When the only emergency veterinary hospital in Rochester, NY, closed its doors in 2023, it left the city’s veterinary community (and clients) reeling. Suddenly, practices had nowhere to send urgent or after-hours cases.
“There was a huge need for emergency care,” said local veterinarian Dr. Bruce Ingersol. “The greater Rochester area has about two million people—and we had no emergency medicine.”
Within weeks, Dr. Ingersol, Dr. Dory Marion, and Dr. Brenda Buck came together with executive director Joshua Dickens to launch a 501(c)(3) nonprofit—Rochester Emergency Veterinary Services (REVS)—to restore emergency veterinary care to the community.
For any hospital facing change or growth, this testimony shows how the right people—and the right tools—can turn a daunting challenge into an opportunity.
From borrowed space to 24/7 care
For the REVS team, rebuilding emergency care started with purpose. Through incredible community support, they grew from a borrowed 2,500-square-foot day practice into a 10,000-square-foot, full-service hospital.
The team has expanded just as quickly—now nearly 90 employees strong with seven full-time veterinarians on staff.
“We’ve grown fast,” said Dickens. “We’re trying to temper that growth so we can get things settled before our next big adventure.”
As a nonprofit, REVS reinvests every dollar back into patient care and team wellbeing. That community-first mindset drives every decision—including the technology that keeps their hospital running smoothly.
Why REVS chose Instinct EMR
When REVS opened its doors, they needed an electronic medical record system that could handle high-volume emergency care, support a growing team, and make onboarding effortless. After evaluating their options, they went with Instinct EMR.
“We jumped in with both feet immediately, and could not be happier,” said Ingersol. “It’s been the most user-friendly system I’ve ever used. I’ve moonlighted at a lot of different places and used a lot of different EMRs, and I find Instinct to be the easiest.”
That ease of use has been key for onboarding and consistency. Instinct’s intuitive design helped new staff feel confident fast, while tools like Stockroom streamlined inventory and Analytics made it simple to track performance and growth.
And when questions come up, the team never waits long for answers.
“The most impressive thing has been the support from Instinct,” added Dickens. “I get a response at 2 AM within 20 minutes, and they always get back to us.”
Results that speak for themselves
Instinct EMR has helped REVS improve efficiency, strengthen communication, and boost team satisfaction.
“It saves our medical staff ungodly amounts of time recording events and treatments,” said Ingersol. “The treatment sheet is intuitive and makes everything so much easier.”
When New York’s Buoy’s Law took effect—requiring veterinarians to provide clients with specific written information about every prescription—a lot of hospitals were scrambling to figure out how to comply. But with Plumb’s built into Instinct EMR, the REVS team could create complete client handouts in just a few clicks.
As Ingersol recalled, “When Buoy’s Law came out and everyone was scratching their heads, we were like, ‘We bought Plumb’s—we’re good.’ That’s a stress reliever for the whole team.”
Building a thriving, mission-driven culture
As REVS continues to grow, the leadership team keeps their focus on people.
“Being nonprofit, we’re mission-driven,” said Dickens. “Every decision we make contributes to that—taking great care of pets, the team, and the community.”
With Instinct EMR handling the details—documentation, communication, inventory—the team has the freedom to focus on supporting each other and their patients.
“Hire for attitude, train for success,” he explains. “Everyone’s voice is just as important. It drives an open culture and people feel like they’re actually making a difference.”
And that collaborative spirit shapes how they deliver care.
“Our standards of care committee isn’t led by leadership—it’s made up of staff from every department,” said Dickens. “They meet monthly and bring ideas forward. It’s not top-down—it’s bottom-up.”
What’s next for REVS
Looking to the future, REVS is planning to add ICU and surgical specialties—growth they’re confident Instinct EMR can support.
“We’d like to create a centralized place for 24-hour and specialty care that’s accessible to all of Rochester,” said Dickens.
For this team, success isn’t measured in revenue—it’s measured in patients helped and people supported.
“We just passed 11,000 pets since we’ve opened,” Dickens said. “That’s the cool thing—to see the real impact we’ve made.”
And with Instinct as their partner, the team feels ready for whatever comes next.
“It’s worth every penny we spend on it,” said Dickens. “Instinct works, responds immediately, and is always there when we need it—it’s the perfect fit for us.”
Thank you to Dr. Bruce Ingersol, Joshua Dickens, and the entire Rochester Emergency Veterinary Services team for taking the time to share their experiences with Instinct!
If you’re curious how Instinct EMR could help your hospital deliver the same kind of care and consistency, request a demo.
