Large animal - April 2019
Opportunities for the veterinary profession in the future of animal health
Demand for animal health is being driven by three fundamental trends: population growth; a growing middle class; and increasing urbanisation.
Together, these factors indicate that our dependence on animals will be even greater in the future and the role of the veterinarian will be even more critical than today. Veterinarians are providing increased veterinary medical services; helping farm animal producers improve productivity for a high-quality, safe and sustainable food supply. In this role, veterinarians are not only ensuring the health of animals but humans also.
In the face of these future demands, there are several challenges that veterinarians should consider and have foremost in mind. For example:
The rise of digital tools and data analytics will become even more important for the veterinary profession to:
So, how can we convert these challenges into opportunities for the veterinary profession? How does the agri-food industry including pharmaceutical companies make that happen together? There are three critical opportunities for veterinarians to deliver greater value to their customers and society in the future:
Driving an integrated approach to animal health, veterinary and agri-food stakeholders are investing in innovation across the continuum of care for animals: from prediction and prevention to detection and treatment. This will require veterinarians to become more knowledgeable about the ways that genetics, diagnostics, digital tools and data analytics can improve animal health. It also requires increasing expertise in specialised areas of veterinary medicine which can further differentiate your practice. Let me share an example to illustrate this integrated approach:
With diagnostic data, you can then work with the producer to implement an individual health management plan with effective vaccination and biosecurity programme. Together, you can prevent the risk of disease moving forward, and implement the right treatment when needed.
More individualised medicine through digital
Another way we are facilitating communication between producers and veterinarians is through digital technology, as shown by the precision ear tag system (SMARTBOW).
Producers are using this to continuously monitor health and productivity in individual cows and their herds.
The technology provides real-time localisation, heat detection and health monitoring. It also helps to detect signs of stress or disease sooner.
In cases where the cow is sub-clinically ill, the data collected from the system can give you better insight for possible early intervention. While we can minimise the risk of disease through good prevention and detection, there is always the chance for illness, especially during the post-partum period.
By using this integrated approach to animal care, with good prediction and prevention on the front end, followed by diagnostic and digital tools to monitor animal health, you can help reduce the use of antibiotics – and ensure timely and targeted treatment on the back end.
To address our second opportunity, how do you use big data and digitalisation to your advantage? These channels can help you increase traffic in your practice and build trust with a new generation of clients.
There has never been a better time to connect with consumers and work more effectively together to manage the health of their individual animal. More and more veterinary practices are increasing their social media presence to stay present and relevant to a new generation of pet owners. It is important to be proactive in the age of the 'internet of things' to maintain your influence in healthcare, and to avoid other external players replacing your role – not only as prescribers but also in delivering products and services to your customers.
Finally, is the opportunity to expand our access to technology. Working together, we can open doors to new markets and usher in the critical technologies needed to predict, prevent, detect and treat critical diseases. Recognising that the health of animals is connected to the health of people and the environment, we must support the veterinary profession globally to ensure that you remain at the centre of any medical decision. This includes the adoption of new technologies.
We also see the opportunity to improve animal health and productivity in developing countries. One way to achieve this is through broad collaborations in some African markets – which are home to some of the largest livestock populations in the world. There, we are making great progress in establishing access to local veterinary services, diagnostics, medicines, vaccines and other animal health products. This will improve medicalisation rates, minimise the incidence of disease, and strengthen local veterinary expertise in areas where it does not exist today. In turn, this will greatly improve the livelihoods of local farmers. And, finally, it is encouraging to observe the efforts to elevate the veterinary profession around the world – by collaborating with professionals and academia to raise the standards of veterinary education, modernise treatment and grant wider, affordable access to veterinary care. In closing, it is important to emphasise enough the vital role veterinarians play in caring for animals and ensuring public health.
For many, being a vet is much more than a profession. It’s a passion to which you have dedicated your lives to make a difference for animal while also balancing the responsibilities of running a profitable business.
Through an integrated approach to the veterinary practice, industry partners can help you succeed as a trusted animal healthcare professional and successful business owner.
Working together, we can bring greater value to society through new medicines, technologies and insights that can improve the health and wellness of animals; enhance the sustainability of animal agriculture; promote the veterinary profession and advance the level of veterinary care around the world.