The American Veterinary Medical Association (AVMA) Convention 2025, held in conjunction with the 40th World Veterinary Association (WVA) Congress, provided over 700 hours of continuing education (CE) sessions, encompassing a diverse range of topics. For me, there were three trends that I feel are worth watching: the rise of species and specialty-focused practice models, global […]
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Bruce L. Truman, MBA
Bruce is a pet technology business executive with expertise in emerging digital technologies, virtual care, and business development. He is an advisor to early-stage and channel expansion companies helping them to navigate the companion animal industry and align with the right partners. Bruce has a specific focus on key opinion leader/influencer management and vast business development network.
His volunteer work includes his role as a founding board member of the Veterinary Virtual Care Association (VVCA), along with ten other industry leaders. Bruce is a past president of VetPartners.org – the non-profit association of veterinary business experts, and a member of the Association of Veterinary Informatics Interoperability Taskforce. Bruce writes and speaks nationally on the topic of emerging pet technology and innovation.
Recent Posts
The Synergy of Global Engagement: Busan Veterinary Conference in South Korea
by Bruce L. Truman, MBA | Aug 1, 2025 | Animal Health Industry - Views, Views

The 8th Busan Veterinary Conference (BVC) was held on June 28–29, 2025, at BEXCO in Busan, South Korea. Busan is the second-largest city in Korea and has a significant geographical advantage as a coastal city, making it well-suited for global activities that represent the Asia Pacific market. This event brought together Veterinary professionals, researchers, and […]
read moreCommunity, Collaboration, and Connections: Highlights from Fetch Nashville 2025
by Bruce L. Truman, MBA | Jul 1, 2025 | Animal Health Industry - Views, Views

Southern charm blended with cutting-edge education for anyone attending the DVM360 Fetch Nashville Conference on May 30–31, 2025, in Nashville, Tennessee. This two-day event featured over 120 presentations that catered to a diverse range of interests and specialties. With 14 RACE-approved CE credits available, professionals had ample opportunities to enhance their knowledge and skills. The […]
read moreInnovators Take Center Stage at AHNTI USA 2025
by Bruce L. Truman, MBA | Jun 1, 2025 | Animal Health Industry - Views, Views

The Animal Health, Nutrition & Technology Innovation USA 2025 (AHNTI USA 2025) was the perfect conference to meet with tech startups and innovators. The conference highlighted several emerging trends shaping the future of the Animal Health industry, including digital transformation, innovations in disease prevention, sustainability, and one-health strategies, as well as investment and industry growth. […]
read moreThe Good, Bad, and Funny Updates From The Global Pet Expo and The Pet Summit
by Bruce L. Truman, MBA | May 1, 2025 | Animal Health Industry - Views, Views

I’m calling this month’s updates “The Good, Bad, and Funny” because there is so much information to pass along from The Global Pet Expo and The Pet Summit – most of it is good! The Global Pet Expo is a good meeting to discover new and innovative pet products, uncover the latest stories about pets, meet […]
read moreEmerging Trends in Animal Health: Innovations, Startups, and Industry Insights from AHNTI
by Bruce L. Truman, MBA | Feb 27, 2025 | Animal Health Industry - Views, Views

In early February I attended the 10th annual Animal Health Nutrition, Technology and Innovation gathering in London and it was truly inspiring. The event buzzed with energy and fresh ideas shared by dedicated founders and their supporters. It was a melting pot of innovation, showcasing numerous emerging trends and hot topics—trends set to redefine how […]
read moreGetting to the Heart of Innovation at VMX 2025
by Bruce L. Truman, MBA | Feb 1, 2025 | Animal Health Industry - Views, Views

VMX 2025 did not disappoint! It delivered an incredible experience with cutting-edge educational sessions and a vibrant vendor hall packed with the latest innovations in veterinary medicine. Attendees had the opportunity to engage with industry-leading experts, explore groundbreaking research, and participate in hands-on workshops designed to elevate their practice. The vendor hall was a hub […]
read moreEmpowering Veterinary Practices to Tell Their Story and Connect with Top Talent in a More Meaningful Way
by Bruce L. Truman, MBA | Jan 14, 2025 | Veterinary Practice - Views, Views

The Veterinary profession is embracing a wave of innovation, with startups transforming how animal healthcare is delivered and managed. From advanced diagnostics to telemedicine and AI-driven platforms, these innovations are improving care for pets and livestock while simplifying operations for Veterinary professionals. Among these transformative ventures, Vetevate stands out for reimagining how Veterinary practices and […]
read moreInside the Journey of Startup Founders
by Bruce L. Truman, MBA | Dec 10, 2024 | Animal Health Industry - Views, Views

The Veterinary industry is experiencing a surge of innovation, driven by a new wave of startups redefining animal healthcare. From cutting-edge diagnostics to telemedicine and AI-powered platforms, these emerging companies are leveraging technology to enhance the quality of care for pets and livestock, as well as offering solutions that streamline operations for Veterinary professionals. This […]
read moreMy Journey in Veterinary Virtual Care and What the Future Will Bring
by Bruce L. Truman, MBA | Nov 12, 2024 | Veterinary Practice - Views, Views

Telehealth for human healthcare has been around for over 40 years (even longer if one went by the first reference in 1950), but it did not gain momentum until 2012, when the telemedicine market grew by 60%. In 1993, the American Telehealth Association (ATA) was established to advance and advocate for telehealth in the United […]
read moreVetForum 2024 Highlighting Innovative Products and Services
by Bruce L. Truman, MBA | Oct 8, 2024 | Animal Health Industry - Views, Views

The VetForum 2024 meeting in Austin, TX, was an inspiring gathering of Veterinary leaders, suppliers, and innovators designed to foster connections and address the industry’s key challenges. This was my fourth year as the conference chair, and each year, the event continues to grow. Why? Because it is the most efficient use of time and […]
read moreTomorrow Starts Today – Don’t Miss Out
by Bruce L. Truman, MBA | Sep 4, 2024 | Animal Health Industry - Views, Views

This week, the heart of the U.S. Veterinary community beats in Kansas City, as the VetPartners Mid-Year Conference and the Veterinary Innovation Summit (VIS) brought together some of the industry’s most influential voices. These two events, known for driving conversations around the future of Veterinary medicine, offered a deep dive into emerging trends, breakthrough technologies, […]
read moreVirtual Care: A New Career Path for Veterinarians and Technicians/Nurses
by Bruce L. Truman, MBA | Aug 1, 2024 | Veterinary Practice - Views, Views

The landscape of Veterinary medicine has been experiencing a significant transformation in recent years, primarily driven by advancements in technology and changes in societal needs. One of the most notable trends is the growth of Veterinary jobs in the virtual career space. As digital health platforms, telemedicine, and remote work become increasingly prevalent, veterinarians, nurses/techs, […]
read moreInsights From a Global Conference Tour-de-Force
by Bruce L. Truman, MBA | Jul 12, 2024 | Animal Health Industry - Views, Views

“In a time of rapid change, standing still is the most dangerous course of action.” Motivational coach Brian Tracy’s quote best sums up why I spent the first half of 2024 traveling to global conferences. From London to Spain, Berlin, Boston, and Austin, I wanted to discover what global leaders were saying and what innovative […]
read moreVetForum Europe 2024 was held in May in Sitges, Spain (about 35 kilometers southwest of Barcelona). To say it is a beautiful area would be an understatement. Of course, it wasn’t all play—there were networking sessions, meetings, and forward-thinking discussions. I teamed up with Candise Goodwin, founder of Outlier Advisors, to offer insights into the […]
read moreUpdate on the Pet Product Market
by Bruce L. Truman, MBA | May 1, 2024 | Companion Animal - Views, Views

Where would you go if you wanted to see the newest, most innovative pet products on the market today? Google search? TikTok? No—the Global Pet Expo in Orlando is the place to go. With 20,000+ attendees and 1,100 exhibiting companies from 85 different countries, the Global Pet Expo is the largest pet product industry trade […]
read moreInnovative Solutions for Animal Health Problems at AHNTI 2024
by Bruce L. Truman, MBA | Apr 8, 2024 | Animal Health Industry - Views, Views

Who among us doesn’t love a good solution for a nagging problem? At this year’s Animal Health, Nutrition, and Technology Innovation (AHNTI) event in London, experts, researchers, and industry leaders exchanged knowledge and fostered collaboration to drive forward the boundaries of innovation in the Animal Health industry—improving diagnostics and treatments for animals. Don’t think you […]
read moreWhat Happens in Vegas: Innovations at WVC 2024
by Bruce L. Truman, MBA | Mar 11, 2024 | Animal Health Industry - Views, Views

What happens in Vegas . . . needs to come home with you! That is, if you attended the 2024 Western Veterinary Conference (WVC) and learned about all the innovations happening in the Veterinary industry! Attendees at this year’s conference had plenty of opportunities to see what they could take home to improve patient care, […]
read moreIgniting Innovation: A Recap of VMX 2024 and the VetPartners 2024 Annual Conference
by Bruce L. Truman, MBA | Feb 6, 2024 | Animal Health Industry - Views, Views

VMX 2024 and the VetParters 2024 conference proved to be an exceptional gathering that left attendees inspired and invigorated. This article aims to provide a recap of events, highlighting key themes, notable speakers, and the impact on the Veterinary community. The overarching theme of VMX 2024 was the Show of Shows with “Wonders, Wows, and […]
read moreInsights from the Petcare Innovation and Plug & Play Conferences
by Bruce L. Truman, MBA | Jan 7, 2024 | Animal Health Industry - Views, Views

Innovative, disruptive, radical . . . the number of creative ideas, products, and services presented at the Petcare Innovation Summit (https://petcareinnovationusa.com/events/petcare-innovation-usa-2023) and the Plug & Play (https://www.plugandplaytechcenter.com) events this past December was amazing. Both conferences addressed pet care industry trends. Start-ups and other innovative companies discussed their products and services and gave insights into the […]
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