Episode 15 – Harnessing Technology to Empower Veterinary Teams and Enhance Pet Care

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In this week’s episode

• Evolving Communication Methods: Thom Jenkins explores how traditional communication channels may impact workflow and expectations in veterinary practices.
• Digital Solutions in Practice: The episode highlights the benefits of integrating modern technology to enhance client interactions and practice efficiency.
• AI and Workflow Enhancement: Thom discusses the role of AI in supporting veterinary teams and improving client service while maintaining a personal touch.
• Embracing Change for Improvement: Thom offers insights on how veterinary practices can address challenges and improve efficiency by focusing on key areas.

Additional Guest Spotlights

• Russell Welsh: Shares a consulting experience that shaped his approach to veterinary practice, and learn how it influences his perspective on handling unexpected challenges in the field.
• Hamzah Malik: Teaser from our next interview with Hamzah Malik, creator of Vet Pulse, discusses his journey from VetTimes to developing conversational AI technologies. Hamzah will share insights on making AI user-friendly for veterinary teams and how it is set to revolutionize veterinary care.

Show Notes

• Out every other week on your favourite podcast platform.
• Presented by Jack Peploe: Veterinary IT Expert, Certified Ethical Hacker, CEO of Veterinary IT Services and dog Dad to the adorable Puffin.
  
• Jack’s special guest was, Thom Jenkins shares insights on transforming veterinary practice management through cutting-edge technology, effective communication strategies, and a focus on enhancing client and team experiences.
• Many thanks to Dr Thom Jenkins MA VetMB MRCVS, An experienced vet and has run veterinary clinic groups internationally. He has sat on the board of and been an advisor to companies both within and outside of the veterinary sector. He is the CEO and Co-founder of PetsApp, a client engagement tool providing client communication, reminders, appointment booking and digital payments to hundreds of clinics and thousands of veterinary professionals. Thom is proud of the work the PetsApp pack have done in alleviating the load on veterinary teams facilitating business growth, while improving the care received by pets and their owners. Thom’s recommended resources are; The Goal by Eliyahu Goldratt; a business book in novel form and, Super cheesy but also incredibly insightful is the theory of constraints.

Transcription

Jack Peploe:

Coming up on Modern Veterinary Practice.

Thom Jenkins:

I’m going to start with a negative. The technology that has had the biggest impact is the telephone, and I think we’ve clung onto it for day life for a very long time, asking it to do lots of different jobs for us. Some of those jobs, like emergencies coming in, it works pretty well for even 200 years later, but some of them, it doesn’t work at all well for. It disrupts our workflows. It requires us to treat everything as if it’s an emergency until proven otherwise. So finding alternatives to the telephone, where appropriate, allowing our teams to have more control of their own workflows, allowing them to prioritize at a glance whilst still surpassing the expectations of the end consumer, the pet owner, I think that’s where technology has a really great role to play.

Jack Peploe:

Welcome to the Modern Veterinary Practice podcast. I’m your host and veterinary IT expert, Jack Peploe. In this episode, I’ll be welcoming Thom Jenkins to the podcast, who will talk to us about the intersection of technology and veterinary care and how digital solutions can enhance both client service and practice efficiency.

The interview.

Thom Jenkins:

Hi, I’m Thom Jenkins. I’m a vet by training. I’ve managed veterinary clinics all over the world and I’m the co-founder and CEO of PetsApp, a client communication and engagement platform serving just over 800 clinics in Europe and the US, and beyond, actually.

Jack Peploe:

Well, welcome to the Modern Veterinary Practice podcast again, Thom.

Thom Jenkins:

Thanks having me back.

Jack Peploe:

It’s wonderful to have you join us today. How are you?

Thom Jenkins:

I’m great. How are you?

Jack Peploe:

I’m good, I’m good. I’m very excited by our second round of what we’re going to be chatting about because I know we got carried away last time and I’m sure we’re going to get carried away again.

Thom Jenkins:

It’s always a fun chat with you, Jack.

Jack Peploe:

So today we’re focusing on the role of technology in modernizing veterinary practices, improving pet care and supporting veterinary teams. Now, with your extensive background, Thom, you bring a unique perspective to this evolving landscape. Now, you’ve been involved in the veterinary sector, both on the clinical side and the technological side. What motivated your shift towards focusing on a technological solution in veterinary care?

Thom Jenkins:

Oh, good question. So it’s a long one though. It goes way back to, I remember being five or six and saying I wanted to be a zoological veterinary surgeon. I’m sure someone fed me that line, I don’t remember who, and I’m sure I put a few too many O’s in zoological. But I was allowed to watch Gorillas in the Mist at a very young age, and Dian Fossey was my childhood hero and I just loved animals. And so it was very easy to then be like, okay, I want to be a vet.

Then around age 12, 13, I took on my brother’s paper round and then I had three paper rounds, then had five paper rounds and that doesn’t scale very well. It’s a lot of work. I think they paid do a quid per paper round. But there’s a particular Game Boy game I had my eyes on and eventually I worked out that actually you could make a bit more than that building websites. And so I taught myself how to do web development, and this is in the days of the Flash HTML hybrid websites that everyone wanted a flash introduction into the website, which everyone was just desperate to skip it as a user, but everyone that had a website really wanted one. And so that’s what I did. And I maintained that ambition to become a vet, but kind of saw could be leveraged technology more across the veterinary professions in the veterinary sector.

I also found that I was really quite interested in the project management side, the business side of things, and so trying to find that intersection of veterinary medicine because of the love of the pets and people in it, technology, and business, trying to find that intersection through my career, that’s really what led me to founding PetsApp.

Jack Peploe:

That’s very cool. So from your experience, what are some of the key technologies that have made significant impacts on the efficiency and effectiveness of veterinary services?

Thom Jenkins:

I’m going to start with a negative. The technology that’s had the biggest impact is the telephone, and I think we’ve clung on to it for dear life for a very long time, asking it to do lots of different jobs for us. Some of those jobs, like emergencies coming in, it works pretty well for even 200 years later, but some of them, it doesn’t work at all well for. It disrupts our workflows. It requires us to treat everything as if it’s an emergency until proven otherwise. So finding alternatives to the telephone, where appropriate, allowing our teams to have more control of their own workflows, allowing them to prioritize at a glance whilst still surpassing the expectations of the end consumer, the pet owner, I think that’s where technology has a really great role to play.

Jack Peploe:

Kind of on that, because one of the biggest challenges I’ve noticed is, you’re quite right, we’re very much cottoned on to the phone and it’s a very, very key part of the practice and a lot of us are looking at ways in which we can alleviate some of the pressure from the phones and alleviate pressure from the team. And obviously one of those solutions is PetsApp with the asynchronous conversation being one component to that and obviously the AI, which I’m sure we’ll get into a little bit later, which is very cool. But a lot of people fear it to an aspect because they feel that they’re getting just as much workload come through, even though it’s in an asynchronous format, they almost see it as an immediate kind of issue that’s being raised to them, and they treat these tools like PetsApp as almost like a phone call. What would your view be on that and how should they look to tackle those kind of challenges?

Thom Jenkins:

I think a lot of it, regardless of the specific implementation or the specific tool, a lot of it is around prioritization. Do you have the ability to prioritize your own workload? Do you get to decide what I do first? And so the classic prioritization says you should do the urgent and important stuff first, right? But too often urgent important stuff in practice is interrupted and disrupted by non-urgent, sometimes even unimportant stuff. And there’s opportunities to implement automation to deal with some of that stuff, and there’s opportunities to just set better expectations. I think that’s really the bulk of the opportunity comes there, setting better expectations at the start of the service interaction.

If you set the expectation that I’m going to answer your call within three rings regardless of whatever else is happening in my day, that’s a very difficult expectation to consistently meet and exceed. And you find this a lot in veterinary practices. It is because we’re so eager to help because nothing is too much to ask or to give in the service of companion animal welfare. We end up setting expectations right up here. And then if despite our blood, sweat, tears, best efforts, we deliver just here, we then end up with a disgruntled pet owner because we’ve actually not met the expectations we set. They didn’t know what to expect until we told them, not just through our words but through our actions, but we’ve fallen short. And then we end up disgruntled as veterinary team members because we’re like, well, I did everything possible for them and their pet, and they’re still unhappy and they are the interactions that we remember. We don’t remember the 99 other interactions where we did delight the pet owner.

If you can use tools where you actually set expectations more reasonably so that you are consistently setting up your team to exceed those expectations to delight pet owners, that creates delightful experiences for the team, and that’s what creates a virtuous cycle where this is not just one more thing, but this is my preferred tool to advocate for my patients using it.

Jack Peploe:

Cool. And can you share some insights on how technology could enhance the relationship between the veterinary teams and the pet owners?

Thom Jenkins:

It’s really interesting because I think we’re still in a world where, from the veterinary team’s perspective, we have one persona and one worldview. Then when we go out into the world and we’re a consumer, we have another persona and another worldview. And so often the expectations of the customer experience are not set by the customer, they’re set by us and imposed by us, where we live in the veterinary practice day-to-day doing our work. And so I think the interesting thing around that is what can we change and how quickly can we change it?

So for example, face-to-face is seen as the most personal thing, and a phone call is seen as personal touch, but a phone call isn’t personal touch, it’s still a [inaudible 00:09:05] interaction. There’s still, there’s a voice, a disembodied voice being sent. At a certain time of history that was seen as miraculous technology, but now it’s seen as this very personal touch and a chat is seen as techie and not high touch.

The interesting thing is, when you actually look at it from a consumer perspective, I take my pet to the clinic, it’s going to stay in for a procedure. The vet very politely tells me, don’t call us, we’ll call you. No news is good news. I don’t hear any of that. All I hear is the nagging doubts at the back of my mind of like, is Fluffy okay? So I do call. They can’t come to the phone. Understandable. They’re going to call me back. They call me back. By that point, I’ve had to set off for work, get on with my day, don’t answer it. I see a missed call. I don’t listen to the voicemail message that has left. I call you back. And at this point I’m worried that my pet, who’s in for a perfectly routine procedure, is deceased because I’m thinking of worst case scenario.

Is that better? Is that more personable? Is that more personal than snapping a photo of Fluffy and saying, everything’s going well, all looks good. Didn’t she do well. About to give her her lunch. Now you can pick her up at this time. And there it is, ready for the owner to see. And what the owner doesn’t know on the back end is you see when the owner reads your message, but the owner doesn’t see when you’ve read their message. Again, expectations management. So there’s all kinds of tooling that make it completely appropriate to the veterinary context, but in the pet owner’s mind, it reflects the experiences that become very normal in the rest of their journey as a consumer, as a customer, as a client.

Jack Peploe:

Yeah. No, I mean it is like you were watching the other day when I was dealing with the vet, I was going through exactly those emotions. Quite amusing. And they, ironically, didn’t have any form of chat interaction, it was all phone-based. And again, I had those same issues where it was like, no news is good news and you call back and can’t get hold of the vet. And again, it’s very understandable, but you start freaking out.

Thom Jenkins:

Well, we moan about this [inaudible 00:11:04] teams, Jack. On the veterinary side of it, we moan about this. It’s like, I asked them not to call. I’m literally trying to take blood from a fractious cat, from their fractious cat, and you’re calling me and this is frustrating because I got to now drop everything and update you, and I leave the beautifully crafted voicemail message and you never listen to them and we complain about this, but do we do something about it? Do we say, okay, this is an expectation. Clearly it’s a fair expectation.

I’d like to think that you and I are both reasonable individuals. But when our pets are in the clinic, it is worrying even with all that we know. And so let’s find a route by which we can meet or even exceed that expectation, but in a way that works for us that isn’t just one more thing for us to do, but actually we are in control of it because we choose when we snap the photo. It takes literally 20 seconds to do it because you can use the veterinary team member app, you don’t have take a photo, upload it to the computer, all that sort of thing.

So it is trying to find out where there’s this disconnect between pet owner expectation and the veterinary team expectation, instead of just banging our heads against the same brick wall again and again and again, doing something about it. Interesting, in my experience, I started practice out in China and I went to China not being able to speak a word of Mandarin, and I was often the only non Mandarin speaker in the hospital. And so what I couldn’t do is after a consult, I couldn’t vent. I couldn’t moan fluently to any other member of the veterinary team. And that’s pretty stressful, but it gets you thinking, instead of the venting, which is perfectly understandable, it happens in every workplace, instead of the venting being the therapy, instead you’re like, well, how should we do this? How can I obliterate that stressful interaction that added no value to the pet owner, no patient advocacy opportunity with the pet, and left me feeling like I just wish I could vent fluently to a colleague.

Jack Peploe:

No, that’s cool. And so we’ve talked about managed chat-based asynchronous or asynchronous conversations, which do make a lot of sense, especially in the scenarios that you’ve just discussed. Another thing that I sort of noticed where there is an element of fear around is the AI side of things. Where do you see AI fitting in, considering I know you’ve got it within your product. What’s the interaction and why should people not fear these types of tool sets?

Thom Jenkins:

Yeah, it is really interesting to see all the different ways people are reacting to artificial intelligence and the opportunities presented. And there’s a high cycle of like, it’s going to take over the world and all that stuff. And then there’s the people that just don’t want anything to do with it. People that say, “Oh, it can’t do empathy.” It’s like, well, actually it can sometimes do empathy better than you can when you’re rushed off your feet and you don’t have the time and it will apply the paw print emoji all the time. Whereas you might drop that pleasantry, that digital pleasantry, because you’re busy.

So there’s got to be some middle ground. And actually, that’s been our approach and it is backed by the data that we see. And what we have done is we’ve kept the human in the loop and we have something called PetsApp copilot where it looks at the message the pet owner has sent, with all identifying data stripped out, by the way. We don’t send anything to the model that it’s learning on. We don’t send any data there. We don’t let it learn off the Connects data either. That’s an interesting opportunity that we’re going to have to navigate in the future if we do want to keep moving forward with the times. But for now, very protective of the clinic’s data. We would only ever do anything with that at the clinic’s instruction. That’s something really important to be clear on.

But what it does is it comes back with a suggested response. It doesn’t send the response to the pet owner, it’s not a chatbot, it’s not automated. The veterinary professional in charge of the chat chooses am I going to use that response? And so they can just hit send. Or they can edit that response, or they don’t have to use the PetsApp copilot at all, they can write that own response. It’s really good for learning how to use the chat and the sorts of things that you can do via chat. It’s really good if you’ve got writer’s block. It’s really good if you’re kind of rushed off your feet and it’s just a routine query.

And what we know from the data, this is based on thousands and thousands and thousands of interactions now, the PetsApp copilot alone, if you were just to generate a suggested message and hit send immediately, it performs ever so slightly worse than a veterinary team member based on the pet owner feedback, this is. This is not like clinical audit, this is the pet owner being asked about their experience that day. The veterinary team member on their own performs slightly better, however, PetsApp copilot and the veterinary team member collaborating on the response perform better than either of those two things.

So it’s real solid evidence there, statistically significant evidence based on a lot of sum sizes, and we’re really keen to get this published out into the world, and we’ll do that, is that AI can augment your patient advocacy efforts and can help you serve clients better. And that’s where I think if it can do that, we should use it. It’s such a proud moment, Jack, when we just release that into the world, we put that in the hands of veterinary professionals done in an incredibly responsible way, I like to think. The veterinary professional is still in charge, but then all of a sudden thousands of veterinary professionals are using AI in the workplace, in their veterinary work, in their patient advocacy efforts. Just incredible. We are often accused of being slow in the veterinary professions. We weren’t slow. We were way ahead of the game on that. Thousands of veterinary professionals using AI in their day-to-day lives. Just incredible, I thought.

Jack Peploe:

I think it’s extremely exciting and it just shows, it’s a really nice introduction to artificial intelligence as well because it’s a very gentle approach in the sense of you’re getting human and technology to work alongside and collaborate and work together, which I think is extremely exciting. So hats off to you, Thom. That’s very cool. Very, very cool.

Thom Jenkins:

Thanks, Jack.

Jack Peploe:

So we’ve kind of talked about the communication side of things and how it can also support with, for example, operational tasks, but how can it support things like the wellbeing and the efficiency of the veterinary teams?

Thom Jenkins:

What it’s about, it’s about setting expectations that the veterinary team can actually meet and exceed is what we’re talking about. If you are constantly set up to fail, if you’re constantly set up to fall short of expectations, especially awkwardly in a role that you’re passionate about, if you didn’t care, it wouldn’t matter. If I don’t care about the outcomes, it’s like, oh well, never mind. But we care, veterinary professionals, we care. We come into the veterinary professions because we care, and then to be put in a where we’re going to fall down or feel like we’re falling down because of the expectations that we’ve inflicted on ourselves in some ways is the painful truth. That’s where we can improve it.

So we should just take this fresh pair of eyes and be like, okay, what is painful about what we do? And it’s one of the biggest… there’s this exercise that I’ve gone through with veterinary teams looking at what are the bottlenecks in veterinary practice, and you build this something called a current reality tree. This is from the theory of constraints. And the current reality tree, you’re just labeling, naming all your issues and trying to work out what causes what to get to your root cause at the bottom of the tree. And the root cause that I’ve got to with lots of veterinary teams now is that the pet owner is in charge of deciding which issues we address and when. And the problem is the pet owner isn’t always very good at that. Pet owners encounter 24 issues per pet per year. Only two of those issues on average are surfaced to the veterinary team, to the people best placed to address the issue of the local veterinary team. This is data coming from the Veterinary Innovation Council.

And the problem with that, it’s not that we want to service all 24 issues, there are going to be some issues in there that we’d rather not service. I had a message from my sister-in-Law saying, “Can I feed my dog these supplements to stop them staining the lawn with his urine?” I wish you would ask someone else because I’m just going to Google it, but I think fair enough. But there’s going to be some things in there where you like… and we don’t have the time to deal with all 24 issues. But the problem is, it’s pet owner deciding, which two of the 24 come to us. And sometimes they’ll think something that’s relatively trivial is an emergency. And in that case, we now have to deal with a situation where we want to not embarrass the owner to the extent that next time they encounter something, they don’t surface it to us. Because the other thing is they can think emergent things, urgent cases, are trivial.

My male cat visiting the litter tray multiple times throughout the day. Maybe just a little bit of irritation or something. Well, that’s a medical emergency, we need to get the… A GDB dog. Maybe you can just… they vomit from time to time, that kind of thing. These are emergencies. And when we miss those, we’re missing a patient advocacy opportunity where we could really, really help. And one of the reasons we might miss some of these genuine patient advocacy opportunities is because our limited in-clinic capacity has been taken up by non-urgent issues that still, this is really important though, because one thing we chronically undervalue in veterinary is the value of reassurance. We still want to reassure that pet owner, we still want to dispense reassurance, but do they really need to come in and take up valuable in-clinic time and resource in order for us to dispense that reassurance to the pet owner?

That reassurance is important because that’s what builds trust, that’s what keeps them coming back to us. That’s what means they’ll surface the next relevant issue to us. But I think we do it in a super inefficient way. Pet owners are shunted down the same customer journey regardless of the issue that they’re facing too often. Instead, if we could create curated customer journeys based on the issue they’re facing and the best combination of online and offline touch points to resolve that issue, I think that would be better for the pet owner, but also better for us.

Jack Peploe:

Far more convenient. Absolutely. So what advice would you give to veterinary practices that are maybe cautious about adopting these types of technologies?

Thom Jenkins:

There’s this quotation that I like from a police trainer called Don Guller. He said, “Don’t continue a mistake just because you’ve spent a lot of time making it.” So that would be the first piece of advice. And then from police trainer to behavioral economist, Amos Swirsky, the late great Amos Swirsky, he said, “You waste years by not being able to waste hours.” And I think those are the two things is that we’re so used to doing it this way, this is how we’ve always done it. This is how we’ve always done it is not a good reason for anything.

And then the other side of it is we’re just too busy. Dave Nicholls talks about the hamster wheel. We’re on the hamster wheel. It’s like, okay, so with these two things, nothing’s ever going to change and it’s only going to get worse. If you could just take a moment, find a way to take a breath, take a moment and work out what the bottleneck is for your team meeting their full potential. What is the key thing that’s limiting your practice from being the best possible advocate for the patient it serves, that it could be. Find that bottleneck, identify that bottleneck and relentlessly solve for it.

And the nice thing is once you’ve taking the time to identify the one bottleneck in your practice, you save a lot of time because by doing it piecemeal, you’ll be trying to solve issues left, right and center that are not the bottleneck. And if you spend time trying to strengthen anything but the weakest link in your chain, you do not strengthen the chain. And that’s something that I see a lot of in veterinary practice management is anti-systemic thinking. A system is not the sum of its parts. A system is the sum of the interaction of its parts. And so by understanding that, you can only improve this system by identifying the bottleneck, the key constraint. In chemistry, the rate limiting step, that’s how you actually provide a genuine improvement.

And that may or may not be the telephone, that may or may not be client expectations, that may or may not be the veterinary team feeling crushed under the weight of pet issues being serviced to them in the way they service them. Whatever it is, identify that bottleneck and relentlessly solve for that. And the thing that keeps people like me busy, practice management geeks busy, is that once you solve that bottleneck, a new bottleneck will emerge and then we get to work on that one. And that’s great. That’s part of the fun. And it can be fun. Honestly, I promise it can be fun.

Jack Peploe:

I’m not sure everyone will be convinced.

Thom Jenkins:

No, no, I’ve got some work out. I’ve got some work cut out. You see the attendance at a veterinary business lecture versus attendance at a chronic kidney disease lecture, you understand the work ahead of us.

Jack Peploe:

Well, Thom, thank you so much for your insight today. Obviously you’ve given us a deeper understanding of how technology can empower veterinary professionals and enhance the care that pets receive, which is amazing. Before I say farewell, how do people get in touch with you?

Thom Jenkins:

Yeah, good question. So you can reach out to me by email. I’ve got a completely unnecessary H, my name, I’m T-H-O-M, Thom@PetsApp.com. I’m on LinkedIn. That’s probably the social media platform where I’m most active. Thom Jenkins on LinkedIn. Probably start there, head across our website, PetsApp.com. More information there.

Jack Peploe:

Thom, you’ve been amazing and thank you again for coming on. Really, really appreciate it.

Thom Jenkins:

Pleasure as always, Jack.

Jack Peploe:

Each episode we add a touch of humour by inviting our guests to share their most amusing and unforgettable animal related mishaps or bloopers. This time we have Russell Welsh who takes us back to one of his most memorable veterinary adventures, involving a persistent and mysterious nasty smell.

Russell Welsh:

Okay, we’ve all had… I mean, if you’re in the industry, there’s lots, but this one still sticks in my mind. When I used to consult, I’m always putting things in my mouth. It’s just the cap from a needle or the back of my pen or whatever it was. And I had a cold and my nose was running and I kept wiping my nose with a piece of tissue and I put it back next to the sink. And the whole day I kept walking around thinking there’s a dog pooed somewhere in this practice.

And I went and I looked and I checked under my shoes and I looked under all the bins and I could not figure this out. And honestly, the smell would not go away. And I went back into the consult room, I don’t know, a couple of hours later, and I still saw a little piece of tissue paper on the side there that I’d been wiping my nose on. And I picked it up. It was the same piece of tissue that I’d wiped the thermometer from taking a dog’s temperature. And honestly since then, I stick nothing in my mouth. Nothing goes near my face when I’m consulting. But honestly, it sticks in my mind because every time I smell dog poo, it feels like that way again.

Hamzah Malik:

You used [inaudible 00:26:32] and you asked it, we had a poison calculator and toxicity stuff, but it never felt natural and you had to kind of know the right words to get it to say the right thing. So I shelved it because I thought no one’s going to use it. When this conversational AI came out, I thought, okay, I’m not committed to one platform, but I do know that this as an industry is going to explode, which it has. So we made a Vet Pulse and the first thing we did was not kind of let’s make the all-knowing omnipresent AI. It was, how do we make this safe, scalable, and comfortable for our users because the veterinary market are, in some ways, they’re way ahead when it comes to ethics and technology and stuff. It’s just baked into the behavior. In other ways though they’re on the ascendancy, they’re nearly there when it comes to adopting new tools. So I didn’t want to make it too scary and high-tech, I just wanted to make it like a friend, which is thankfully what it’s been received as.

Jack Peploe:

Coming up next week on the Modern Veterinary Practice podcast, we welcome Hamzah Malik, a visionary in veterinary digital consultancy, and the creator of Vet Pulse. Hamzah will share his journey from working at VetTimes to developing AI technologies that enhance the veterinary profession. We’ll explore how his innovations are empowering veterinary teams, simplify workflows and how AI is set to transform veterinary care. Tune to hear Hamzah’s expert insights on integrating technology with traditional veterinary practices and his vision for the future of the industry.

That’s it for this episode. All links and recommendations we talked about are in the show notes. Don’t forget to subscribe and share the podcast if you found it useful. In the meantime, thanks for listening and see you next time. 

• Please send any questions, ideally in audio-form (or any other feedback) to jack@veterinaryit.services.