Get Found On The Web With Dynamic ContentJune 22, 2011 In the June issue, I explained the importance of classic search engine optimization, or SEO, and gave you some tools to do the job for your website yourself. Now that you have accomplished the basic SEO and placed keywords and phrases in your home page content, you can now move on to new and more fun ways to drive traffic to your site. It is called dynamic marketing or content marketing. Ever since Google bought Blogger.com it has started giving higher rankings to sites with dynamic or ever-changing content. You should still set up basic “phone book marketing” such as Merchant Circle, Yelp and Google AdWords. These small-fee systems will definitely help to get you found. The real trick is to have fresh new content going onto your site at least three times a week. Google’s artificial intelligence “reads” this and sees it as active and engaged and will give you a higher ranking. Some experts say that if all you did was write a short new article about your subject several times a week and post it to your site, you would rank higher than sites with highly paid SEO techno-wizards on staff constantly …
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Do You Know the Power of Paint?June 21, 2011Design renovations don’t have to cost a fortune. Although some veterinarians may long for a complete design overhaul of their practice, practical budgeting in a down economy typically allows only for basic upgrades. Designing on a budget, however, can still make a meaningful difference in client perception and workflow. Architects and designers recommend prioritizing cosmetic changes to waiting areas, exam rooms and the reception area, saying not to underestimate the power of a new coat of paint and other minimal-expense projects. “A new coat of paint can be a simple solution and many veterinarians do not use this option often enough,” says Mark Hafen, AIA, of Animal Arts in Boulder, Colo. “Shades of orange and lime green are some of the ‘in’ colors that really make a wall pop. Clients notice positive changes and it makes them feel better about their veterinary experience and bill.” If finances prevent a major overhaul or multiple changes at once, experts recommend that veterinarians tackle individual jobs that have the greatest effect on client comfort and perception first. “The logical areas to update are the areas clients will be exposed to most in the practice,” says Peter Hill Sr., president of HDA Architects in …
‘I’ve Got My Boy Back’June 21, 2011 The prospect of curbing cognitive decline brings light to a shadowy place. It has hovered like a dark cloud over many a senior pet wellness exam: the consideration of euthanasia because of cognitive decline. Karen Martin, DVM, already knew the pain of tackling such considerations, but the issue really hit home when her beloved 121⁄2-year-old boxer, Takeo, started wandering around aimlessly and didn’t recognize things that used to bring him joy. “When that object of affection no longer barks as you come in the house, or doesn’t even look at you, that’s very difficult to deal with,” said Dr. Martin, owner and operator of East/West Veterinary Clinic in Thousand Oaks, Calif. “They’re the ones who are supposed to keep us sane so we can deal with all of the other things going on in our lives.” But these days clinicians such as Martin are finding that questions about cognitive function don’t have to come with ominous overtones. In fact, she now makes such inquiries a routine part of senior wellness checkups, and she speaks with optimism about a growing number of treatment options. To her arsenal she has added Neutricks, a product released …
Trends In Mobile Veterinary ClinicsJune 9, 2011Follow Veterinary Practice News on Twitter at @vetpetnews. A tight economy can encourage practical changes in the way some equine practitioners travel, store medications and supplies, and organize their practices. Mobile clinic and insert manufacturers can help veterinarians make the most of their chassis-mounted or insert clinics, whether new or reconditioned inventory. Steve Sinnard says veterinarians are choosing more versatile trucks for their practice vehicles. He is executive vice president of mobile veterinary clinic manufacturer Bowie International of Lake City, Iowa. Bowie and Porta-Vet joined forces some time ago and the Porta-Vet units have been manufactured in Iowa for more than a year now. “Veterinarians tell us they want more storage space,” Sinnard says. “They are buying trucks with crew cabs and extended cabs, so they not only have their mobile clinic in the back, they have more room in the cab for larger equipment such as ultrasound or digital X-ray equipment. “Shock wave and laser therapy equipment seem to be growing in popularity,” Sinnard said. “A bulk storage compartment in an insert unit will easily accommodate specialized equipment.” Dennis Van Roekel, DVM, owner of Van Roekel & Associates, an equine practice in Alva, Fla., has a …
Mobile Vets Are Driven To SucceedJune 9, 2011 Affordability, practice requirements and revenue growth are important considerations when establishing a mobile veterinary clinic. Mobile clinics may be self-contained units, an insert or box, or chassis-mounted. They may provide just the basics—exam room, surgery area, standard equipment—or be colossal examples of today’s high-tech design, complete with the latest equipment. They roll along without overhead, property taxes or other real estate costs a brick-and-mortar clinic would require. Koni Wade, senior sales consultant for La Boit Inc. of Gahanna, Ohio, says each unit is customized with as much or as little equipment as a practitioner wants. “Of course,” she says, “the more options and upgrades you add, the higher the cost. For instance, more clients are putting digital X-ray in their clinics, which raises the complete cost by $40,000.” Without digital radiography, La Boit’s self-contained clinics usually are available for about $150,000. The base price starts at $104,495, with financing available and no down payment required, Wade says. “La Boit also provides working capital,” Wade says, “which is great for veterinarians just starting out and needing to keep as much of their cash in hand as possible to grow the business.” Satisfied Customer Seely …
Boosting Equine Joints’ Wear And Repair CycleMay 23, 2011 When the natural “wear and repair” process in a horse’s joints is disrupted, non-infectious degenerative joint disease (DJD) begins. This disease is a vicious cycle of destructive enzymes attacking the fluid and cartilage. Continued disruption to the joint fluid can lead to irreversible cartilage fragmentation, and eventually the complete destruction of the cartilage. DJD is estimated to cause one-third of all lameness cases. Balanced Joint A healthy equine joint is a complex system of internal and external tissues that provide stability and protect the joint while allowing for freedom of movement. During routine activity, a functioning balanced joint is in a constant state of wear and repair. As normal forces are exerted on the joint, cells are actively regenerating and repairing the components of damaged cartilage while replacing the synovial fluid in the joint. This constant renewal, repair and replacement cycle assures that no cartilage loss occurs and a functionally balanced, healthy joint environment is maintained. The synovial membrane is the inner layer that acts as a permeable barrier and is very important to the joint’s balanced “wear and repair” cycle. This membrane filters blood, excludes the protein and adds hyaluronic acid (HA) to form …
Breaking The Cycle Of Recurrent Urinary Tract InfectionMay 23, 2011 As much as any practitioner does, Dr. Joseph Bartges enjoys an engaging challenge that tests his veterinary skills. But if diagnosis and treatment dissolve into the “antibiotic alphabet game,” count him out. When treating recurrent lower urinary tract infections, he notes it’s easy to get caught up in such an A-to-Z game. You know the potential progression: Start with amoxicillin and hope to hit on something effective before working through to Zeniquin. “The practitioner may not even have proved that the patient has an infection,” says Dr. Bartges, DVM, Ph.D., Dipl. ACVIM, Dipl. ACVN. Dr. Bartges is professor of medicine and nutrition and the Acree Chair of Small Animal Research in the College of Veterinary Medicine at the University of Tennessee. If what has been diagnosed as a lower urinary tract infection is not responding initially, “Changing antibiotics is not the way to go,” he counsels. “Looking harder is a better option.” It’s time to do a urine culture by cystocentesis (to help ensure its accuracy), as well as perhaps take radiographs, do an ultrasound or MRI and get a full blood workup, say both Dr. Bartges and Ronald Lyman, DVM, Dipl. ACVIM, founder and …
Convenience-Based Services: Are They The Right Choice For Your Practice?May 23, 2011 When evaluating additional services as a means to generate revenue, it is important to look beyond veterinary medicine and take advantage of opportunities to meet the needs of pet owners in other ways. In today’s world, convenience is the name of the game, and finding new avenues of revenue that make your practice a “one stop shop“ for pet owners can be an excellent decision. While the obvious and immediate benefits include increased revenue and visits, it is the potential long-term client loyalty resulting from additional interaction with your practice that provides the greatest value. Below are some of the more common convenience-based services that many veterinary hospitals offer. It is important to remember, though, that every practice is unique, and not all options are a good fit or practical to implement. And for those of you who already offer some or all of these services, a bit of revitalization followed by a new marketing campaign can bring improved earning potential to an existing revenue stream. Luxury Boarding While the majority of clinics offer boarding of some sort, the current demand is for upscale facilities that cater to four-legged family members—“family” being the key word. …
Viewing Forms Of RegretApril 18, 2011 It is amazing to work in a profession that allows us to help people and pets every day. A number of clients have expressed an emerging type of wistful regret about their pets recently. I believe it’s because the recession has deepened for so many people, but there may be more to it. Money-Related Regret? Marisol Ramirez truly loves her 14-year-old shepherd-chow mix, Murda, who is being successfully treated for splenic lymphoma. Murda presented with two significant co-morbid conditions, severe osteoarthritis and degenerative myelopathy with mild posterior ataxia, but remains in an extended stable remission. On a recent recheck, Marisol said Murda indicates that she wants to go outside, but once out, immediately wants to come back in. We explained this most likely stems from a common condition in geriatric dogs. Murda was probably exhibiting signs of canine cognitive dysfunction syndrome, which might respond to medication and/or a diet change to Hill’s b/d. This odd behavior has frustrated Marisol and she feels guilty about reacting sternly on a few occasions. She also feels compelled to stay at home with Murda so she can watch her closely. When I asked her why she feels so strongly …
Softer Alternatives To Traditional E-collars AboundApril 18, 2011 Consumer demand for people-friendly surgical recovery collars is changing the way veterinarians look at their supply and sales, according to several e-collar manufacturers and suppliers. “Consumers are saying, ‘Oh, my poor baby, I don’t want to put a satellite dish on him. And I don’t want my coffee table or my walls banged up,’” says Gabe Martinez, business manager for KVP International, manufacturer of recovery collars and other surgical supplies. “So veterinarians needed something not only to protect animals but keep owners happy.” Irwindale, Ca.-based KVP International manufactures a variety of recovery collars. “Soft e-collars look cool and they are people-friendly,” says Martinez, adding that it’s a major reason soft e-collars are becoming so popular. Some of the latest soft collars don’t limit pets’ peripheral vision, ability to eat, drink or sleep, or cause damage to walls and furniture. “Rigid collars are definitely not animal-friendly,” says Frank Banesse, southeast regional training manager for MWI Veterinary Products of Meridian, Idaho. “Soft e-collars offer a better design and give animals a better life during their recovery.” Peter Kross, DVM, owner of Rivergate Veterinary Clinic in New York City, stocks collars of all brands and sizes …
