EXPANDING OPPORTUNITIES FOR SERVICE TO BEEF PRODUCERS

Although traditional veterinary services will remain important for bee f veterinarians, nontraditional services represent opportunities for p ractice growth. Although many veterinarians do not yet realize it, the ir clients already consider them to be herd-management consultants. Th is column discusses ways for veterinarians to fulfill this role. In pa rticular, it emphasizes that written reports and published newsletters not only improve communication and facilitate client education, they also enhance the client's perception that the veterinarian is a consul tant. Thus, clients become more willing to purchase additional and int angible services. This column also ways for beef veterinarians to incr ease their visibility and credibility among beef producers. It focuses on ways to help producers recognize the value of the intangible servi ces the veterinarian provides.