Such as system is simple, but the hit‐or‐miss approach of having such conversations may not engage many pet owners. Whenever possible, it is better to have a coherent approach to most breeds, and even mixed‐breed pets (see 10.7 Breed‐Specific Marketing). It often works better for a practice to put together a package that includes all the exams, tests, and vaccines we think are appropriate for the pet at its age and we factor in breed risk tests and any other services recommended because of lifestyle – so the package for a middle‐aged Labrador retriever might include thyroid testing and if it has exposure to deer ticks, we would also include Lyme prevention. With pet‐specific care, pet owners often select more services, so if payment (wellness) plans are being used in the practice, the client can split the larger total into monthly payments (see 10.17 Payment and Wellness Plans). A significant percentage of the client base may also elect to pay in advance for the full range of services.
Most practices market such healthcare plans through the website and social media (see 10.6 Target Marketing and Targeted Client Outreach). In time, practices will detect more problems, and earlier, so revenue from both diagnostics and therapeutics will help offset the higher costs of client service.
Every client interaction is an honest discussion about common problems that we can do something about. Our best marketing isn't what's on the screen, it's what's in our hearts and minds that we share with our clients every single day.
3.13.5 Marketing Breed‐Specific Wellness
Always leave the client with something to read or watch when they have to wait. Use that time to get clients thinking about a decision they will need to make or to get exposure to a new product or service. Clients are more willing to read or watch something they know has been chosen especially for them and the needs of their particular pet (see 10.7 Breed‐Specific Marketing).
Be consistent within the hospital. A patient or client should never get a greater or lesser level of care because one doctor saw them and not another, or one receptionist spoke with them and not someone else. Breed‐specific care should be the standard of care throughout the practice (see 9.4 Standards of Care).
Anything you want to teach clients about has to be taught to your team first and they need to know exactly what to say or do in order to get client acceptance of any wellness recommendations, including breed risk ones. Think about and discuss scripts for breed‐related testing if you want to educate clients in this area; for example, “Boxers are at risk for serious heart problems. The doctor will talk to you about ECG screening…”
The only way you can help your patients lead long and healthy lives is to educate their owners (see 5.10 Discussing Pet‐Specific Care). Most of your clients don't have a degree in medicine or behavior. Take the time and make the effort to teach them what they need to know to care for their pets properly. It's not only good medicine – it's well worth the effort for your practice.
Here are samples of healthcare programs for two different breeds. For each item marked as needing client education, you would need to have or develop a handout or other tool to use with clients. Items in bold would become part of your screening or preventative program at the appropriate age.
Healthcare considerations for a Doberman pinscher
| System | Recommendation |
| Behavior | Males may be aggressive; prone to flank sucking, lick granulomas |
| Cardiac | Dilated cardiomyopathy (DCM) very common – annual ECG screen to look for ventricular premature contractions (VPCs), consider annual echocardiogram/Pro‐BNP, client education, recommend pet health insurance when young |
| Dermatological | Seasonal flank alopecia; lick granulomas; pemphigus; zinc‐responsive dermatosis |
| Drug reactions | Avoid sulfa drugs which can increase risk for keratoconjunctivitis sicca (KCS) and adverse drug reactions |
| Gastrointestinal | Prone to foreign body, bloat. Client education. Consider gastropexy during neutering surgery. Recommend pet health insurance when young |
| Hemolymphatic | von Willebrand disease very common in breed. Screen for clotting ability (DNA test, buccal bleeding time or von Willebrand factor) before surgery or dental extractions. Recommend pet health insurance |
| Chronic active hepatitis | Periodic liver function testing |
| Hypothyroidism | Periodic thyroid profiles, starting with baseline at 1 year of age |
| Neurological | Intervertebral disc disease (cervical), Wobbler's, narcolepsy. Client education |
| Ophthalmic | Cataracts, progressive retinal atrophy – appropriate screening |
| Orthopedic | Hip dysplasia, anterior cruciate ligament tear. Client education, recommend pet health insurance |
| Infectious diseases | Potentially increased susceptibility to parvovirus vaccination. Consider vaccination booster at 5 months of age; titers |
| Urology | Glomerulonephropathy (GN) – consider annual urine protein:creatinine ratio |
Healthcare considerations for a Boston terrier
| Dentistry | Periodontal disease – frequent dental cleanings, client education; failure of canine teeth to erupt – check dentition at 5–6 months of age |
| Dermatological | Alopecia, atopic dermatitis (hyperadrenocorticism) – client education; demodicosis more common – skin scrape early if clinical presentation consistent |
| Reproductive | Dystocia can be an issue – client education if breeding |
| Gastroenterological | Pyloric stenosis more common |
| Neoplastic | Mast cell tumor (MCT), melanoma – fine needle aspirate (FNA)/remove all lumps |
| Neurological | Hydrocephalus – check for open fontanelles in puppies, monitor behavior |
| Ophthalmological |
Prolapse of nictitating membrane (cherry eye), corneal ulcers, pigmentary keratitis, corneal dystrophy – client education; cataracts – both juvenile and late onset; iris cysts; vitreal syneresis > glaucoma and cataracts;
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