Written to follow Dr Catanzaro's Building the Successful Veterinary Practice series this book relies on the team approach to veterinary healthcare. The 'how to' format, complete with examples and concepts, is a necessary primer for veterinarians in today's competitive society. The author's active clinicians, offer options and alternatives to old habits in the form of workable solutions. The solutions are then tailored to specific practices and their unique needs.

Thomas E. Catanzaro, DVM, MHA, FACHE, Diplomate, American College of Healthcare Executives, is the first veterinarian to receive board certification with the American College of Healthcare Executives. He has spent the last decade building the largest veterinary-exclusive, diplomate-led veterinary consulting team in the United States. His full-time consultation and seminar schedule has given him knowledge and appreciation for the multitude of practice options.

Thom Haig, DVM, is a partner in a multispecies veterinary hospital in Nevada. He has been a lead consultant for Catanzaro & Associates for the last seven years. He is also co-editor of the VIN practice management board. His past experience with the Nevada State Board brings a unique perspective to value the value of medical records.

Peter Weinstein, DVM, MBA, is a veterinarian and hospital administrator at an animal hospital in the suburban setting in southern California. His practice management consultation with Catanzaro & Associates and his experience with state and local veterinary medical associations have provided tremendous exposure to a variety of practice styles.

Judi Leake, DVM, used the lessons from practice management principles of Dr. Catanzaro to allow her to begin an early retirement. Retirement was short-lived, and she is currently building a stare-of-the-art hospital and pet resort near Aspen, Colorado.

Heather Howell, RVT, MBA, is a hospital administrator in a seven doctor, mixed animal practice in Nevada. Her interests in human resources and personnel management contribute to the team-building emphasis of this book.

Foreword

ix

Preface

xi

List of Abbreviations

xiii

The Era of Revenue Generation---The Front Door Must Swing

3

(18)

Measuring Success by Average Client Transaction (ACT) Rates

4

(2)

What Are Programs, Protocols, and Bundles?

6

(2)

Program for: Puppy

6

(2)

The 3 R's---Rechecks, Recalls, Reminders

8

(7)

Phone Calls

8

(1)

Recall---Recheck---Remind

9

(1)

Office Visit

9

(1)

Scenario

10

(1)

Recheck

10

(1)

Recall, a.k.a. Callbacks

10

(1)

Who, What, When, Where, How

11

(1)

Reminders

12

(3)

In Review

15

(1)

Client Retention

16

(1)

Customer Service Is King

17

(2)

Training to Trust

19

(2)

The Appointment Book

21

(12)

Narratives

21

(1)

In-House Appointments

22

(1)

High-Density Scheduling

23

(6)

Appointment Log Sample

25

(4)

Consultation versus Examination

29

(3)

Teamwork between Exam Rooms

31

(1)

Training to Trust

32

(1)

Computer Appointment Books

32

(1)

Outpatient Programs and Procedures

33

(16)

Preferred Cleint Programs

33

(2)

Dental Care Programs

35

(1)

Life Cycle Programs

35

(2)

Dermatological Based Programs---Skin, Ears, Fleas, Etc.

37

(5)

Skin

37

(1)

Program for: Older Adult (<9 years)

38

(1)

Ears

39

(1)

Program for: Skin Diseases

40

(1)

Program for: Ear Diseases

41

(1)

Drug Monitoring Programs

42

(1)

Frequent Visit Programs

43

(1)

Monitoring Programs from an Outpatient Basis

44

(1)

Ideas on Monitoring

44

(1)

Start to Use Your Computer to Market Your Practice

45

(1)

Train to Trust

45

(1)

The Computer

46

(1)

Other Points to Ponder

47

(2)

Inpatient Procedures

49

(24)

When to Admit for Day Care

49

(1)

The White Board---Backend Salvation

49

(2)

White Board for Procedures and Treatments

50

(1)

White Board for Surgery/Anesthesia

50

(1)

Teamwork

51

(2)

Dental Programs

53

(2)

Geriatric Programs

55

(1)

Hospitalization

55

(2)

Busywork by Position---A New Scheduling Concept

57

(16)

Receptionist Chores to Do When It's Slow

57

(2)

Daily Maintenance Checklist

59

(1)

Weekly Maintenance Checklist

60

(2)

Monthly Maintenance Checklist

62

(3)

Maintenance and Repair Log

65

(2)

Closing Checklist for Treatment

67

(3)

Kennel Caretaker Daily Checklist

70

(3)

Marketing

73

(16)

Internal Marketing

73

(1)

Internal Promotion

74

(1)

Teamwork

75

(2)

Sample Marketing Plan

76

(1)

Persuasion Rather Than Selling

77

(5)

New American Veterinary Practice

77

(2)

The 5 P's of Marketing

79

(1)

Persuasion Marketing--Relationship between Buyer and Seller

80

(1)

Maslow's Hierarchy of Needs Triangle

81

(1)

Rules of the Persuasion Marketing Approach

82

(7)

Alignment #1

82

(1)

Alignment #2

82

(1)

Alignment #3

83

(1)

Structure and Alignments Chart

84

(1)

Educating Ourselves

85

(1)

Education of Our Paraprofessionals

86

(1)

Educating Our Clients

86

(1)

Pain Management---An Example of Education-Led Marketing

86

(3)

Ancillary Services

89

(14)

Pet Resort

89

(7)

Report Card

91

(2)

Ten Tips for a Successful Resort Operation

93

(1)

White Board for Resort

93

(2)

Image

95

(1)

Extra Services

95

(1)

Pet Sitting

96

(1)

Advertising

96

(4)

Mainstream Advertising

96

(1)

Newspaper Article

96

(1)

Medication Record for Boarding Guest

97

(1)

Special Events

98

(1)

Community Involvement

99

(1)

Grooming

100

(1)

Pet Boutique

101

(1)

Pet Nutrition Center

102

(1)

New Technologies & Emerging Trends

103

(14)

Computer Monitoring and Other New Toys

103

(5)

Surgical Risk Assessment

105

(3)

Gatekeeper Referrals

108

(2)

The Use of Specialists to Build Your Practice

110

(2)

Other Emerging Trends

112

(3)

Strategic Assessment---Putting It All Together

115

(2)

Appendix 1 Programs

117

(18)

Puppy

118

(1)

Kitten

119

(1)

Young Adult

120

(1)

Middle Age

121

(1)

Older Adult

122

(1)

Skin Diseases

123

(1)

Ear Diseases

124

(2)

Chronic Renal Failure

126

(1)

Heart Murmur/CHF

127

(1)

Glaucoma

128

(1)

KCS

129

(1)

Corneal Ulcers

130

(1)

Chemotherapy

131

(1)

Dental

132

(1)

Behavior Management

133

(2)

Appendix 2 Protocols and Bundles

135

(12)

Appendix 3 More Receptionist Scripts

147

(6)

Appendix 4 More Resort Forms

153

(13)

White Board for Grooming

154

(1)

White Board for Food and Medication

155

(1)

Resort Guest Location

156

(1)

Sample Boarding Policy

157

(1)

Sample Boarding Policy

158

(1)

Sample ``Letter from Camp,''

159

(1)

Testimonial Sample

160

(1)

Testimonial Letter

161

(1)

Sample Letter ``from'' a Boarder

162

(1)

Information Handout

163

(1)

Sample Cage Card/Report Card

164

(1)

Report Card/Record

165

(1)

Report Card/Record

166

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