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Connections Count in New Idexx Campaign

Strengthen the Bonds is designed to emphasize relationships between pets, owners and veterinary staff and help practices grow.

A strong human-animal bond is just one key relationship necessary for a healthy veterinary practice, research shows.

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Idexx Laboratories Inc. is working to improve pet care and the financial health of veterinary practices through a multiyear campaign that includes online and in-person education, one-on-one customer support and even a photo contest.

The Westbrook, Maine, manufacturer of diagnostic equipment and services this month launched Strengthen the Bonds, a program that emphasizes the importance of intertwined relationships between pets, owners and veterinary staff.

Research conducted by the American Animal Hospital Association found that veterinary practices where revenue grew by more than 10 percent two years in a row tended to emphasize animal and interpersonal bonds during client visits and behind the scenes.

“When these bonds are strong, pets and practices stay healthier,” said Tammi Lesser, LVT, Idexx’s senior director of marketing. “We created the Strengthen the Bonds framework to offer the veterinary community a new lens through which they can evaluate innovative ways of delivering care, fostering loyalty among clients and improving teamwork.”

More than a dozen videos posted at Idexx.com/strengthenthebonds provide an introduction to the need for strong bonds. Additional tools related to veterinary care and relationship-building, including webinars and case studies, are available through the company’s online Learning Center.

A bonus for Idexx customers is an expanded team of veterinary diagnostic consultants, professional service veterinarians and support staff that will work with individual practices on patient care, client loyalty and teamwork.

“In 2013, we began working more closely with our customers to better understand the issues and opportunities they face in their individual areas,” said George Fennell, corporate vice president and general manager at Idexx. “Our decision to expand our ability to provide this level of service is the direct result of their overwhelming feedback.”

Strengthen the Bonds is a work in progress, Idexx reported.

“We’ll continue to deepen our investment in the profession with an ongoing stream of new training and educational opportunities that reflect our Strengthen the Bonds philosophy,” Lesser said.

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A photo contest that runs through late January on Facebook and Instagram is designed to illustrate the human-animal bond. Open to veterinary staff, the contest features a $20,000 grand prize as well as weekly and monthly winners.

More information about the contest is available at idexx.com/stbpromo.

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