On visiting a seaside resort town, I came across a shop called the “Friendly Grocer”. I wondered why it was necessary to specify friendliness?. Would customers shop, all things being equal, at an unfriendly grocer? and does greeting customers with a smile allow for higher prices? On inspection a number of unnecessary and even suspicious business names to be found
- Pet friendly Vet
- Quality meats
- Honest Solicitor
- Accurate accountants (just made this one up)
- Reliable Plumbing
- Honest Auto Repairs
- Perfect Cleaners .
- Efficient Consulting
All of these names contain unnecessary adjectives. Who wants and unfriendly Vet to look after their pet or patronise a solicitor that has to confirm that he honest? Hopefully the meat you buy is quality, your plumber is reliable or a consultant that is inefficient.
While the above names are unnecessary and, in some ways comical, there are other, equally unnecessary names that are treated more seriously for example, “Holistic Vet”
In this context the term is used to convey both completeness and also some kind of exclusive varied treatment, not practiced at conventional vets. This vet is holistic, implying that a whole range of conventional and alternative methods are used. But who wants to go to a non- holistic vet- one that ignores other potential courses of action
But in practice, “holistic” in veterinary medicine has taken on a more specific meaning. Here is how it breaks down:
In common usage, a holistic veterinarian typically:
- Incorporates complementary or alternative therapies (like acupuncture, herbal medicine, chiropractic care, homeopathy).
- Focuses on preventative care, lifestyle, nutrition, and emotional well-being.
- May spend more time with each patient to understand their environment, behaviour, and overall health.
- Often blends conventional Western medicine with Eastern or integrative approaches.
In contrast conventional vets (non-holistic}
- Diagnose and treat based on evidence-based medicine.
- Focus on specific symptoms or diseases.
- Use pharmaceuticals, surgery, and diagnostics as primary tools.
- May not routinely offer or recommend alternative therapies unless specifically trained.
However, the term is also unneeded. In theory all vets should aim to treat the whole animal, considering physical, emotional, and environmental factors. But this use of an unnecessary adjective is more nuanced than a friendly grocer.
As an advertising tactic, the term “holistic” signals a distinct philosophy and toolkit that goes beyond standard veterinary care. It is similar to saying “organic farmer.” Ideally, all farming would be sustainable and natural, but the label helps differentiate a particular approach.
In theory, yes—all vets should aim to treat the whole animal, considering physical, emotional, and environmental factors. But in reality, the term “holistic” signals a distinct philosophy and toolkit that goes beyond standard veterinary care.
It’s similar to saying “organic farmer”. All plant-based farming is essentially organic as are most of the chemicals used in fertilisers.
ideally, all farming would be sustainable and natural, but the label helps differentiate a particular approach.
*(Perspectives on the Japanese economy – series III will be coming soon.)
