The strong practice network
doc4pets at the Deutsche Vet in Cologne 2019
doc4pets at the Deutsche Vet in Cologne 2019 372 104Sven Jan Arndt

Today we had the opportunity to give a short lecture on the subject of veterinary marketing in the Business Theater of Deutsche Vet.

We would like to thank you for the numerous participation and hope we could give you some ideas for even better and exciting marketing of your practice.

Maybe we'll see one or two of them on the London Vet in autumn.

If you would like to have the lecture in full length as a file, please mail to

Welcome on board Senior Physician Catherine Grötz, GPCert Oncology
Welcome on board Senior Physician Catherine Grötz, GPCert Oncology 150 150Sven Jan Arndt

With Mrs. Grötz, we were able to gain an outstanding expert in oncology and imaging diagnostics for our small animal centre in Karlsruhe-Durlach.

Mrs Grötz can already point to an impressive curriculum vitae in her young years:

  • 2 years assistant veterinarian veterinary practice Dr. Susanne Drögemüller, Ditterke - Gehrden in the field of horses and small animals
  • 5 years veterinarian small animal center Speyer - focus: oncology, cytology, soft tissue surgery

Further training:

  • ESVPS Ultrasound Viernheim (shortly before completion)
  • ESVPS Oncology Frankfurt - completed as GPCert Oncology
  • Further training in skin cytology

We are pleased to welcome you to our team and wish you all the best and a lot of fun with our dear patients!

You will find more on your page with us.

Welcome vet Maria Apostolidou!
Welcome vet Maria Apostolidou! 150 150Sven Jan Arndt

Mrs. Apostolidou has been working as an assistant veterinarian since the beginning of May, strengthening our small animal centre in Karlsruhe and our two practices in Karlsbad.

Mrs Apostolidou grew up in Krefeld and studied veterinary medicine in Thessaloniki. She gained her first professional experience in a small animal clinic in Thessaloniki and a small animal practice in Emsland.

We are pleased about your active support!

doc4pets will be in Cologne on 08 June 2019 at the Deutsche Vet
doc4pets will be in Cologne on 08 June 2019 at the Deutsche Vet 372 104Sven Jan Arndt

On 08 June 2019 we will give a lecture between 15.00 and 15.50 in the Business Theater in the context of the Deutsche Vet:–workshops#/

Do good and talk about it - An ABC of modern veterinary marketing

What good is it for you if you are a good veterinarian but nobody knows about it ?
Marketing has been part of the classic tools of every company for decades. This was denied to freelancers for a long time for legal reasons. Since a long time this has changed. The prohibition of advertising became an advertising right for veterinarians. Use this right to point out your specialities, qualifications etc. This will not only help you achieve targeted growth in new customers, but also reactivate existing customers. In this lecture you learn which instruments are suitable for the different phases:
- legal basic conditions
- mark structure
- customer production
- customer connection
learning goals:
- recognizing the necessity of marketing for the veterinary practice
- analysis & structuring of (existing) marketing
- recognizing, what one should assign and what one should assign strange

Sven Jan Arndt, CEO - doc4pets GmbH

We are available in the morning from 11 am and after the lecture for a personal meeting. We are looking forward to meeting you!
Aux petits soins pour vos animaux - doc4pets Renchen targets French neighbours
Aux petits soins pour vos animaux - doc4pets Renchen targets French neighbours 1024 683Sven Jan Arndt

In addition to German patient owners from the Ortenau district, the new small animal practice in Renchen also targets our neighbouring friends from Strasbourg and the surrounding area. Mrs. Margot Dewerpe has been won as a supporting force for this:

She completed her 3-year training at the Klinik Hanauerland in Kehl. In addition to assisting in treatment and surgery, our French native is also the contact person for our French patients.

Madame Dewerpe a rejoint notre équipe depuis septembre 2018 a tant qu'auxiliaire spécialisé vétérinaire. Elle a effectué sa formation à la clinique vétérinaire Hanauerland de Kehl.
Margot Dewerpe nous aide lors des consultations, à l'accueil, et lors des opérations. The nationalité française, elle est également notre interlocutrice pour nos patients française.

At the same time a French language article was published in the neighbouring region:


doc4pets Renchen GmbH successfully launched
doc4pets Renchen GmbH successfully launched 729 1024Sven Jan Arndt

On 01.August 2018, doc4pets Renchen GmbH launched its new location in Renchen under the management of vet Simone Schüssler. "I am very much looking forward to my new task as managing director. I feel well prepared by my time as senior physician at the Arndt Small Animal Center in Karlsruhe. My colleagues there are also still available to me for advice and support.

doc4pets Renchen GmbH has taken over the veterinary practice of Mrs. Dipl.-Bio. TÄ Manuela Bitsch, who has gained a good reputation in the last 10 years. Ms Bitsch will remain as a consultant two days a week and will continue to look after the patient owners.

The practice was also equipped with a new (cardiac) ultrasound and a state-of-the-art digital X-ray system. In the future, specialists from Karlsruhe will hold an on-site cardiological consultation to provide support. Furthermore, the headquarters will take care of marketing, PR work and all commercial matters, so that the team on site can concentrate fully on looking after the little darlings. In addition, the office hours could be extended to 7-22 o'clock from mandays to Fridays in case of emergency.

doc4pets is an owner-managed group of small animal practices in the North Baden area and was developed by TÄ Susanne and Dipl.-Ök. Sven Jan Arndt, LL.M., CIA. Outstanding is the possibility for veterinarians to grow within the group and to take over entrepreneurial tasks via a management function up to partnership.

Financial investors and the trend towards the veterinary chain
Financial investors and the trend towards the veterinary chain 681 1024Sven Jan Arndt

1. current trend

It was only at the beginning of June that Mars Petcare's spectacular takeover of Germany's largest vet chain Anicura caused a stir (we had reported: Now a new "chain" - Vetsana?

And the next financial investors are already in the starting blocks and promise the selling and acquiring veterinarians the "blue from heaven". Currently for example the Vetsana GmbH (nice name - sounds very serious and like a veterinarian) from Munich is on its way. They are long-term committed (10-15 years) and are all entrepreneurs. It struck us, since they appear with quite large marketing expenditure in the Green Heinrich and with as advertising partners.

He said that, unlike the big chains, you are the loved ones. Everyone can develop freely as a young veterinarian. The delivering veterinarian knows his business is in good hands. Etc. etc.

But they always want a majority when they take over a practice - quote: " Yes, typically we take a majority stake in the practice. We are very happy to see the managing veterinarians taking a significant stake in their own practice as shareholders. This is not a must but a can. The sizes are flexible within this framework."

2. vetsana - a new concept?

Let's look behind this new construct, which wants to do everything better than the other chains:

a) There are no veterinarians among the investors - how are economies of scale to be exploited, which one would like to claim: "And of course a network has other advantages, for example in purchasing as well as in training and the exchange of know-how. ?

b) Legally, this construct, as well as Evidensia and Anicura, stands on more than shaky, national legs. The majority of the state veterinary associations stipulate who and with what majority veterinarians must be involved in a practice. So very detailed the State Veterinary Association of Westphalia:

"§ 28 Veterinary company in the legal form of a legal person under private law

1. Veterinarians shall be authorised to have an individual practice or a practice in a group in the legal form of a legal person governed by private law. To operate a company in the form of a legal person under private law, the following conditions must be met: 1. the company must be responsibly managed by a veterinarian, 2. the managing directors must be majority veterinarians, 3. the majority of the company shares and voting rights must be held by veterinarians or, on the basis of provisions in the partnership agreement, the powers for resolutions with reference to the professional code of conduct of the 12 Westphalia-Lippe Chamber of Veterinarians, the veterinary code of professional conduct and the rights and obligations of veterinarians arising from applicable law must be irrevocably transferred to a body in which licensed veterinarians hold the majority of voting rights. 4. every veterinarian working in the partnership must have taken out sufficient professional liability insurance; in the case of partnerships with limited professional liability, Section 8 Paragraph 4 of the Law on Partnership Associations of Members of the Liberal Professions must be given priority.

It is actually quite remarkable that the state veterinary associations establish professional codes of conduct, but do not enforce them. Why not? Fear of EU law? As a normal citizen you ask yourself, what are the laws and rules for?

c) Which veterinary practice has Vetsana already taken over!

(d) What kind of return does such a private investor expect when he commits himself so long-term? Those who, by their own admission, only want to exit after 10-15 years usually demand a decent multiple of the turnover of their network. That is, the veterinarians to be taken over must of course dramatically increase their sales during this time, so that a proper exit is possible. We are already talking about a 25-30% increase in turnover per year - otherwise, in our opinion, this does not make sense for such a "private investor". From our point of view, the perspective of the young veterinarian who has put his sweat into the practice for 10 years, could only own a maximum of 49% and is now being sold to another investor (e.g. Mars Petcare) without having a say in the matter. And what will happen there? Is he really allowed to continue to develop as he wants?

3. a look behind the scenes

Let's take a deeper look behind the scenes, which the editorial staff of doesn't seem to have done exactly. If one is otherwise nevertheless so proud of its critical reporting, one seems to forget the critical distance fast, if "the ruble rolls" - which was made fairweise at the end in addition, in such a way recognizable: "Disclosure: VetSana is sponsoring partner of for the summer months 2018. The article was written in the context of this advertising partnership - read more about this form of cooperation here."

According to the commercial register, Mr. Ulrich Biffar (Switzerland) holds 63.1% of Vetsana GmbH, a Pelecanus GmbH company holds 26.76%, Mr. Florian Arndt 7.888% and Mr. Uwe Bühler 2.252%, while Mr. Felix Hauser is behind Pelecanus GmbH.

Mr. Biffar, Mr. Hauser and Mr. Arndt are all at the same time in leading positions (managing directors) at Lamont Capital GmbH - also in Munich. According to their own statements, with this company they invest in highly profitable companies: "Lamont Capital is a company based in Munich, which focuses on consulting in the acquisition and ongoing support of medium-sized companies. Its investments focus on majority holdings in companies in German-speaking countries with an enterprise value between EUR 10 and 75 million, which are sustainable and above-average profitable".

Now the question arises immediately - how many weddings can you dance at. Not just a little, but professional? In such a way that the dancing partner also enjoys it and does not have blue feet after the dance. 😉

Ulrich Biffar was also the German head of the financial investor Bain Capital. Mr. Arndt and Mr. Hauser were also with Bain Capital. Bain Capital is known for not being squeamish with their investments:

"Bain Capital is accused of having exploited various companies and caused the subsequent bankruptcy:

GS Technologies, a steel mill in Kansas City had been in operation since 1888. In 1993 it was taken over by Bain, and barely ten years later the company was bankrupt. According to a report on US television station MSNBC, 750 people lost their jobs at the time. Bain, on the other hand, had profited from the business: The company had made 12 million dollars, but had previously invested only 8 million dollars. In addition, Bain apparently collected at least 4.5 million dollars in consulting fees. [4][5]

In 1992, Bain Capital bought American Pad & Paper. In 1999, two of the company's mills were closed, 385 jobs were cut and the company was in debt to the tune of $392 million. In 2000, the company declared bankruptcy. 6] The Boston Globe reported that Bain made $100 million to Ampad on a $5 million investment, including tens of millions in management fees. [7]

Bain Capital and Goldman Sachs bought Dade International in 1994 for about US$ 450 million. About 900 jobs were cut or outsourced. Over the next few years, another 1,000 workers were laid off and the company's credit debt quadrupled. In 2002, the company declared bankruptcy. [ 8][9]

In 1997, Bain Capital bought LIVE Entertainment for US$150 million. Subsequently, one in four of the 166 employees was laid off. 10] Bain Capital made a profit of US$578 million through Stage Stores, American Pad & Paper, GS Industries, Dade, and Details, and all five companies went bankrupt shortly thereafter. [11]“

4th outlook

A rogue who thinks evil now with the sentences from said - let's call it "Advertorial" from

" VetSana was founded by German entrepreneurs under the leadership of Florian Arndt and myself. We invest our own money. There is no investment fund or any other form of venture capital behind it, nor any other company in the veterinary sector.
We are private investors and we have a long-term investment horizon. We see that as a 10 to 15 year project. Only then will our commitment and investment pay off. We want to build a long-term and sustainable partnership with our veterinarians for this purpose".

It's a good thing there's finally gonna be a "good vet chain"...

Anicura joins Mars Petcare
Anicura joins Mars Petcare 150 150Sven Jan Arndt

What reads so harmlessly has immense significance for our industry. While Swedish financial investors disguised themselves as long-term investors with the will to do nothing but good for pets, the mask is now finally falling. After less than 8 years in the market, the financial investors have sold to the Mars Group, one of the largest groups in the food and pet industry besides Nestle.

About Mars Petcare from your own press release:

"These include PEDIGREE® , WHISKAS® , ROYAL CANIN® , NUTRO™, GREENIES™, SHEBA® , CESAR® , IAMS™ and EUKANUBA™ as well as theWALTHAM Centre for Pet Nutrition, which has been advancing scientific research into pet nutrition and health for more than 50 years. Mars Petcare is also the world's largest service provider for veterinary medicine with a network of more than 2,000 veterinary clinics, including BANFIELD™, BLUEPEARL™, PET PARTNERS™ and VCA™. …“

A tendency to monopolize an entire market seems clear if you look at this list.

Der komplette deutsche Pressetext ist hier zu finden: 180611-anicura-schliesst-sich-mars-petcare-an

What does this mean for the veterinary industry?

First of all, the wind that has previously prevailed at Anicura will probably stiffen even more and be trimmed even more in the direction of profit and yield optimization. A Mars has high profit targets and has already attracted attention in the past with one or two scandals(scandal about plastic wedges in chocolate bars etc.).

On the other hand, veterinarians willing to sell should in future better consider to whom they sell. Because the other colleagues on the market such as Evidensia etc. are also profit-oriented financial investors. That these also have an exit in mind in the long term seems obvious.

So if you want to continue to provide your services seriously in the future, free from the pressure of sales targets or return expectations of external financial investors, we think you should carefully consider whether the praised advantages cannot be achieved in any other way and whether the disadvantages even outweigh them.


Olav is looking for nice veterinarians as support in Karlsruhe
Olav is looking for nice veterinarians as support in Karlsruhe 150 150Sven Jan Arndt
Our job offensive for veterinarians in Baden
Our job offensive for veterinarians in Baden 150 150Sven Jan Arndt

We are pleased to present you our new poster for veterinary vacancies in our group: