Written By: Katee Spence, CVPM, MBA.

First of all, what a loaded question! Which one of my credentials holds more value when it comes to practice management? I have spent the better part of a month or so contemplating this question and putting into words how each one is just oh so different. However, I have to say that holding a CVPM is the more practical choice if it is one versus the other and here is why.

Let’s start with dissecting the main differences between the two. Going to B-School for an MBA is a somewhat broad degree. When in graduate school you are going to learn some very valuable skills that will help you and carry you through a career in any business, and I have certainly applied some of the concepts of management, accounting and human resources that I took from grad school. The drawback though is that you won’t have any knowledge of the veterinary industry or some of the uniqueness of what we deal with in industry. Although one can apply these concepts to Practice Management it is not as easily applied as the things you will encounter while pursuing your CVPM. To even be accepted to sit for the CVPM exam you have to meet two criteria that I really think makes this designation more practical for a career in practice management, and that is that you have to have managed a practice for 3 years with specific duties and have to have 48 hours of Veterinary Management related CE. That is a huge commitment to this industry and shows that you are invested not just in business management but our industry as a whole!

To dive deeper into the practicalness of a CVPM I want to share that I walked into a practice with ZERO vet med experience and an MBA in my pocket. I was so unprepared for all of the things I would need to learn to effectively manage this practice! Now, granted this was a 5 FTE practice at the time that I came along, and full disclosure, I bit off a little but more than I could chew at first. I truly started as a receptionist with a Master’s degree with the plan to move into higher roles pretty quickly. I had to learn the inner workings of how things were currently going before I could even begin to think about moving things forward and making changes. Let’s not also forget that I had to earn the trust of the staff, the doctors and ultimately the PO as I was not someone from their “side.”

Fast forward, 4 years later I was the practice manager running the show and the practice had grown to 6 FTE, gone paperlite, and so many other things I was able to accomplish! Not to mention the rapport and relationships I had built with the staff, DVMs and PO. I was ready to go for my CVPM and really commit myself to Vet Med. (#vetmedforlife !) Even with an MBA and the 3-years under my belt it still took me another 2 years to rack up the management CE, submit my application and sit and pass the exam. I learned so much more in doing all of that CE, being a member of the VHMA, reading forums, posts, and networking with other managers (shout out to VV Platinum for taking that to the next level!). Additionally, I continue to learn so many new things through the continued CE that is required to maintain my certification.

With all of this being said, without a doubt holding a CVPM should hold more clout in practice than an MBA! Someone who holds a CVPM has immersed themself in management specific to our industry and continues to do so regularly. As CVPMs we have no choice but to keep up with what is going on, be forward thinking, and be the leaders of management in our practices and industry.

VerticalVet is Global!


VerticalVet is now part of Vimian’s Group, Veterinary Services segment, VetFamily! Through this acquisition, the VerticalVet team remains the Group Resource Community that you know and trust with more tools and resources on the way.

Click here to learn more!

Added Benefits


In addition to being able to access key data through VerticalVet’s ViQ Analytics and Elevate Insights platforms, participants also benefit from specific discounts exclusive to ViQ. This includes an extra 2% from MWI, potential eligibility for BI’s Rebate Program, access to VerticalVet Reminders, Care Logistics, a members-only networking platform, and more.

Not a Member Yet? Click here. >

Real Results


Several practices in our 2021 pilot group were looking to sell and wanted to understand the value of their practice. Using VerticalVet and the ViQ Analytics platforms and methodology, these practices were able to analyze Quickbooks and their own PIMS data, helping better align their inventory, COGS, and fixed costs to increase their EBITA significantly.

What is Elevate Data Insights?

How it Works


Alongside like-minded and non-competitive owners, ViQ groups meet monthly to discuss subtopics within a quarterly theme. While smaller breakouts or one-on-one meetings with Dr. McDonald may happen, ViQ’s unique strength is blending the shared knowledge and experience of the group with the individual participant’s own strategy and practice data.

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Why Join?


Owners have two primary responsibilities: 1) maintaining the long-term viability of their practice and 2) removing obstacles so their teams can be successful. ViQ participants explore key business areas like Operations, Profitability, Human Resources, Leadership, and Whole Team Wellness, improving each area to increase profitability, job satisfaction, and more.

Cost


Joining the PLATINUM program is free for one staff member from each member clinic. Each additional member costs $300. Participants are eligible to receive additional savings for their clinics from our partners, as well as discounts from VerticalVet on Reminders and enhanced Elevate Data Insights.

Not a member yet? Click here. >

Real Results


PLATINUM members actively implement, test, and adopt the concepts they discuss during meetings, often realizing increased revenue and efficiency. Adopting Reminders, for example, helped multiple clinics increase, on average, revenue by up to $81,000 and improved preventative care compliance by 60%.

What is Elevate Data Insights? >

How it Works


VerticalVet facilitates the initial four meetings with a base curriculum: Human Resources, Inventory, Finance, and Digital Marketing. From there, the group decides which topics to pursue in future meetings that best meet the group’s needs and interests.

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Why Join?


The number one piece of feedback that we hear from Practice Managers is that they wish they could talk to someone in their field that is NOT a competitor about how to improve their practice. PlLATINUM provides a simple, efficient platform to have these conversations.

On Demand Learning

Info you want, when you need it.


Dr. Ernie Ward, Executive Director of Education, explores Vet Medicine, Finance, Business, HR and more with a broad range of guest speakers in Elevate, VerticalVet’s member platform. With nearly 30 video interviews available, the information you want is On Demand at your fingertips!

Business Academy Live

Take a deep dive on everything from Wellness Diagnostic Testing to Dental Compliance to the Opioid Crisis and how it can impact your clinic.

Vet Med School Live

Veterinary peers and consultants discuss new advancements, current trends, treatment alternatives and more.

Business & Industry

Experts in Business Growth, Finance, HR and Medicine discuss compliance, managing tricky patients, persistent challenges and other pressing topics.


Let us know what you’d like to hear more about (or if you want to be a guest)!

Reminders

Freedom to focus on what’s important.


Does your team send personal emails or postcards to clients about lapsed prescriptions, missed appointments, or worse? Reminders is your path to greater efficiency (which means more opportunities to provide dynamic patient care). Reminders:

Optimize Communication

Use the extra time to build your social media following AND your relationship with clients when they visit the practice

Boost Client Engagement

On average, Reminders users saw 300+ more clients in a year-over-year comparison

Generate Incremental Visits (and Revenue)

On average, practices using Reminders increased weekly revenue by $1,610 (that’s $81,000 annually)

Increase Compliance

On average, practices improved preventative care compliance 50 – 70% using Reminders


Learn more or get started with Reminders by booking a Healthy Practice Assessment today.

Social Media

Tools to keep you connected.


Your clients use social media to learn more about the world around them, and that includes who is caring for their pet. Be part of the conversation! Our monthly tool kits provide you with templates and ideas to build a winning social strategy.

Content Calendar

Pick a channel and use the guide to plan your month of content using the PIEE method – Promote, Inspire, Educate, Entertain.

Key Performance Indicators

Track and measure your metrics at intervals that matter to you with this simple template.

Hashtags

As the best way to help clients find relevant content, use this hashtag guide for your own posts to create a conversation.

Sample Posts & Graphics

We’ve made it easy to manage your social media with sample posts and suggested graphics – free of charge!


Log in to Elevate to get started! Don’t have access to Elevate? Contact us to get connected.

Custom Campaigns

Ready to get it done?


With a little planning, your practice can elevate its marketing quickly. Here’s a step-by-step breakdown of how to put together a Compliance Improvement, WinBack, New Client Acquisition, or Home Delivery campaign. Check it out!

1. Call Us! Before we do anything, let’s talk about your goals

2. Schedule a Healthy Practice Assessment. This creates the basis of your plan.

3. Data! We provide a report and recommendations based on your PMS data.

4. Green Light. You decide on your plan and the campaign to start with.

5. Images, Emails, and Post Cards Creation Oh My! – Don’t worry, we got this 🙂

6. Book a meeting with your team to talk process (transparency is key).

7. Launch? Launch! We will tweak and test along the way.

8. Results: In 90 Days, you’ll be able to truly see the fruits of your labor.


Contact us to get started!

Terms and Conditions


Recitals

Practice is a licensed veterinary practice. VerticalVet (“VV”) is a Veterinary Group Purchasing Organization (“GPO”). Practice desires to join VV to use VV as its preferred GPO, and VV desires to add Practice to its GPO.


Agreement

In consideration of the mutual covenants and agreements hereinafter set forth, the parties agree as follows:

1. VerticalVet Membership

  • The VV annual membership fee is up to $695 (“Fee”) for practices. Practice will never receive an invoice from VV; the membership fee is retained from accrued Practice rebates (“Accrued Rebates”) as described in Section 4. The Fee total cannot exceed $695, but fees for additional services may be assessed as provided in Sections 2 and 3.
  • Notwithstanding anything herein to the contrary, VV retains the right to modify (i) the Fee no more than annually upon written notice provided to Practice, including an opportunity to opt-out, and (ii) the payment schedule for Accrued Rebates. Practice may review Accrued Rebates by contacting VV at any time.
  • Any VerticalVet member practice can participate in either of VV’s Peer Share programs:
    • The Platinum Program for Practice Managers
    • The ViQ Program for practice owners

Each member practice may have 1 representative join either program at no additional cost. If Practice desires to add additional Peer Share participants, Practice’s Peer Share program fee increases by $300 per additional Peer Share participant. Information about the Peer Share program is available at: https://verticalvet.com/peershare/

2. Boehringer Ingelheim Invitational Program

  • For an additional $450 per year (paid for by BI), a Practice may participate in VV’s Boehringer Ingelheim Invitational SBG Program. This program is an add-on and is offered on an annual invite-only basis to less than 90 VV member practices. Other terms and conditions apply. Information about this program can be provided by the VerticalVet Member Resource Team. Please direct inquiries to memberresources@verticalvet.com.

3. VV Program Benefits

  • VV negotiates with manufacturers, providers, and suppliers (“Providers”) of medications, foods, sundry items, and services, including medical and business-focused continuing education programs, to secure Practice benefits (“Benefits”) that, when possible, meet or exceed those offered by other GPOs.
  • Benefits are listed in detail on VV’s website, www.verticalvet.com, and updated as Benefits are added. Practices are not required to make minimum purchases to participate.
  • Total Fee: The Fee, Platinum Fees, and Data Insights Fee are collectively the “Total Fee.”
  • VV administers, collects, and pays Practice Accrued Rebates exceeding the Total Fee annually. If the Total Fee is met, and Accrued Rebates total less than $25.00, they shall be applied to the following year’s Fee. Practices should expect rebate payments sometime in quarter 2 of each year for the prior year’s Practice Accrued Rebates. If Practice does not accumulate Accrued Rebates to cover the Total Fee, VV covers the balance.

4. Conditions
The following are conditions of membership:

  1. Practice is not required to withdraw from any other GPO to be a member of VV, however, Practice must be coded “Preferred VerticalVet” by VV’s major vendor partners and any partner that overlaps with the Practice’s other GPO. These vendors include but are not limited to MWI Animal Health, Antech Diagnostics, Zoetis, Royal Canin, and Boehringer-Ingelheim.
  2. Benefits secured by VV may exceed benefits offered by other GPOs; but this is not guaranteed for each Benefit offered.
  3. Practice must retain its license to practice veterinary medicine, or its membership shall be automatically terminated.
  4. Practice authorizes VV to share its identifying information with Providers to the extent necessary to set up and demonstrate Practice’s authority to purchase and use the Benefits offered.
  5. By executing this VV agreement, Practice acknowledges that VV is Practice’s preferred GPO and will be recognized as such with participating VV vendors.
  6. Practice authorizes VV and its manufacturing, distribution, and other vendor partners to share general sales information related to Practice’s purchasing activity with VV. This information will be used solely to assist Practice in maximizing its benefits through VV offerings, including achieving rebate, sales, promotional goals, and custom vendor campaigns.

5. Confidentiality
The parties acknowledge that the existence of this Agreement, all information related to it, and anything conspicuously marked confidential is confidential and proprietary (“Confidential Information”). Confidential Information shall not be disclosed for any purpose unrelated to this agreement without the prior written consent of the other party. Confidential information is not:

  1. Information that publicly becomes known through no fault of a party hereto.
  2. Information received from a third party authorized to disclose it.
  3. Information developed independently by a party.
  4. Information a party is required to disclose by government authority or a court of competent jurisdiction.

6. Representations and Warranties
Each party represents and warrants that it is authorized to enter into this Agreement, will carry out its terms promptly and professionally, and will comply with all applicable laws and regulations.

7. Independent Parties
The parties are independent entities. Nothing in the Agreement is intended to create an agency, partnership, joint venture, or fiduciary relationship between the parties, and neither party has the authority to act for or on behalf of the other except as provided in the Agreement.

8. Term
This Agreement begins on the Effective Date, continues through its one (1) year anniversary, and automatically renews for subsequent annual terms upon the conclusion of the prior Term. Practice or VV may terminate this Agreement at any time, but no portion of any annual Fee is refundable.

9. Notice
Notice required or permitted in the Agreement shall be in writing and sent by electronic mail, subject to confirmation receipt requested to VV’s ‘Contact Us’ email address provided at www.verticalvet.com and to Practice’s email address provided during online registration. All such notices shall be deemed received the following business day from the date it was sent.

10. General
This Agreement constitutes the entire understanding of the parties and supersedes all prior communications and understandings. It may only be amended in a writing executed by both parties. Practice may not assign it without the written consent of VV. The Agreement shall be governed and construed under the laws of the state of Ohio. Any dispute regarding the Agreement shall take place in the state or district courts of Franklin County, Ohio. If any provision is found invalid or unenforceable by a court of authority, the remaining provisions are valid.

11. Execution
This Agreement, by its presence on the website, is executed by VV and becomes a binding Agreement when Practice accepts it and completes their registration.