There can be quite a bit in a name; for example, when it comes to the public's perception and expectations in considering the terms veterinary or animal “hospital.” The title hospital, as is often used describing veterinary practices, may well conjure up an image in the mind of the public that in many cases is only implied, if the public equates a veterinary hospital facility with the common understanding of a human hospital.
With all the human medical programs that have been shown on television these past years, the public has become very familiar with the excitement of amazing emergencies depicted in such programs, along with the concurrent heroics. The public is exposed regularly to the routinely available complex, sophisticated, and expensive supportive equipment and diagnostic procedures and tests that are available in human hospitals. So the public, unless otherwise informed, may believe that in a veterinary or animal hospital, there is an unending supply of animal technologists, animal care attendants, and nurses, as well as interns, residents, and, of course, the ever untiring chief veterinarian, whose presence and experience will stay the course and resolve all problems.
We, as veterinarians in clinical practice, know the facts of operating a veterinary hospital. We aren't always dealing with dramatic critical cases demanding heroics and the making of minor miracles. Much of the bread and butter of many veterinary practices concerns routine procedures and commonplace conditions and treatment regimens. Practices do not normally have numerous veterinary technologists, laboratory staff, interns, and residents, although there are a few North American veterinary practices that are open 24 h a day and staffed with highly trained personnel, at various levels of expertise.
What is not well understood and appreciated by the public users of veterinary services are the more than subtle differences between human and animal hospitals as regards not only personnel, equipment, and testing capabilities but also the fees, operating expenses, and the required private investment involved in operating a veterinary facility. I suggest that veterinarians in private practice have a duty to their clients and the public, as well as themselves, to inform their clients and the public, generally and up front, about their facility and its policies. This information should include choices concerning hospitalization, various methods and personnel for patient monitoring, after hours and emergency services, and the use of emergency clinics where available. This information, of course, is best conveyed via a practice brochure or the use of in-hospital closed circuit TV.
Remember the clients' perceptions and expectations of services from veterinary establishments are important concerns that need appropriate attention.