Archives for category: Veterinary

The wildfires that have been threatening Sierra Vista, Arizona created a epic pet emergency in addition to the human drama.

Dr. Pam Drake and Hospital Administrator Kathryn Honda from New Frontier Animal Medical Center, threw open their doors as soon as the evacuations were announced. By the 17th, New Frontier was looking after 300 pets spread across three locations.

Having run a practice in, and lived in, Sierra Vista and consider Kathryn and Dr. Drake friends, I felt that I needed to help if I could.

The view of the Monument Fire from the New Frontier parking lot.

When I arrived at New Frontier on the morning of 18th the scene that greeted me was on of controlled and cheerful chaos. A loose dog, in the parking lot which I helped to retrieve from underneath a parked pickup truck, seemed to underline the whole morning. After touching base with Kathryn, and finding out how I could help, I headed for the main dog shelter – annex 2. New Frontier’s main building was acting as a triage center and treatment center for any pets that required significant medications. Annex 1, the main cat shelter was an empty office space in a strip mall. Annex 2, the main dog shelter, was behind the main Fedx depot in Sierra Vista. Both annexes had been generously donated by a local property management company.

Annex Two – the carriers and cages had been donated by members of the public.

Although the staff of New Frontier had done a great job of documenting the influx of pets, the sheer volume, inexperienced volunteers and multiple locations had led to multiple lists of pets. My job, for the day it would turn out, was to inventory and create an single list in Excel that the staff could refer to and find pets for the owners and contact owners about their pets. With a population of that size just knowing how many we had and where they were seemed a minor problem until you tried to manage them as a pollution rather than as just an evacuation.

After a 14 hour day, I headed home as the fire seemed to have quieted down and things were very much under control at New Frontier and the two annexes.

Annex Two held 80 dogs and 45 cats

How wrong could I have been.

Due to a previous engagement I spent the 19th in Tucson. In the afternoon, my phone started to go crazy. The wind had dramatically picked up, the fire had jumped the highway and was baring down on both the major boarding facilities that were also acting as shelters – one was evacuated that that day. New Frontier was on pre-evacuation and had taken the decision to evacuate all their evacuees to a third annex. Coronado Veterinary Hospital was evacuated for the second time. My Tucson colleagues who are part of the Southern Arizona Veterinary Managers Group (SAVMG) were already raising the alarm and getting staff and supplies on their way to Sierra Vista, along with my boss who reached out to vendors and other veterinary practices. So off I headed back to Sierra Vista.

The cat room in Annex three

When I arrived, Annex three was already setup, annex one was completely full and annex two had become the central triage center. As night fell the mountains could be seen burning and smoke still covered Sierra Vista. I updated my spreadsheet, spoke to the media on behalf of New Frontier, and worked on a plan of action with Kathryn for the following day(s). I spent the night at Annex three as all the hotels for miles were full of evacuees.

The biggest issue on Monday the 20th was management. Lots of new volunteers, who needed to be trained to handle both unfamiliar dogs and cats as well as how we needed to document. It was also unfortunate that we had a number of volunteers who were comfortable with dogs of whom we had 100, but we had a shortage of cat friendly volunteers and we had 200 cats. Luckily for us, Laurie Miller from AAHA as well as a number of technicians and doctors from Tucson were on hand throughout the morning. They worked tirelessly, and very much got into the spirit of having to make things up as we went along. It was definitely a balancing act between the standards we like to uphold as veterinary professionals – particularly when it came to documentation and at the same time making things easy and friendly enough for the volunteers who were going to be the day in and day out help that would keep the operation running.

Sunday the 19th saw the creation of Annex Three

A scare in the morning of the 20th, brought up the specter of of parvovirus. Although the test was negative, a rush request was put into our SAVMG colleagues in Tucson to see if we could get 150 dose of Bordatella intranasal vaccine as kennel cough was potentially a bigger threat to our hastily thrown together population.

The view from Annex Three

As I left Sierra Vista for the second time it was interesting to reflect on the issues and problems that my weekend had brought up. The complete lack of infrastructure made communications extremely difficult, phones were a huge issue – I spent an incredible amount of time just driving between the various annexes. Facebook became a significant communications channel for both the pet rescuing community and the entire Sierra vista community at large. However, having spotty Internet access (iPhones and iPads) made access a chore with so much else going on.

Considering that New Frontier went from 0 to 300 pets in a matter of a day or two they did a remarkable job, made even more extraordinary that Kathryn and several other staff were evacuated themselves. The entire community pulled together in a quite extraordinary way and the support from our Tucson veterinary community and distributors / manufactures made everything possible.

As I write this much longer blog post than planned, the fires are seemingly under control (60% contained) and the Annexes are beginning to empty. Almost 60 homes have been destroyed and many more buildings damaged and one hopes that this is a once in a life time disaster.

Why we do what we do.

 

Photos of the fire can be found here: www.svherald.com/coronado_fire

Thinking about harnessing the power of the social media darling, Groupon, to benefit your veterinary practice? What could possibly go wrong? Nothing according to this article , however I’m not buying it.

I’m not disputing that the two practices mentioned in the article have probably achieved their goals for their promotion, and I’m sure they have figured the actual costs to their brand and revenue, and considered it a good trade. I am, however, disputing that Groupon – and discounting in general – is a good business model.

Ignoring that the champion of discounting, despite spectacular revenues, makes no profits and is considered by some to be bordering on insolvent, let’s take a look at what is in it for the veterinarian or any other small service business.

Study after study (look here if you don’t believe me), have always come back with price being near the bottom of clients reason for visiting or staying with a veterinary practice.

But lets for a moment ignore that and assume that price is the single driving force that gets people in the door, how do you pay for all the new traffic? Lets say I offer $10 exams instead of my normal $50 exams and I can see 20 patients in a day. If I max out the schedule on $10 exams I make $200 – that’s four regular priced exams. I can set my staff to be calling over due appointments or even just send them home and have an easy quiet but at least profitable day.

But perhaps we can make it up in additional services that the patients will receive when they come in. Three times your normal exam fee is a pretty good average client transaction but you’ve discounted and attracted discount clients so lets be generous and say they spend half or what you would normally spend

My four regular priced exams bring in a total of $600

My twenty $10 exams bring in $1,200! Sounds great.

Except it is all at a loss.

Lets say I have a gross margin of 50% at regular prices (50% of $600 = $300)

But with my low cost exam I have to recoup the discount out of my additional earnings.

50% of $50 (regular exam fee) = $25

$25 x 20 (max visits a day) = $500

20 x $10 (exam income) = $200

Exam Discount Deficit = $300

50% of additional income from exams = $500

Gross margin = $200

I could have kept my costs low, or retasked my staff, instead I chose to make busy work and I made $100 less.

Groupon’s standard model is at least 50% off with 50% of the cost of the Groupon (25% of your normal priced service) that the client actually pays going to business and the rest going to Groupon itself. You have no control over when your Groupon is going to be posted and so it could come at your busiest time of year. Finally, if you can attract clients with a Groupon SO CAN ANYONE ELSE! Where is the loyalty building? What happens to your regular clients? What are they going to think about you giving massive discounts after their years of loyal custom?

Now, there are a lot of assumptions here, but the main point of all this is you follow the discount path it has to be with the numbers to back it up. Discounting DOES impact the perception of your business. Companies who spend millions on brand perception still have their businesses affected by their pricing and discount policies – Think Starbucks vs. McDonald’s coffee. Think Trader Joe’s vs. Wholefoods. Think Wal-Mart vs. Target. Think Kia vs. Audi.

Groupon is the ultimate discounter and there are horror stories galore about what happens when you deep discount without calculating the real cost, both to your brand and to your bottom line – and particularly with small businesses. Companies that base their business model on discounting know where every penny comes in and where every penny goes out – at all times.

Proper marketing, engage your clients, build your brand, and offer superior service for a fair price in the name of the game. Discounting is a really good way to give money away.

This post is based, in large part, on a post I made as a response to a Group Question on LinkedIn group. My thanks to Firstline Magazine for spiking my interest in this subject, yet again. 

Books on social media, and there are plenty, face a significant problem – the world of social media and content marketing is changing so fast that they are in danger of becoming obsolete before they are even published.

“The Yellow Pages Are Dead,” has the potential to address this issue in two ways; by being only available in electronic format which one assumes can be easily updated, and dealing with the concepts and issues related to content marketing / social media in general terms. It will be interesting to see whether this happens – I would be very surprised if it did not.

A very easy, and reasonably short read, the book tackles most of the ideas and issues that the veterinary profession faces when dealing with the digital age. Certainly opinionated, and passionate about his subject, Dr. Nicol walks the reader through each step of transferring an analog marketing plan into a digital and social one based around content creation.

If I have to pick fault – and I do because it is my nature – it is that the book makes several assumptions that veterinary practices have a marketing plan of some kind, or at least know what one looks like. This, in my experience is not always the case. This, however, is a minor quibble. New trends and potential fads in the social media world are pretty much ignored in the book (QR codes, geolocation, electronic coupons, etc. etc.) however the concepts and ideas that the book explains can easily be adapted should you want to follow any of these technologies.

The great thing about this book is that it does walk the reader, whether experienced or not, through each step of creating a coherent strategy for digital marketing. Which is pretty much what it says it will do on the “cover.”

Of course, the thing that really makes this book stand out is its author. Not just a veterinarian, but also a business man, manager, and a digital marketer who has walked the walk. Dave Nicol shows that digital marketing can be a part of the working veterinarian’s life.

No veterinarians were harmed in the writing of this book, but a lot of businesses might be saved from painful, or useless, forays in the the social media world by reading it and taking its advice to heart.

(Clicking on the cover above will take you to the book’s Amazon page and contribute to my book buying habit / problem.)

Since it seems like everyone wants to talk about heartworms in an effort to sell you something, but is rare to hear anything new, it was really refreshing to really be scared by some of the statistics and language being used by the experts.

I was recently the guest of Novartis, the makers of Interceptor Heartworm prevention, at a small two day meeting in Tucson, on parasite control. Speaking were Dr. Noble Jackson from the University of Arizona (U of A) and Dr. Bowman of the Companion Animal Parasite Council (CAP-C).

Dr. Jackson has been looking at heartworm levels in the Coyote population in Arizona and the data is quite startling for those who believe that heartworm does not exist in Arizona. In Pinal County, which Includes Casa Grande where I live, the infection rate Dr. Jackson has seen is 34%. In Cochise county, that includes Sierra Vista where I used to live, the infection rate is 11%.

Now Dr. Jackson’s work is not finished or published yet, and the sample sizes are relatively small – 160 Coyotes for the whole state. But even allowing for statistical anomalies these results make you sit up and take notice.

Dr. Bowman, however, had the most disturbing news to my ears, in that there have been two confirmed cases of heartworms in humans. Heartworm infection in humans is extremely difficult to detect, since it looks a lot like lung cancer (infection shows up as coin sized lesions in the lungs that can only be definitively diagnosed by thoracotamy) and so the actual rate of infection is sure to be significantly higher.

There is currently mandatory reporting of heartworm positive cases in three states, and significant restrictions on exporting positive dogs.

Heartworms are not that scary for dogs, cat or humans compared to a lot of other parasites, the issue is that prevention is so easy and so successful that makes the current epidemic so sad.