Interview - An Dr. Drew Van Niekerk, DVM

Drew Van Niekerk, is the Director of Clinical Development for Associate Veterinary Clinics and is acknowledged by his peers as one of Canada’s thought leaders in the veterinary channel. At Summit 2012, Drew illuminated an important element of the companion animal industry that is often missing. This initiated a conversation about what the industry can do to celebrate the pet experience and remove the barriers pet families often encounter. InfoStream caught up with Drew upon his return from lecturing veterinary students in Atlantic Canada.

InfoStream: Drew, no one who hears you speak will contest the passion you bring to the subject of companion animals. Where does this passion come from?

DV: I have always cared about animals and felt a calling to provide for their health. I grew up in Manitoba and completed an Agriculture Degree before entering Vet School. I suppose I always thought that one day I would have a role in changing the way we value and care for pets in our communities. In May of 1992, I entered practice at the Calgary North Veterinary Hospital. I experienced amazing growth in that business and I found a neat role as the liaison between the business and veterinary professionals. Now some 20 years later I have the opportunity to be involved across all sectors of the industry.  The dream I had leaving high school is my reality.

InfoStream: At Summit 2012 you spoke about embracing new ways of interacting with pet families. Why do you think this is so important?

DV: Pet families rely upon us (the companion animal industry) to make the experience with their pet a successful and satisfying element of their life. As Berney Pukay pointed out during the Summit discussion, pets bring us unconditional love, positive contributions to mental health and many other values important to each relationship, each home, each community and in fact our entire urban culture. This is what needs to come forward in the conversations we have with pet families. More often what our neighbours hear from us is a lecture on all the things they are doing wrong. They tend to feel isolated, helpless, guilty and frequently unable to meet the expectations we set for them.  It’s sort of like saying, ‘ the beatings will continue until morale improves’. We wouldn’t accept this model for rearing a child, so why do we think it will provide success in building a healthy community for pets and people?

InfoStream: Okay, so we stop making people feel guilty, helpless, isolated and unable to meet expectations. What does a new approach look and feel like?

DV: The Summit group I lead has some of the brightest minds and most passionate people of our industry and we are working to sort that out. By Summit 2013 it is likely we can have the facts and evidence which will help us understand how pet families currently feel about their pet experience and what things we can celebrate. Perhaps by Summit 2013 a consensus will develop to make celebrating the pet experience a national initiative like ‘Care for Cats’. Many of us think the new conversation with pet families will feel more like peer-to-peer dialogue – more like talking to Drew and less like talking to Dr. Van Niekerk. I am absolutely passionate about creating a belief system that brings the industry to remove barriers that presently keep pet families from enjoying their animals.

InfoStream: Drew, you have passion and vision. Just for a moment, bring these things together and help us imagine what this might look like?

DV: I want you to see a ‘virtual gathering place’. Maybe this place is like a corner on Robson Street in Vancouver with three Starbucks, each catering to a slightly different crowd or maybe this place has layers like an onion that you move through as your knowledge and experience progresses. When you go there you find people like you no matter what level of experience you have; People that love their pets; People reaching out for help; People that have traversed rough times but made it; Industry people that care about you; and perhaps most important, people who see the happy valuable pet experience you are having and wish it for themselves.

InfoStream: Okay, we’re trying not to get too excited here. Where do thought leaders go to follow this conversation and provide their comments?

DV: We’re attempting to make everything available online. The Summit Group on LinkedIn is where we often post links to the minutes and where we will endeavour to maintain dialogue with the industry. From time to time we will have members guest blog or post important content on InfoStream and we are hoping to use the 2013 Regional Forums to gather input and ideas as we tour across Canada.

InfoStream: Thank you for your time Drew. Please let us know how InfoStream can help you with the mission!