Mind Over Miller: My way to advertise
To the day I retired, I never departed from the 1950s code of ethics for veterinarians, but I used a lot of ingenuity in what I call "ethical advertising."
For example, I had only one exam room in my little clinic. It had an x-ray illuminator in it, and I always kept the light on and a radiograph on it. This elicited comments such as "Oh, do you have an x-ray machine?" (Not everybody did back then.)
I was in a rural mixed-animal practice, and in my reception area we hung several pictures of cattle and horses. This elicited questions such as "Do you treat large animals, too?"
Conversely, on large-animal calls when the inevitable farm or ranch dog came out to greet me, I might say, "Gosh, he looks a lot like the Border collie I treated last week for a fractured leg."
I joined the Lions Club, and soon the community leaders knew me. One of them edited the town's weekly newspaper and asked me to write a column for it. I gladly complied.
But the most important practice builder of all was absolute integrity. Here's my advice on how to practice with integrity:
Robert M. Miller, DVM, is an author and a cartoonist, speaker, and Veterinary Medicine Practitioner Advisory Board member from Thousand Oaks, Calif. His thoughts in "Mind Over Miller" are drawn from 32 years as a mixed-animal practitioner. Visit his website at http://robertmmiller.com/.