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Trends Digital Issue

August 2017

August 2017

The Trends digital archive contains digital editions of Trends magazine from November 2009 to December 2016. Issues published after December 2016 are available as PDFs.

The digital archive is available to all subscribers to Trends magazine.

Articles in this issue

Inside AAHA

Pamela Nichols, DVM discusses the best ways to communicate about nutrition to pet owners and clients, as well as the best resources for accurate nutrition information when it comes to pets. The 2010 AAHA Nutritional Assessment Guidelines for Dogs and Cats are a key resource, as well as The Pet Nutrition Alliance, and The Cummings School of Veterinary Medicine at Tufts University website. Also inside AAHA, additional article discussing AAHA’s attendance at BlogPaws, the major conference for pet bloggers. Heather Loenser, DVM and AAHA advisor of Public and Professional Affairs delivered discussion on AAHA accreditation standards that generated social media buzz among top-rated bloggers, The Tiniest Tiger, and Pawsitively Pets. Lastly, a brief article shares a few tips for creating engagement on Facebook and Instagram
Page 11

Notebook

Brief article shares tips for how best to protect against cyberattacks, hackers, and viruses on personal computers. Another article is a heartwarming tale of a rottweiler puppy, Brutus, abandoned in freezing temperatures, and needing all four legs amputated as a result. Brutus received four prosthetic limbs from OrthoPets, a Denver, CO company, and treatment from the CSU, James L. Voss Veterinary Teaching Hospital. Also covered in Notebook is a small-scale study at Glasgow Caledonian University which shows that seniors with dogs take almost 3000 more daily steps than seniors without dogs and walk an additional 20 minutes per day. There is also discussion of how, through a partnership between the AVMA, AAHA, Veterinary Management Groups (VMG), VetPartners, and the Veterinary Hospital Manager’s Association, veterinarians have access to a free, powerful finance tool. Working with VMG, AAHA’s previously members-only Chart of Accounts was revised and expanded. The AAHA/VMG Chart of Accounts is now downloadable and free to all veterinary professionals. Another article discusses the FDA launch of Phase 2 of the Animal Drug Database which provides a searchable database for veterinarians, pet owners, animal producers, and others to get information about approved animal drugs by application number, sponsor name, proprietary name, ingredient, application status, dosage form, route of administration, indication, and species. Quick discussion of the Penn Vet Shelter Canine Mammary Tumor Program which began five years ago to treat homeless dogs with mammary tumors and to learn more about breast cancer biology. To date, researchers from the veterinary school and medical school of the University of Pennsylvania and Princeton University have enrolled 145 dogs from various shelters and rescue organizations for presurgical screening, surgical removal of their mammary tumors, and spaying and follow-up visits. And lastly, award-winning journalist Jen Reeder details how practices can win business and keep customers informed and happy with innovative marketing techniques. She interviews AAHA accredited practices all over the US and includes strategies that have been used to great success. New Hope Animal Hospital used a photo frame on Instagram to promote their practice, Country Hills Pet Hospital hosted a Halloween pet photo costume contest, and Abescon Veterinary Hospital runs a series of radio ads with a local country station. A list of marketing essentials such a mobile-friendly optimization, reputation management, and social media marketing is included as well as loads of ideas for contests and promotions.
Page 17

Nutrition Cure-Alls Exposed

Creator of the award-winning dog blog, Champion of My Heart, Roxanne Hawn examines some popular pet health and nutrition myths, and the reasons behind them. She speaks with several veterinarians at AAHA certified practices about the truths and lies of “too good to be true” supplements, treatments, and remedies. The article specifically covers popular in-home remedies like turmeric, apple cider vinegar, and coconut oil. A graph of supplement sales illustrates how much money is being spent on these items, as well as the factors driving this growth. A discussion of other suspect diet factors such as gluten and GMOs complete the article.
Page 29

Fear Free

Article discussing the benefits to veterinary practices for implementing Fear Free techniques into their client interactions. The benefits include increased visits from customers due to less stressful visits and more positive pet visits, safer staff because pets are not afraid or stressed and prone to reactivity, and more positive reviews leading to increased online and social media referrals. The costs of implementing Fear Free techniques are listed and Blum Animal Hospital in Chicago, IL is provided as a case study for the costs and benefits associated with being a Fear Free practice.
Page 35

Tech Support

Brief article providing the 10 best tips for protecting your veterinary practice from cyberattacks: Protect against viruses, spyware, and other malicious code. Secure your Networks. Establish security practices and policies to protect sensitive information. Educate employees about cyberthreats and hold them accountable. Require employees to use strong passwords and to change them often. Employ best practices on payment cards. Make backup copies of important business data and information. Control physical access to computers and network components. Create a mobile device action plan. Protect all pages on your public facing websites, not just the checkout and signup pages. Each tip is expanded on in the article and information on how to implement the information is provided.
Page 39

Money Matters

Profit is a necessary part of any veterinary operation. This article discusses in extensive detail, the processes and factors that need to be taken into account for a practice to increase its net income, aka, profit. A thorough examination of business practices and key revenue drivers, as well as investment costs is included. The authors encourage practice owners to fully understand the financial goals for the practice as well as other aspects of the business. How to effectively price services is gone over in detail. The MWI Practice Optimizer system, which reads the financial data from your system, compares your data to your peers’, analyzes it, and provides reports and score cards that are useful in setting prices is recommend as a tool for determining pricing for profitability and value. Different pricing options, plans, and strategies such as discounts, payment plans, pricing plans, and incentives are covered as well. A comprehensive discussion of techniques for achieving profitability in veterinary practice.
Page 42

Get Smart

In this article, Jane Harrell, president of ‘cause Digital Marketing, provides practices with seven steps to introduce dermatology discussions into their communication plans in ways that that add value for clients and also promote specific nonemergency services. Specific, multichannel, communication plans are covered in detail as well as the benefits to the practice of adopting this approach. A list of the top six thigs to share about seasonal dermatology issues completes the article.
Page 50

Home Team

There has been increased recognition about the magnitude of mental health problems affecting veterinarians and veterinary students. In studies from the United States and the United Kingdom, it was discovered that veterinarians had 1.5 times higher rates of depression, 2–2.5 times higher rates of anxiety, and a staggering 3–5.5 times higher rates of suicidal ideation than the general population. The article provides a list of possible reasons for this, from age to industry changes over the past few decades. Ways to help such as increased resources, wellness practices, and reducing stigma are covered.
Page 58

In the Community

Article discussing Portland, Oregon based non-profit organization, Fences for Fido. FFF builds fences for dogs that are chained in yards. FFF also partners with Gladstone Veterinary Clinic in Milwaukie, Oregon to provide free and discounted veterinary care. A typical fence costs $600 and takes 2-3 hours to build. Labor and materials to build the fences are donated. The story includes a discussion of the harm tethering does to dogs, and the vast benefit of dogs being able to have “room to zoom.”
Page 63
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