Therapeutic Diets: Improving Pets’ Quality Of LifeMarch 6, 2012 Even before people labeled themselves pet owners, they provided scraps of food for dogs and cats. But it wasn’t until pet food manufacturing for U.S. dogs started in 1890 and for cats in the 1930s that the initiative for improving animal health through nutrition began. Pet food has since evolved in ways that amaze even veterinarians. Therapeutic diets today are created specifically to prevent or delay onset of many medical conditions and help control existing diseases. “Most medical conditions benefit from the right nutritional support,” says Grace Long, director of veterinary technical marketing at Nestle Purina PetCare. “Therapeutic diets complement other therapies, provide excellent nutrition and at the same time address the special nutritional needs of the pet.” Manufacturers of therapeutic lines conduct research on the efficacy of their products, and provide information for veterinary and pet owner education. “Pet food companies devote significant resources researching and developing therapeutic products,” says Kurt Gallagher, director of communications and export development at the Pet Food Institute in Washington, DC. “Given the positive impact that therapeutic products can have on pets, companies engage in significant outreach to the veterinary community so veterinarians are aware of products that …
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NAVC Expeditions – Veterinary Learning Around The WorldNovember 21, 2011 In a quest to be the first veterinary group to offer veterinary continuing education credit on every continent, the North American Veterinary Conference started “Expeditions” in February 2008. The program’s motto is, “The destination is your classroom, and nature is your teacher.” The idea behind Expeditions is to help promote the One Health concept: Human Health – Animal Health – World Health. The Expeditions program pairs veterinarians with veterinary experts, biologists and naturalists familiar with the animals and geography of the region. The RACE-approved CE programs cover the natural history and biology of the regions’ fauna and flora, as well as veterinary implications such as health and disease, both in the wild and captive situations. For instance, on the most recent Expedition to the Amazon rainforest, the course was taught by me; Greg Lewbart, MS, VMD, Dipl. ACZM; and Carol Walton, DVM. I have been working with exotics since my residency in primate and zoo animal medicine in 1986. Dr. Lewbart is an internationally acclaimed expert in fish, invertebrates and amphibians, and Dr. Walton has spent the last 20 years living, teaching and doing research in the Amazon rainforest (as well as summers in Antarctica …
Maximize Technicians’ Potential As Client CommunicatorsOctober 28, 2011 When technicians excel in the medical and communication components of their jobs, they can maximize revenue and encourage a more efficient practice. Consultants say, however, that many veterinarians aren’t delegating enough responsibility to technicians. Training is the biggest hurdle that keeps practitioners from using technicians fully, experts say, noting that members of a practice’s team should share responsibility for client communications. Technicians are often viewed by clients as easier to approach, perhaps less intimidating. “Years ago, veterinarians hired animal lovers and people haters and tried to make them technicians,” says Jim Guenther, DVM, MBA, MHA, CVPM, a consultant at Strategic Veterinary Consulting in Asheville, N.C. “Now with formal training for medical certification and client communication, technicians need to possess both skills to be effective. Technicians can be a practice’s biggest asset or handicap in regard to client loyalty and compliance.” Technicians need formal and in-house education before gaining access to clients, Dr. Guenther says. They also need to know veterinary expectations and restrictions regarding client interaction. Hire for Skills Efficiency in the practice starts with hiring, says Shannon Pignott, CVPM, ACC, owner and business director at 1-10 Pet Emergency and president of VetThink Inc., …
Could Your Practice Use A CWO?October 1, 2011Until recently, there were: The CEO, or Chief Executive Officer; The CFO, or Chief Financial Officer; The CIO, or Chief Information Officer; The CTO, or Chief Technology Officer; And a few others (CSO, CCO and CKO anybody*?) I recently heard of the CWO, aka Chief WOW Officer, aka Director of WOW, as Nido Qubein calls it. The businessman and motivational speaker is currently the President of High Point University, an amazing private liberal arts university in High Point, North Carolina. Of course, there is a CWO at High Point. His job is to identify the un-WOW on campus, and turn it into WOW to improve the students' experience. Here are a few of the services provided. Each one honors an important value: • There is an ice cream truck on campus, and a bubble-gum machine at the entrance of the Dean's door (value: generosity). • Students can have a free car wash on week-ends to forget the dust caused by an extensive construction project (value: respect for others' property). • Valet parking for students after 9 pm (value: safety). • Live music at the cafeteria (value: rock 'n' roll forever?). Similar creative ideas …
In Wake Of EHV-1 Outbreak, Some Say Better Biosecurity Measures Are NeededSeptember 19, 2011 The equine herpesvirus (EHV-1) outbreak traced to an April National Cutting Horse Association event in Ogden, Utah, is over, according to a June 23 U.S. Department of Agriculture Animal and Plant Health Inspection Service (APHIS) situation report. Ninety cases of EHV-1, or equine herpesvirus myeloencephalopathy (EHM), were confirmed in nine states. Of the 90 cases, 54 were present at the Utah event. Thirteen horses linked to the incident died or were euthanized. “Financial losses from this outbreak go deep into six figures, maybe more,” said D. Paul Lunn, BvSc, MS, PhD, MRCVS, Dipl. ACVIM, a professor and head of the department of Clinical Sciences at the Voss Veterinary Teaching Hospital in the College of Veterinary Medicine and Biomedical Sciences at Colorado State University in Fort Collins, Colo. “That takes into considering event cancellations, the economic effect felt by communities in which the events would have taken place and treating sick animals. The USDA is conducting additional research on the outbreak which will offer a new analysis of the effect the outbreak had on the industry.” Dr. Lunn said the NCHA behaved responsibly by acting quickly and effectively when the virus spread at its event. …
Lewis Sees Exciting Times For Pfizer Animal Health, Despite UncertaintyAugust 23, 2011 Ever since Pfizer Inc. hired J.P. Morgan in July to evaluate strategic options for its animal health business, the unit has faced increased scrutiny and speculation. The parent company is considering divesting the unit to focus more on its core human health care business and please shareholders. Animal health contributed about $3.6 billion to Pfizer’s $68 billion in total revenues in 2010. In an interview with Veterinary Practice News, Clint Lewis, president of U.S. operations for Pfizer Animal Health, said the company is excited about the future, whatever that may be. He also discusses a range of other topics, including Pfizer’s forays into diagnostics and generics and the economic challenges facing the veterinary profession today. VPN: With the announcement from Pfizer Inc. that it has retained J.P. Morgan to explore strategic alternatives for the Pfizer Animal Health unit, how is it to manage Pfizer Animal Health with employees and customers perhaps wondering about the future? Lewis: It has been a mantra for us both inside the organization and outside as we engage with customers, partners and other stakeholders, that these are very exciting times. These are exciting times for Pfizer and Pfizer Animal Health specifically, even …
Physical Rehab, Integrative Medicine As Growth OpportunitiesJuly 18, 2011 These are difficult times for many small businesses, and veterinary practices are no exception. Prior to the recession, industry reports indicated a declining trend in several metrics, including patient visits, transactions and new clients. Confirmation of this decline came earlier this year with the release of the Bayer Veterinary Care Usage Study. This study compiled industry data, extensively surveyed pet owners and presented it in a format that left little room for interpretation. The study also confirmed that declining veterinary metrics are not a result of a shrinking potential market base. From 1996-2006 the number of pets owned in the U.S. grew at a steady rate of approximately 10 million per year, but the number of veterinary visits, which had matched or exceeded this rate of growth until 2001, fell flat and began a slow decline. To reverse this trend, our profession needs to evaluate our ability to convert pet owners into active, educated clients. If there is a bright side, it is that the average per-transaction dollar amount has continued to grow, in most cases as a result of incremental fee increases. Yet even these increases have been unable to make up for the declining …
Websites Offer A Window Into The PracticeMay 23, 2011 According to Nielson Net-Ratings, 85 percent of consumers say a quality website is fundamental to earning trust. More than 77 percent said they were more likely to make a purchase from an unfamiliar business with a quality website than a poor website from a known business. Some website developers say veterinarians can expect 30 new clients per month, but a more typical outcome is six to 12 new clients a month. The increased traffic depends on local competition and level of Web marketing. “On the Web, perception is usually reality,” says Chris Plueger, director of sales for Internet Matrix Inc. in San Diego. “Like a storefront, a website can be indicative of a business’s professionalism, experience and attention to detail. Consumers are constantly evaluating the websites they visit and shopping only with the ones they trust.” Branding A website also serves as a way to perpetuate a practice’s brand. Incorporating the same business logo onto a website, business card, mailings and social networks makes a practice more identifiable to potential clients. “Veterinarians often don’t know what to include on a website because they’re not in marketing,” says Mark Feltz, DVM, owner of VetNetwork LLC in …
Vets Can Add To Bottom Line With Pet Retail ProductsMarch 31, 2011 Despite a serious downturn in the economy, pet ownership and spending continue to grow. But competition within the pet market is also growing. On one side is the growth of big-box pet outlets while on the other are retailers increasing the number of pet and pet-related products they sell. For example, even Home Depot is increasing its pet product selections and in some cases is actively promoting these products. Even smaller local retailers such as gift and hardware stores are stocking more pet and pet-related merchandise. For veterinary practices seeking to add or grow existing pet product revenue streams, these trends create a number of challenges, but opportunities as well. In terms of challenges, veterinary practices do not have the resources to compete with big retailers’ ability to advertise or offer deeply discounted prices. However, there is room for veterinary practices to cut out specialized niches, such as medications, prescription diets and specialty foods, medicated and/or therapeutic grooming products, and more. Veterinary practices can also leverage their client base through e-mail and direct mail marketing efforts and resources, such as websites and brochures. The key is identifying a niche and using available assets to promote …
The Big 5February 18, 2011 You probably still lure in some new clients with the old standby marketing method commonly known as “word of mouth.” Yet, you probably are becoming increasingly aware that this once-reliable strategy is not nearly as effective as it used to be. Blame the economic climate or the information superhighway: Certainly there are many factors at play. What’s most important, however, is understanding that even a great reputation and location can’t guarantee your practice will continue to thrive and grow in this competitive market. So what can you do to build visibility and promote your business? Here are the Top 5 Marketing Strategies, followed by five common mistakes you should never make. ‘DO’: TOP 5 MARKETING STRATEGIES 1. Have A Marketing Budget: It’s a painful truth. You must spend actual dollars on marketing. It costs money to properly promote your practice. Be prepared for the expenditures with a reasonable, well-planned budget that amounts to about 8 to 10 percent of your net sales. Sound exorbitant? Consider this: That’s what your smart competitor is spending. Bottom Line: With the right marketing plan tied to your budget, you’ll get enough new business in a year to defray …
