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Trends Digital Issue

March 2018

March 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

In this month’s Inside AAHA, Pam Nichols, DVM, director on the AAHA Board of Directors, discusses internal marketing and how to train and empower team members to serve as a practice’s built-in marketing department. Another article points out that staff members can promote the benefits of their practice through word of mouth. Practice sessions can take place during staff meetings and logo wear can be purchased to help enhance brand awareness. Also in this month’s Inside AAHA, Connexity keynote speaker Kevin Brown talks practice culture and tells us a little bit about the message he’ll be bringing to Connexity. Kevin also gives his take on overcoming barriers to greatness and what veterinary teams can do right now to implement immediate change in their practices.
Page 13


A brief piece discusses findings from AVMA’s latest pet demographic survey, including ownership levels for dogs, cats, birds, and backyard poultry. Veterinary income is also discussed. A sidebar delves into the recent Capital One Small Business Growth Index, which shows that small business confidence is at its highest point since 2012. A quick article offers insights into pet obesity. Deborah Linder, head of the Tufts Obesity Clinic for Animals at Tufts University, reports that treating pet obesity is just as much about the relationship between people and their pets than focusing solely on the pet: The article discusses the widespread impact of pet obesity and programs that help veterinarians understand the factors that lead people to overfeed their pets. Briefly mentioned in this month’s Notebook is AVMA, AAVMC, and AAVSB’s agreement on a statement regarding telehealth and veterinary medicine. Next in Notebook, Texas A&M Veterinary Medical Teaching Hospital has adopted an innovation that allows staff to easily communicate with pet owners. The article describes an app called Ease that offers up-to-date reports via video, text messages, and photos. Lastly in Notebook, there’s a brief mention regarding Twitter’s decision to expand the length allowed for tweets from 140 to 280 characters. The article asks: What does this change mean for veterinary hospitals?
Page 19

Flexible Work Schedules: Alternative Workweeks Can Benefit Both Practice and Employees

This month’s feature article discusses the benefits of alternative workweeks (also called compressed workweeks), which have served to boost productivity and staff retention. Flexible work arrangements may also include telecommuting, flexible scheduling, and predictable scheduling (having a set schedule). The article goes on to discuss how flexible work schedules are a privilege, not a right—results still need to be obtained—and that the employer can revisit alternative workweeks at any time. Also discussed are the benefits of varying not only the schedule but also specific roles within a shift, which may help decrease a sense of monotony and boost morale. The article also provides a reminder that it’s important to first check your state’s labor laws to determine whether flexible workweeks are feasible, particularly in relation to overtime.
Page 29

Lost and Found: A Pet Detective’s Inside Scoop on Tracking Missing Pets

This article profiles real-life pet detective Annalisa Berns, owner of Pet Search and Rescue in Southern California, who consults on missing pet cases all over the country. Berns explains the importance of social media (such as Nextdoor) in helping recover lost pets. Also discussed are wildlife cameras, pet microchipping, and GPS pet trackers. The article goes on to discuss how helping people find lost pets can be a profit center for a hospital. Revenue can be generated through sales of high-tech items such as wildlife cameras and GPS trackers, in addition to the microchipping services already provided.
Page 47

Content Marketing, Part 2: 3 Ways to Tell Your Practice Story and Anchor a Content Marketing Plan

This article outlines the steps involved in content development planning. The first step involves assembling a content marketing team with the following skill sets: project management, writing and editing, and print and/or online production of the content. Once it’s identified who will do what on the content teams, the next step is to plan what content will be developed, who will develop it, and by when. The article goes on to explain what should be discussed in the editorial planning sessions, such as how the content will be used and in what forms to distribute the practice’s key messages or brand story. What a content marketing plan should entail and how to develop an editorial plan for each type of content listed (i.e.: website content, blogs, downloadable tools and forms) is also discussed.
Page 53

In the Community: Hope Springs Eternal

This brief article profiles AAHA-accredited Hope Springs Veterinary at Great Bridge in Chesapeake, Virginia, where connecting with the community to increase awareness for pet care is done on a routine basis. One of their most popular community outreach events is Little Paws for Learning. The article discusses the event in full, which includes interactive stations that are set up to educate children (and their parents) about veterinary medicine and pet care.
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