Pet-Specific Care for the Veterinary Team - Группа авторов

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decide whether they wanted to do a screening test, such as an ECG screen, a Schirmer tear test or a urine protein:creatinine ratio (UPC), to diagnose it.

      Such as system is simple, but the hit‐or‐miss approach of having such conversations may not engage many pet owners. Whenever possible, it is better to have a coherent approach to most breeds, and even mixed‐breed pets (see 10.7 Breed‐Specific Marketing). It often works better for a practice to put together a package that includes all the exams, tests, and vaccines we think are appropriate for the pet at its age and we factor in breed risk tests and any other services recommended because of lifestyle – so the package for a middle‐aged Labrador retriever might include thyroid testing and if it has exposure to deer ticks, we would also include Lyme prevention. With pet‐specific care, pet owners often select more services, so if payment (wellness) plans are being used in the practice, the client can split the larger total into monthly payments (see 10.17 Payment and Wellness Plans). A significant percentage of the client base may also elect to pay in advance for the full range of services.

      Most practices market such healthcare plans through the website and social media (see 10.6 Target Marketing and Targeted Client Outreach). In time, practices will detect more problems, and earlier, so revenue from both diagnostics and therapeutics will help offset the higher costs of client service.

      Every client interaction is an honest discussion about common problems that we can do something about. Our best marketing isn't what's on the screen, it's what's in our hearts and minds that we share with our clients every single day.

      3.13.5 Marketing Breed‐Specific Wellness

      Be consistent within the hospital. A patient or client should never get a greater or lesser level of care because one doctor saw them and not another, or one receptionist spoke with them and not someone else. Breed‐specific care should be the standard of care throughout the practice (see 9.4 Standards of Care).

      Anything you want to teach clients about has to be taught to your team first and they need to know exactly what to say or do in order to get client acceptance of any wellness recommendations, including breed risk ones. Think about and discuss scripts for breed‐related testing if you want to educate clients in this area; for example, “Boxers are at risk for serious heart problems. The doctor will talk to you about ECG screening…”

      The only way you can help your patients lead long and healthy lives is to educate their owners (see 5.10 Discussing Pet‐Specific Care). Most of your clients don't have a degree in medicine or behavior. Take the time and make the effort to teach them what they need to know to care for their pets properly. It's not only good medicine – it's well worth the effort for your practice.

EXAMPLES

      Here are samples of healthcare programs for two different breeds. For each item marked as needing client education, you would need to have or develop a handout or other tool to use with clients. Items in bold would become part of your screening or preventative program at the appropriate age.

      Healthcare considerations for a Doberman pinscher

System Recommendation
Behavior Males may be aggressive; prone to flank sucking, lick granulomas
Cardiac Dilated cardiomyopathy (DCM) very common – annual ECG screen to look for ventricular premature contractions (VPCs), consider annual echocardiogram/Pro‐BNP, client education, recommend pet health insurance when young
Dermatological Seasonal flank alopecia; lick granulomas; pemphigus; zinc‐responsive dermatosis
Drug reactions Avoid sulfa drugs which can increase risk for keratoconjunctivitis sicca (KCS) and adverse drug reactions
Gastrointestinal Prone to foreign body, bloat. Client education. Consider gastropexy during neutering surgery. Recommend pet health insurance when young
Hemolymphatic von Willebrand disease very common in breed. Screen for clotting ability (DNA test, buccal bleeding time or von Willebrand factor) before surgery or dental extractions. Recommend pet health insurance
Chronic active hepatitis Periodic liver function testing
Hypothyroidism Periodic thyroid profiles, starting with baseline at 1 year of age
Neurological Intervertebral disc disease (cervical), Wobbler's, narcolepsy. Client education
Ophthalmic Cataracts, progressive retinal atrophy – appropriate screening
Orthopedic Hip dysplasia, anterior cruciate ligament tear. Client education, recommend pet health insurance
Infectious diseases Potentially increased susceptibility to parvovirus vaccination. Consider vaccination booster at 5 months of age; titers
Urology Glomerulonephropathy (GN) – consider annual urine protein:creatinine ratio

      Healthcare considerations for a Boston terrier

Dentistry Periodontal disease – frequent dental cleanings, client education; failure of canine teeth to erupt – check dentition at 5–6 months of age
Dermatological Alopecia, atopic dermatitis (hyperadrenocorticism) – client education; demodicosis more common – skin scrape early if clinical presentation consistent
Reproductive Dystocia can be an issue – client education if breeding
Gastroenterological Pyloric stenosis more common
Neoplastic Mast cell tumor (MCT), melanoma – fine needle aspirate (FNA)/remove all lumps
Neurological Hydrocephalus – check for open fontanelles in puppies, monitor behavior
Ophthalmological Prolapse of nictitating membrane (cherry eye), corneal ulcers, pigmentary keratitis, corneal dystrophy – client education; cataracts – both juvenile and late onset; iris cysts; vitreal syneresis > glaucoma and cataracts;

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