PetVet Magazine October/November 2021 by Barkleigh Productions

WWW. PET VETMAGAZINE .COM

VOL. 4 ED.5 • OCTOBER / NOVEMBER 2021

A PRACTICAL GUIDE FOR PET HEALTH PROFESSIONALS

FROM ER VEt to reality show judge

Appreciative inquiry: TAKING ADVANTAGE OF POSITIVITY IN PRACTICE

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CONTENTS

A Practical Guide for Pet Health Professionals

4 PetVet Advisory Board 5 Veterinarian Life Advice 6 Close To Home: Coping with Pet Loss as a Veterinary Professional 14 A Place for Vets, A Place for Pets: The Importance of Work-Life Balance

18 The Biggest Marketing Mistake Veterinarians Make 20 Exploring the Dog Importation Ban (And The Reintroduction of Rabies) 28 Appreciative Inquiry: Taking Advantage of Positivity in Practice 32 PetVet 10: 10 Things to Do This Month

Inquiries info@barkleigh.com (717) 691-3388 Editorial rebecca@barkleigh.com Advertising james@barkleigh.com

PetVetMag @PetVet_Magazine Copyright October 2021. PetVet Magazine is published bimonthly by Barkleigh Productions, Inc, 970 West Trindle Road, Mechanicsburg PA 17055. Postmaster: Send change of address to Pet Vet Magazine 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

does it all! PETVET MAGAZINE

ADVISORY BOARD

Meet our EDITORIAL ADVISORY BOARD!

Courtney A. Campbell DVM, DACVS-SA

PetVet’s advisory board is here to help ensure quality content to motivate & educate Veterinarians and their staff.

Jenifer Chatfield DVM, Dipl. ACZM, Dipl. ACVPM

“My passions ultimately drove me towards becoming a veterinarian, but when I was growing up I briefly flirted with the idea of becoming a magician. As a veterinarian, the ability to save lives, keep animals healthy, and strengthen the human– animal bond makes me realize there’s nothing more magical than that.”

“People should be so lucky as to get to be a veterinarian. The broad-based education empowers us to be successful in multiple fields and affords us the opportunity to choose how we spend our professional time.”

STAFF

Executive Editor Rebecca Shipman

Publisher Barkleigh Productions, Inc.

Art Director Laura Pennington

President Todd Shelly

Senior Graphic Designer Jenn Barraclough

Vice President Gwen Shelly

Graphic Designer Josiah Malinich

Chief Operations Officer Adam Lohr

Web Master Luke Dumberth

Julie Legred CVT “I have worked in many areas of veterinary medicine and veterinary technology over the last thirty five years, and it is amazing how far our profession has grown and paved the way for the betterment of animals' lives and happiness, as well as improving public health issues. It is an honor for me to be a part of this advisory board to offer additional education and opportunities to grow in our profession.”

Marketing Consultant Alex Hammersla

Lisa Powell DVM, DACVECC “I have had the privilege of working with a variety of animals in my career and my passion has allowed me to be involved in teaching veterinary students, interns, residents and other veterinarians. I continue to enjoy going to work every day to help critically ill dogs and cats, and love the client interactions as well. I am proud to be a part of this advisory board to help teach and spread my love for this profession to others in the veterinary community.”

Kathryn Primm, DVM, CVPM

Director of Marketing & Client Relations James Severs

“Animals mean so much to the human condition. It is my privilege to make lives better every day! I cannot imagine myself in any other career.”

Administrative / Marketing Assistant Karin Grottola

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VETERINARIAN LIFE ADVICE

FIND OUT EARLY IF IT’S A GOOD FIT FOR YOU.”

– Dr. Callie Harris

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lifestyle

close to home: dealing with

as a veterinary professional By Elycia Degenhardt, RVT

s veterinary professionals, we deal with sad situations at work on a near daily basis. Whether it is delivering bad news, performing euthanasia, or seeing an animal in pain or discomfort, we are generally able to complete our jobs while remaining emotionally intact. However, we are sometimes caught off guard by the intensity of our pain when dealing with hospice care or euthanasia for our own pets. This experience can be deeply destabilizing to those who work in veterinary medicine. It can feel unfathomable to continue exposing ourselves to the grief that is inevitable in our field after the loss of a beloved animal family member has carried that grief into our home. In order to heal personally and professionally, we must accept and address the depth of grief that can accompany the illness or death of a personal pet.

grief it can feel very different, and your grief will likely look very different from another person’s. That does not mean there is anything wrong with the way you are feeling. If you are concerned your grief is abnormal or feel it is severely interfering with your daily functionality, speak to a mental health professional. You may also experience a sense of loss before your pet has actually passed. It is very common to grieve upon receiving a bad diagnosis or while providing hospice care. This is known as anticipatory grief and is a powerful and valid form of loss. Anticipatory grief may include periods of caregiver fatigue and thoughts of wishing for your pet’s death. You should not feel guilty about these feelings and thoughts; they are a normal part of this process and do not mean you love your pet any less.

Understanding Grief

Feelings—especially those associated with grief— can be overwhelming. When you are swept away by an emotion it can seem like your whole world is consumed by it. You may even wonder if you will ever feel any better. It is important to remain grounded to the fact that all feelings are temporary. Without devaluing your current emotions, remind yourself that your feelings will shift and give you relief as time passes and circumstances change. It may be helpful to reframe the way you speak and

Many of us are familiar with the five stages of grief: denial, anger, bargaining, depression and acceptance. While these provide a valuable starting point for understanding grief, not all people will experience grief in this way. In fact, you may feel only one of these things, but feel it very strongly, or you may feel them all at once. These stages may occur out of order and will often repeat themselves. It is important to realize each time we experience 6

Feelings are Not Forever

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think about feelings. If you are sad, tell yourself, “I feel sad,” instead of, “I am sad.” This small change identifies sadness as a temporary state rather than a personal trait. While the loss of your pet will certainly affect you, it does not change who you are or your ability to experience a complete range of emotions as you did before that loss. Veterinary professionals are at risk of complicating their grief by feeling it is somehow unprofessional to be severely affected by a personal pet illness or death. We sometimes think we should be desensitized and do not give ourselves permission to grieve deeply. This kind of self-criticism is both untrue and unhelpful. Speaking with other veterinary professionals may help you realize no one is immune to the pain of personal loss.

Face Fear While not an emotion always associated with grief, fear can rear its ugly head when we are processing a loss, making recovery even more difficult. You may be afraid your performance at work will be affected by your grief. This fear can be reduced by speaking with a manager or human resource representative about your situation. Together you can arrange any time off or work accommodations (such as a break from assisting in/performing euthanasias) you may need. If you have a positive relationship with your coworkers, let them know what you are going through. Good communication will allow them to be responsive to your emotional needs, and you will hopefully find them to be a valuable source of support. You may also be afraid of being judged or dismissed by friends or family when grieving pet illness or loss. Pet-related emotional pain falls into the category of disenfranchised grief, or grief unacknowledged or minimized by societal norms. You may find it difficult to discuss your loss with others—especially those who do not have pets—for fear of having your feelings dismissed because it

It may be helpful to reframe the way you speak and think about feelings. If you are sad, tell yourself, “I feel sad,” instead of, “I am sad.” This small change identifies sadness as a temporary state rather than a personal trait. was “just an animal.” Disenfranchised grief is more likely than shared grief to lead to anxiety, depression and shame. Find a community, in person or online, who validates your emotions and acknowledges the value of your relationship with your pet.

ourselves the way we would a friend. I personally know several veterinary professionals who, when their pets become sick or have died, have thought or said the following about themselves:

“I should have recognized my pet was ill sooner.”

Practice Self-Compassion We have all heard of self-care: taking a bath, getting more sleep or taking time for a treasured hobby. While self-care is important, self-compassion serves a different purpose. It seeks to fundamentally reshape the way we think of and treat ourselves. At its core, self-compassion tells us to treat

“I should have been able to save my pet.” “I can’t believe I didn’t realize my pet’s illness was this severe.” Practicing self-compassion means asking yourself, “Would I ever speak

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this way to a friend I love?” The answer is almost certainly “no.” You would not accuse a friend of neglecting a pet, especially when you know the depth of their grief. You would tell your friend they did their best and gave their pet a beautiful life. Remember to show yourself that same compassion when you feel the urge to blame yourself. Even if there is something you could have done differently, remember you are human, you make mistakes, and that does not mean you do not deserve gentleness, love and healing.

Get Support Another tenant of self-compassion is remembering that suffering is a shared human experience. Everyone has experienced suffering to some degree; you are not alone in your grief. Emotional pain can feel very isolating, so it is important to reach out to those who can relate to your loss. This may

be family, friends, coworkers or online forums. Some pet funeral homes and veterinary hospitals (maybe even your own) also sometimes offer pet loss support groups. Whoever you turn to, make sure you feel validated and visible in your grief. It may take a few tries to find the right fit for your healing process, but don’t be discouraged—no matter how you feel, someone can relate. I encourage you to take your grief regarding pet loss or illness seriously. It is completely within reason to need professional help. Our pets are a part of our daily lives in a way very few people are. Our relationships with them are often some of the least complicated and most vulnerable in our lives. No matter how long you have shared your life with an animal, be it two weeks or 20 years, you are entitled to whatever degree of pain you are experiencing. Grief comes from love, and veterinary professionals love animals very, very much.

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Mental health disclaimer: The writer of this article is not a mental health professional. If you are in need of mental health assistance, please seek professional help. If you are having a mental health crisis, please call the National Suicide Prevention Lifeline at 1-800-273-8255.

Resources: 1. Anticipatory Grief: Understanding Grief Before a Death. Hospice of the Red River Valley. https://www.hrrv.org/ blog/anticipatory-grief-understandinggrief-before-a-death/. Published February 11, 2020. 2. Definition and Three Elements of Self Compassion: Kristin Neff. Self. https:// self-compassion.org/the-three-elements-ofself-compassion-2/. Published July 9, 2020. 3. Feldman DB. Why the Five Stages of Grief Are Wrong. Psychology Today. https://www.psychologytoday.com/us/blog/ supersurvivors/201707/why-the-five-stagesgrief-are-wrong. Published July 7, 2017. 4. Gardiner J. Journey of Grief and Loss. School of Veterinary Medicine. https://www.vetmed.ucdavis.edu/ grief-counseling/journey-grief-and-loss. Published August 24, 2020. 5. Raypole C. Disenfranchised Grief: 22 Examples, Signs, and Tips. Healthline. https://www.healthline.com/health/mentalhealth/disenfranchised-grief#symptoms. Published March 30, 2020. Elycia Degenhardt is a certified veterinary technician working at an internal medicine practice in Savannah, Georgia. She joined the veterinary profession after four years as a high school teacher and remains passionate about education. Elycia earned degrees from the University of Wisconsin-Madison and Madison College and continues to learn new things every day through her career and life experiences.

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lifestyle Because we usually outlast the pets who share our lives, animal euthanasias and deaths sometimes seem to haunt us. Veterinarians are no different. But the stories of these short lives also enrich and teach us. Here are three stories related by veterinarians about lessons learned, joy experienced, and the guilt, regret and wisdom that come with approaching and living past the end of the animals we love so much.

By Brendan Howard

Not the dog he grew up with, but the dog who made him grow. While Andy Rollo, DVM, says he wanted to help animals that didn’t have a voice, he also thought he knew his limits. Finley was the family dog who died of cancer in Rollo’s third year of veterinary school. At that time, most veterinarians want their own dogs, but Rollo says he’d seen enough trouble and didn’t want extra responsibility. Then, out of school, a sick yellow Labrador puppy came in with megaesophagus and aspiration pneumonia, with a breeder intent on euthanasia. First, a team member took in the hard-luck medical case, but then her living arrangement changed and she couldn’t keep him. “Beau was a really nice dog,” says Rollo. So, he adopted him. Eating problems aside, the puppy grew up happy and strong. But soon after adopting him, Rollo went out for a run with the dog, and suddenly he 10

just couldn’t walk and he had to carry him home. A surgeon visiting the hospital soon after diagnosed the unlucky lab with muscular dystrophy. Then bouts of irritable bowel disorder and bad diarrhea followed, just when Rollo and his wife were dealing with their first child’s birth. Treatment through the years meant feeding tubes, trying everything and reaching out to veterinary specialists across the country with questions. Still, the puppy who didn’t seem like he’d last six weeks lasted a long six years and taught Rollo a lot. The crucial question, as the dog struggled health-wise, was, how far do you go with medical treatment when a patient is failing? “When I eventually euthanized him, he was as skinny as could be and couldn’t hold anything down,” he says. “When do you say enough’s enough?” Rollo’s hard experience deciding when euthanasia was right has helped him become more understanding with clients struggling with the same decision.

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The dog that disappeared on her. Melissa Detweiler, DVM, and her husband bought a house…and a dog came with it. But they didn’t know it at the time. “There was a big chocolate Labrador laid out in the garage,” Detweiler says. They checked out the neighborhood and figured out the last owner had left him behind (an ex-wife who didn’t want her former husband’s old dog.) “We found the name Copper on the garage wall with a date and figured that was his birthday,” she says. He was a good dog, and good with the kids. Over time, he picked

up a little arthritis, got a little hard of hearing and started struggling with his eyesight. Then Detweiler and her family moved from suburbia to a rural town, and Copper really started living his best life. “He loved being out in the country,” she says. But he got older, and it looked like eventually the family would need to decide when it was time for euthanasia. It was a hard decision, but one that was ultimately taken away. One night, her daughter went out to feed Copper, and he was nowhere around. It was December, foggy and getting dark, but they

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still searched everywhere. “We never found him,” she says. Detweiler says she walked and drove every back country road around town, hoping to find him or his body. “That still haunts me,” she says. She never said goodbye. “Now when I have conversations about euthanasia with clients, I can relate to their difficult decision," she says, remembering starting to consider the decision as Copper got closer to the end of his life. "Euthanasia isn’t the easier option,” she says, “but it’s an option.”

The dog that bailed him out. “We had this brown dog,” says Jeremy Campfield, DVM. “And she was far from perfect.” The brown dog came into Campfield’s life with tetanus from the streets (before his wife adopted her), then fought through parvovirus, kennel cough and life-threatening bee-sting anaphylaxis. She loved eating poop, was aggressive toward men and overly-protective on a leash—yet always needed to stay on it because she was unpredictable. But this brown dog was a good dog, he says: “More than once I’ve had to remind myself that a dog lunging at me as I enter the exam room might also be a ‘good dog,’ just like her.”

Campfield’s daughter asks him regularly to tell the story of when his good brown dog saved him. The story goes, he and the dog were on a hike in Southern California when the wind picked up and clouds started rolling in fast. Fog obscured things, and after 90 minutes of backtracking, Campfield realized he’d lost the trail. “It was a weekday, and we were the only ones up there at the time,” he says. “Without cellphone reception and late afternoon upon us, I began to ready myself for an impromptu camping trip on the mountain.” Campfield says he would have survived overnight, but his family

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would have been panicked. “As we made a few more blind passes around, hoping to stumble back onto the trail, that brown dog became increasingly vocal and restless on her leash,” he says. “Then finally, after more wandering, she got stubborn.” "She sat and stared at me, refusing to go in one direction, and I could have sworn she was trying to communicate something to me,” he says. So, he broke his own “strict rule” about always having the dog leashed around people and other dogs. “As soon as the leash clasp was off, that lazy house-dog was a sight to behold,” he says. “She started zig-zagging back in the direction we’d just come.” She was searching. And within 15 or 20 minutes, after hours of his lost meandering, she found the trail. "I don't necessarily think she saved our lives that day,” he says. “But I sure did appreciate being home in a warm bed rather than spending a very chilly night in the mountains.” Dirham, usually called “D” by the family, recently lost her battle with mast cell disease at eight years old.

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Brendan Howard has been listening to veterinarians’ stories for more than 14 years.

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Best practices

love being a veterinarian. It’s wonderful when a client thanks me for the care I’ve provided to their family pet. When I diagnose a rare disease or complete a difficult surgery, it is personally and intellectually gratifying. And, let’s be honest, nothing makes my day like an eight-week-old puppy enthusiastically bounding across the lobby to see me and splattering my face with kisses. This is why veterinarians choose this profession. The mix of appreciation from clients and patients, the daily challenges to conquer and the meaningful nature of this field attract potential vets to this fulfilling occupation.

The Outset

The Importance of Work-Life Balance By Dr. Sam Meisler

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When I started my career, veterinary clients understood the humanity of our jobs. When we “buried our mistakes” (and if you have not heard this phrase, it proves my point) clients consoled us knowing we did the best we could. Fast forward to today, the veterinary consumer expects world-class care for their pets, appointments on demand, the best technology available and veterinarians that are specialists in every area…all provided for the best price. Adding to these pressures on today’s veterinarian is the immense financial load of student loans—often into six figures. As a result, production-based pay is the norm. The onus is placed squarely on the veterinarian employee to work harder and smarter in order to make an income sufficient enough to pay down student loans. Consequently, veterinarians work long shifts, handle multiple cases at once and play a multitude of veterinary specialty roles simultaneously. Understandably, the client wants the veterinarian to show the compassion, care and focus required to prove that theirs is the only pet in the world needing attention. Add a backdrop of social media reviews and

Work-life balance is not simply about hiking on weekends or cramming your work week into as few days as possible. It should be about achieving balance The Balancing Act throughout each and every hour of every day. the pressure to post their best self on Facebook, one is left with a veterinarian who has hit their limit emotionally, intellectually and physically.

Veterinarians, given a problem, set about solving it within the parameters given. Veterinarians are great at finding solutions. Collectively, it seems as though the solution we have come up with to handle these pressures is the concept of work-life balance. But what exactly is work-life balance as defined by those using it? A quick analysis of several job postings on the AVMA Career Center website using this term revealed some interesting findings… One posting in Pittsburgh with the title “Life Changing Career” seemed to indicate that the mere act of living in Pittsburgh brought all the work-life balance opportunity needed, including hiking and bike trails in the nearby mountains. A recent posting in Tennessee simply mentioned the fact that work-life balance was “valued.” There was nothing in the job description indicating how they provide it. In fact, the three open positions at this particular eight-doctor practice provided insight into just how busy things would be. A posting for a veterinary emergency position at a hospital near D.C. advertised work-life balance with “only 12 shifts per month!” Unfortunately, I could not find any mention as to the length of the shifts themselves. Another posting in Ohio simply offered “no after-hours emergency duty.” In North Carolina, a position was proud to offer “just a four-day work week” yet required a shift every other Saturday. And, near Nashville, Tennessee, work-life balance was again described in a posting as “no emergency duty, a

four-day work week and holidays off.” Given the parameters of traditional veterinary practice, the work-life balance theme seems to be fewer shifts per week, longer shifts, no emergency duty and picturesque scenery to experience while recuperating from those long shifts. However, during my deep dive into these job postings, I discovered a few non-traditional offers to prospective veterinarians… A relief veterinary service advertising work-life balance in its title promoted the idea of “working as little or as much

as you want” and “having control over your schedule.” In another post, a dental-specific vet practice seemed to imply that their clinic is the place where stressed-out veterinarians have ended up and are happy. The shifts were long (10-11 hours each), four-day weeks, plus a shift every other Saturday. However, these posts were starting to get to the real deal: The draw to these clinics was control over your schedule and narrowing one’s focus.

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In order for veterinarians to achieve true work-life balance, we need to make a valid attempt at defining it. Work-life balance is not simply about hiking on weekends or cramming your work week into as few days as possible. It should be about achieving balance throughout each and every hour of every day. There is no firm border between work and life. For the health of our industry, we need to recreate the traditional work parameters given so

that we can enjoy work; not just get through our day. The health and wellbeing of the veterinarian is a key pillar to the success of any clinic. Without a happy vet, you’re not providing the best treatment for the animals and their families. In order to create that healthy and happy work environment, a clinic should strive to allow for reasonable work hours, sustainable workloads and the ability to leave your work at work.

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Having a narrowed-down focus can go a long away; for instance, focusing on primary care without the stress of surgery or the burden of navigating specialty cases at the same time. Some veterinarians prefer to work through one case at a time, giving quality care to each of their patients. Today’s veterinarians are seeking more than just a steady income, with limited shift lengths or set hours per day being at the top of their lists. There are far too many practices where shifts longer than eight hours a day are keeping veterinarians away from any personal time. But by offering a finite, manageable work schedule, we can offer the balance that so many vets are seeking. Finally, by limiting the scope of the cases, there is an opportunity for our industry to cut down on the amount of “work worry” that vets often carry home. A limited area of focus allows for the vet to come into work the next day clear-minded, well-rested and ready to take on whatever is presented to them. As an industry we can demand more for our vet and pet care. As the rate of pet ownership continues to grow, this futuristic model will prove necessary. Why not create an environment that veterinarians and man’s best friend can both enjoy? 

Dr. Sam Meisler, DVM is the founder and CEO of PetWellClinic, an innovative walk-in veterinary franchise system offering general primary care and vaccinations for pets. Meisler grew up in East Africa where he was immersed in both wildlife and domestic animals. Based in Knoxville, TN, he owns and operates two full-service animal hospitals and four PetWellClinics. His wife, Julie, keeps him grounded and focused on what is important. He has two wonderful adult children and his own menagerie of pets.

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Client Services

The Biggest

Veterinarians Make By Jon C. Coward

asic marketing is not hard, and pretty much every veterinarian knows that you can promote your business on the internet. Some don’t think it’s worth the bother because they have other ways or, more often than not, believe the internet doesn’t work or is a waste of time. Others are into all that the internet has to offer or, more accurately, all they think they know the internet has to offer. In today’s world, the internet is an organic part of society. It is not something you do, but rather it is integrated into everyday life where people hang, shop, work, market, sell and hire—organically. So, naturally, you decide to take that next step to market your business on the internet, hoping to get new clients. Hint: This is the beginning of the mistake. There are a million websites, books and blogs promising stepby-step guidance to internet marketing success. Some even go as far as to promise shortcuts (or “hacks,” as they call them) to quick success. After skimming a few resources and maybe talking to an SEO agency, you decide you found the perfect blog that explains how you can easily market your clinic in just a few steps. So, why not use their free or cheap advice and see what happens? Of course, being a professional, you read and implement everything they say. After all, this is written by an SEO expert and the website seems legitimate. Time passes and not much happens with your marketing results. You check your rankings on some online rankings checker to see if it failed and see you moved up on some keywords and down on others. Maybe your website is even now ranking for the exact keywords you chose. The problem is, either way, what you know for certain is that you have not gotten any new business. 18

The first thought is, “Thank God I didn’t spend big money on SEO, it doesn’t do anything for me.” Hopefully you make it to the second stage called “confusion.” It happens when you just do SEO and then look at Google Analytics and see traffic, but sales were not up in any significant way. Eventually, your brain realizes that maybe it really should have worked because you have heard and read it works for others. That’s because there is much more to SEO than can be contained in a blog or even one book. There’s a lot missing, and that is the point where SEO meets marketing. SEO is marketing, and that starts with a foundation, math, algorithms, trial and error, science and a strategy. SEO is not a plan, but rather just a tool to help achieve that plan. Expertise to fully wield that tool takes ongoing education and time; the same education and time you already spend staying up on your profession and certifications. If internet blogs were plans on how to build a doghouse, there would be no strategy and they would only provide a hammer and a picture of the final product. There’s no mention of all the many other necessary tools. They don’t even tell you how long it will take. There are very few things you can build with just a hammer. You end up with no idea what parts to saw, where to find a saw or even what a saw looks like. Yes, there’s also a chance that you can wing it and build a doghouse successfully, but you have a business to run. Why waste time when you could be growing your business the right way? All SEO is not created equal. It’s about seeing your SEO efforts in the bigger picture of marketing and sales and not just ranking blindly. SEO is not magic either. SEO professionals study the market, data and last year’s 900,000+ algorithm changes on a

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When you do SEO, you need to be thinking about the big picture–including the technical aspects, the target market and the sales funnel for starters–not just blogs and online articles. regular basis to know things beyond keywords. SEO agencies learn your business needs, your industry and, most importantly, how Google handles the combination of your keywords, your brand, your website and the competition. You cannot just pick keywords and go rank; it’s a futile exercise if you don’t even know which keywords cause visitors and which cause new clients. That is the biggest marketing mistake veterinarians make. You simply do not have the time to market properly. Casual marketing rarely creates a steady flow of clients. It does however create a self-fulfilling prophecy. There is one shortcut: keywords alone are useless. Marketing is nowhere as tough as getting your DVM, but it does take a lot of knowledge and time. When you dig in, you will see conventional marketing wisdom is much like the myths that clients ask you about in regards to

their pets. Looking at keywords as SEO is like feeling a dog’s nose to tell if they are sick. Keywords and their search volume are usually the first SEO metrics (and sometimes the only metrics) many people look at before engaging in SEO. This is an empty piece of information without all the data they aren’t showing. Let’s say you are a veterinarian (not a stretch here). You wrote a great informational blog post that was designed to answer a frequently-searched pet health question. Nothing wrong with that. It’s a great start, but just a start. It may even get you ranked well. However, the keywords you chose and ranked were incredibly broad. Let’s say the keywords the post ranked for are: • Dog Health • Veterinarian Cures • Dog Health Tips These may look like great related keywords; however, a longer glance at these terms can easily show what the problem is. The issue is people typing “dog health tips” into Google are not necessarily looking for a veterinarian to help. On the contrary, they’re most likely looking for information on how to do it themselves. This will virtually do nothing for your business unless your website is in the business of telling

them how to not hire you…and I don’t think that makes for good business. The problem is, most do-it-yourself SEO causes rankings, but not sales. Now, I’m not saying ranking for a search like this is all bad. It does bring in potential traffic and can create great awareness. However, you embarked on SEO to increase sales and gain new customers. From a brand awareness standpoint, it’s a win. But, a lot would have to happen before the vast majority of your website visitors from this traffic became paying customers. When you do SEO, you need to be thinking about the big picture—including the technical aspects, the target market and the sales funnel for starters—not just blogs and online articles. SEO is designed to take a lead through the stages of the buyer’s journey in order to convert them into a customer. Go ahead and look back at that SEO blog you were reading. I would almost bet that they never mention taking a visitor through the buyer's journey. They are all about getting ranked. Doing it on the side may seem like a free effort, but it’s not time well spent at all and doesn’t yield many results. SEO with strategy is designed to take your audience from problem-aware to solution-aware. You should be thinking about how you can get sales and not how to rank. For SEO, you must first wear your marketer’s hat. What are your overall goals? How is each piece of new content or strategy bringing you closer to that goal? Don’t think about keywords after your site goes live. Plan your strategy meticulously.  Jon C. Coward has been a marketing expert, author, speaker and presenter in the Pet Care Industry for over 16 years with 7sidedcube.com as the CEO. He helps the industry approach digital marketing from a growth perspective instead of a hobby. Jon attended the University of Texas and has an MBA in Marketing. He spends his days reading SEO and Marketing manuals to his cat and daughter when he is not riding his bike.

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Industry News

EXP EX P L O R I NG THE DOG

I M P ORTAT I ON BAN ( AND THE REINTRODUCTION OF RABIES ) By Jenifer Chatfield, DVM, DACZM, DACVPM

n June 2021, the CDC published a notice to temporarily suspend the importation of dogs from countries categorized as “high risk” for canine rabies. The importation suspension also applied to dogs that had been in any of the high-risk countries in the six months preceding importation. The CDC issued the suspension notice 30 days prior to the suspension going into effect. The reason for such action is: “In 2020, CDC identified a significant increase compared with the previous 2 years in the number of imported dogs that were denied entry into the United States from high-risk countries. Due to reduced flight schedules, dogs denied entry are facing longer wait times to be returned to their country of departure, leading to illness and even death in some cases.”1 Wait, what?! No mention of rabies prevention?! Justification would seem obvious as rabies is a significant human health concern and canine rabies has been eradicated in the US for decades following effective policies legally compelling vaccination and eliminating stray populations. However, digging just a bit deeper into the issue provides some startling and disturbing facts surrounding rabies, animal movement and resulting animal welfare. Let’s start with canine rabies… In 2007, the CDC officially declared the US free 20

of canine rabies.2 The announcement represents the culmination of years of hard work and is the result of a multifactorial approach to a serious public health threat. Rabies remains nearly 100% fatal in most, if not all, species susceptible to infection. In fact, at least 60,000 people die from rabies annually and most are children infected with canine rabies from a dog bite.3 A key characteristic of rabies is that the virus exists as different strains or types that are named according to their maintenance host in which the virus is adapted to survive and as an indicator of transmission. For example, raccoon rabies is specifically used to refer to a strain that is maintained in raccoon populations, thus, raccoons may survive for extended periods following infection and successfully transmit the virus to others to maintain the virus in their population. Rabies is most frequently transmitted via a bite as the virus is shed efficiently in saliva of infected hosts. The virus then remains in the local bite site for several days before traveling through the nervous system to the brain and then into the salivary glands. Rabies has two distinct clinical syndromes: paralytic (or dumb) and furious. However, both are nearly 100% fatal once symptoms appear. The most effective “treatment” for rabies in

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$245-510 MILLION ANNUALLY Total public health expenditures on rabies prevention and control in the US any species is prophylaxis prior to the onset of clinical symptoms. If vaccinated prior to exposure, patients require less post-exposure prophylaxis and externally administered immunoglobulin is not indicated. Each year, ~55,000 people are treated for rabies exposure in the US with cost ranging from $10,000 to $100 million per person, depending on exposure, wound care, intervention timing, etc.4

Total public health expenditures on rabies prevention and control in the US tops out at an eye-popping $245-510 million annually. A recently imported rabid rescue dog cost the federal government a whopping $215,000-$509,000 to investigate.5 Currently, the companion animal vaccine is perhaps the cheapest vaccine available and, once again, confirms that prevention is much, much cheaper than a cure. Rabies is surely a concerning disease,

but how often are companion animals or other species actually traveling internationally and being imported into the US? According to a recent report by the USDA, more than one million dogs are imported into the US each year.6 This includes those declared as personal pets by the owners and those imported for distribution and resale through all outlets (shelters, rescues, breeders, etc.). The majority of these are assumed to be personal

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pets; however, assumptions are less than ideal when discussing disease vectors. Importation permits for dogs are fairly simple and variables are based on country of origin. Generally, a simple health certificate is all that is required. In fact, with changes in the last few years to the CDC requirements, 75% of all imported dogs are exempt from any rabies certificate requirements. Contrast these facts with the significantly more complex process of importing almost any other species into the US, as most require multiple serological tests, immunizations and permanent ID placement, and are visually inspected by officials upon entry into the US, with some species further requiring significant quarantine at great expense (and risk) to the importer. Beyond these minimal requirements for dogs to move around internationally, what about the welfare implications— not only for the dogs in transit but for the dogs already in the US? Roughly 1.5 million animals are killed

at US shelters every year which is more than the estimated total dog imports from the USDA’s 2018 report.7 It is simplistic to believe all dog imports are by traditional pet stores or even breeders. Importing dogs to “rescue” them is a rapidly growing industry with apparently mortal consequences for local resident pups. For example, one such organization states that they have imported 600 dogs from China over the last two years for the purpose of rehoming them in the US.8 The organization states that the cost to bring each dog to the US is $2,500-$3,500. That’s per dog! While all personnel involved are said to be volunteers so that all funding is consumed by operations, that’s a lot of money for each dog. This organization is based in a county with a population of ~100,000 and the county animal shelter has dogs available for purchase (adoption) for a mere $85 and estimates $460 spent per animal.9-11 If the rescue organization shifted focus to animals within their home community,

an additional 3,300 American dogs could be saved. Additionally, China is currently categorized as a “high risk” country for rabies by the CDC12 and considered an incubator for influenza. Surely avoiding euthanasia is the pinnacle of improved animal welfare?! While the CDC claims the temporary change in importation policy is a response to the number of dogs denied entry that have poor outcomes awaiting shipment home, one may wonder if the dramatic increase in the number of imported dogs testing positive for rabies after arriving in the US and the number of people involved in likely exposures to the nearly 100% fatal virus is also a contributing factor? As a veterinarian routinely administering rabies vaccinations in practice, this approach would make perfect sense. For a pathogen with a near 100% mortality rate in dogs and humans (and many other species), caution seems minimally prudent. This policy might also inspire all

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shelter pets in the US to rejoice! A commonsense presumption would be that if rescue organizations and shelters are actively seeking to import stray dogs for resale (adoption), then all shelters in the US must be empty or, at the very least, have euthanasia rates nearing zero? Must we look abroad for homeless pets? What a champagne problem! Importing cattle from foot and mouth disease (FMD)-endemic countries is far more difficult than importing dogs from canine rabies-endemic countries—and FMD is not lethal to humans. FMD is considered a foreign animal disease not currently present in the US. Canine rabies is considered not currently present in the US. Should importation policies not be applied equally across species in order to maintain these hard-fought (and expensive), disease-free designations? The change in policy is not only perplexing in and of itself, but the early warning of the implementation is equally disconcerting as it allowed for circumvention of the targeted outcome. Following the CDC’s announcement of the future effective date of the ban, overseas rescues use the announced implementation date to ramp up efforts to ship as many “rescue dogs” into the US as possible ahead of the ban, thereby circumventing the effort to prevent rabies control efforts.13 Overall, this recent temporary CDC policy shift has illuminated the large number of organizations expending incredible resources to import stray dogs from abroad while American strays are euthanized daily. Shouldn’t available resources be focused on avoiding euthanasia of as many dogs as possible in the US before looking for additional dogs abroad? Especially if those imported dogs are potential disease vectors for diseases currently absent from the US? In other words, if the US is battling overpopulation, why are additional dogs being imported by the millions each year? I encourage all veterinarians to make an effort to remain aware of these activities in the pet industry as well as encourage clients to purchase dogs that have empty passports. 

REFERENCES 1. Notice of Temporary Suspension of Dogs Entering the United States. (2021, June, 14). CDC. https://www.cdc.gov/importation/bringing-an-animal-intothe-united-states/high-risk-dog-ban-frn.html 2. US Declared Canine-Rabies Free. (2007, Sept, 7). CDC. https://www.cdc. gov/media/pressrel/2007/r070907.htm 3. Rabies. OIE. https://www.oie.int/en/disease/rabies/ 4. Cost of Rabies Prevention. (2019, June, 11). CDC. https://www.cdc.gov/ rabies/location/usa/cost.html 5. Dog Adopted By Chesco Family Had Dangerous Variant Of Rabies. (2021, June, 21). Patch. https://patch.com/pennsylvania/philadelphia/ rabid-dog-azerbaijan-adopted-chester-county-family-cdc 6. Report on the Importation of Live Dogs into the United States. (2019, June, 25). AKC GR. https://cqrcengage.com/akc/file/ZSOYKBw3C5F/ USDA_DogImportReport6_25_2019.pdf 7. Pet Statistics. (2015-2018). ASPCA. https://www.aspca.org/ helping-people-pets/shelter-intake-and-surrender/pet-statistics 8. China Rescue Dogs. https://chinarescuedogs.org/about/# 9. Moore County, NC Sheriff’s Office. https://www.moorecountync.gov/sheriff/ animal-services 10. Public Animal Shelter Report. (2017). North Carolina Department of Agriculture & Consumer Services. http://www.ncagr.gov/vet/aws/Fix/documents/2017PublicShelterReport.pdf 11. Moore County, North Carolina Census. (2019, July, 1). United States Census Bureau. https://www.census.gov/quickfacts/fact/table/ moorecountynorthcarolina/PST045219 12. High-Risk Countries for Dog Rabies. (2021, July, 14). CDC. https://www. cdc.gov/importation/bringing-an-animal-into-the-united-states/high-risk.html 13. US Suspends Dog Importation From 100-Plus Countries. (2021, July, 28). AMVA. https://www.avma.org/javma-news/2021-08-15/ us-suspends-dog-importation-100-plus-countries

Dr. Chatfield is board-certified in both zoological medicine and preventive medicine. She has been a practice owner, worked in zoos and completed international fieldwork. Dr. Chatfield’s peer-reviewed publications include pharmacokinetics, wild animal behavior, infectious disease, and assisted reproduction in endangered species. Additionally, Dr. Chatfield loves French bulldogs, Himalayan cats, the dirtiest of vodka martinis and basking in the sun on any Caribbean beach.

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petvet profile

From ER Vet F to REALITY SHOW JUDGE

does it all! By Jen Phillips April

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rom our first email exchange, Callie Harris, DVM, brimmed with warm friendliness. “What an honor!” she said when asked if she’d like to be featured. “Who recommended me? I would love to know who to thank personally!” Her upbeat personality seems a perfect match for her unusual career path. A blend of medicine, education and a bit of fun, the ER veterinarian turned nutrition educator at Purina recently added reality show judge on ABC’s Pooch Perfect to her resume. But how does she manage all these roles? With humor and grace, judging from our recent conversation. When asked how she got into the veterinary field, she laughed and replied, “Unlike many kids who say they want to be a veterinarian when they grow up, I wanted to be a news anchor or a movie star, maybe a tap dancer.” Yet, she always loved animals. By the time she attended college at TSU in Nashville, TN, she had enrolled as a biology major to explore science. Her roommate was a long-time friend and recognized the future Dr. Harris’s love of animals. “She said, ‘You love animals, why don’t you become a veterinarian?’ That was when I was a sophomore,” Dr. Harris shared. She changed her major from Biology to Agricultural Sciences with a pre-vet concentration and continued her undergraduate studies, and then pursued veterinarian medicine at Tuskegee University in Tuskegee, Alabama. “I attended the Tuskegee University College of Veterinary Medicine—the only HBCU (historically black college and university) out there with a veterinary school. This was one of the only schools that would allow black/brown students to obtain their veterinary training for many years. Now, Tuskegee’s vet school is the most diverse program with students from all backgrounds. I have found that my time at TU helped prepare me for working with all different types of people and pet parents, and it’s something that I

“After realizing I had a special skillset as a problem-solver, I pursued a small animal rotating internship and fell in love with emergency medicine and critical care.”

– DR. CALLIE HARRIS

am very proud of,” she says. Always up for trying new things, Dr. Harris briefly considered being a large animal veterinarian. She laughs as she says, “My first year in vet school, I fell in love with large animals. I thought, I’m going to be a horse vet. I found an externship in Kentucky with horses. That summer was so important because, by the end of that summer, I knew 100% that I didn’t want to be a horse vet.” Instead, she became an emergency veterinarian. “In the vet world, we can go right into practice without the residency side. After realizing I had a special skillset as a problem-solver, I pursued a small animal rotating internship and fell in love with emergency medicine and critical care. As an ER vet, panicked pet parents come in in the middle of the night with their pet. They don’t know what’s wrong, and I get to connect with them and help their pet. I’m a people person too.” After eight years as an emergency room veterinarian, Dr. Harris had the opportunity to focus more on pet nutrition

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As a judge on ABC’s Pooch Perfect, a reality show about creative pet grooming, Dr. Harris was able to pair her love of animals with her enthusiasm for being on camera and interacting with people.

PHOTOS BY ABC / POOCH PERFECT

and work with Purina Pet Care. “I’ve been with Purina five years. As a Purina Vet, I get to communicate and educate about the role of nutrition in our pets’ lives.” As a Veterinary Communication Manager, she leads workshops for other veterinary professionals and does media work for Purina, such as videos on YouTube, local news segments on pet safety tips and interacts on social media platforms. She also stays sharp in the ER by serving as an independent contractor relief veterinarian for vet practices when she can. “I love still being in the ‘trenches.’ Maybe they have a shift open or have a veterinarian taking time off. I have more flexibility with my schedule and have the chance to work in different types of practices.” Dr. Harris says, “When I left my emergency practice, I shared I would love to come back as long as they would have me. So I’ve picked up most of my relief shifts at the hospital where I worked before. The vet world is a small one and now I found out about other shifts available through word of mouth. There are savvier approaches too with various platforms where vets can get on and see 26

what’s available. There are even traveling vets who’ll go to another state to work for a week or so.” Fast forward to 2020, and Dr. Harris’s childhood interests met her adult pursuits. You could say they came full-circle. As a judge on ABC’s Pooch Perfect, a reality show about creative pet grooming, Dr. Harris was able to pair her love of animals with her enthusiasm for being on camera and interacting with people. “I love to share information, and I’m not shy. If given a platform, I’m going to share,” she adds. The creative grooming competition showcased ten groomers and their assistants who demonstrated their skills, artistry and ability to connect with their four-legged subjects. The groomers styled, trimmed and dyed some of the dogs. There were even goats, which made for a fantastic challenge! Dr. Harris moved to L.A. for a month to tape the show. “I loved walking around the set and visiting with the pets and the groomers. It was the easiest job I’ve had as a veterinarian. I’m used to working nights, weekends, holidays, dealing with trauma cases, tragedies. And here I’m working with healthy animals who were there to PETVET MAGAZINE

be a part of this really cool experience. Everyone was happy and healthy, and grooming is such a great way to encourage the human-animal bond.” She also enjoyed getting to know the groomers. “I’ve always had a great relationship with my local groomers. It was even more exciting to work with groomers in such a setting. They’re literally creating artwork.” When asked how she became a judge on the show, she shares, “My colleague saw a casting call for a judge for a veterinarian on the show, and she sent it to me on a whim. At first, we joked about it, but I thought it would be fun the more I thought about it. As a Purina vet, I’ve done quite a bit of media work, such as being in front of the camera, delivering messages to consumers. Not everyone wants to do it. I do informational interviews for them on YouTube. I’ve done a lifestyle series on Yahoo! where you make house calls in NY. I did a commercial for Purina that aired at Westminster Dog Show. I’ve also been a ballroom dance instructor. So I sent ABC a smorgasbord of clips. When I got the call that I had the job, I was so excited. Purina

“Now that I’ve had more exposure to a larger audience, I hope to continue doing what I consider media vet work. I still have important work to do with Purina, and overall I just love being a vet.” – DR. CALLIE HARRIS

was so supportive. They were excited to have one of their own on the show. While on set, I had my own trailer, hair, and makeup every day for three weeks. It was fun.” Dr. Harris wants to inspire others to go into the veterinary field—especially minorities. “African American veterinarians make up roughly 2% of veterinarians in the United States! This should change as it’s not reflective of pet owners, plus it’s inspiring

for kids from minority or marginalized groups to see themselves in careers where they are not typically represented. Diversity of thought is powerful, and animals are the great equalizer for all of us.” So, what’s next for Dr. Harris? She laughs and says, “That’s the million-dollar question. Now that I’ve had more exposure to a larger audience, I hope to continue doing what I consider media vet work. I still have important work to do with Purina, and overall I just love being a vet. Though you never know what’s around the bend. You have to keep your eyes open.” 

A web writer since 2005, Jen’s written over 1000 articles on pet-related topics. She works with veterinarians and pet professionals around the world to help them attract and retain customers through effective content marketing practices. Passionate about both pets and digital marketing, you can find out more at jenphillipsapril. com. When not working with her fabulous clients, you can find her eating tacos and practicing her Spanish in her adopted home of the Riviera Maya.

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Team Management

INQUIRYY INQUIR TAKING ADVANTAGE OF POSITIVITY IN PRACTICE By Louise Dunn

re you caught in a trap? Trapped by problems that, no matter how many times you lecture, correct or threaten, you never seem to be able to fix the issues? Trapped by the failure to deliver exceptional medical care and client service to every patient, every client, every time? Trapped by the inability to break free of the negative cycle? Perhaps you are trapped by what Albert Einstein called “insanity.” According to Einstein, “Insanity is doing the same thing over and over again and expecting different results.” Perhaps you are in this insanity because you are trapped by negativity. You are using the same tools (lecturing, correcting, threatening or adding more management layers) to fix a problem, be that problem a procedure or a person. Break free of the trap by using a new tool—the positivity tool! There is a process whereby you use what is working well to fix what isn’t working. Appreciative Inquiry, also known as “AI” (no, not artificial insemination), is that process. AI focuses on positive assets, capabilities, procedures and resources to solve other problems. For example, a practice has low client acceptance of the newly implemented wellness program, and no number of threats or bonuses has improved the numbers. However, another program for senior wellness is going like gangbusters. What is the difference? What is being said or done that garners higher 28

client acceptance? Taking time to explore what is working well in the

The AI process focuses on a cycle known as the 4-D Cycle: What is valued, motivating, and/ or effective, what works best Identify common themes about the vision and future, facilitate dialogue Create action-oriented statements, ideals, provocative propositions Initiatives program helps identify the team’s strengths, best practices and peak performances that can be applied to designing a strategy to improve what is not working well. The AI process hinges on asking positive questions on constructive topics. It is NOT about accusations and inflammatory questions. Consider the difference between these two questions: a) “Why can’t we ever post charges without mistakes and missed charges?”

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b) “Can you describe what happens when the correct invoice is created, and what small changes could be made to improve accuracy in those wrong-invoice situations?” Which question would you prefer to answer? AI differs from the traditional problem-solving routine most of us are accustomed to where we approach every problem based on the assumption that people and processes are broken. Look at the two questions above; the first one screams that the team is always messing up and the invoicing process needs significant fixes. In contrast, the second question is inquiring, locating specific steps and focusing on positive dialogue to explore changes. Changing what questions are asked is the first step to getting out of the negativity trap and moving the team to look for a solution in what is working well (looking at the positive). While the traditional problem-solving technique (identifying the key problem, analyzing root causes, discussing possible solutions and developing an action plan) may be necessary for some issues, AI may be a better choice for solving many of your other dilemmas. AI is not the cure-all for every problem you and your team are facing; however, the AI process is best suited for specific issues such as: • Complex, multi-cause issues • Recurrent problems not responding to other solutions • Worsening problems. When faced with multiple causes to a problem, stop trying to tackle each complex issue and instead focus on what is already working well and applying it to the problem. For example, the client compliance dilemma mentioned earlier: This is a complex, multi-cause issue involving cultures, personalities, income variances, etc. Since you cannot “fix” such an extensive list, look at what is working (either at your practice or from best practices in the medical field) and build on what does work for compliance.

to getting out of the negativity trap and moving the team to look for a solution in what is working well (looking at the positive). How will the AI process look in your team? Consider another issue such as attracting new clients: Do not state the problem as, “How to fix our low new client numbers,” but rather, speak positively, such as, “Ways to accelerate new clients scheduling appointments at our practice.”

1. Discovery: Gather stories about what attracted recent new clients to the practice. What do team members see as most important to new clients? What are team members most proud of about the practice that they tell other people? Identify patterns: What is the reason past new clients came to the practice?

2. Dream: Dream about what might be accomplished by emphasizing the positive points brought out in the discovery phase. Will you enhance

what past new clients said they valued? Will you stop doing things that are not attractive to new clients? Will you promote what the team has identified as what they are proudest of?

3. Design: Drill down. Time to get the specifics of the strategy for attracting new clients. Who needs to spearhead projects? What protocols need to be changed? What strategies will be put into motion? (e.g., marketing, appointment procedures, new client packets, surveys, new team roles such as Client Experience Team).

4. Destiny: Implement with a clear plan. Write out the project using a project implementation document such as: Title/Goal: Using Social Media to Promote Our Practice and Attract New Clients

om w fr e N

SOCIA L MEDIA RELEASE FORM Pet Name

Date

Your Pet is IMPOR TANT to Us!

I hereby authorize the use of photo s and/or information related to my pet’s experi ence at this establishment. I understand my pet may be used in publications includ ing electronic, audio visual, promotional literature, advert ising, community presen tations, letters to area legislators, media and/or in similar ways. My consent is freely given as a public service without expec ting payment.

No longer struggle with the dilemma of posting your latest & greatest groom that just so happened to be on your client’s dog!

I release this estab lishment and their r espective employee and agents from s, officers any and all liabilit y which may arise news media stories from the use of such , promotional materi als, written article photographic image s, videos and/or s. I grant permission

to use: (Please check one below) My pet’s name(s)/ima ges My pet’s and my last name/image s My pet’s and my fir st and last name/im ages Establishment Name Owner Name Owner Signature

Barkleigh Produc

tions, Inc. • 717.69

1.3388 • www.b

arkleigh.com

This simple form with space for client’s pet name, client’s name and signature is designed to make it clear to the pet parent their pet’s photo will be shared on social media.

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Objective: To attract potential clients to our practice website and follow Facebook stories with the ultimate goal of getting them to call us and schedule an appointment. The Design: • Strategy–Active, engaging social media use. • People–List of People responsible for the content, posting, replying, responding, and monitoring. • Finances–Budgeted payroll “X” hrs./week for each person and budgeted continuing education to attend a conference highlighting eMarketing. Time Frame: Establish the members of the New Client Team by next week. Register members for a conference or webinar within the next three months. Schedule weekly project development time and bi-weekly postings. Metrics: Past new client numbers, new numbers, reasons for visits, survey results. Notice that the process did not talk about what is wrong with the practice; that can be discovered by what is working and what is valued, thus leading to, “what we should stop doing because it isn’t working.” Using this framework, your practice can explore the AI technique and create their SOP for the AI process and project implementation. It is essential

to include all the steps in the AI process; skipping a step will derail the group and give the impression that management does not support it. Using AI can be a transformative process to bring up positive change and let go of negative questions and demoralizing tactics. Appreciative Inquiry can help your team discover what is working right and highly valued in your practice and then allows you to apply this positivity to solving problems and creating strategic plans for the future.  Louise Dunn is a renowned award-winning speaker, writer and consultant. She brings over 40 years of in-the-trenches experience and her business education to veterinary management. Louise is founder and CEO of Snowgoose Veterinary Management Consulting. SVMC works with veterinarians who want to develop a strategic plan that consistently produces results. Most recently Louise received many awards including the WVC Educator of the Year numerous times and VetPartner’s The Life Time achievement Award in January 2016. Besides all aspects of practice management and mentoring, Louise’s passions include her husband, Joel, her English mastiff Therapy dog, Zuri, her little sister, Annabelle, as well as kayaking, opera and New England Patriot’s football.

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PETVET TOp 10 Ten things to DO Need a new read? 1 Check out Animal Policy

Group Founder & CEO

Mark Cushing’s The Inside Story of How Companion Animals Are Transforming Our Homes, Culture, and Economy, which tells the story of how pets in the last 20 years went from being left out in the cold to being the little spoon in bed with us—and the economic, media, legal, political and social dramas springing from this cultural transformation and seismic shift.

One good thing that came from

the pandemic

Offer your clients a new way to Memorialize their

deceased pets and keep their ashes safe with Eternal Friends Home Niche (efhomeniche.com), the only In-Ground Home Niche that allows pet owners to preserve the memory of their deceased pets in the privacy of their yards.

is the normalization of wearing less makeup. “Skinimalism” is a new trend with the goal of achieving healthy-looking skin with the minimum amount of makeup.

4 October 17-23 is National Veterinary Technician Week! Celebrate by featuring each of your vet techs on your social media pages so your clients can get to know them and appreciate all they do.

5 Have you tried plant jerky? If you’re going plant-based or just looking to cut back on meat, you can still enjoy the salty, umami snap of jerky. Creative alternatives like coconut, mushroom, eggplant and soy-based jerky have started cropping up in grocery stores all over.

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this month

Take a moment to review the

newly-released 2021 AAHA

Nutrition & Weight

Management Guidelines

for Dogs and Cats at www.aaha.org. The new guidelines encourage veterinary practices to claim their role as experts in pet nutrition and take the lead in helping prevent and treat obesity.

Do you need your dog fix, even when enjoying a holiday with your family? Be sure to catch The National Dog Show on NBC which broadcasts every year on Thanksgiving day.

8 due to covid-19,

Check out VIN

Foundation’s new podcast, Veterinary Pulse, which connects veterinarians through stories and conversations, exploring the connections between humans, animals, and colleagues. It is available on the VINCasts app, Apple Podcasts, Google Podcasts, Podbean, Spotify, Pandora and at vinfoundation.org

many people had to surrender their pets–

and many people adopted them. Now there is a free website, www.petparentsplace.com, which connects the previous and current owners of those pets online to give them peace of mind.

will your next vacation, be a “Spartan Holiday”? Described as “The modern way of traveling the medieval way,” this new idea of traveling mainly just embraces a minimalistic approach to travel, both digitally and packingwise. Almost no digital contact is used during these trips, and only essential gear is packed.

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