The Veterinary News Network (VNN) has launched an online
service designed to provide health-care advice to pet owners and at the
same time, generate money to support the overall media venture.
month, VNN unveiled the Web site PetDocs On Call
the Western Veterinary Conference (WVC) in Las Vegas. It’s marketed as
the “most professional and trustworthy site for veterinary medical
advice and opinion on the Internet” — a forum with the potential to
shore up funds to support VNN via advertising dollars and eventually,
VNN President Dr. Jim Humphries says that
support from a WVC educational grant has nearly dried up, prompting the
media company to become more financially self-sufficient. While
Humphries refuses to get specific on the grant or the funds needed to
remain solvent, he explains that almost 400 veterinarians in the United
States and Canada operate as VNN affiliate reporters, delivering
VNN-produced veterinary material in the form of television, radio and
print news that's fed to local media outlets. VNN trains its reporters
to work with consumer media and serves as a resource for them, even
providing radio show talking points and print column ideas.
“We are like the AP (Associated Press),” Humphries says.
is VNN needed? Humphries says it evolved in 2005, to guide
veterinarians who, for the most part, aren’t naturals when it comes to
developing media savvy or an on-air presence.
PetDocs on Call
fills an equally unique niche, he says. “There are only a handful of
these sites; no one is really doing it on a large scale. Our goal is to
inform the client and refer them back to the veterinarian because
frankly, there is a lot of bad information out there.”
to Humphries, an opinion poll conducted with VNN reporters cemented his
assessment: “They said, ‘Finally, there will be a place that I can
trust to send my clients to.’ We want to basically be a trusted,
interactive source online for good information.”
Whether or not
the competition dishes out “bad information” is a matter of opinion. A
quick Google search brings up a few Internet sites that feature DVM
advice lines, including http://www.justanswer.com/veterinary
, which charges registered users nominal but varying rates to speak with
the site's veterinarian experts. Representatives did not return VIN
News Service interview requests by press time, but it appears that at
least a dozen veterinarians consult on owner-initiated topics for fees
that range from $15 to $60 per answer.
For $9, owners used to get medical advice from http://www.petplace.com
, which prompted concern on Veterinary Information Network (VIN)
. The company has since
eliminated the service in question.
declined to give a reason for the decision, although online ask/answer
formats have been criticized by practitioners for their “doc-in-a-box”
approach, which gives rise to concerns about diagnosing or giving
medical advice without a veterinary-client-patient relationship.
VIN News Service contacted PetPlace in January. At the time, a
veterinarian explained that the site employed two full-time DVMs and a
slew of veterinarian consultants, all of whom are “very cautious about
giving advice” and most often direct users to see a veterinarian.
more, the petplace site, which claims about 1 million unique visitors
each month, is chock full of articles on animal health and medicine.
love us because they can send their clients to us to get some credible,
accurate information that can be downloaded," Dr. Deborah Primovic, the
site's managing editor told the VIN News Service in January.
says the same thing about PetDocs on Call, almost verbatim, and adds
that he’s spent countless hours with attorneys researching state
practices acts, which can vary on the specifics of
“It is not our
intention to diagnose or treat animals,” he says. “Our goal is to
inform people with advice that comes from veterinarians, not dog
But superficial advice with a “see your vet”
tagline is not what many people visiting these sites are looking for,
at least in Dr. Paul Pion’s experience.
VIN, co-founded by Pion,
now president, was born in the early 1990s from the Pet Care Forum on
AOL, one of the first pet/veterinary advice services online. Pet Care
Forum had an active and interactive community, with open question and
answer interchanges between pet owners and between pet owners and
veterinarians. Sometimes it was a positive exchange, but all too often,
Pion recalls that many of the pet owners who visited the site weren’t
seeking general advice. They were trying to avoid a trip to the
veterinarian’s office. And it became more apparent after the Pet Care
Forum moved from AOL to the Web.
Soon after, "we decided
to discontinue the community and almost all of the Ask a Vet sections and
focus on providing advertising- and sponsorship-free content so that
VIN members and other colleagues would have a place to send clients
without wondering who was generating the content or whether their
clients would be put off because they were directed to a bunch of ads
by their veterinarian,” Pion says.
What evolved now is called Veterinary Partner
, and it is a searchable archive of medical information that explores
topics ranging from diseases and surgeries to drugs and husbandry.
can't promise that everything is correct; no one can make that claim,"
Pion says. "But we can promise that we do our best to review the
material internally with colleagues before it is published and that it
is presented with no commercial bias. We review all content
periodically and very much depend upon feedback from colleagues and
even pet owners to point us to content errors."
(VIN is the parent organization of Veterinary Partner as well as the VIN News Service.)
PetDocs On Call, active interchange between owners and online
veterinarians still exists on the Veterinary Partner site, but on a
limited basis. About five to 10 questions come in daily, and they are
answered by a handful of VIN members who enjoy the interchange, Pion
says. The service is free to the public, and answers often direct
owners to their veterinarian or to medical material in the Veterinary
Partner library, much of which is written by Wendy C. Brooks, DVM,
"We don't actively promote the 'ask-a-doc'
service, and if these colleagues ever decided they didn't want to
pursue this 'hobby' anymore, we'd discontinue that section of the
site," Pion says.
He adds that it will be interesting to see how
the online question/answer model that sites like PetPlace and
Veterinary Partner have largely abandoned will continue to be received
by the public and the veterinary profession.