When Dr. Marty Greer started Veterinary Village in Wisconsin 43 years ago, she thought one practice was all she could manage. But encouragement from colleagues challenged her thinking: why stop at one?
The answer, she realized, was figuring out how to maintain control while expanding. That mindset shift became the foundation of her multi-practice success.
Fast forward to today, Dr. Greer owns four thriving practices and has valuable insights for any veterinarian aspiring to grow their business.
Her growth strategy was deliberate. Instead of replicating services across multiple locations, Dr. Greer focused on building complementary offerings.
A notable example is CheckOut Vet, her innovative drive-through veterinary clinic, designed for convenience, safety, and stress-free visits for pets. Cats no longer have to share carriers with anxious dogs, and dogs aren’t dragged across icy or hot parking lots. These unique solutions stemmed from identifying gaps in traditional veterinary care rather than duplicating existing models.
How it Works
CheckOut Vet is reimagining the veterinary experience through a unique drive-in clinic model designed for convenience, speed, and reduced stress — for both pets and their owners. Instead of the traditional waiting room setting, pet owners drive directly into a private bay that functions as both a garage and an exam room. This allows pets to stay in a familiar environment — their vehicle — while veterinary professionals come to them. The goal is to make routine care more accessible and less anxiety-inducing, particularly for pets who may struggle in typical clinical environments.
The care process is streamlined for efficiency without sacrificing quality. Pet owners schedule an appointment online and, upon arrival, drive into a designated bay where they are greeted by a veterinary assistant. After collecting history and basic information, the veterinarian arrives to perform a wellness exam and recommend any necessary diagnostics, such as vaccinations, bloodwork, or fecal testing. Treatments and preventative care can be administered on the spot, and clients remain in the car throughout the process — creating a seamless, low-contact experience.
This innovative model is best suited for wellness visits, preventive care, and minor illnesses, rather than complex or emergency cases. By eliminating crowded lobbies and long wait times, CheckOut Vet caters to modern pet owners seeking convenience and calm. With a focus on compassionate, efficient care, it reflects the broader shift in veterinary medicine toward customer-centered service and flexible care delivery. The approach is ideal for busy families, anxious pets, or anyone looking for a quicker, lower-stress way to keep their pet healthy.
Turning a Vision into Reality
Central to Dr. Greer’s success has been joining VMG (Veterinary Management Group) 15 years ago. Through VMG, Dr. Greer gained access to leadership development, business management tools, and a network of resources that allowed her practices to grow sustainably.
She emphasizes that understanding the business side of veterinary medicine — hiring, leadership, culture, and operational strategy — is just as crucial as clinical expertise. “Joining VMG was life-changing,” she says. “It totally changed how we run our practice, our leadership team, and our overall approach.”
Dr. Greer also highlights the human element: without strong, empowered teams, growth is impossible. Investing in people — mentoring, training, and fostering culture — has been essential to scaling successfully.
“Sometimes you just have to be brave and take the jump, because it it’s a little scary,” she said. “When we built this building, we had a tiny little budget, and two little kids, and really no money, and it was pretty scary. But if you have faith and if you have a vision, you can move on and you can make it happen.”