Veterinary Practice Growth
August 21 - 2:30 pm EST
LIVE WEBINAR: From Surge to Shift: Redefining Value Amid Demand Disruption in Veterinary Medicine
by Charlotte McKay, Senior Economist; Matthew Salois, PhD; and Rob Trimble, DVM
Veterinary medicine is transitioning out of the COVID-era surge into a new phase of recalibration – where the gap between client expectations and perceived value is growing, and the cost of care continues to climb.
Join Charlotte McKay, Senior Economist at Veterinary Management Groups (VMG), Rob Trimble DVM, VP of Harbor by Suveto, and Dr. Matt Salois, President of Veterinary Management Groups for a timely, data-driven conversation designed to help practice leaders rethink and realign their strategic focus in today’s climate.
We’ll explore:
- The macroeconomic headwinds shaping pet owner behavior and veterinary demand
- How to analyze your community’s changing needs using demographic and psychographic data
- A practical framework for defining and communicating your practice’s value (Value Proposition Canvas)
- How to use the 80/20 rule to identify your highest-value customers and validate what they truly need
This session is built for practice leaders who want to sharpen their strategy, empower their teams, and lead with purpose in an era of rising costs and shifting client behavior.
Walk away with tools you can use immediately, including a call to action to engage your team in building a value proposition that fits your intended market.
Charlotte McKay, Senior Economist
Charlotte joined VMG as a Senior Economist to lead research initiatives, create economic content, and drive thought leadership efforts. An economist, data scientist, and geographer, Charlotte brings over 15 years of analytics experience across industries including veterinary, equine, manufacturing, and defense. Prior to joining VMG, she served as Senior Economist and Associate Director of Statistical and Geospatial Analysis at the American Veterinary Medical Association, where she led data collection, analysis, and tool development for both technical and non-technical audiences.
Charlotte has shared her expertise through veterinary events and publications, helping leaders navigate an evolving profession. She holds a Master of Science in Agricultural Economics from the University of Kentucky and a Bachelor of Arts in Geography from Virginia Tech.
Charlotte’s approach blends empirical research with industry insights to deliver effective, sustainable strategies. She works collaboratively with veterinary leaders and experts to ensure that research findings translate into practical, actionable solutions. Her work is holistic, integrating macroeconomic trends with operational strategies to drive long-term success for veterinary practices.
Matthew Salois, PhD
Matt Salois, PhD, is the President of Veterinary Management Groups (VMG), where he leads initiatives to enhance the economic and cultural success of over 2,000 independent veterinary practices across the United States. With a mission-driven approach, Matt is dedicated to advancing the veterinary profession through collaboration and community.
Prior to joining VMG, Matt served as the Chief Economist and Head of the Veterinary Economics Division at the American Veterinary Medical Association (AVMA) from 2018 to 2022. In that role, he championed the importance of economic literacy across the profession and developed tools, research, and policies to support veterinarians in both clinical and business decision-making. Earlier, he held the role of Senior Director of Global Scientific Affairs and Policy at Elanco Animal Health, where he engaged in international initiatives at the intersection of animal health, food security, and public policy.
Matt is also an adjunct professor of applied economics at the University of Florida, where he taught and advised students on topics ranging from international trade to econometrics. He holds a Ph.D. in Applied Economics from the University of Florida, as well as an M.A. in Economics and a B.S. in Health Services Administration from the University of Central Florida.
He lives in the Chicagoland area with his wife and four children, along with their lively household of three cats and one dog.
Rob Trimble, DVM
Rob is a future-focused veterinarian and entrepreneur with a passion for innovating at the intersection of medicine, technology, and organizational design. After graduating in 2013 from the University of Illinois College of Veterinary Medicine, he worked as a general practitioner on the central coast of California. After a move to the Bay Area, he worked in the animal health technology space, delivering veterinary housecalls for VetPronto, a pet tech startup based in San Francisco. In 2016, he co-founded Fuzzy Pet Health, a subscription-based, veterinary house call company that was built upon a virtual care and telemedicine platform. From 2018 through 2021, he served as the Executive Director for the Veterinary Entrepreneurship Academy, a nonprofit organization that’s on a mission to accelerate innovation and entrepreneurship from within the veterinary profession, starting with veterinary students. Most recently, he joined Suveto as the VP of Harbor, where he continues to build positive, healthy communities and educational pathways that attract and inspire veterinarians to take ownership of their futures.
