Podcasting, Problem-Solving and Practice Growth
How Patterson Veterinary’s Jimmy Dorough engages the veterinary community through sales and storytelling.
As a territory manager for Patterson Veterinary, Jimmy Dorough wears many hats. “My customer base consists mostly of companion animal hospitals, and my primary role is to be the go-to, face-of-Patterson for these clinics,” he said. In practice, this means acting as a practice consultant, equipment advisor, product advocate, technology conduit and overall problem solver.
“Our job is to look for opportunities to help clinics grow their practice while also helping them watch their cost structures,” he said. When done well, these efforts often result in the clinic entrusting Patterson with their sundries, equipment, service and software needs. Dorough emphasized the importance of connection: “We want our clinics to know us extremely well and to consider us part of their team.”
Dorough’s path to animal health sales is rooted in a lifelong interest in animals. His childhood dream was to become a veterinarian, but as he got older, he became more interested in business and sales. While working in sales in a different industry, a visit to his veterinarian with his Golden Retriever, Bailey, sparked his curiosity. Seeing familiar pharmaceutical brands in the clinic led him to connect with the Patterson Veterinary representative. Through persistence – and a bit of serendipity – Dorough landed a role at Abbott Animal Health, which provided valuable industry training. “I realized I wanted to jump to the distribution side, and in 2010, I joined Patterson Veterinary,” he recalled.
A typical week for a territory manager like Dorough blends structured planning with flexibility. Each day involves in-person clinic meetings, though the approach varies based on the clinic’s preferences. “Some clinics like face-to-face meetings; others prefer text or email,” he noted. Modern communication tools like Teams have also become part of the mix, allowing for quick responses to urgent issues, such as equipment malfunctions or product-related emergencies.
Despite the variety of services Patterson Veterinary provides, veterinary clinics face significant challenges today. “Rising costs across drugs, supplies, labor, and other business expenses are a big pain point,” Dorough said. These increases often force clinics to raise prices, which can affect foot traffic and client spending habits. Keeping clients’ “wallet share” stable has become increasingly difficult as discretionary income tightens. Clinics are challenged to communicate the value of their services effectively, advocate for pet care, and educate clients on options like pet insurance, wellness plans, or payment assistance programs.
New ways to connect
Connecting with the veterinary community has always been at the heart of Dorough’s work. But in late 2023, a new avenue opened up – podcasting. After appearing as a guest on the Vet Worthwhile podcast, where he discussed the current state of the veterinary industry, Dorough felt a spark. With support from Patterson’s marketing team, Dorough seized the opportunity to launch a podcast designed to inform, engage and entertain those working in companion animal veterinary hospitals.
Dorough’s podcast, All Things Veterinary, is the product of a small but dedicated team. Dorough credits the marketing manager for assembling the internal “podcast team” and coordinating production efforts. Alongside a senior multimedia producer, who polishes each episode, the group balances full-time roles with podcast production to provide content that is relevant and approachable for its audience.
“Our target audience is anyone who works inside a companion animal veterinary hospital – vets, practice owners, managers, technicians, front office staff,” Dorough said. “We want to provide relevant content in an informal, conversational style that people can enjoy just like any other podcast.”
The learning curve for Dorough has been surprisingly manageable. “It’s really no different than the conversations we already have with our customers every day,” he said. Each episode brings new insights, and audience feedback has helped guide the direction of the show. While Dorough humbly calls himself an “amateur host,” the marketing and production team ensure the final product is polished and professional. Equipment needs are simple: a quality podcast microphone, quiet recording space, Teams calls for guests, Adobe Audition for editing, and an RSS feed for hosting and analytics.
Guests have ranged widely, allowing Dorough to explore many facets of the veterinary field. He highlights his chat with Debbie Boone about client service as a personal favorite, along with the first episode featuring Patterson’s hospital design team. “They’re so talented and passionate,” he said. “It made the first episode incredibly fun and helped smooth over my rough edges as a host.”
Looking ahead, Dorough has clear goals for the podcast. “We want discussions that our audience can bring into their practices to share and offer value,” he said. The rise of podcasts as a source of education presents a unique opportunity to engage the veterinary community while providing insights on products, software, and equipment in a way that doesn’t feel like a sales pitch.
With plans to release at least one episode per month and growing interest from sponsors, Dorough sees the podcast as an evolving platform for connection and learning. “We’re having a ton of fun with it, and the support from the industry has been amazing,” he said. “It’s a new way to engage, educate and share the expertise that makes veterinary medicine such a dynamic field.”
What keeps Dorough motivated in this demanding field? “My passion comes from two things: helping my customers solve a problem and playing a role in helping them succeed,” he said. “There’s nothing more satisfying than seeing a clinic grow its business and better serve its clients. When our clinics thrive, it naturally translates into success for us as salespeople – a win-win for everyone.”
Listen In
You can listen to the latest episode of “All Things Veterinary” at https://rss.com/podcasts/allthingsveterinary/
