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Trends Digital Issue

February 2018

February 2018

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

Pam Nichols, DVM, a director on the AAHA Board of Directors, discusses the importance of dental care for dogs and her goal of eliminating the need for yearly teeth cleaning under general anesthesia by recommending owners brush their dogs’ teeth on a regular basis. Other topics in this section include: Getting to know your learning team and finding the sweet spots with diabetic patients.
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A report on new findings on the number of neurons in the cerebral cortexes of dogs and cats. The relative intelligence of other animals, such as raccoons, lions, bears, elephants, orangutans, and gorillas, is also discussed. The new and improved AVMA Congressional Advocacy Network website is highlighted. Cornell University and Tufts University report that their scientists have received a five-year, $2.5-million grant from the National Institutes of Health to use dogs as a model for studying cancer immunotherapies. A discussion of the increase in the number of applicants for admission to AAVMC’s member institutions. The article reports that veterinary medicine will grow 18% by 2026 due to an increased demand for companion-animal care and food production and security. The Society for Human Resource Management blog offers information for employers to help increase employee happiness, a key factor in retaining top talent. An anonymous survey conducted by The University of California, Davis, School of Veterinary Medicine to collect data on the use and role of cannabis in the pet population. AVMA reports that veterinarians and students in foreign countries can make use of the unused books, journals, and supplies that are available in many veterinary hospitals around the country. The US Food and Drug Administration’s withdrawal of Draft Guidance for Industry #230, “Compounding Animal Drugs from Bulk Drug Substances.”
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The New Marketing Currency

Part 1 of a 2-part series, this article provides an overview of content marketing—what it is, what it entails, and how to strategically plan it. Discussed is the impact the internet has had on content marketing by enabling businesses to reach their customers more directly. The article explores how compelling content can be leveraged to grab the attention of customers in a way that speaks to their values and addresses a pain point. Outlined are the different formats that could be utilized for content marketing, such as blogs, e-books, case studies, white papers, infographics, podcasts, and videos. The article goes on to explain how to build a content marketing strategy in four steps. The article also provides a sample customer character sketch illustrating the power of content marketing to appeal to potential customers and generate business.
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The Opportunity: Pet Owners Don’t Always Hear What We Think We Tell Them (and How to Fix That)

This white paper discusses a recent study conducted by Partners for Healthy Pets (PHP) that confirms that, in many cases, dog and cat owners fail to recognize what actually happens during a physical exam for their pets and the importance of the services performed. The study results indicate that veterinary practices have a previously unrecognized opportunity to better communicate not only what is being done in a preventive healthcare exam but how the exam benefits the pet and, by extension, the pet owner. Discussed is a survey tool developed by PHP known as “The Opportunity,” which was designed to help veterinary practices identify communication gaps that exist between their healthcare teams and clients in the exam setting. Survey results indicate significant disparities between services performed and client awareness of those services as well as how important those services were to their pets’ health. Using the completed survey results, the healthcare team can easily target those specific areas for improving staff-client dialogue. PHP provides a suite of free, online communication tools to improve staff-client communication skills.
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Going to the Next Level: Fear Free Practice Certification Arrives

Fear Free Practice Certification gives veterinary practices the ability to implement Fear Free into all aspects of their businesses, from culture and leadership to client education, staff training, facility design, and patient experience. The article discusses the process of becoming Fear Free certified and explains that, unless the whole practice is certified, there’s no guarantee that a pet will get the full Fear Free experience. The article also presents real-world examples that illustrate how a Fear Free practice significantly improves the quality of care for pets.
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Educating Your Clients on Dentistry: Improve Pet Health While Bolstering Income

The importance of pet dental care is stressed in this informative article about how veterinarians can effectively communicate to pet owners the health benefits associated with keeping a pet’s teeth clean. The income a practice can generate from dental care procedures is highlighted. Discussed are ways a veterinarian can successfully communicate why routine teeth cleaning is essential for a pet’s quality of life and longevity. Common misconceptions pet owners have about sedation, the dental procedure itself, and ramifications for not caring for a pet’s teeth are presented in detail. Navigating questions of cost is also discussed, as is the value of follow-up care. A sidebar focusing on periodontal disease supplements the main article.
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Telewhat? An Introduction to Telehealth

The article explains what telehealth is and how it can be utilized as an alternative means of providing pet care while increasing a practice’s bottom line. Discussed are the benefits of telemedicine as well as its limitations. Hypothetical cases are provided that show how telemedicine can be used by veterinarians to treat pets via electronic means. Methods of billing electronic communication under the umbrella of telehealth services is also detailed.
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