Vetripreneur Series

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Dr. Jeff Munn
leads Veterinarians to their Entrepreneureal Potential

10/29/2026

Is your NEXT growth opportunity already on your payroll?

Before asking, “Do we need another doctor?” ask:

“Are we fully using the team we already have?”

📊 New Penn Foster/Harris Poll research found:

• 55% of surveyed credentialed veterinary technicians feel their clinical skills are underutilized.
• 76% say current staffing models create appointment limitations.

That deserves a conversation.

How much of your doctor’s day involves work a trained, supported technician could appropriately handle?

And how often does a technician have the ability—but lack the time, protocol or permission?

✅ Start with one workflow: preventive-care education, discharge instructions or an appropriate technician appointment.

Define responsibilities. Provide training and protected time. Measure the effect on doctor capacity, client experience and team workload.

Simply adding duties to an overloaded technician misses the point.

The opportunity is to build a system where everyone can contribute fully—and be recognized and compensated for that contribution.

🐾 Better utilization should mean more meaningful work, more accessible care and a stronger practice.

Ask your technicians this week:

“What are you trained to do that we rarely give you the opportunity to do?”
- 𝗙𝗼𝗹𝗹𝗼𝘄 𝗩𝗲𝘁𝗿𝗶𝗽𝗿𝗲𝗻𝗲𝘂𝗿 𝗳𝗼𝗿 𝘂𝗽𝗱𝗮𝘁𝗲𝘀 𝗹𝗶𝗸𝗲 𝘁𝗵𝗶𝘀

Source: Today’s Veterinary Business, October 23, 2026
https://todaysveterinarybusiness.com/majority-of-veterinary-technicians-feel-they-are-underutilized/

10/20/2026

💬 DVMs -->Your client may tell your technician what they won’t tell YOU.

𝗔𝗩𝗠𝗔 𝗳𝗶𝗻𝗱𝗶𝗻𝗴𝘀 𝘀𝘂𝗴𝗴𝗲𝘀𝘁 𝟮𝟲% 𝗼𝗳 𝗽𝗲𝘁 𝗼𝘄𝗻𝗲𝗿𝘀 wish their veterinarian knew they were more concerned about costs than they let on.

source: AVMA News, October 15, 2026
https://www.avma.org/news/understanding-client-needs-can-boost-adherence-treatment-plans

During 🐾 TECH APPRECIATION WEEK, remember: some clients feel more comfortable sharing those concerns with support staff—someone they see as approachable, who understands everyday financial pressures.

Use that trust. Use your entire team.

✅ Invite honest conversations.
✅ Bring concerns back to the veterinarian.
✅ Find medically appropriate options together.

Try: “Is there anything about the plan or cost you’d like us to talk through?”

Then PAUSE. Listen.

It’s NOT ABOUT YOU. It’s about helping the patient receive care.

⍰ 𝗪𝗵𝗮𝘁 𝗱𝗼 𝗬𝗢𝗨 𝗗𝗢 to get to the root of the concerns? 𝗖𝗢𝗠𝗠𝗘𝗡𝗧 𝘆𝗼𝘂𝗿 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝘀..

10/08/2026

𝗩𝗘𝗧𝗥𝗜𝗣𝗥𝗘𝗡𝗘𝗨𝗥 𝗥𝗲𝗽𝗼𝗿𝘁 𝗳𝗼𝗿 𝘁𝗵𝗶𝘀 𝘄𝗲𝗲𝗸.
Veterinary Growth Evidence — October 2, 2026

Three new items cleared the bar this week. Most notable is 𝗔𝗜 𝘀𝘂𝗿𝘃𝗲𝘆 from Digitail/AAHA.

AI use has doubled—but “six times the outcomes” does not mean six times the ROI

Report: The State of AI in Veterinary Medicine: 2026 Digitail and AAHA Study
Source: Digitail and the American Animal Hospital Association
Published: October 1, 2026

Key finding: Among 1,730 U.S. and Canadian 𝘃𝗲𝘁𝗲𝗿𝗶𝗻𝗮𝗿𝘆 𝗽𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹𝘀, 𝟴𝟯.𝟳% 𝗿𝗲𝗽𝗼𝗿𝘁𝗲𝗱 𝘂𝘀𝗶𝗻𝗴 𝗔𝗜, 𝘂𝗽 𝗳𝗿𝗼𝗺 𝟯𝟵.𝟮% 𝗶𝗻 𝟮𝟬𝟮𝟰. Clinical documentation was the leading application. Respondents most often credited AI with greater throughput—44.3%—followed by better client retention or satisfaction at 32%.

Implementation quality mattered more than simply possessing the technology:

𝟲𝟱.𝟮% 𝗶𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗲𝗱 𝗔𝗜 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗺𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹𝗹𝘆 𝗿𝗲𝗱𝗲𝘀𝗶𝗴𝗻𝗶𝗻𝗴 𝘄𝗼𝗿𝗸𝗳𝗹𝗼𝘄𝘀.

N𝗲𝗮𝗿𝗹𝘆 𝗵𝗮𝗹𝗳 𝗹𝗮𝗰𝗸𝗲𝗱 𝗯𝗼𝘁𝗵 𝗮𝗻 𝗔𝗜 𝗽𝗹𝗮𝗻 𝗮𝗻𝗱 𝗮 𝗿𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗹𝗲 𝗼𝘄𝗻𝗲𝗿.

A𝗹𝗺𝗼𝘀𝘁 𝗼𝗻𝗲-𝘁𝗵𝗶𝗿𝗱 𝗿𝗲𝗽𝗼𝗿𝘁𝗲𝗱 𝗵𝗮𝘃𝗶𝗻𝗴 𝗻𝗼𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗴𝗼𝘃𝗲𝗿𝗻𝗮𝗻𝗰𝗲 𝘀𝘂𝗽𝗽𝗼𝗿𝘁𝘀 𝗲𝘅𝗮𝗺𝗶𝗻𝗲𝗱.

T𝗵𝗲 𝗹𝗲𝗮𝘀𝘁-𝗺𝗮𝘁𝘂𝗿𝗲 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲𝘀 𝗿𝗲𝗽𝗼𝗿𝘁𝗲𝗱 𝟬.𝟲𝟰 𝗽𝗼𝘀𝗶𝘁𝗶𝘃𝗲 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀 𝗼𝗻 𝗮𝘃𝗲𝗿𝗮𝗴𝗲, 𝘃𝗲𝗿𝘀𝘂𝘀 𝟰.𝟬𝟱 𝗮𝘁 𝘁𝗵𝗲 𝗵𝗶𝗴𝗵𝗲𝘀𝘁 𝗺𝗮𝘁𝘂𝗿𝗶𝘁𝘆 𝗹𝗲𝘃𝗲𝗹. 𝗧𝗵𝗮𝘁 𝗶𝘀 𝘁𝗵𝗲 𝘀𝗼𝘂𝗿𝗰𝗲 𝗼𝗳 𝘁𝗵𝗲 “s𝗶𝘅 𝘁𝗶𝗺𝗲𝘀” 𝗵𝗲𝗮𝗱𝗹𝗶𝗻𝗲—i𝘁 𝗶𝘀 𝗻𝗼𝘁 𝘀𝗶𝘅 𝘁𝗶𝗺𝗲𝘀 𝘁𝗵𝗲 𝘃𝗲𝗿𝗶𝗳𝗶𝗲𝗱 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗼𝗿 𝗳𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗿𝗲𝘁𝘂𝗿𝗻.

Why it matters in practice: AI is already shaping documentation, outreach and client messaging. The operational risk is no longer failure to adopt; it is allowing multiple team members to use unvetted tools without shared rules, review responsibilities or outcome measures.

𝗩𝗘𝗧𝗥𝗜𝗣𝗥𝗘𝗡𝗘𝗨𝗥 𝗮𝗻𝗴𝗹𝗲: “A𝗜 𝗮𝗱𝗼𝗽𝘁𝗶𝗼𝗻 𝗶𝘀 𝗻𝗼𝘁 𝗮𝗻 𝗔𝗜 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆.” Use a four-part implementation requirement:

One defined problem
One workflow owner
One clinical or privacy guardrail
One measurable outcome—i.e. documentation time, callbacks

09/29/2026

Second Item this week:
Vaccine refusal is often a risk-perception problem—not blanket opposition

Analysis: Why Pet Owners Decline Vaccines: Survey Insights and Strategies for Navigating Hesitancy
Source: dvm360, reporting research presented by Jessica Pritchard, VMD, MS, DACVIM
Published: September 19, 2026
Read the analysis

Key finding: Researchers adapted a human vaccine-hesitancy scale and surveyed 333 Wisconsin pet owners during wellness visits. The leading reason for declining vaccination was believing that the pet did not need it. More than half of owners declining leptospirosis or Lyme vaccination did not believe their dog was at risk. Concern about adverse effects and cost followed.

Owners also reported trusting their veterinarian’s vaccine recommendations more than recommendations from their own healthcare provider.

Why it matters: “Your dog can get this vaccine” communicates an option. “JoJo is due for this vaccine because leptospirosis occurs here” communicates a medical recommendation. When clients underestimate disease risk, simply supplying more vaccine facts may not address the actual objection.

𝗩𝗘𝗧𝗥𝗜𝗣𝗥𝗘𝗡𝗘𝗨𝗥 𝗚𝗨𝗜𝗗𝗘: “Recommend first. Explain second.” Teach doctors and staff this sequence:

Give a clear, personalized recommendation.
Connect it to the pet’s local and lifestyle risk.
Ask, “What questions do you have?”
If resistance remains, use reflective listening and motivational interviewing.

This supports presumptive framing—“JoJo is due for two vaccines today”—while still inviting questions rather than steamrolling the client.

Evidence quality and limitations: Moderate. The survey was veterinary-specific and produced highly practical findings, but the data were collected in 2022 and presented through a conference report rather than a located peer-reviewed paper. Respondents were disproportionately White, affluent, college-educated Wisconsin clients already attending wellness appointments. Exam-room administration may also have encouraged socially desirable answers.

09/28/2026

Veterinary Growth Evidence — September 11, 2026
𝗧𝗛𝗘 $𝟱𝟬𝟬 𝗪𝗔𝗟𝗟
Only two new items cleared the bar this week. Here is first.. second tomorrow..
𝟭. 𝗧𝗵𝗲 𝗳𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝘁𝗵𝗿𝗲𝘀𝗵𝗼𝗹𝗱 𝗳𝗼𝗿 𝗱𝗲𝗰𝗹𝗶𝗻𝗶𝗻𝗴 𝗰𝗮𝗿𝗲 𝗺𝗮𝘆 𝗯𝗲 𝗼𝗻𝗹𝘆 $𝟱𝟬𝟬
Report: State of the Industry: The Impact of Pet Insurance on U.S. Veterinary Practices
Source: AAHA and Pawlicy Advisor
Released: September 2026
Read the report · Independent summary published September 10

Key findings: The survey included 𝟰𝟱𝟭 veterinary professionals:
- 𝟴𝟱% 𝘀𝗮𝗶𝗱 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝗯𝗲𝗴𝗶𝗻 𝗱𝗲𝗰𝗹𝗶𝗻𝗶𝗻𝗴 recommendations at estimates of $𝟭,𝟬𝟬𝟬 or less.
- 𝟰𝟳.𝟯% placed that threshold at $𝟱𝟬𝟬 or less.
- Practices modified treatment plans for financial reasons an average of 5.1 times weekly, versus 4.7 in 2025.
- 𝟴𝟭.𝟯% 𝗵𝗮𝗱 𝗱𝗶𝗳𝗳𝗶𝗰𝘂𝗹𝘁 𝗳𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀 𝗲𝘃𝗲𝗿𝘆 𝘄𝗲𝗲𝗸.
- Proactive insurance-recommending practices reported a median 7.5% insured-client share, versus 3.5% among reactive practices.
- Respondents estimated that 𝗳𝗶𝗻𝗮𝗻𝗰𝗲𝘀 𝗰𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗲𝗱 𝘁𝗼 𝟭𝟯% 𝗼𝗳 𝗲𝘂𝘁𝗵𝗮𝗻𝗮𝘀𝗶𝗮 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀.

𝗪𝗵𝘆 𝗶𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: Financial communication is no longer primarily about handling catastrophic estimates. The resistance point may appear during routine outpatient diagnostics and chronic-disease management.

VETRIPRENEUR angle: “T𝗵𝗲 $𝟱𝟬𝟬 𝗪𝗮𝗹𝗹.” Teach practices to introduce financial pathways before illness:
1. Discuss insurance during puppy and kitten visits.
2. Explain wellness plans and financing proactively.
3. Present medically acceptable levels of care.
4. Normalize cost discussions before presenting the estimate.

Evidence quality: Moderate. The sample is meaningful and comparisons were statistically analyzed, but results are self-reported perceptions—not transaction data. Pawlicy Advisor is an insurance marketplace, creating a commercial interest that should be disclosed.

09/15/2026

“C𝗼𝗺𝗽𝗹𝗮𝗶𝗻𝗶𝗻𝗴 𝗶𝘀 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗮 𝗱𝗶𝘀𝘁𝗿𝗮𝗰𝘁𝗶𝗼𝗻 𝘁𝗼 𝘁𝗵𝗲 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻.” — 𝗡𝗶𝗰𝗸 𝗦𝗮𝗯𝗮𝗻

Saban was talking about the massive changes happening in college football.

NIL. Transfer portal. Players leaving. Recruiting changing.

His response?

Rather than spending your time complaining about what the game has become, spend that time asking:

“W𝗵𝗮𝘁 𝗶𝘀 𝘁𝗵𝗲 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻? 𝗛𝗼𝘄 𝗰𝗮𝗻 𝘄𝗲 𝗮𝗱𝗮𝗽𝘁?”

But the part that really caught my attention was what came next.

Saban’s answer wasn’t simply, “P𝘢𝘺 𝘱𝘭𝘢𝘺𝘦𝘳𝘴 𝘮𝘰𝘳𝘦.”

His goal was to make Alabama the 𝗚𝗥𝗘𝗔𝗧𝗘𝗦𝗧 𝗩𝗔𝗟𝗨𝗘 𝘁𝗼 𝘁𝗵𝗲 𝗽𝗹𝗮𝘆𝗲𝗿 — to create an environment, a relationship, and an experience 𝘁𝗵𝗲𝘆 𝘄𝗮𝗻𝘁𝗲𝗱 𝘁𝗼 𝘀𝘁𝗮𝘆 𝗳𝗼𝗿.

Sound familiar, veterinary medicine?

We can complain about:
Chewy.
Corporate consolidation.
Online pharmacies.
Dr. Google.
Telemedicine.
Rising prices.
Changing client expectations.
Clients who seem less loyal than they used to be.

Or we can ask a better question:

𝗛𝗼𝘄 𝗱𝗼 𝘄𝗲 𝗺𝗮𝗸𝗲 𝗢𝗨𝗥 𝘃𝗲𝘁𝗲𝗿𝗶𝗻𝗮𝗿𝘆 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲 𝘁𝗵𝗲 𝗚𝗥𝗘𝗔𝗧𝗘𝗦𝗧 𝗩𝗔𝗟𝗨𝗘 𝘁𝗼 𝘁𝗵𝗲 𝗰𝗹𝗶𝗲𝗻𝘁?

And I don't think the answer is simply being cheaper.

𝗜𝘁 𝗰𝗼𝗺𝗲𝘀 𝗯𝗮𝗰𝗸 𝘁𝗼 𝗥𝗘𝗟𝗔𝗧𝗜𝗢𝗡𝗦𝗛𝗜𝗣𝗦 𝗮𝗻𝗱 𝗖𝗢𝗠𝗠𝗨𝗡𝗜𝗖𝗔𝗧𝗜𝗢𝗡.

Do clients know you?

Do they trust you?

Do they understand why you're recommending something?

Do they feel like 𝘆𝗼𝘂 𝗸𝗻𝗼𝘄 𝘁𝗵𝗲𝗺 𝗮𝗻𝗱 𝘁𝗵𝗲𝗶𝗿 𝗽𝗲𝘁, rather than seeing them as the next appointment on the schedule?

Because when clients genuinely perceive the value of that relationship, 𝗽𝗿𝗶𝗰𝗲 𝗶𝘀𝗻'𝘁 𝘁𝗵𝗲 𝗼𝗻𝗹𝘆 𝘁𝗵𝗶𝗻𝗴 𝘁𝗵𝗲𝘆'𝗿𝗲 𝗰𝗼𝗺𝗽𝗮𝗿𝗶𝗻𝗴 𝗮𝗻𝘆𝗺𝗼𝗿𝗲.

Saban adapted to a changing game by asking how he could make his program more valuable to the people he wanted to keep.

Maybe veterinary medicine needs to ask the same question.

𝗦𝘁𝗼𝗽 𝗰𝗼𝗺𝗽𝗹𝗮𝗶𝗻𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁 𝗵𝗼𝘄 𝘁𝗵𝗲 𝗴𝗮𝗺𝗲 𝗵𝗮𝘀 𝗰𝗵𝗮𝗻𝗴𝗲𝗱.

𝗦𝘁𝗮𝗿𝘁 𝗯𝗲𝗰𝗼𝗺𝗶𝗻𝗴 𝘁𝗵𝗲 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲 𝘆𝗼𝘂𝗿 𝗯𝗲𝘀𝘁 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝗱𝗼𝗻'𝘁 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗹𝗲𝗮𝘃𝗲.

𝗬𝗼𝘂𝗿 𝗶𝗻𝘃𝗶𝘁𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝗶𝗻 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀!

08/24/2026

If you are in the Vet Space you have probably seen this 90s tik tok that has gone viral!
But here is what you didn't see...
And why my FIRST concern is actually for the doctor in that scenario!

Here is the link to my breakdown: https://youtu.be/mtM4KsirRIY

In this Vetripreneur breakdown, Jeffrey L. Munn, DVM, examines:

✅ The communication mistakes that escalated the situation
✅ Why every team member represents the entire practice
✅ How the team could have acknowledged the delay and offered resolution
✅ How overbooking, understaffing and burnout may affect the veterinarian
✅ The 15-minute hard stop that could prevent a similar crisis

The central lesson: explaining or defending the situation isn’t enough. Clients need acknowledgment, a clear plan and actionable next steps.

How does your practice prevent prolonged waits and communication breakdowns? Share your protocols—and what you noticed in this video—in the comments.

08/20/2026

The RECIPE just dropped..
Precisely how to get more NEW CLIENTS you WANT!

See first comment to join the MONDAY MORNING BRIEF email list - Weekly actionable business brief you CAN USE!
https://youtube.com/shorts/SHs_oW5p5Pw

08/19/2026

Is your veterinary practice becoming ANEMIC… and you don’t even know it?

There’s a growing GAP in veterinary medicine.

📈 Revenue has held up.
📉 Veterinary visits have been declining.

For many practices, price increases have helped bridge that gap.

But underneath the revenue number, something may be changing.

Fewer visits.
Not enough new clients entering the practice.
And potentially fewer of the RIGHT clients you actually want to serve.

Think of new clients as the fuel that keeps the fire burning.

🔥 How many new clients did YOUR practice gain last month?

Do you know?

And more importantly…

Was it enough?

Over the past few Vetripreneur Monday Morning Minutes, I've been breaking down a simple system:

KNOW your number → FIND your ideal client → INVITE more like them → WATCH what happens.

Before you celebrate growing revenue, look underneath it.

Your practice may be telling you something.

Find the gap. Know your number. Then fuel the fire. 🔥

08/17/2026

The Referral Letter Recipe: How to Get More of Your BEST Clients

You found your HVC — your High-Value Client.

Now what?

Instead of spending more money advertising to strangers, start with the clients who already know you, trust you and value what you do.

My referral-letter recipe requires just three things:

✉️ One sheet of letterhead
🖊️ A pen
💳 Five business cards

Then follow five simple steps:

Make it PERSONAL
Tell them WHY you value them
Make the ASK
Include the 20–20 offer
THANK them — genuinely

No automation. No generic email blast.

Handwrite it. Sign it. Stamp it. Mail it.

Then watch what happens.

Most HVCs may send you one or two great referrals.

But occasionally, you'll see something different: 2–3 referrals from the same client in just a couple of weeks.

Pay attention.

You may have just struck GOLD. 🏆

You may have found a SUPER SPREADER.

And that's where we're going next.
Here's the 2 minute video version: https://youtube.com/shorts/SHs_oW5p5Pw

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