Zoetis + Qualtrics

As the bond between pets and people grows stronger, pets have taken on an even greater role in family life, driving increased demand for veterinary services. This rising demand places significant pressure on the veterinary workforce, which faces its own set of challenges. Zoetis recognizes these workforce issues can impact access to healthcare for animals and the wellbeing of the veterinary healthcare team.

Veterinarians and their teams not only need ongoing, adequate training but also endure intense emotional stress, with suicide rates notably higher than those of other medical professionals and the general population. That puts a huge strain on practice leaders, who generally are vets themselves. 

Adding to the burden, most veterinary practices lack any sort of formal employee experience (EX) program that would enable them to collect and respond to employee feedback or to identify and address particular points of stress.

Delivering the resources, information and innovation for veterinarians to be successful, Zoetis is deeply committed to enhancing their wellbeing. To that end, the company convened a coalition for a pilot project that gives 120 veterinary practices access to the Qualtrics for Employee Experience platform.

The project, called the REVAMP initiative (short for “Revitalizing Veterinary Teams, Amplifying Fulfillment and Purpose”), launched in 2025 and provides these 120 clinics with access to unique tools they can use to identify where employees need help, or where the practice could take action to improve worker wellbeing. Veterinary professionals submit feedback regarding what’s working for them on the job, as well as the challenging aspects. Practice leaders, in turn, get new insight into opportunities to improve their culture and processes, and can also identify chances to celebrate successes, offer empathy, and intervene in cases when an employee seems at risk of burnout. 

Led by Zoetis’ Global Chief Medical Officer Dr. Richard Goldstein, REVAMP focuses on small animal veterinary practices with at least two practice leaders, three veterinarians and 15 employees. The launch of the initial REVAMP survey in June was heralded by the American Veterinary Medicine Association. 

Among the key EX capabilities provided by Qualtrics is the ability to use AI to analyze open-text feedback and draw out key themes, summarize responses and recommend action steps. Those resulting insights are essential in an industry where most practice owners don’t have time to read lengthy reports or have access to HR analytics.