Tapetum Lucidum Consulting
Veterinary care is changing. We help organizations lead that change.
About Us
Tapetum Lucidum Consulting is an advisory practice helping animal health organizations identify and capture the commercial opportunities in making veterinary care more accessible and understandable.
The veterinary profession has extraordinary clinical capability and depth. The opportunity is in connecting that to the full range of pet families who want access to it – strengthening existing relationships and building new ones. We work with leadership teams to turn that opportunity into applied strategy: from product design and market positioning to care delivery models and data.
Leadership
Dr. Jules Benson is the founder and principal of Tapetum Lucidum Consulting, and co-founder of Clarity Veterinary Surgical Center (clarityvet.com), a purpose-built outpatient surgical center opening in Denver in July 2026. His work sits at the intersection of clinical veterinary practice and commercial strategy, with a focus on spectrum of care as an essential business strategy for veterinary medicine.
Jules has spent nearly two decades inside the animal health industry – as a practicing veterinarian, as Chief Veterinary Officer at Nationwide (the nation’s largest pet insurer), and as a medical strategist developing brand and launch strategies for companies including Boehringer Ingelheim, Merck, and Virbac. He has published on access to care and care delivery in JAVMA, Veterinary Clinics of North America, and Today’s Veterinary Business, with a forthcoming chapter in Wiley’s Veterinary Spectrum of Care: Principles and Practice. He speaks regularly at conferences including AVMA, VMX, WVC, VIS, SEVC, and AHNTI.
Originally from Lancaster, UK, he now calls Fort Collins, CO home, where he lives with his wife Melissa, two troublesome orange cats (Fry and Laurie), an accidental Chihuahua (Bean), and an uncertain, ever-changing number of bicycles.
Services
Spectrum of Care as Commercial Strategy
The gap between what practices offer and what pet families can access is one of the most significant opportunities in veterinary medicine. We work with leadership teams to translate that insight into strategy – whether that means redesigning a product portfolio, rethinking how value is communicated, or building a care delivery model that reaches a broader market.
Data Insights and Strategy
Better strategy starts with asking better questions of your data. We help organizations strengthen their data foundations, surface insights that drive decisions, and build the analytical capability to sustain it.
Strategic Planning
We design and facilitate focused workshops that align leadership teams around clear priorities, measurable goals, and a shared understanding of the market landscape. The output is a strategic roadmap, not a slide deck that gathers dust.
Fractional CVO/CMO
Not every organization needs a full-time Chief Veterinary Officer or Chief Marketing Officer, but many need that perspective. We provide senior-level veterinary and strategic leadership on a fractional basis, embedded in your team for as long as it’s useful.
Speaking and Advisory
Jules speaks regularly at industry conferences and company events on spectrum of care, care delivery innovation, and the commercial economics of veterinary medicine. He also serves on company boards and advisory boards where veterinary and strategic expertise adds value.
FAQ
What's with the name, Tapetum Lucidum Consulting?
The tapetum lucidum (tə-ˈpē-təm lü-si-dəm) is a layer of cells behind the retina that reflects light, giving animals better vision in low-light conditions. It’s what makes their eyes appear to shine in the dark. We liked the idea of helping organizations see opportunities more clearly – and it’s a good conversation starter.
What types of companies do you work with?
Animal health organizations of all sizes and stages: pharmaceutical companies, pet insurers, corporate veterinary groups, technology companies, startups, and non-profits. If you’re working on a problem that touches how veterinary care is delivered, accessed, or valued, we’re probably a good fit.
What is your approach to consulting?
Collaborative, first. We listen before we advise, and we work to understand your organization’s specific context before applying frameworks. Jules brings a distinctive combination of clinical experience, executive leadership, and published research on care accessibility and delivery – but the best outcomes come from working closely with your team, not presenting to them.
What are your rates?
Please contact us for current rates. Initial conversations are always free.
If these challenges sound familiar, we’d welcome the conversation.