life and times of James Herriot, as portrayed in his books and on television. There
is no doubt that the profession has benefited as a result of Herriot's. Ilfaut bien ...
EDITORIAL EDITORIAL
wha's like us? vaut mieux que ceinture dore
Here's tae Bonne
renommee
us,
This above all: to thine own self be true, and it must Ilfaut bien faire et laisser dire puisque c'est a l'oeuvre follow, as the night the day, thou canst not then be que l'on connaft l'ouvrier. false to any man. Proverbes principaux William Shakespeare J udging by what I read and hear, two matters that are currently of considerable concern to veterinarians are the image of the profession and remuneration for private practitioners. Undoubtedly, there is a relationship between them, because in present-day society success is all too often measured in monetary terms, but they should be considered separately. In this editorial I wish to share with you my thoughts regarding the image of the
profession. Concern by veterinarians about how their profession is viewed by the public vis-La-vis other professions, particularly the medical profession, is not new, and if we are realistic about it, the situation is unlikely to change. Man's primary interest and concern in life is self, so he is always going to be more impressed by or in awe of those professionals whose work directly affects his own well-being and health. How the public views the veterinary profession depends largely on how well we, as veterinarians, promote our profession and conduct ourselves. I am proud to be a member of the veterinary profession. When I consider what the veterinary profession has done and is doing to alleviate and prevent pain and suffering in animals, and what it has done and is doing to prevent pain and suffering in and to contribute to the health and welfare of mankind (1), I stand tall. Add to this the fact that no single other profession has the capability of contributing to the well-being of life on this planet as does the veterinary profession, and I realize that I am privileged to be a member of a unique group. Our problem is that the general public has no conception of the diverse contributions that the veterinary profession makes to its health, prosperity, and lifestyle. The profession has largely itself to blame for this. As veterinarians, we tend to go about our daily work without making any noise or fuss. We have allowed the public image of the profession to be based on the life and times of James Herriot, as portrayed in his books and on television. There is no doubt that the profession has benefited as a result of Herriot's Can Vet J Volume 33, July 1992
-i je m'en tiens 'a mes lectures et aux 0 oui-dire, l'image de la profession veterinaire et la remuneration des medecins vete'rinaires en pratique privee constituent les deux preoccupations majeures des medecins v&Wrinaires. Bien qu'il y ait un lien entre ces deux preoccupations, dans une societe oiu trop souvent l'on mesure le succes en termes monetaires, on devrait les considerer de facon separee. Dans cet editorial, je voudrais vous faire part de ma reflexion sur l'image de la profession. II n'y a rien de nouveau dans la preiS_I occupation des medecins veterinaires quant a l'image que le grand public a d'eux, surtout quand on nous compare a la profession medicale. I1 faut etre realiste puisqu'il est peu probable que cette situation change. L'interet de l'homme pour tout ce qui est humain est primordial; les humains seront donc toujours plus impressionnes par les professionnels qui travaillent directement 'a leur bien-etre et 'a leur sante. La perception du grand public depend, dans une large mesure, du comportement des medecins veterinaires et de la facon dont on fait la promotion de notre profession. Je suis fier de faire partie de la profession veterinaire. Je marche la tete haute quand je considere le travail effectue par les medecins veterinaires dans la prevention de la douleur et de la souffrance chez les animaux ainsi que nos efforts semblables pour ameliorer la sante et le bien-etre de l'humanite (1). Il faut aussi considerer qu'aucune autre profession n'a l'habilete de contribuer au bien-etre de la vie sur cette planete comme la profession veterinaire. Je me sens privilegie d'etre membre de ce groupe unique. Notre probleme reside dans le fait que le grand public n'a aucune conception de la profession veterinaire comme contribuant de facon diversifiee i la sante, 'a la prosperite et au style de vie. I1 faut se blamer pour cette situation. Les medecins veterinaires aiment effectuer leur travail sans faire trop de bruit ou sans attirer l'attention. Par ila, nous avons laisse se perpetuer l'image du medecin veterinaire 'a la James Herriot, comme on le voit dans ses livres et 'a la television. Bien siur, nous avons tire profit du travail de Harriot puisqu'il a su attire l'attention des jeunes qui 419
writings, because the careers of many talented young people have been directed towards veterinary medicine. However, although the art of veterinary practice remains much the same as it was in Herriot's day, the science of veterinary medicine has advanced beyond recognition. Moreover, the writings of Herriot involve only one facet of the veterinary profession, albeit a vital one, namely, private mixed practice, whereas the career options for veterinarians cover a wide range of activities. We, as a profession, need to broadcast to all and sundry the major contributions that veterinarians make to the health and welfare of people and life on this planet, in addition to the health and welfare of animals. Animal Health Week is a start, as are timely press releases on potential animal health problems, and we need to give these efforts our full support; but they are not enough, because they occur infrequently and are directed towards only one aspect of the profession's activities.
We, as a profession, need to broadcast to all and sundry the major contributions that veterinarians make to the health and welfare of people and life on this planet, in addition to the health and welfare of animals The Canadian Veterinary Medical Association and the provincial veterinary medical associations need to join hands and pool their resources to promote the profession by hiring professionals in public relations who would work with groups of veterinarians wellversed in all of the profession's activities and achievements. Society is so conditioned to advertising that, today, very few products, no matter how good they are, sell themselves. However, regardless of how well the profession is promoted, its public image is still going to be strongly influenced by the public's experiences in contact with private practitioners. Many factors apart from professional competence enter into the formation of this image: our conduct towards and respect for each other, our employees, our clients, and our patients - in other words, our "people skills" and professionalism; the decor, cleanliness, and equipment of the clinic or hospital; and the efficiency, courtesy, and compassion demonstrated by lay staff. Unfortunately, "Errare humanum est," so we all have to be constantly on guard against letting ourselves and our profession down. I also feel that many private practitioners do themselves and the profession a disservice by "conveniencing" clients in ways that other professionals do not. By conveniencing, I don't mean having office hours that are convenient for many people, especially families with two breadwinners; what I do mean, for example, is being too readily available and not working through a formal appointment system, or performing tasks that could or should be done by a lay person. Clients may like it, but that doesn't mean that they 420
ont souvent opte pour la medecine veterinaire suite a la lecture de ses ecrits. Toutefois, meme si l'art de la pratique veterinaire n'a pas change depuis les temps de Harriot, la science veterinaire a progresse de facon indescriptible. Qui plus est, les ecrits de Harriot ne s'attardaient qu'a une seule facette de la medecine veterinaire (aussi importante soit-elle), soit la pratique mixte. La carriere et les options en medecine veterinaire sont beaucoup plus larges aujourd'hui. Nous, les medecins veterinaires, devons s'adresser a l'ensemble de la population et nous avons le devoir de faire connaitre nos contributions dans les domaines de la sante et du bien-etre des humains et de la vie sur cette planete, sans faire exception de notre apport "a la sante et au bien-etre animal. La Semaine de la sante animale est un bon depart, tout comme les communiques de presse sur les problemes de sante potentiels. Nous devons donner notre appui 'a ces efforts louables mais cela est insuffisant puisqu'il s'agit d'evenements occasionnels qui ne s'adressent qu'a une partie de la profession veterinaire.
Nous, les medecins veterinaires, devons s'adresser a l'ensemble de la population et nous avons le devoir de faire connaitre nos contributions dans les domaines de la sante et du bien-etre des humains et de la vie sur cette planite, sans faire exception de notre apport a la sante et au bien-etre animal L'Association canadienne des veterinaires et les associations veterinaires provinciales doivent se serrer les coudes et concerter leurs ressources pour faire la promotion de la profession veterinaire. Cela pourrait s'effectuer par l'embauche de professionnels dans le domaine des relations publiques qui travailleraient de concert avec des medecins veterinaires bien au fait des activites et des contributions de la profession veterinaire. Malheureusement, il est tres difficile de faire connaitre son message autrement puisque notre societe est si conditionnee a la publicite. Toutefois, peu importe la promotion que nous faisons, l'image publique de la profession veterinaire est grandement marquee par l'experience des membres du public aupres des medecins veterinaires en pratique privee. Cette image publique qui repose sur la competence professionnelle depend aussi, en grande partie, de la formation qui a mene a l' acquisition de la competence. La formation englobe notre conduite personnelle et le respect des autres, nos employes, nos clients, nos patients. En d'autres mots, notre habilete a interagir avec les autres et notre professionalisme. Le decor dans notre environnement de travail, la proprete, l'equipement de l'hopital ou de la clinique, l'efficacite, la courtoisie et la compassion des membres du personnel sont tous des facteurs importants. Malheureusement, trrare humanum est', donc nous avons tous a etre vigilants, de faqon continuelle, si l'on tient a notre profession et a notre image. Can Vet J Volume 33, July 1992
respect you for it - familiarity breeds contempt, whereas formality fosters regard. In conclusion, let us be proud that we are members of the veterinary profession, let us be prepared to tell the world about our profession's accomplishments, let us at all times conduct ourselves in a professional manner, and let us be true to ourselves and our reasons for becoming veterinarians. If we do this, we needn't worry about our image.
Doug Hare Reference/Reference 1. Schwabe CW. Veterinary Medicine and Human Health. 3rd ed. Baltimore/London:Williams and Wilkins, 1984.
I1 me semble, aussi, que plusieurs medecins veterinaires en pratique privee ne rendent pas service a la profession veterinaire en essayant d'etre trop 'accommodants' envers leurs clients d'une faqon que les autres professionnels n'utiliseraient jamais. Je ne parle pas ici des heures de travail etendues qui sont pratiques pour les familles dont les deux conjoints travaillent. Je fais reference, plutot, a ceux et a celles qui essayent d'etre trop disponibles en ne respectant pas un systeme de rendez-vous ou en accomplissant des taches qui relevent de personnes laiques. Les clients seront peutetre enchantes mais vous n'y gagnerez pas necessairement le respect duG a votre profession. La familiarite peut generer une attitude defaitiste alors que la formalite attire le respect. En guise de conclusion, soyons fiers de la profession veterinaire et preparons-nous a dire au monde entier que notre profession fait un travail remarquable. Conduisons-nous de facon professionnelle en tout temps et soyons vrais envers nous-memes et envers les raisons qui nous ont amene a choisir la profession veterinaire. Ce faisant, nous n'aurons pas a s'inquieter de notre image.
Doug Hare
LETTERS TO THE EDITOR LETTRES A LA REDACTION
The toxic potential of antifreeze for animals Dear Sir: I recently received a poster and some brochures regarding the safety of engine coolant from Dow Chemical, one of the major manufacturers of antifreeze in Canada. The pamphlet and poster disappointed me because they failed to explain just how toxic antifreeze is. They do not sufficiently warn users about exposure of pets to antifreeze. Both poster and pamphlet should emphasize that it is animals which are most at risk for ethylene glycol poisoning. In my opinion, the pamphlet soft pedals the toxic potential of antifreeze so as not to frighten potential customers. I think it would be more helpful if it provided a better explanation of the potential toxicity. This would give people an understanding of the need for safety precautions, while reassuring them that antifreeze is a perfectly safe product when used properly.
I would like to see Dow Chemical make a stronger effort to educate the public regarding the dangers of antifreeze. If those of us who have to treat the victims of ethylene glycol poisonings were to write stating our views, I think it would encourage Dow Chemical to improve its public education effort. The contact person and his address are: Mr. Ron Kwan, Product Marketing Manager, Dow Chemical Canada Inc., 1086 Modeland Road, P.O. Box 1012, Sarnia, Ontario N7T 7K7.
Doug McDougall, DVM Ambassador Pet Hospital, Ltd. 63 Myrtle Avenue Yorkton, Saskatchewan S3N IP8
