Pet Boarding & Daycare March/April 2022 by Barkleigh Productions

VOL 12 • ED 2

Ways Texting

Can Boost Your Business

BOARDING THE

BRACHYCEPHALIC breeds

Profile of Success

District Dogs

WWW.PETBOARDINGANDDAYCARE.COM

MARCH / APRIL 2022

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STAFF PUBLISHER Barkleigh Productions, Inc. EXECUTIVE EDITOR Rebecca Shipman ART DIRECTOR Laura Pennington GRAPHIC DESIGNERS Josiah Malinich Brandi Aurelio

MARCH / APRIL 2022

CONTENTS

WEB MASTER Luke Dumberth PRESIDENT Todd Shelly

WHERE CLIENTS GET MORE

VICE PRESIDENT Gwen Shelly

CHIEF OPERATIONS OFFICER Adam Lohr DIRECTOR OF MARKETING & CLIENT RELATIONS James Severs EXECUTIVE ASSISTANT / ACCOUNTS MANAGER Karin Grottola SOCIAL MEDIA COORDINATOR Cassidy Ryman

May 2-5, 2022

MARKETING CONSULTANT Alex Hammersla

EXPO WEST Show Information & Program Guide

and daycare

SOCIAL MEDIA Evan Gummo

CONTACT

General: (717) 691-3388 info@barkleigh.com Editorial: rebecca@barkleigh.com (717) 691-3388 (ext. 225) Advertising: james@barkleigh.com (717) 691-3388 (ext. 224)

Copyright MARCH 2022. Pet Boarding & Daycare is published bimonthly by Barkleigh Productions, Inc, 970 West Trindle Road, Mechanicsburg PA 17055. Postmaster: Send change of address to Pet Boarding & Daycare c/o Barkleigh Productions, Inc., 970 West Trindle Road, Mechanicsburg PA 17055. No part of this publication may be reproduced without written permission of the publisher. Editorial offices: 970 West Trindle Road, Mechanicsburg PA 17055. (717) 691–3388 FAX (717) 691–3381 Email: info@barkleigh.com 4

Business 6

Six Ways Texting Can Boost Your Pet Boarding Business 14 From COVID Chaos to Robust, Profitable, Growth

Cats 18 Cat Daycare???

Think Tank 30 “When is the Best Time to Market My Business?”

PET BOARDING & DAYCARE

42 Facility 36 Adding Day Training to Your Dog Daycare

Animal Health 48 Diarrhea Management in the Boarding Environment

Industry News 52 New Products

BUSINESS

s y a w

Texting Can Boost Your Pet Boarding Business By Jessica Ayre

Customer

We’re excited to see Max tomorrow between 2-5 PM! Don’t forget to send over his vaccine records and to bring any special food and/or treats. Thanks for reminding me. See you tomorrow!

123

space

return

our pet boarding business needs to be in contact with your customers, and your customers want to make sure they can check in with you while their pets are in your care—and sometimes when they’re not. Speedy communication is an essential part of creating this connection and establishing trust with customers, which is where texting fits in. Why Does Texting Matter? It’s important to strengthen relationships with your customers, and texting helps close the gap between your pet boarding business and your customers, paving the way for repeat business and referrals. In fact, 89% of consumers prefer to text 1 with businesses. The following six steps will help boost the customer service of your pet boarding business and ignite customer interactions with text messaging: 1. Enable Pet Parents to Reach Out to You on Your Website. Before booking a boarding stay with you, your potential customers will have questions about things like cost and special accommodations. Enable your customers to ask questions, book their pet’s stay, share vaccine records and even pay for services through text. SMS Chat, for instance, is a widget that allows customers to start text conversations with your business on your website and then carry that conversation over to their mobile device. This is especially convenient for your business since many of these leads are coming in after hours. And it’s convenient for pet parents who are on the go! 2. Send Out Text Reminders of Reservations and Appointments. More often than not, pet parents who are looking to board are occupied with coordinating their own travel plans, as well as making sure they show up on time to their appointment with you.

PET BOARDING & DAYCARE

Text reminders are a subtle but effective way to keep yourself in the loop with your clients. For example: C

Customer pet parents to reach out 1 Enable to you on your website.

Allow clients to ask questions, book their pet’s stay and pay through text.

out text reminders. 2 Send Remind clients of upcoming

appointments and reservations.

updates with clients. 3 Share Communicating by text creates an

incredible experience for your clients.

additional services. 4 Upsell Offering more services increases revenue and gives clients peace of mind.

billing transactions. 5 Conduct Ask clients to leave a card on file for a quick and seamless billing option by text.

positive online reviews. 6 Increase Positive reviews increase your online reputation and helps you to stand out from the rest.

Business: We’re excited to see [Pet’s Name] tomorrow between 2-5 PM! Don’t forget to send over his vaccine records and to bring any special food and/or treats. Customer: Thank you for reminding me. See you tomorrow!

Opt to text your customers instead of calling them or emailing them, especially if it’s a time-sensitive-related matter. People typically see and respond to a text within 90 seconds, whereas they’re more likely to ignore calls and emails. Texting is faster and is more likely to get a response. It also makes check-in much easier for your business! 3. Share Updates With Pet Parents While They’re Away. While your customers are away, their

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pets are definitely on their minds the whole trip. As a pet care professional, you’ve got to make sure that you’re communicating with them regularly by sending photos and updates of their pets having a great time. Customers want to see their pets, and you should make it easy for them to do that. This extra step helps create incredible experiences for your customers and their pets, and you can parlay that into reviews, referrals and repeat business. Make communication a breeze by texting pet parents who’ve opted in to receive texts from you. Upon scheduling an appointment through the phone or online, be sure to ask clients if they’d like to receive text message updates from you. Or, simply tell them that they’re welcome to text your business number if they have any questions. 4. Upsell Additional Services. Pet owners want the best for their pets, and even more so while they’re away on a trip. You can offer additional services to your customers while their pets are in your care. This is comforting and reassuring to your clients— knowing that their pets are being pampered with the best possible care while they’re out of town. Consider offering things like grooming, special training classes, and daily walks or hikes. You’ll be able to give your clients peace of mind while increasing cash flow to your business. For example: Business: Hey, [Name]! We noticed that [Pet’s Name] nails are getting long. Want us to clip his nails? It’s just [$10] Customer: Yes! I’ve been meaning to get that done. Thank you!

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5. Conduct Billing Transactions Over Text. Your customers are most likely on the go, and you need to make it quick

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and convenient for them to pay their bill wherever they are. Encourage your customers to confirm payments over text. Texting fits into a busy schedule, and it takes only a few seconds to respond to a text message. Ask your customers to leave a card on file when they’re checking their pets in. At the end of service, you and your staff members can prompt them with a text like this:

Business:

Hey, [Name]! We had such a blast with [Pet’s Name] this week. Your current balance is [$300], would you like to pay for it with the card we have on file? Customer: Yes, sounds good, thanks for letting me know!

When you make paying a breeze, you’ll make life easier for you and for your customers...and you’ll keep that revenue flowing!

6. Increase Your Positive Online Reviews. Why should you focus on increasing your online reviews? Not only do positive reviews look good for your business, but they also increase your online reputation and help you stand out from your local competition. So, how do you work towards this? Text your customers a direct link to your review page! Google is the best place to start, but there are other great options such as Facebook or Yelp. After the service is completed, send a friendly text to your customers asking for their feedback, like this: Business: Thank you, [Name], for choosing [Pet Boarding Business]. If you enjoyed our services, would you mind leaving us a review on our [Google/Facebook/Yelp] review page? Here’s a direct link: [Link]. We hope to see you again soon! Customer: No problem, I’ll get that done!

Make the review process seamless with texting and you’ll have an easier time getting the feedback you need to build your reputation. Texting is a valuable communication tool to add to your existing customer service efforts. Start texting today to boost your pet boarding business! References: 1. 107 Texting Statistics That Answer All Your Questions. (2016, May, 24). Text Request. https://www.textrequest.com/ blog/texting-statistics-answer-questions/ Jessica Ayre is a content marketing specialist at Text Request, a business texting solution. If your boarding business wants to start texting customers, Text Request can give you all the tools and resources you need to create a safe and successful text messaging strategy.

PET BOARDING & DAYCARE

May 2-5, 2022 and daycare

EXPO WEST

Los Angeles Marriott Burbank Airport Burbank, CA

Get ready, because this May,

the premier West Coast event for pet boarding and daycare professionals returns, in

person, to Burbank, CA! fter two consecutive years of being a virtual event, it’s time for the industry to come together to learn, share and shop. From forced shutdowns to full bookings, the last few years have seen a lot of change in all industries—especially the pet care industry. Many of us have learned what works and what doesn’t, and are eager to share and learn from our industry peers and experts. Speaking of industry experts, the May event will feature more new speakers than ever before! From marketing gurus and business lawyers to veterinarians and dog behavior experts, they will all be here to share their knowledge to aid you in your business operations. All aspects of the industry will be covered in this year’s expo. We have again designated three separate tracks of education to choose from (or mix and match!): Owner/Manager (for those making the business decisions), Staff/Continuing Education (for all employees or anyone wanting to further their education in pet care) and Financial (for anyone making financial

decisions, including staffing and marketing). The expo will kick off Monday afternoon with the four-hour program “Handler Bootcamp: Be Better for Our Canines,” which is a must-attend for just about anyone who interacts with dogs in a boarding or daycare setting. Seminars will continue all day Tuesday through Thursday covering a variety of topics, all specific to the boarding and daycare industry. Packages are available for the full schedule of education, or you can pick and choose which classes interest you. There will be additional opportunities to socialize and share stories with others in the business, including the Meet & Greet on Monday night, the Round Table Luncheons on Tuesday through Thursday, and the Live Oak Bank Happy Hour on Tuesday evening. And, don’t forget about the trade show! Wednesday and Thursday will feature an industry trade show with lots of vendors offering everything you may need for your business, including products, consulting services, builders, software, and so much more. So, whether your definition of success is taking a vacation every month and letting your staff handle the business, or working endless hours to open that second location, Pet Boarding & Daycare Expo West is sure to help you Discover Your Success!

For more information or to register, visit

www.PetboardingExpoWest.com

PET BOARDING & DAYCARE

Discover your

Success! MAY 2-5

2022

B U R B A N K , C A L I F O R N I A

P E T B O A R D I N G E X P O W E S T. C O M

From

COVID

By Laura Laaman

hese past few years have been gut wrenching, like a vicious roller coaster that never seems to end. Even before COVID (if we can still remember that far back), we were dealing with staffing challenges, difficult customers and fierce competition. Everything was amplified exponentially with the pandemic, even now that we’re beyond the worst of it…we hope. But while we were dealing with all of that and much more, this industry never stopped growing and maturing. Many people gained a different perspective—especially when it comes to the care

of their furry loved ones. Pet parents expect so much more than ever before. They no longer tolerate kennels that feel like dog warehouses; they expect beautiful rooms and fabulous amenities. In addition, many now want continuous updates and constant assurance. Meanwhile, staffing costs and challenges have risen dramatically across the country. The effects of COVID accelerated and increased the worker shortage that was already projected to occur. More businesses competing over fewer employees means higher wages and worker expectations. New pet care facility business owners just

PET BOARDING & DAYCARE

getting into this industry are entering smart and driven; they recognize there’s opportunity here. They’re armed with thoughtful business plans and backed by significant funding. With plenty of operating money in the bank, this allows them to create beautiful facilities with high-performing websites and marketing, all while speaking the language of the valuable customers. We're all trying to normalize. We want this crazy, chaotic ride to stop. To thrive—or at least survive—you'll need to dig in your heels and grow your business in smart, strategic ways. Why is increasing revenue so necessary? Costs of running a pet care facility have not just crept up, they've skyrocketed. Pet care business owners are being forced to take on substantial additional expenses, including the following: 1. Soaring staffing costs. Panichiring unqualified employees leads to high turnover and reduced morale. Higher wages and benefits are now required to bring on the right staff members. 2. Building improvements.

Although it may sometimes feel like it, time hasn’t stopped, and pet care facilities experience significant wear and tear. With hindered supply chains and elevated material costs, maintaining our buildings costs more than ever. 3. HR Assistance. It seems like a paradox: Understaffed businesses may not have an extra moment to spare, but the current hiring market demands big investments of time and improved expertise. This has led many business owners to hire outside assistance. The counter to increasing costs is increasing the revenue you bring in—but how? 1. Implement effective systems.

Implementing effective systems ensures

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business can function optimally even in challenging situations. This strengthens your staff without relying too heavily on particular individuals in the company. The training, resources and materials that make up a good system improve consistency among all employees, which means your business can thrive at a lower labor expense. 2. Employee onboarding and training. Ensure new hires have the

comprehensive materials they need to

help your company succeed. 3. Capitalize on customer phone calls. Make the most of every new sales

opportunity with a highly-trained phone team who can respond to and capitalize on new customer phone calls. The results of anyone handling these valuable calls should be tracked. 4. Provide activities to the pets.

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5. Give great facility tours. Have the right manner and information to convince touring prospects to book at your facility. The results of each employee giving tours should be tracked. 6. Dog training. Identify and communicate the ways your training can help a dog and their family. 7. Smooth administration and facility maintenance. Streamline internal operations including everything from check-in/ out to cleaning. 8. Better software. A huge key in all the above is excellent software. Strong software can go a long way in developing these systems and creating necessary accountability. 9. Charge appropriately. Weak pricing, including weak pricing models, can lead to business struggles and even failure—especially when tested in times like these. It is important to constantly evaluate prices and make changes when needed, but only with the utmost care. Pricing changes can be tremendously beneficial when handled skillfully, or it can be lethal.

So, what should you be charging? It’s not possible for brick-and-mortar pet care facilities to charge the lowest rate on the market, especially when competing with pet sitting giants like Rover.com®. Price also directly communicates value. If you’re providing the best care in your area, your fees should communicate that. However, you will need exceptionally-trained staff on the phone and giving tours to explain and defend this new appropriate pricing. If you charge too much or too little, it won’t work in your favor. Laura Laaman is president of Outstanding Pet Care. Outstanding Pet Care guarantees to substantially increase the revenues of its clients with its proven services. If you’re interested in assistance significantly increasing your revenue and profit with pricing or recruiting, schedule an individual consultation with Laura Laaman or one of her team members. Call Outstanding Pet Care at 1-888-735-5667 or go to outstandingpetcare.com/contact

CATS

CAT

daycare

??? By Deborah Hansen

hy, yes! Why not offer cat daycare? Sometimes families need a safe place for their kitty to spend the day when they are having work done in the house, there is a family celebration, a cat needs medication and no one will be home to administer it, or the family simply wants peace of mind that their cat will be cared for when they go out of town for the day. Cat daycare can be a huge help to many feline owners. However, kitty daycare will not look like traditional doggie daycare. Kitty daycare will keep family units together without introducing cats from other families. Ideally, kitty daycare would be run in boarding suites with multiple levels, toys, and interesting things to explore and examine. It is important to have an enriching and fun environment to attract clients and keep the cat’s mind actively engaged during the day. Most cats graze during the day. Kitty daycare will need to have a meal served or free-feeding

available for the felines. A cat drinking fountain in the daycare suites would not only provide water and add ambience, but would be a great marketing tool. Fresh litter boxes will also be needed in the daycare suites. Human interaction in the form of petting, interactive playtime or just sitting with the cat is a great perk to the standard kitty daycare package. When a cat arrives for daycare, getting them comfortable in their enclosure as quickly as possible is important. Placing their carrier on the floor of the daycare suite, opening the carrier door and then carefully letting yourself out of the suite is the best strategy to help the feline acclimate to their new environment. This procedure will allow the cat to exit the carrier when they are comfortable. After the cat exits the carrier,

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enhance the

daycare

experience

by having the kitty area where they can see

out a window or have natural sunlight.

you can leave the carrier in the suite if they need the reassurance of home, or you can remove the carrier after they have settled in. At check-out, you can scoop the kitty up and place them in the carrier or offer to let the owners get the kitty. If a cat is being uncooperative, there is no shame in asking the owners to get the cat themselves. Your staff ’s safety is far more important than presenting a stressed cat back to the owners in the carrier. Multiple levels and interesting hidey holes in the feline enclosures encourage and stimulate felines. When choosing the best ways to create different levels to explore and hiding places for the cats, make sure you have your sanitation plan established. Hard surfaces with soft items that can be laundered tend to be the easiest items to sanitize between guests. Adding things that roll, crinkle and move will engage the cat’s hunting instincts during playtime. Enhance the daycare experience by having the kitty area where they 20

PET BOARDING & DAYCARE

a social media

campaign

to explain kitty daycare will help potential clients understand the service.

can see out a window or have natural

marketing, you will need to both an-

sunlight. What cat doesn’t love

nounce and explain your new service.

watching for birds and leaves blowing

Sending out notifications to previous

in the wind and then taking a cat nap

clients is a quick way to reach your

in a sun puddle? If a window is not

target audience. A social media

available, a TV with birds, wildlife

campaign to explain kitty daycare will

near a stream or other calming nature

help potential clients understand the

scenes would enhance the daycare

service. Posting flyers at pet stores,

experience. Another option is to have

veterinarian offices and other local

nature sounds playing to keep the

establishments can also be helpful in

feline’s mind engaged.

attracting new clients.

Advertising will be key when you launch your kitty daycare. In your

There are several upgrades you can offer with kitty daycare. A nail trim

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PET BOARDING & DAYCARE

kitty daycare

will fill boarding suites that are

not being used and may bring you even more income through add-ons. is a great add-on that is appreciated by

activities in their homes that may not be

daycare will fill boarding suites that are

owners and will keep your staff safe.

safe for the feline family member. Other

not being used and may bring you even

Keeping nails at the appropriate length

times the family may need to leave

more income through add-ons. For very

prevents humans from getting scratched

town for the day and are anxious about

little extra work, kitty daycare is a great

while making sure nail overgrowth

leaving kitty home alone or getting their

way to increase your bottom line and

does not lead to medical problems for

medication administered on time. Kitty

grow your clientele.

the feline. Brushouts are another great add-on. Getting dead coat off the kitty is always a win for the family. A special toy or treat the kitty can take home at the end of the day might be something that also works for your boarding business. Another option you can offer clients is rolling a daycare session over into overnight boarding. This is especially comforting to families that are going out of town for the day. If something comes up and the family does not make it back to pick up kitty before closing, the cat will be served dinner and have a sleepover. The only additional work for your facility will be serving dinner and breakfast plus an additional litter box cleaning. Kitty will never know this was not the original plan. Feline daycare is not something most people think of, but it can be very helpful for cat families. Multiple times throughout the year, families have

PET BOARDING & DAYCARE

Where Clients

Get More

PET BOARDING & DAYCARE

By Kathy Hosler

Photos by Dan Cunningham and Bash Haus Studios

hat would your thoughts be if someone told you they were going to leave their job at Merrill Lynch to become a dog walker? Well, that’s exactly what Jacob Hensley did. Founder and owner, Jacob Hensley, opened District Dogs in 2014 in the Washington, DC Metro Area. Initially, it was a dog walking and pet sitting business with Jacob as the only employee. Founded on his ideals to blend reliable and professional service with a personal touch, District Dogs took off like a shot. Jacob soon added employees and hired a manager. In another bold move, Jacob opened his first brick-and-mortar store in 2016. It offered daycare and overnight boarding. “It was a risky venture,” recalls Jacob. “In dog walking there really isn’t much overhead; no building, utilities, taxes, etc. But, I saw a great need for a full-service pet care facility in the area.” That first store grew quickly, and 2019 saw the opening of their second location, followed by a third in 2020. These full-service facilities have boarding,

daycare, grooming and training. Three more facilities are in the process of being built, with one of them located at the new Amazon Headquarters campus that is coming to the DC area. District Dogs was selected as Amazon’s official dog care partner. So, what does District Dogs do that has spurred their explosive growth? “Family really is at the heart of everything we do,” Jacob states. “When someone entrusts their dog to us, we all become part of the same family.” “DC is a really dog-friendly city. We probably have as many dogs as we have people,” says Jillian Kuehn, District Manager of District Dogs. “Our goal is to be a one-stop shop and provide services their dogs need. The people in DC are busy and it’s important they use their time wisely. With us, their dog can be dropped off for daycare, get groomed, have a training session, and if the owner’s day runs late, they can stay overnight. It takes a lot off of our clients’ plates to know that they can trust us with so many aspects of their dogs’ care.” “We have always approached our business from

PET BOARDING & DAYCARE

“All of our facilities are built with big,

beautiful plate glass windows,

so when people enter our lobby, they look directly into our playrooms and see all the fun the dogs are having.” – Jacob Hensley, Owner of District Dogs

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a sense of complete transparency,” adds Jacob. “All of our facilities are built with big, beautiful plate glass windows, so when people enter our lobby, they look directly into our playrooms and see all the fun the dogs are having. If a person walks into one of our facilities and wants a tour, we accommodate them—no appointment needed. We also have webcams so the pet parents can check on their dog anytime they want to. We send photos and report cards to the owners daily.” District Dogs has some very unique services. In addition to traditional boarding, they offer slumber party-style overnight boarding. “It’s a really good option for most dogs because they are super social creatures, and no matter how much exercise and fun they have during daycare, overnight boarding can be traumatic for them. Many dogs sleep more comfortably in a pack setting,” Jillian says. “At the end of the day, we empty the play rooms and deep-clean them, then we load up the rooms with beds and

PET BOARDING & DAYCARE

blankets, fresh water, and dim the lights,” Jillian continues. “Staff members stay in the rooms all night. They read stories, play soft music, and make sure the pups are comfy and the rooms stay clean. It makes a real difference in some of the pups who are used to sleeping with family. It really reduces their stress.” One of District Dogs’ newest programs is their structured daycare. In a structured program, the dogs are in a much smaller group and they receive more individualized attention. They have found this program to be a good fit for puppies, dogs who are new to the daycare environment or that don’t do well in standard daycare, and for owners that prefer to have their dogs in a smaller group with more personal care. Their typical day is interspersed with more human attention, break time in crates, small group play of three to five dogs who have similar play styles, a snack they have to work for such as a puzzle toy or a frozen kong, some obedience training, and sometimes enrichment involving a ball pit or something that will stimulate

“All dogs have different needs, just like children. They all learn and thrive in different ways.”

– Jillian Kuehn, District Manager of District Dogs

kuraanda their brain in different ways. “If we have a dog who is exhibiting behaviors such as excessive barking, humping, herding, etc., our next step is to do a standard daycare probation where they attend structured daycare for a period of time, then they can be re-integrated back into regular daycare,” says Jillian. “All dogs have different needs, just like children,” Jillian continues. “They all learn and thrive in different ways. Our goal is always to offer as many options as we can to reach as many dogs as possible, and to provide the most supportive environment so that they thrive. Structured daycare has been a great solution for some pups.” Contact with the owners is number one at District Dogs. For some owners, seeing is believing. Webcams give the owner that extra sense of assurance and comfort. A daily report card along with pictures of their dog are sent to the owners every day. They have fully-transparent

communication with the owners—whether it is a behavior problem with their dog or a health concern like diarrhea.

Between running the in-home services and operating everything within the brickand-mortar facilities, it takes a well-trained

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“Our staff is such a dedicated team of people. It’s not that we love dogs—we live dogs!“ – Jacob Hensley, Owner of District Dogs and devoted staff of about 70 to keep District Dogs in operation. “Our staff is such a dedicated team of people. It’s not that we love dogs—we live dogs! I’m proud of all my staff members. They set the tone for a great client experience. Everything that District Dogs has become is a representation of the amazing team that I have,” Jacob shares. Their website, www.districtdogs.com, and software system allow for a lot of the bookings and inquiries to be done on a contactless basis. This gives clients the freedom to handle their own bookings

which saves time for the client as well as for the staff at District Dogs. They can communicate with clients directly to let them know their dogs’ services are completed, send report cards directly or contact them if there is an emergency. “The biggest thing we do that sets us apart from competitors is actually what we do outside of our four walls,” Jacob continues. “We are very involved in the community in a lot of different ways. We do Yappy Hour with local dog-friendly businesses—typically restaurants and bars. We often partner with local

PET BOARDING & DAYCARE

charities and are able to raise a lot of money for them, and get to connect with our clients on a human level. “We try to do special events throughout the year so our clients and other dog owners can experience District Dogs outside our walls. That helps create a relationship with them even if they aren’t clients yet. So, when they do need services, we are on the top of their mind,” Jacob adds. People in the DC Metro area are crazy about dogs, and also about staying in shape. District Dogs’ newest project blends those passions together. “In the past year we started BarkFit, Boot Camp, and yoga classes, and partnered with local fitness centers to do outdoor fitness where pups can get exercise along with their owners,” Jacob says. “We always get a tremendous amount of interest in these classes. When 10 to 15 people get together with their dogs, it is so much more enjoyable. There’s lots of energy and everyone is having fun. At that point, it’s not like a workout, it’s more like a party.” It all began with Jacob Hensley’s one-man dog walking business and his determination to provide reliable and professional service with a personal touch. At District Dogs, the canine and human clients get all that and more— much, much more.

THINK TANK

When is the

BEST TIME TO MARKET

my business? By Fernando Camacho

his is something that comes up all the time when I’m working with dog daycare businesses. And the short answer is: All the time. You need to change the way you think of marketing. It’s not a temporary thing that you do only when you see an urgent need. Instead, it’s a proactive necessity that is an ongoing part of your monthly business processes. There are certain things you need to continually do to keep your business moving forward; for example, paying rent, scheduling staff, delivering services to customers and, yes, marketing your business. It’s not a “sometimes” thing, it’s a regular part of running a business. This is a big mindset shift for most people who typically only see marketing as a way to entice new customers in, but marketing is so much more. The focus is always on advertising a specific offer (e.g., “Try us out for free!”), which

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Marketing is the fuel of your business. Without it you’re not getting very far. Sure, you can push your car, and with lots of effort, you can move a little (like organic posting on social media), but it’s exhausting, takes forever and leads to little or no results. is useful and important, but should only be a small percentage of your marketing efforts. Successful businesses understand marketing does so many things that create long-term momentum. Here’s how I like to explain it: Imagine your business as your new car. You work hard, save up and buy a really nice new car. It looks great, drives great and is able to take you so many cool places. Now you have a big decision to make: Should I buy gas for it?

• • • • • •

Seems like a stupid question—if you don’t buy gas, the car will never leave your drive way. In reality, most people don’t think about buying gas, it’s just a necessity of having a car. Marketing is the fuel of your business. Without it you’re not getting very far. Sure, you can push your car, and with lots of effort, you can move a little (like organic posting on social media), but it’s exhausting, takes forever and leads to little or no results. Now, if you’re lucky enough to live on a hill, you can get some speed real

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quick (like having a post go viral), but that doesn’t last long and is over in no time. If you want to continue to go somewhere, you have to fill your tank regularly. Another thing I hear people say is that they only want to do marketing when business is slow. Bear with me for yet another analogy… Waiting until business is slow to do marketing is like not buying food until you get hungry. As I’m writing this, it’s approaching lunch time and my stomach is grumbling. As soon

Your marketing plan should be year round—you’ll do different things at different times (sometimes you’ll promote offers and sometimes you’ll be doing brand awareness)—but if you keep your marketing top of mind, you’ll have a constant flow of people coming into your business. as I finish this article, I need to get something to eat. So, I’m going to walk over to my kitchen and find something good for lunch. If I didn’t think ahead and buy food in advance—before I was hungry and wanting to eat—I’m going to be out of luck. Same holds true for your business. Marketing is stocking your shelves so that when you want more customers, they are ready and waiting. By doing branding, and educational and informative marketing before you need customers, they are already there when you do need them. If you don’t think about it until the moment you need them, you’ll likely

starve before you can scramble to get them. What if I get hungry at 2 a.m. and no stores are open? How do I get food then? I don’t. Your marketing plan should be year round—you’ll do different things at different times (sometimes you’ll promote offers and sometimes you’ll be doing brand awareness)—but if you keep your marketing top of mind, you’ll have a constant flow of people coming into your business. So, stop thinking of marketing as a temporary fix and see it as an ongoing tool. If you do that, you’re business will take you places and never go hungry.

PET BOARDING & DAYCARE

Questions for this column come from the Facebook group The Dog Daycare Business Think Tank and are answered by Fernando Camacho (Fern). Fern runs Overdog Digital, a digital marketing agency specializing in working with dog daycare and boarding facilities. He does private business consulting, staff training and helps pet businesses utilize modern resources to expand their customer base and grow their businesses. Fern is also the author of six books and is a speaker at national conferences and private events. To join the group or ask a question, go to: www.facebook.com/groups/ dogdaycarethinktank

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FACILITY

DAY TO YOUR DOG DAYCARE By Eve Molzhon

f you’re considering creating a day-training program as an add-on service to your dog daycare, more than likely you already have everything you need to implement this helpful, effective service for your clients. You just need to answer a few questions to make sure you have your ducks in a row... Who will conduct the training? First, you’ll need to know which of your staff members are capable of working with the dogs and have the patience to do so. Do a training demonstration and have the staffers mimic what you do with a dog so you can see if they have the patience and the timing down in order to do training. Some staffers are great with dogs, but they don’t quite get the “ask” of the dog, the marking of the task and then the reward piece. Before you begin training any dogs, make sure that you and the other staff members all share the same training philosophy.

How long should the day training program be? Most dogs need consistency in order to really grasp the concepts of training. A typical boardand-train program is three or four weeks (or longer), and that's because the trainer needs to achieve consistency with the dog. If you're adding training onto a daycare day, it's best to recommend that the client books daycare with training on a consistent basis—twice a week is ideal for four to six weeks. Which clients would use this service? Many clients who choose to add a day-training service onto a daycare day are people who are busy and feeling flustered or overwhelmed with their dog—that's why they're asking somebody else to train their dog for them. Choosing a structured program like daycare combined with training sessions twice a week (e.g., Mondays and Wednesdays or

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day-training add-on service.

SKILLS YOU WILL TEACH

THE DOG

The skills that I teach during this add-on training service are just basic obedience skills: sit, down, wait, come and loose-leash walking. Tuesdays and Thursdays) for four to six

add-on training service are just basic

weeks takes out the guesswork for the

obedience skills: sit, down, wait, come

client and provides you with more than

and loose-leash walking. We will work

just a one-off training session for the

on no jumping if requested because we

dog, which isn’t as beneficial.

have extra staff members in the facility, so that task is easy to work during these

What skills will you teach the dog? The skills that I teach during this

sessions. We don’t work on aggression issues or potty training during the

PET BOARDING & DAYCARE

What tools do you want to use? Determine what tools you're going to utilize when you or your trainers are working with the dog. Will you use a flat buckle collar and a standard fourfoot leash, a slip lead, possibly a gentle leader, a Halti or a body harness? Are you going to use your tools or the tools that come with the dog you’re training? These are all things to consider when creating your program. Most clients are very open to a suggestion of a body harness or a different type of collar, but you need to be comfortable and familiar with those tools before suggesting them. Your tools should also include a treat pouch (if you’ll be using treats as rewards) or a clicker if you prefer that over treats. If you’re using treats for training, you’ll need to consider any

dietary restrictions for each individual

a.m., those are wrapped up by 9 a.m.

dog. Oftentimes, someone has already

There's usually a slight lull right there

tried to work on training these dogs, so

from 9 a.m. to 10:30 a.m. where you

you're going to need some higher-value

or one of your trainers could step out

rewards for training, such as hotdogs

and work the dog. In the afternoon,

or string cheese—maybe even some

there's usually a lull again between 2

rotisserie chicken.

p.m. and 4 p.m. when we work with the

STOP

WASTING YOUR PRECIOUS TIME!

dog for the second 15-minute session. When and where will you or your trainers train the dog?

Most training sessions are 30 min-

(The afternoon lull might work well for your facility if you're doing a single 30-minute training session rather than

utes in length. Sometimes a little more,

two 15-minute sessions.) If you want to

sometimes a little less; it just really

work multiple dogs, simply find those

depends on the dog. If we’ve got a client

existing lull times within your daycare

who purchased the add-on training

schedule and plan for one or two train-

service of 30 minutes of training for

ers to work with the dogs at those quiet

$30, I usually try and break that up into

times in the day.

two 15-minute sessions in the day. Typically within a daycare day, you

For the first 15-minute session of the day, I work with the dog in an area

have lulls throughout the day. If your

where there are minimal distractions

daycare opens at 6:30 a.m. and you

like the lobby during a lull, a back

start your group let-outs at 7:30 or 8

hallway or an employee break room.

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The second 15-minute session in

group or post to your facility’s

Eve Molzhon is the creator and owner

the day should include a little more

Facebook page (which is likely an

of Dog Handler Academy. Dog Handler

distraction, so I work with the dog

open, public Facebook page). If you

Academy is a 100% online, automated

in the daycare hallway or in an area

post videos onto a private, closed

employee training program designed

where people may come and go like

Facebook group, that can get rather

specifically for dog daycares and

the lobby during a busy time.

time consuming with approving

boarding facilities. Our real-life daycare

people who request to join the group.

videos and online quizzes fast-track

If you post videos on your facility’s

your new hires into understanding dog

Facebook page, the client can easily

handling and care, saving you time

How will you communicate training homework and expectations to the client? With modern technology and

view their dog’s videos and it makes for a great marketing tool to help

social media platforms, I’ve found

promote your training services.

that shooting videos on a cellphone

The most important piece is

and posting them to Facebook is the

making sure that you've talked to

easiest. You simply have your staff

the client about their expectations

members post the videos to your

and communicated with them that

Facebook page or training group for

consistency is key. Emphasize that one

the client to see their dog’s training

training session once a month really

progress so they can work to replicate

isn’t going to help their dog, but a

and reinforce those skills at home.

day-training program twice a week for

It's your choice if you want to

and money. Courses cover basic and advanced dog handler skills, social cues and safety, client relations, and more. The mission of Dog Handler Academy is to provide employers training new hires with comprehensive material in a cost-efficient, consistent, and effective program. Our end goal is to create better handlers within our industry to ensure the proper care of animals.

a few weeks could make all the difference for their dog, and for them.

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ANIMAL HEALTH

BREEDS By Jennifer Wolf-Pierson

PET BOARDING & DAYCARE

there is just something

so lovable about those smooshed faces...

the snorting, the drooling and especially the infectious cheerfulness that flatfaced breeds possess. From the Pugs, Bulldogs and Boston Terriers to the Frenchies and Pekingese, they all make us smile when they walk through the door! However, whether they come in for lodging, daycare or a spa appointment, facility operators should be aware of the specific health problems that plague the brachycephalic breeds. One of the more common topics of discussion in pet care is heat exhaustion, or hyperthermia. Aspiration, on the other hand, may not be as familiar, but according to veterinarians, has recently been on the rise. Sadly, brachys have a higher risk for having one or both of these emergent conditions during their lives due to their malformed nasal mechanisms. Pinched or narrow nostrils (stenotic nares) restrict a dog’s nasal breathing causing more mouth breathing. Another problem in their anatomy concerns the boney structures in their nasal cavities (hypertrophic turbinates) which regulate normal breathing. In brachys, these may be overgrown and thickened, causing added restrictions for normal air intake. Aspiration (or inhalation) Pneumonia is a condition in which a dog's lungs become inflamed due to the inhalation of foreign matter. Foreign matter could be kibble, treats, toys, vomit and even their own saliva. We have anecdotally seen a huge uptick in both brachycephalic

heatstroke and aspiration over the past four years. This has prompted many conversations with our local veterinarians to help us shape and update our Standard Operating Procedures for these breeds. First, we need to understand how pets cool themselves. Humans sweat to cool off; however, pets regulate their temperature through evaporation of saliva while the pet passes air over the tongue

(panting). If the environment is either too hot and/or too humid, the pet’s ability to cool themselves is decreased. When this happens, pets will start producing more saliva to aid in the cooling process. Additional saliva with rapid panting in brachys can increase the potential for aspiration pneumonia. Management of the environment is imperative to decrease both hyperthermia and aspiration cases.

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for brachys, action

must be intiated when the temperature

of the heat

plus

percent of

humidity added together

reaches 120.

By adding the following four policies to your Standard Operating Procedures, you may prevent these health concerns we see as professional pet care providers in brachycephalic breeds. 1. The Rule of 120 Not only do dogs emit more humidity into the air than humans, they also have reduced abilities to cool themselves in general. These two particulars require us to monitor heat and humidity more closely, both outside and inside, for all dogs. The frequency of these checks needs to increase during the day and monitoring the health of brachycephalic breeds should be initiated more frequently. One easy way to do this is to place heat/humidity thermometers in multiple locations inside and out. Indoor thermometers need to be checked at least twice a day. Coupling this with staff

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“well-checks” of pets in the facility is complimentary. Outdoor thermometers need to be checked at the top and bottom of each hour. For brachys, action must be initiated when the temperature of the heat plus the percent of humidity added together reaches 120. This may not feel hot to us, but for these dogs, it will feel very hot, even on a cloudy day. Preventative actions for outdoor play may include water misters, large fans for adding airflow, or reducing or eliminating outdoor playtime during the peak times of high heat and humidity. Taking action for indoor care starts with closing doggie doors during the hottest time of the day. If you are struggling to keep your building below the total of 120, you may need to consider changes and/or additions to your HVAC system. Solutions may be found in the addition of intake registers and returns, as well as adding dehumidifiers. Changing AC filters as often as bi-weekly will also help. The higher levels of humidity that pets omit compared to their human companions requires specialization in most HVAC layouts and systems. 2. Spa Processes In addition to the monitoring above, brachys require that the drying process after a bath be monitored and possibly altered. Removing any heat-element dryers—whether cage dryers or hand-held high velocity driers—is imperative for the safety of brachys, while still recommended for all breeds. The mechanics of a forcedair machine creates a level of heat that is sufficient to aid in the evaporation of water on its own without added heat. What feels warm to the touch to us can feel like intense heat to these dogs. Limit the drying times even though they are monitored. Add electrical timers to any outlets that provide power to your dryers to give recovery breaks. Time passes in different ways for each

remove access of food and water

for f ifteen minutes after

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3. Control Timing of Food &

Water Intake Many dogs get excited before eating or playing; however, when brachys are in a high state of arousal, they are much more likely to have an episode of aspiration. The narrowing of the dog’s nostrils reduces his ability to consciously differentiate between a breath and a swallow while excited or aroused. Give them time to recover during eating or drinking and plan specific meal times to allow for digestion prior to any activities. It is not just the act of ingesting food that we need to control, aroused pets have a greater potential of vomiting up their kibble. If a brachy vomits while excited, the opportunity for aspiration is greatly increased. Provide adequate time after a meal before allowing play or a spa service. Remove access of food and water for fifteen minutes after intense play or activity. When pets are excited, they can feel ravenous and thirstier than their bodies truly are. This can prompt them to gulp food and water down at a dangerous rate. Removing that potential inhalant for a short period allows the pet to settle and bring their breathing rate down, minimizing the risk of aspiration. 4. Use Slow Feeders Stress or excitement can change a dog’s eating habits—but not all stress

Prevention and continued education will set you and your facility up for success. Adding these four protocols to your facility’s Standard Operating Procedures will reduce the possibility of serious incidences with our precious brachycephalic dogs. Once your policies have been updated, when you hear that adorable freight train of a Bulldog heading down the hallway in your facility, you will beam with pride knowing your team will confidently care for these precious pets. Jennifer Wolf-Pierson, CPACO is a certified pet care professional serving the Spring/Woodlands/North Houston area. Since 2016, Jennifer has served as General Manager at ABC Pet Resort & Spa and coach for Suzanne and Al Locker’s Pet Care Facility Management Boot Camp. The Boot Camp program, in partnership with Turnkey. Inc., a design, build and consulting group, has helped a wide variety of businesses get on track, from start-up to maturity. For more information on Boot Camp or Turnkey, Inc., visit www.petcarebootcamp.com or www.turn-keyinc.com

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is bad. Think of your last vacation; it’s common to feel some excitement or even anxiety prior to a fun event. Pets are the same way! Since food aspiration in brachys can happen in a facility setting, the use of slow feeders may help lower their excitement level while eating. Even if they are picky or slow eaters, brachys should still be fed with a slow feeder. This is because a sudden event like an ill-timed bark from a fellow guest or a sudden slammed door can startle a dog, possibly triggering inhalation. Slowing down their eating engages the tongue and mind during meals and will help reduce the potential for inhalation/aspiration.

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DIARRHEA

MANAGEMENT IN THE BOARDING ENVIRONMENT By Kate Boatright, VMD Diarrhea is a frustrating but common condition. When it develops in a pet at a boarding facility, it can raise

concerns for infectious causes, such as gastrointestinal parasites.

n other cases, it occurs because of

help you to anticipate patients who will

dogs and cats in your facility have a

changes in the environment of the

not only be more likely to develop diar-

recent negative fecal test can decrease

gastrointestinal tract in response to

rhea while boarding, but also to be aware

the suspicion of an infectious cause of

stress or dietary changes, and will often

of patients coming to the facility with

diarrhea. Pets with known parasites

resolve with appropriate symptomatic

diarrhea and to fully evaluate patients that

should be managed differently as their

management. It can also be a sign of a

develop diarrhea during their boarding

stool can contain infectious organisms

more insidious disease process, such as

stay. Consider questions such as:

that can sometimes be difficult to kill in

cancer or inflammatory bowel disease. Recent research has changed recom-

• What is the pet’s normal diet? Did the owner bring their normal

• Is the pet’s stool normal as

mendations for symptomatic treatment

food with them? An acute dietary

of the morning of drop-off? If not,

of diarrhea for veterinary patients. The

change can induce diarrhea in many

have they been examined by a

following covers a systematic approach

pets. If you know a pet is receiving a

veterinarian for the problem? Some

to diarrhea management in the board-

different diet than their usual, you can

patients will have chronic diarrhea, so

ing environment.

anticipate the potential for diarrhea.

knowing this is important for managing

• Does the pet have a known food allergy, if so, to what? Exposure

STEP ONE Patient History at Check-In The first step to managing diarrhea

the environment.

them in boarding. • Does the pet have a history of

to a food allergen can cause inflamma-

diarrhea or other gastrointestinal

tion that leads to diarrhea and/or itchy

issues (e.g., changes in appetite,

skin.

vomiting) during boarding or

• Has a recent fecal sample been

changes in environment? Some pets

in boarding animals is to get a thorough

tested for the presence of gastro-

are very sensitive to stress and will

history at check-in before the owners

intestinal parasites? If positive, has

develop what is known as stress colitis,

leave. The answers to these questions will

the pet been fully treated? Knowing

which is a common cause of diarrhea.

PET BOARDING & DAYCARE

Knowing a pet is prone to this will help to ease the mind of staff should this pet develop diarrhea. Additionally, don’t forget to collect the information for the primary veterinarian of the pet and how the owners would like you to proceed in the event of illness during the boarding stay.

STEP

It is better to be overly cautious and have a veterinarian perform a full physical examination to ensure a more serious cause of diarrhea is not overlooked. Also consider fecal testing to check for gastrointestinal parasites.

TWO

Individual Pet Evaluation Definitively diagnosing the cause of diarrhea is difficult and requires a full physical examination by a veterinarian and some combination of fecal testing,

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acting normal and the diarrhea is mild. When pets are having accidents in the house, blood in the stool or waking the owner through the night to go outside, they are more likely to come to the vet earlier in the course of the disease process. If diarrhea occurs in the boarding environment, it may be reasonable to try symptomatic treatment for some patients—especially those with a known diet change or history of stress colitis. The pet’s appetite, water

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intake, energy level and stools should be closely monitored if symptomatic treatment is instituted. Seek veterinary attention if the diarrhea is profuse or bloody, as these pets can become dehydrated quickly.

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Symptomatic management should include a bland, highly-digestible diet and a probiotic as the first-line treatment choice. Ideally, a prescription-grade, bland diet is recommended as this food is fully nutritionally-balanced. Additional indications for veterinary

retested, as some parasites shed in cycles,

boiled chicken/ground beef and rice for

evaluation include pets that are not eating

meaning false negative results are possible.

a few days is unlikely to have a long-term

and drinking, also vomiting, lethargic,

detriment to the pet. Reach out to your fa-

have ingested something abnormal (e.g.,

cility’s preferred veterinarian to determine

bedding in their enclosure), displaying

their recommendation for a probiotic that

abnormal behavior, worsening in the face of symptomatic treatment or showing no

STEP THREE

It is better to be overly cautious and have a veterinarian perform a full physical

pets. Any pet that is not improving with symptomatic treatment alone, or wors-

improvement after several days of symptomatic management.

you can keep on hand for these affected

Symptomatic Treatment (New Protocols)

ening in the face of treatment, should be evaluated by a veterinarian.

Symptomatic management should A Note on Metronidazole

examination to ensure a more serious

include a bland, highly-digestible diet

cause of diarrhea is not overlooked.

and a probiotic as the first-line treatment

Also consider fecal testing to check for

choice. Ideally, a prescription-grade, bland

has been used in cases of acute diarrhea.

gastrointestinal parasites. Even pets with

diet is recommended as this food is fully

Metronidazole is an antibiotic with

a recent negative fecal sample should be

nutritionally-balanced. Although, feeding

efficacy against many common fecal

Historically, metronidazole (Flagyl®)

pathogens and some protozoal parasites (e.g., Giardia). It additionally has anti-inflammatory effects on the gastrointestinal tract. However, concerns about the over-usage of metronidazole for non-specific diarrhea have been raised in recent years. First, antimicrobial resistance is a growing concern and is considered one of the top ten public health threats by the World Health Organization (WHO).2 This concern calls for medical professionals to carefully select which patients receive antibiotics as well as critically assessing the duration and dosages prescribed. Since metronidazole is an antibiotic, its use should be carefully evaluated. Second, new research has shown that while metronidazole can have beneficial effects in the gastrointestinal tract, it is not benign to the normal bacteria that help to maintain a healthy gut environment. In fact, it can have detrimental effects on these normal bacteria 50

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that can last for several weeks after its use ends.3 Additionally, its use only shortened the length of diarrhea by one and a half days in one study,1 suggesting its use makes minimal difference in the course of disease for many patients.

STEP FOUR

References 1. Langlois DK, Koenigshof AM, and Mani R. Metronidazole treatment of acute diarrhea in dogs: A randomized double blinded placebo-controlled clinical trial. JVIM 2020;34(1):98-104. https://onlinelibrary.wiley.com/doi/10.1111/ jvim.15664 2. Antimicrobial resistance. (2021, Nov, 17). WHO. https://www.who.int/ news-room/fact-sheets/detail/antimicrobial-resistance 3. Pilla R, Gaschen FP, Barr JW, et al. Effects of metronidazole on the fecal microbiome and metabiome in healthy dogs. JVIM 2020;34(5):1853-1866. https:// onlinelibrary.wiley.com/doi/10.1111/jvim.15871

Hygiene and Sanitation Finally, because the potential for an infectious cause of diarrhea is always a possibility, appropriate hygiene and sanitation practices should be followed to minimize the chances of spreading parasites to other boarders. Make sure all of your staff are up to date on protocols for cleaning and disinfecting. Pets with diarrhea should also be leash-walked and kept out of play groups until the diarrhea resolves. In addition, all stool should be removed promptly to prevent contamination of the environment by infectious parasite eggs or larvae.

ON AL S YC AR E PR OF ES SI DA G DO E BL PA EN T & CA CR EA TI NG CO NF ID

In Conclusion The development of diarrhea in boarding pets can be concerning due to the potential for underlying infectious causes and serious health concerns. The good news is that many cases will be self-limiting and respond to symptomatic management. Having a thorough check-in protocol can help to anticipate the potential for diarrhea to develop and alert staff to at-risk pets. All staff should be trained on what to do if a pet develops diarrhea during their stay, including appropriate monitoring and hygiene practices. Make sure that you discuss with your facility’s preferred veterinarian any cases that are concerning and what their recommendations are for diarrhea management, but consider limiting metronidazole use as a first-line treatment for the pets in your care. PET BOARDING & DAYCARE

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