does your association stand on the support and catering given to the pampering of pets by pet food and product advertising? Where do you stand in relation to involvement in human concerns of the community? The answers to these questions and the solution to the problems we have discussed today lie with you.
238
will increase as this simple fact becomes increasingly obvious. Those who offer vital services to livestock farmers will enjoy the same gradual improvement in incomes.
and/or 3. Be a member of a multi-practice clinic, 4. Utilize the services and aids of regional veterinary laboratories and the veterinary college, 5. Maintain active participation in continuing education courses, 6. Utilize the service and expertise of livestock and farm management specialists and 7. Become a student of the industry he serves.
Summary The modern large animal practitioner will: 1. Emphasize herd health programs, 2. Tend to specialize to a degree along species
lines
THE VETERINARY PROFESSION: THE PUBLIC'S OPINION AS VIEWED BY THE URBANITE
A. Whittal* I AM ONE OF THE PUBLIC and I am not sure whether I should be here or not, given what the last three speakers have said, but my intent is to represent the public view, primarily through the urban eye, urban meaning the larger urban centres such as Montreal and Toronto. The thing about truth or perception of what opinion is depends on where you sit and part of the problem which the professionals come up against is that too often they sit on the side of the fence which they consider to be the expert side. What I intend to say today is that the experts are not the informed people. The experts are the consumers, and that is one of the problems professionals have never been able to deal with. Consumers don't have to know what they're talking about. It's the money which they spend that counts and they will dictate the kinds of services that you deliver. They'll provide the kind of system that operates and they'll tell you literally whether they're prepared to buy your service or whether your service is relevant or not. Some of the things that have been stated today, for example, related to quality being controlled by a veterinary association, from the consumer's point of view is really garbage, because in fact, there is no such thing as control that you can exert. We buy the services that we want to buy and money pays for the quality of services. But veterinary associations
'Executive Director, YMCA and YWCA, Guelph, Ontario.
and professionals have a tendency to say "We will not advertise, it's unethical." They will not tell the people what they are or what it is they offer. Therefore, the public consumes what it wants to consume. The result very often is that the person who does work which is low quality can effectively gain the market because he simply cuts the prices. By cutting the prices, the quality performer can't afford to exist, he can't afford to maintain his quality. Therefore, the consumer dictates a lower quality of work because the professional association in fact is not allowing the consumer to know what is going on and perhaps that's the thesis that I'd like to deal with today! The comment was made earlier about protection of consumerism and how it's got to the point now where "when in doubt sue"; well that's only a reaction to the way people perceive the whole medical profession which once had the philosophy of "when in doubt operate". But that's a consumer's view. It's not necessarily reality but that's a consumer's perception. The comment was made that the veterinarian or the people who are involved in the medical aspects of this profession should get some kind of recognition for the provision of quality. After all, they safeguard the provision of quality food. I react to you as a consumer and say "Why should I recognize you? I paid for the quality, I expect the quality; if I don't get the quality I won't pay for it. Why should the recognition come? In my theory somewhere along the line you're getting some of
236
PROBE
76
the money that I paid out. Why recognize learn how to deal with these very strong pubyou? It's only the job you're supposed to be lic concerns. paid for." A professional is very often a proThe lower and sometimes middle income fessional prima donna and I am one too at groups rarely see a veterinarian as a valuable times. We deserve recognition far more than addition to their society, especially because we get and we are going to hold ourselves the cost of using such services is well out of before the public eye as gods that require line with their basic needs. I have never seen some kind of pedestal beneath us. Now I'm a an animal clinic or a veterinarian's office in a professional and I feel that our profession does low income section of a large city. The probthe same kind of thing so I'm not talking in a lem is not entirely the veterinarian's. In reality sense of unfairness. I think the idea of trying the lower income middle class groups are not to create a pedestal underneath the profes- prepared to use the services of a veterinarian sional is the destruction of the quality of the and they do not see value in this service. The service that can be provided and the destruc- costs are basically inhibitory but also the attition of the quality of the professional per- tude in which an animal is viewed in that environment is different to the view that is sonally. In preparing for this presentation, I thought present in higher income groups. There is a of veterinarians along with many other pro- tendency to think that when an animal is sick fessionals, as being reactionary in the sense it will cure itself. That is a built-in concept that they try to cure things that have already with a great majority of people who could use happened rather than to be a preventive force. veterinary services. They do not do so because This is a strong view in the public's opinion they believe in the ability of the animal to since the public is not really prepared to pay cure itself. Many people in an urban environfor preventive education. Veterinarians are ment can live out their lives without coming perceived as not helping people become self into contact with a veterinarian and many do sufficient, to be able to solve problems for not know what a veterinarian is or what he themselves, and therefore end up almost ex- can do. My work has been directed toward educaclusively working on people's problems. A veterinarian in a large urban environment tion, community development, recreation, and is seen as a somewhat frivolous commodity. community organization along with political He caters, for all intents and purposes, to the organizational work. I have never encountered middle class, an urban elite group and the a veterinarian in the course of these activities. manner in which that particular group pam- This could be merely chance but it has conpers its pets, very often in an atmosphere of tributed toward my impression that veteriisolation and loneliness. Some people think narians seem to be absent from the concerns of that pets should be encouraged to replace human welfare. I would hesitate to let this loneliness. Others claim that the pet is only a indictment stand without tempering it with replacement and therefore increases the isola- another observation as well. In Guelph this tion and loneliness of people. Therefore the does not appear to be the case. This in part veterinarian is viewed as supporting and pam- probably relates to the presence of the vetpering the neuroses rather than dealing with erinary college in this community. The status the basic problem. The middle class people which veterinarians have in this community who basically can afford the services of a and within this university is extraordinary. veterinarian tend to be wholly dependent on The students will find that when they move him for the care of their animals. When out of this community they will drop many people get sick there is a tendency to look steps on the ladder. If they are not prepared after themselves, whereas when animals get for this as a professional then they will become sick most people have little idea of what to the prima donnas that will destroy the profesdo. Therefore, very often the veterinarian is sion. Although I have limited experience with perceived as existing financially on the neu- veterinarians it is my strong impression that roses of people rather than as a functional part they have a tremendous sense of depression on of the social and economic environment of the leaving school and leaving this status. I feel if I were to reflect on public opinion urban scene. The problem is one of perceptions in the public eye, and in the media, per- most urbanites would see that veterinarians ceptions are more valid than facts. That is a are peripheral to the urban need pattern, that problem which professional groups must learn they tend to be supportive of luxury services to recognize. Perceptions of the public are rather than basic services, that they would be far more valid than facts and until these facts rather pseudoscientific in relation to the client become perceptions, professions will have to being served as compared to a doctor. A 237
CANADIAN VETERINARY JOURNAL
middle class urbanite would probably see the veterinarian as indispensable, as the protector of their pets and even feel a rather overwhelming dependence on him in the light of their own inadequacy to deal with sickness in their own pets. On the other hand, I think that the urbanite would view the rural veterinarian as a tremendously important and functional member of the community. They would perceive this person as a member of much status in the community and also integral to the life fabric of the people of the local area. This would be perceived as crucial to every social and political organizational group and as such would be a valuable member whose influence in human affairs would be widespread. I believe that this schizophrenic view of veterinary medicine lies within the actual way in which veterinarians see themselves. My impression is that the veterinarian who chooses to work in the urban location is self-interested and financially motivated, prepared to compromise principles for more tangible rewards. The rural veterinarian on the other hand, gives the impression of dedication and scientific skill in the practice of professional purpose. This is amazing since both types of practitioners come from the same university, from the same courses and the same training and yet the vision of the public is radically different for the two types. Obviously these views cannot be real in the true sense of what the veterinarian is and does. However, I was not asked to deal with what is but rather the perceptions that people may have of what is. Reality is only the image received and, therefore, veterinarians must be more concerned about these perceptions than the actual facts if the true importance of the profession is to manifest itself. The most bothersome thing about professionals is that they try to exert controls over their services. They tend to set up noncompetitive practices. In commerce and industry, the law does not allow such activities. Professionals consider that competition is not good for service, that it eliminates or waters down services that may be provided. The other view is that the free market system which indicates that quality and markets emerge because of a free market system. The public becomes refined when it understands what is good and bad and will choose to purchase only what is
good and will let what is bad die. The problem now is that there are no consumers who can tell the difference between good and bad veterinary service. This is primarily because the profession does not indicate what is good and what is bad. For example, the public may not comprehend the difference between septic and aseptic technique. If a consumer knew that one veterinarian had lower prices because of poor quality technique, he would probably go to the veterinarian of higher quality in order to ensure the safety of his pet. Thus the consumer could relate quality to price. The veterinary profession should therefore, allow the public to know the difference and stop creating the dilemma of minimizing competitive services which results in lowering the quality of these services. Look at government services, eveiy time the government enters into a service the quality of that service drops by about 50%. The reason is that government controls the service and there is no competition. There is no need to increase the quality of service and the information related to the service is controlled. Soon people believe they are receiving the best and the only service possible. It is my hope that we would not reach a conclusion about anything today but rather that we would leave knowing the questions we should ask ourselves. In that spirit I would like to pose several questions to the profession. What position do veterinarians take in relation to the production of show dogs or show animals whose sole purpose is to further the social status of their owner, the care and the breeding of the animal having little or nothing to do with the whole event? How are veterinarians prepared to assist those people who are neurotically replacing human relationships with close relationships with their pets? How does the profession stand in relation to the care and treatment of animals by commercial outlets? Where does your association stand on the support and catering given to the pampering of pets by pet food and product advertising? Where do you stand in relation to involvement in human concerns of the community? The answers to these questions and the solution to the problems we have discussed today lie with you.
238
