IDEXX Laboratories · Veterinary Tech · B2B SaaS
VMS18
Case Management
Gamifying specialist incentives to reduce turnaround times for veterinary clinics — and designing a premium case economy that made sure no case got left behind.
Context
Two platforms, one mission: better outcomes for animals
IDEXX’s Telemedicine team owned VetMedStat (clinic-facing) and VMS18 (specialist-facing). Clinics send radiographs, ECGs, ultrasounds and other medical images to specialists who read, interpret, and report back through VMS18. The faster specialists read cases, the faster animals get diagnosed.
The Problem
Peak hours were creating dangerous backlogs
Clinics were waiting too long for results during high-volume periods. Specialists had capacity, but no real incentive to prioritize peak-hour reading. The core question: what would motivate specialists to read more cases when clinics needed them most?
- Increase specialist platform usage during peak times
- Reduce turnaround time for clinics to receive diagnostic results
The Pivot
Gamification — with a catch
The solution: a Premium Cases system where specialists earn additional money per case point during peak hours. But cherry-picking would leave regular cases piling up. The fix: gamify the unlock mechanism — specialists had to read a set number of non-premium cases first, ensuring even distribution across the full queue.
“We needed specialists to want to read more cases. But we also needed to make sure regular cases didn’t get ignored. The unlock system solved both problems at once.”
The Final Design
A case dashboard with three states
State 1 — Premium cases unavailable
Premium cases are not yet active for the current time window.
State 1: Premium cases are not yet active in this time window
State 2 — Premium cases locked
Premium cases available but locked until the specialist reaches their case-point threshold.
State 2: Premium cases locked — read non-premium cases first to unlock
State 3 — Premium cases unlocked
Threshold reached. Premium cases (starred) auto-feed into the reading list, each earning an additional $2.56 per case point on top of the base rate.
State 3: Premium cases unlocked — starred cases auto-feed in with per-case earnings displayed
Admin Configuration
Giving IDEXX admins full control
IDEXX admins needed to configure when premium cases activate and the price per case point — without requiring an engineering ticket for every change.
Admin settings: configure premium case time windows and per-case pricing
Next Project
VetMedStat Admin →