vet practice february 2016

Dr Katrina Warren on her media career, her thoughts on being a vet and how she intends to school a new generation of Wonderdogs

Mind the gapWomen are becoming vets

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Anything but ordinary

Should you specialise? We talk to niche providers in the

vet business

It’s not just better diagnostics, it’s a Better way.

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FEBRUARY 2016

Cover storyPet projects 20Dr Katrina Warren has turned her hand to many projects over the years—but they all come back to her love for animals at the end of the day.

News + eventsThe latest in the veterinary world 4MP Peter Wellington calls for government inquiry into Hendra vaccine, and more.

Your worldEqual opportunity 12Veterinary medicine has undergone a dramatic feminisation since the 1970s, but are female vets afforded the same opportunities as their male counterparts?

Your businessAnything but ordinary 16Is it a good idea to specialise in an area of animal care? We speak to the people who’ve carved reputations as niche providers in the vet business.

Special relationships 27How do specialist vets build up their referral networks? Developing and maintaining relationships is crucial to your business.

Digital marketing 30Even the busiest practice owner isn’t too busy to reap the rewards of the digital marketing revolution.

Your toolsNew products 11The latest tools and equipment on the market.

Tools of the trade 35Reviewed by real-life vets around Australia.

Your lifeShall we dance? 42Thanks to ballroom dancing, Dr Gemma Coulter glides through her vet work with clarity and calm—it’s even how she met her husband!

Contents

C O N T E N T S

12

20

30 42

PRACTICE Editorial Director Rob Johnson

Digital Director Ann Gordon

Contributors Shane Conroy, Sue Nelson, Sarah Norris, Tracey Porter, Kerryn Ramsey, Angela Tufvesson

Commercial Director Mark Brown

For all editorial or advertising enquiries:Phone (02) 9660 6995 Fax (02) 9518 [email protected]

Vet Practice magazine is published 11 times a year by Engage Media, Suite 4.06, 55 Miller Street, Pyrmont NSW 2009. ABN 50 115 977 421. Views expressed in Vet Practice magazine are not necessarily those of the publisher, editor or Engage Media. Printed by Webstar.

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Sales Director Adam Cosgrove

4,883 - CAB Audited as at September 2015

Sub-editor Kate Balazs

Editor Erin Delaney

Art Director Lucy Glover



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news + events

False positives led to slaughter of healthy ramsSheep owners are rattled as concerns arise over healthy stud rams slaughtered over potentially incorrect diagnoses, after returning false positives for ovine brucellosis (OB) in a NATA-accredited government laboratory in Queensland.

The majority of Queensland’s sheep studs are enrolled in the voluntary Ovine Brucellosis Accreditation Scheme, administered by Biosecurity Queensland. Owners bear the brunt of testing costs and are expected to separate and cull any infected rams.

The program has recently come under fire from a stud breeder who received false positives, leaving breeders querying the lab’s accuracy.

When stud sheep breeder Peter Campbell received positive results—leading to loss of his accreditation for two of his rams that did not show any other signs of OB—he and his vet, Dr Mike Rival, became suspicious and sent off for new tests to be done in a separate laboratory.

“They palpate the rams to feel any lumps. We’d finished the testing and he said ‘You’re going to have to be right this year, there’s not a lump in any ram’. We bled the rams and sent the samples away, and they came back with two positives and one suspect test out of our 46 rams,” Campbell told ABC Rural.

“We isolated those rams and kept them, then re-bled them, and sent the samples to the Sydney lab—and a week later we got tests back of three negative rams, which we fronted the Brisbane lab with and that’s when everything happened.”

Campbell received reinstatement from the Department of Agriculture, who claimed the discrepancy was due to an expired antigen used in the tests, and has since been resolved.

“We acknowledge and apologise for the inconvenience caused by the testing issues at BSL. Charges have not been applied for the testing and Wyambeh’s accreditation on the Ovine Brucellosis Accreditation Scheme has been re-instated.”

However, Campbell is more concerned with the previous numbers of rams killed on the laboratory’s

advice that could have included many false positives.

“The commercial blokes who have tested their rams and their lambing results weren’t all that bad, but… some of them culling all their rams and buying a new lot, with expenses up to $90,000 worth… they’ll die wondering whether they were at the end of a crook

bottle of antigen or they really did have brucellosis.”

When Kath O’Regan took her Siamese cats—Shammy and Georgie—to the vet for their check-up, she wasn’t expecting to need a check-up herself. While visiting her vet, Brad Cooper, from Cheltenham in the UK, Kath mentioned her ongoing battle with intense stomach pain.

Kath had been in pain from her mysterious digestive problems for over five years.

“I was bloated. My stomach felt like it was going to explode. I had terrible digestion problems and a loss of appetite,” she told the Mirror. “I was batting my head against a brick wall. I didn’t know what was wrong with me. I thought maybe I had caught something from my cats.”

Dr Cooper quickly became suspicious of her symptoms and suggested Kath visit her doctor for a scan.

People always open up at the practice. Although I’m a vet and not a doctor, the symptoms didn’t sound very normal,” he said. “I’d read that the symptoms can be associated with things like ovarian cancer. Without trying to be alarmist, I suggested Kath ask her doctor for a scan. If it was a pet that’s what I would have done.”

On Dr Cooper’s, advice Kath headed to her doctor for a scan on her engorged stomach. The test quickly uncovered Kath’s ailment.

“They found a great big tumour—the size of a grapefruit—on my right ovary,” said Kath. “I freaked. I didn’t know if it was cancer or not and I had to wait two months until the operation.”

Luckily for Kath the tumour turned out to be benign, however had it gone undiscovered it may have become malignant.

“It wouldn’t have been discovered without Brad,” said Kath. “I would have carried on struggling otherwise. I can really get on with my life now.

“Brad is my super-vet. I want to say a big thank you. He’s a top bloke.”

UK vet has helped a woman discover a large tumour on her ovary

Dr Brad Cooper (left), Kath O’Regan (right), and cats

Shammy and Georgie.

vetmedin.com.au or vetmedin.co.nz User name: veterinarian Password: livelonger Australia: Boehringer Ingelheim Pty Limited. Animal Health Division. Level 1, 78 Waterloo Road, North Ryde, NSW 2113. Toll Free 1800 038 037.

New Zealand: Boehringer Ingelheim (N.Z.) Limited. Animal Health Division. Level 1, Unit 9, 42 Ormiston Road, East Tamaki, Auckland 2016. Toll Free 0800 802 461. Restricted Veterinary Medicine. Access is only through a veterinary authorisation. Vetmedin® contains pimobendan. Vetmedin® is a registered trademark of Boehringer Ingelheim Vetmedica GmbH. © Boehringer Ingelheim Pty Limited, 2016. All rights reserved. WH BI20060/VP

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6

news + events

MP Peter Wellington calls for government inquiry

Collaboration between Cornell University and the Smithsonian Institution has resulted in a breakthrough—the first ever litter of puppies born using in-vitro fertilisation (IVF).

Researchers are hopeful that the study could lead to advances in reproduction for endangered species, now that assisted reproduction techniques can be better understood. The new innovation could also help to diminish inherited canine illnesses, including their genetic roots in both dogs and humans.

The study’s co-author Alex Travis, an associate professor at the Cornell College of Veterinary Medicine, was pleased at the team’s success. “Since the mid-1970s, people have been trying to do [IVF] in canines and have been unsuccessful,” he said.

Human IVF (and that performed on other mammals) is completed through the external creation of embryos. Mature ovum and sperm are joined outside of a host before being

implanted into a female’s womb in accordance with her fertility cycle.

The study discovered that previous efforts to implant embryos in canine subjects had failed due to the differing fertility cycles between dogs and other mammals. Eggs used previously had been matured only to the same level as necessary for IVF with other mammals. However, the researchers from this study found that leaving the egg to mature an additional day would bring it up to optimum fertilisation for canines. The team also found that adding magnesium would prepare the canine sperm artificially.

From those variations to the method, Klondike—the first IVF puppy—was born. “We made those two changes, and now we achieve success in

fertilisation rates at 80 to 90 percent,” explains Travis.

He anticipates that the study’s success will have far-reaching impacts on the conservation of endangered species.

“We can freeze and bank sperm, and use it for artificial insemination,” says Travis. “We can also freeze oocytes, but in the absence of in-vitro fertilisation we couldn’t use them. Now we can use this technique to conserve the genetics of endangered species.”

Queensland Parliament’s speaker, Peter Wellington, has called for an inquiry into reports the Hendra vaccine may be causing serious side effects. Vaccine naysayers have reported colic-like symptoms, muscle swelling and death as resultant from the vaccinations. Yet, the Australian Pesticides and Veterinary Medicines Authority (APVMA) report only a 0.001 per cent side-effect rate.

Mr Wellington says he has received a multitude of communications linking the vaccine equine illnesses. “There is a lot of evidence I have received from people saying there’s a connection between the Hendra vaccine and the death or serious illness of their horses,” Mr Wellington told ABC Rural.

“Unfortunately the authorities, as I understand, say there is no pressing problem with the vaccine.

“When you put all of this evidence together the authorities will have to acknowledge that the similarity of evidence and complications from a direct connection between the Hendra vaccine and the illness and death of a horse. They cannot ignore it any further,” he said.

Though the vaccine has been available since 2012, the APVMA officially registered it in 2015, then released the adverse reaction report showing a 0.001 side-effect rate in the 350,000 horses that had the drug administered. Of that number, the APVMA noted only seven instances

where a horse’s death may be linked.In response to Mr. Wellington’s

comments, the AVMPA offered ABC Rural a statement on the data.

“The APVMA assessed the safety data in order to make a scientific decision on whether to register the vaccine,” the statement read.

“At the time of registration the APVMA was satisfied that the information submitted demonstrated that the product met the safety, efficacy and trade criteria.

“Anyone who observes an adverse reaction associated with administration of the Hendra virus vaccine to a horse can report it directly to the APVMA through the Adverse Experience Reporting Program.”

First IVF puppies born in US

The canine in-vitro fertilisation breakthrough gives hope for endangered species reproduction.

A US vet has been called on to give a nearly 200-kilo gorilla called Pertinax root canal therapy.

The western lowland gorilla developed a fracture that could have led to an abscess, so British zoo officials made the decision to give the giant primate a root canal—and fast.

However, a root canal on a gorilla is no easy feat. Medical staff, including specialist zoo dentist, Dr Peter Kertesz of Paignton Zoo in Devon, England, had to give the gorilla enough anaesthesia to knock him out for around two hours.

“People often ask me if it is fun working on gorilla and tigers,” Dr Kertesz said in a statement. “It certainly is not fun. It is very hard and serious work. The health and sometimes the life of a rare creature is in your hands.”

Dr Kertesz says the key to working with unusual or oversize animals—in his experience, anything from an elephant to a tiger, and even whales—is having the right people on his team.

At least 10 people helped Dr Kertesz with the procedure, which took around 45 minutes of delicate work to treat Pertinax’s tooth.

“Animals or people, it’s all the same: they need treatment, they get treatment,” he says. “The size is what varies, and the location.”

While the gorilla was a little groggy after the procedure, zoo officials confirmed that he was up and back to receiving visitors in the exhibit area only one day after the operation.

“The operation was a success,” said Neil Bemment, Paignton Zoo environmental park curator of mammals. “Pertinax deserves the best and duly got it.”

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This year’s conference will be held in Adelaide, with international experts flying in to lead seminars on all aspects of the veterinary profession. The conference will run from May 22-27 at the Adelaide Convention Centre, but registrations will open in February.

The conference will host the southern hemisphere’s largest trade exhibition, along with exciting seminars, workshops, field trips and social sessions. A whole range of streams will be covered over the week—from acupuncture to welfare.

Keynote speakers are set to include: Professor Darryl Mills, University of Tennessee, on small animals; Dr Lori Bidwell on Equine; Professor David Main, Bristol University, on welfare; Dr Xavier Manteca, Autonomous University of Barcelona, on behaviour; Dr Amanda Donnelly on practice management, and many more.

Attendees will be able to earn up to 28 VetEd points over the full week, with extra points available from post-conference workshops and field trips. One CE point can also be earned by completing a trial paper, that will help the Australasian Veterinary Boards Council to determine appropriate questions for the national veterinary examination.

Early bird registrations will close April 18. To register, visit conference.ava.com.au

Register for the upcoming 2016 AVA conference

Adelaide Convention Centre, the location of the 2016 AVA conference.


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New freshwater fish species found in the KimberleyResearchers in the Kimberley have practically stumbled across 20 new species of fish. The record-breaking discovery will mark the remote Kimberly region as having the most biodiverse range of freshwater fish in Australia.

“The freshwater ecosystems of the Kimberley are among the poorest-known and least-researched areas of Australia,” said Tim Dempster, the team’s leader from Melbourne University’s School of Biosciences.

The discovery is the largest addition to catalogues of known species of Australian freshwater fish, it increases the recorded number by a jump of nearly 10 per cent.

“If we can double the number of known fish species unique to the Kimberley in just three years, it can only mean the entire biodiversity of life in Kimberley rivers is underestimated,” said Dempster.

“Certainly, it is a treasure trove for freshwater fish—and the amazing thing is that we weren’t even looking for it.”

The discoveries were made over the course of a nine-month period of fieldwork across the Kimberley. The venture was originally taken to learn the conditions of known species of freshwater fish and their possible extinction risks.

Head author of the team’s paper on extinction risks, Matthew Le Feuvre, expressed concern for the welfare of the newly discovered species.

“Many of the 18 known and 20 newly discovered species unique to the Kimberley share similar characteristics with fish species elsewhere in Australia that are conservation-listed as vulnerable, threatened or endangered,” said Le Feuvre.

“However, currently no fish species in the Kimberley are conservation-listed, despite their potential vulnerability.”

Team members were hopeful that their discovery would lead to better conservation of marine life in the Kimberley and elsewhere in Australia.

“A lot of these new fish species are unique to just one catchment, so they’re particularly vulnerable if there is a change to their limited habitat,” said team member James Shelley, co-discoverer of 12 of the 20 new species.

“Fish are just the tip of the iceberg. This discovery has major implications for conservation, particularly in light of the federal government’s moves to modify water resources in northern Australia.”

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Veterinary medicine has undergone a dramatic feminisation since the 1970s, but are female vets afforded the same opportunities as their male counterparts? Angela Tufvesson reports.

IN 1906, BELLA BRUCE REID BECAME the first female vet to be educated in Australia. She was the only student in the class of five to graduate from Melbourne Veterinary College that year, and immediately set up a practice in the city’s east. Fast forward to today and almost 80 per cent of veterinary science graduates and more than 60 per cent of practitioners are female.

Professor Vanessa Barrs, an academic from the Faculty of Veterinary Science at the University of Sydney who earned her vet science degree in 1990, says there were similar numbers of female and male students when she was at university. Since then, women have tipped the scales and now dominate the profession.

According to the 2015 Veterinary Practitioners Board of New South Wales annual report, which supports earlier research by the Australian Veterinary Association (AVA), there are now significantly more female vets than males aged under 50 in both metropolitan and rural areas. Men only outnumber women in the older age brackets, where retirement looms. Interestingly, these figures are being replicated in other developed countries, with similar statistics Equal

opportunity

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opportunity

why men shun the profession. “Veterinary science salaries are lower than those of other health professionals like dental or medical practitioners,” says Prof Barrs.

“And if you compare veterinary science to, say, medicine, there are so many opportunities for specialisation in medicine. While that’s increasing in veterinary science, and certainly the number of specialists that have enrolled and registered in NSW has increased in recent times, there are fewer opportunities for structured career progression in veterinary science. It may be a reflection of the fact that veterinary science is not a government-funded resource.”

But even though the gender pay gap in Australia continues to hover at around 18 per cent, Dr Neutze says vets are paid virtually the same hourly wage regardless of gender. “When you look at starting salaries over the last 10 years, on average women earn about 97 per cent of what men do,” she says. “So there’s a difference between male and female salaries, but when we look at hourly rates it’s not significantly different.”

The reason why overall salaries differ is often because many women take time out of the workforce to care for children and may return to work after an extended absence in a part-time role. Dr Neutze says female vets work on average 8.5 fewer hours per week than men, while data from the Australian Bureau of Statistics estimates that one third of vets work part-time.

This is reflective of a broader trend in the Australian workforce, with research by the Australian Institute of Family Studies revealing that while 36 per cent of mothers work part-time, only 9.5 per cent of fathers work reduced hours .

“There’s a whole range of norms for men and women about gender roles

emerging in the US, UK, Canada and South Africa.

Very little research has examined the precise reasons why women are drawn to veterinary careers at the expense of other health professions like dentistry and (human) medicine, but an increasing industry-wide focus on domestic pets and their female owners is thought to be a significant contributor.

“It’s very much a caring profession, so it does tend to be females who relate to that type of profession,” says Dr Debbie Neutze, policy manager at the AVA. “If you look at other caring professions like nursing, they tend to be dominated by women.”

At the other end of the gender spectrum, many commentators point to low salaries and a lack of career structure as reasons

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that make it harder for women at work,” says Lisa Geerlings, a senior facilitator and executive coach at Women and Leadership Australia. “There’s an expectation that women will do more caring work at home and take more time out of their careers to manage that, or take on a double workload.”

The pace of female take-up of veterinary positions in Australia is expected to slow due to an increasing number of part-time roles. Yet, the AVA reports the number of female veterinary science graduates is expected to remain above 70 per cent for the foreseeable future, and as such the gender composition of the profession will continue to shift.

Plus, the cohort of older male vets who own practices, sit on boards and occupy other senior positions will continue to age and retire. This means there will be more opportunities for women to dominate the upper echelons of the industry as well as the overall composition.

So, it’s no stretch to conclude that making the industry more amenable to women is in the best interests of both female vets and the profession as a whole. But what needs to be done to make it happen?

Geerlings says that although there’s a perception that senior positions are best filled on merit, establishing quota systems

opportunity for female vets. And creating more structured career paths will help to attract both women and men to the veterinary profession.

“Going forward we need to look at career structures after graduation for veterinarians, to make sure that applicants who are considering studying veterinary science can see the number of different opportunities that getting a degree in vet science holds,” says Prof Barrs.

Ultimately, Geerlings says creating ongoing opportunities for women is key to the success of vet practices—now and in the future. “Any type of diversity brings diversity of thinking and perspective, which helps organisations to perform better,” she says. “All of the research in the corporate world says that organisations with greater levels of diversity and inclusion perform better than their competitors.”

is the best way to overcome unconscious gender biases.

“In order to assess people on their merits we have to know that we have biases—everyone does—and we have to find ways to actively challenge them,” she says.

“I hear women say they don’t want to be promoted just because of quotas and they want to get there on their own. I hear organisations say they want to be fair, and fairness means choosing people based on their merits. But all the research about recruitment practices suggests that we’re not as meritorious as we would like to think we are, and there’s a whole range of other reasons playing out in our recruitment decisions. Meritocracy is a bit of a myth that we are pulled into that holds us back.”

Dr Neutze agrees: “Being top-heavy as far as people with experience goes, we tend to see more male vets taking on roles on boards and in leadership positions, but we need to be conscious that they’re not the future and it’s important that we proactively encourage women to take up those leadership roles.”

Prof Barrs says closing the gender pay gap, encouraging more women to take on practice ownership and appointing more women to leadership positions will help to ensure equality of salary and

Almost 80 per cent of veterinary science graduates and more than 60 per cent of

practitioners are female.

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Is it a good idea to specialise in an area of animal care? We speak to the people who’ve carved reputations as niche providers in the vet business. Sarah Norris reports.

Anything but ordinary

READ A SUNDAY NEWSPAPER OR turn to the lifestyle pages of any magazine and you’re likely to come across recipes that feature organic coconut oil, chia seeds, psyllium husk and maca powder. ‘Superfoods’, they call them, and they’re increasingly reported as the answer to health and wellbeing. They aren’t, however, the typical ingredients found in dog food.

You are what you eatFurFresh, one of a growing number of niche pet food manufacturers, prepares their meal packs using produce such as ethically sourced meat, locally grown vegetables and those superfoods mentioned earlier.

Founder and ‘chief fureshness officer’ Emma Martin-Fisher worked with a pet food scientist and a registered animal nutritionist to develop the formulations, and says that while the product is not yet in high demand she anticipates that could change.

“Off the back of an increased preference for healthy, natural human food, I think there’s a growing awareness of the ingredients in pet food—dog food, in particular. The FurFresh customer cares about what they’re putting in their own bodies and want to do the same for their dogs. Their dog is not just an animal but a family member and, in the same way you might nurture your partner or your children with healthy food, they’re

now choosing to feed their dogs the same high quality food as the rest of the family,” explains Martin-Fisher.

Market researcher Euromonitor International backs up Martin-Fisher’s claim, saying that ‘pet humanisation’ is a growing global trend thanks to urbanisation, shrinking house sizes and more wealthy inner-city types willing to spend heavily on their pets. Its 2014 report goes as far as saying that the opportunities are “staggering for the company that can position themselves in such a way to gain credibility among this growing demographic.”

But FurFresh is not the only business carving a niche. Dog kerchiefs, bowties and animal outfits are growing in popularity, with Instagram often the incubator for these quirky ideas. Design-driven dog apparel and accessory company Lucy & Co, for example, was

17

born off the success of the Dogs of Instagram account, which started as a celebration of people’s passion for dogs and which now has 2.4 million followers.

Once the domain of humans, the supplement industry is now chasing the pet-owner market. Last year, vitamin brand Blackmores announced a kelpie-cross-border collie named Pawl B More as its ‘spokesdog’ for its Pure Animal

Wellbeing range, offering 24/7 online supplement

and animal health advice. The product range is growing and includes

everything from PAW DigestiCare 60, a multi-species probiotic for

dogs, cats and other companion animals, to a veterinary heart monitor that can

produce ECGs accessed via a smartphone. “Like

humans, pets are living longer and require more

support to ensure they are living healthy and happy lives,” says

a Blackmores spokesperson.

Pioneers in the fieldVetafarm is Australia’s leading innovator in research and the manufacturing of health products for exotic and unusual companion animals—from formulated diets for pet rodents through to palatable laxatives for elephants. “If it’s too hard or too weird for other manufacturers, it is our speciality,” says Vetafarm general manager, Ben Mintern.

The company started in the late 1980s as a rural veterinarian practice, but now employs 40 people.

“At the time, many vets were using dog and cat medications for unusual pets, most of which weren’t ideal for what they were being used for. There was a lot of guesswork because there

was no ‘off the shelf’ alternative and only limited information was available,” says Mintern.Fast-forward 26 years and,

while there have been enormous improvements in products for

unusual animals, it’s still an area of growth. “There’s a range of benefits with being the innovator in a niche market,” says Mintern, “but there are also a lot of challenges and sometimes those benefits and challenges are intertwined. Research is essential, as is new product development, but because much of

“As a vet, I am allowed to treat any animal bar one—and that’s human beings. So why would

I restrict myself to cats and dogs only?”

Dr Peter Wilson, Currumbin Valley Veterinary Services

the research is conducted internally, there are many things we learn about exotic animal health before anyone else does. This gives us an edge, helps keep our business diverse and allows us to respond quickly to new discoveries.”

Dr Peter Wilson, of Currumbin Valley Veterinary Services in the Gold Coast hinterland, is also still making new discoveries. He was Australia’s first dedicated bird, reptile and exotic veterinary practice, opting to provide services for every other animal except the most common of pets—cats and dogs (Wilson estimates there to be only five or so of these practices country-wide). When asked why, he says: “As a vet, I am allowed to treat any animal bar one—and that’s human beings. So why would I restrict myself to cats and dogs only? So many vets limit themselves to those two patients and sure, there’s nothing wrong with that, but every day offers us something different. We just don’t know what’s going to come in and

we can see unusual conditions that we haven’t seen before. Plus half of my patients can talk back at me,” says Wilson, referring to the many birds he cares for.

Unusual animals, unusual treatmentsWilson has seen a continuous increase of unusual pet ownership in his 30 years of experience, and although the pick up of alternative treatments such as traditional Chinese medicine in the veterinary industry has not been so active, it’s also a growing niche.

According to the president of the Chi Institute Australia Bruce Ferguson, it’s a complete health care system that includes herbal medicine, food therapy and acupuncture (he believes over 300 vets in Australia are trained in the latter but perhaps only 40 or so use it regularly).

Carolin Power is one of them and practices traditional Chinese veterinary medicine because she says it’s highly rewarding. “I’m not trying to carve out a niche in order to get a head start in the game, however I believe that’s unintentionally what’s going to happen. More and more people are turning to alternative veterinary medicine seeking a holistic approach to their pet’s needs, and this is because it is having great results. I was amazed when I saw the effects acupuncture had on me, so I decided to pursue this avenue in my veterinary career. The results have been jaw-dropping and I’ve never looked

back,” says Power.

LAUNCHING SOON

Reference: 1. Fleck T et al. Comparison of the onset and anti-pruritic activity of the JAK inhibitor oclacitinib to prednisolone and dexamethasone in an IL-31 canine model of pruritus. NAVDF 2013. Zoetis Australia Pty Ltd. Level 6, 5 Rider Boulevard, Rhodes NSW 2138. © 2015 Zoetis Inc. All rights reserved. Jan 16.

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C O V E R S T O RY

KATRINA WARREN SEEMED DESTINED for a career in veterinary practice. She’d survived the six years it took to graduate from Sydney University with her degree in tow. But in the end, it was one of the everyday tasks faced by most vets in most practices that forced a radical change in her chosen career path. In the end, it was death that proved her downfall.

“I can’t remember a time when I didn’t want to be a vet—I loved animals and really enjoyed science-based subjects at school. My school was an agricultural school, and I enjoyed the hands-on experience with large animals,” she says.

“I only worked in practice for a short period of time, doing mostly house calls, but soon realised that working in practice wasn’t the right fit for me. I enjoyed teaching people about pet care, but did not enjoy surgery—and really struggled with euthanasia.”

FLYING THE NESTShe’d been fortunate enough to nab a part-time modelling career over work as a shoe salesperson at a major department store to help pay for her continued education, but she deferred her study for a year to take up a contract in Japan

Dr Katrina Warren has turned her hand to many projects over the years—but they all come back to her love for animals at the end of the day, as Tracey Porter discovers.

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for the dual purpose of both sating her love of travel and shoring up her future employment opportunities—the girl was smart and on the fast-track to a different kind of animal-care career.

Having graduated in 1992, the busy mother-of-one has barely had time to stop and remember back to those difficult days in the intervening years.

Since stepping away from practice, she has worked as a presenter across several television networks both here and in the United States, held regular gigs hosting pet-related segments across television, radio, print and online, and has become the poster child for animal-welfare issues.

Warren says the animal care sector has changed enormously since she was at its coalface. There has been a huge increase in veterinary specialist services and care allowing vets to offer a wider range of service as opposed to 20 years ago, she says.

“These days, pets are considered an important part of the family and that is reflected in vet clinics and how they are run. I find clinics are generally a much friendlier experience for pet owners.”

“[I’m not sure whether it’s easier or harder to be a vet now] as there is a lot

20

22

C O V E R S T O R Y

more technology available for diagnosis and treatment, but I also think that clients have higher expectations.”

A STAR IS BORNWarren first rose to public attention around five years after graduating, when she landed a job as a researcher and reporter for children’s television show Totally Wild. Seeking to find a job that allowed her to work with animals but still offered the freedom to travel, the gig was the “perfect job” she says, kick-starting a media career that to date has spanned more than 20 years.

In 1997 she was cast as a resident vet in popular family show Harry’s Practice, and it was here that her beloved chocolate-coloured sidekick—a border collie named Toby—made his first public appearance. Toby accompanied Warren to almost all of her media obligations until his death five years ago.

In 2003, Warren became the star of Beverly Hills Vet, an American television programme—aired on the Animal Planet channel, and something of a precursor to Cesar Millan’s Dog Whisperer—that dealt with problematic pets and their eccentric owners.

The opportunity to host a second Animal Planet series, this time a weekly 30-minute segment called Housecat Housecall, came in 2008 and lasted three seasons. Other roles of note include being named the host of Talking Pets, a radio segment on 2GB, as well as appearances and hosting stints across shows such as Funniest Home Videos and 60 minutes. She has also authored four books.

Today, Warren’s media roles include being the go-to vet for the Nine Network’s The Today Show and

columnist in Prevention magazine. A strong advocate for animal welfare

issues, and passionate about helping people enhance the special bond that comes with animal ownership, Warren regularly holds dog training talks and demonstrations with the Wonderdogs team—a group of talented border collies that tour in stage shows, and perform trick demonstrations with the help of a willing audience.

A DAY IN THE LIFEDespite the diversity of her roles, she says the joy that she feels in working so closely with animals has never dimmed.

“I see the way that pets enhance lives on a daily basis. They bring smiles to so many people—from kids through to the elderly—and have the ability to change the mood of an individual or a room full of people. I enjoy seeing the love that people have for their pets and how

their faces light up when they talk about them,” she explains.

As with most vets, a typical day for Warren starts in the small hours.

Her first task is always spending quality time with eight-year-old daughter Charlotte, before delivering her to school, as well as sneaking in playtime with her maine coon, called Mr Fox, and rescued golden retriever named Riley.

Next, she sits down and attempts to answer just some of the many email enquiries she receives and admits to “sometimes being overwhelmed” by.

Warren works as a brand ambassador for several entities, including Assistance Dogs Australia, Animal Welfare League

NSW, Animals Asia Foundation, National Breast Cancer Foundation and Lifeline Australia, as well as commercial relationships such as one with a flea and tick prevention company.

Dr Katrina Warren and the Wonderdogs, a troupe of highly trained border collies.

That moment when you help best friends reunite

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25

Working for a variety of companies means her downtime is often spent on photo or video shoots, or writing digital content.

WONDERDOGSThough she was already busy this year, Warren teamed up with professional trainer Kelly Gill to create Wonderdog School, a four-week online programme that offers training support for dog owners.

Warren says she has learnt that many dog owners simply don’t have the time or inclination to continue training once they’ve gone through puppy classes.

She says statistics from the RSPCA show that of the dogs euthanised in their shelters nationally between 2013 and 2014, 70 per cent were attributed to behavioural reasons.

“I’ve found that vets often don’t see these puppies again until they are six to 12 months of age and, by then, many people are struggling with issues like jumping up, chewing, nipping, pulling on the lead etc. Most vets don’t want to deal with these types of issues and most people don’t want to spend money on trainers. Sometimes, just a simple puppy management strategy makes all the difference and helps people have a happy relationship with their dog. It’s an area I am passionate about, as I hate seeing dogs surrendered for issues that could have been prevented.”

HIGH PROFILEThis, plus her other obligations, means Warren often finds it difficult to keep abreast of changes within the sector.

As a result, she has a bit of a love/hate relationship with social media.

“To be honest, I find it very difficult to keep up to date, and am constantly juggling [priorities]. The online world and social media have made it very hard to have any downtime, and there is an expectation that I’m available around the clock.”

“Social media has its pros and cons—it didn’t exist when I was working on Harry’s Practice and everything seemed a lot simpler then. If people had a concern they would write a letter, but now they post all over social media. The first thing I do each morning is check my social media accounts and, sadly, I always check before I go to bed.”

Warren says while her career hasn’t followed the traditional route anticipated by most veterinary students upon graduation, she hopes her high public profile has had a positive impact on the profession and the way people perceive vets and the industry.”

“I work hard to promote responsible pet ownership. I think positive messages

about pet ownership are a plus for the [veterinary] profession.”

“I do think Harry’s Practice brought the spotlight to the veterinary profession. The work I did with Toby definitely encouraged people to get out and do more training with their pets. I still meet people today who tell me they were inspired to get their dog after watching the bond Toby and I shared. I also try to address any concerns about vets—the most common complaint I hear is about the cost of vet bills.”

Despite her obvious passion for the sector and her clear intention to improve animal welfare, Warren has all but ruled out a return to practice, believing her time would be far better spent out promoting best practice pet ownership.

“No, it’s been way too long now and I’m out of touch with practice. I genuinely love what I do—I enjoy teaching people about pet care and training and love the work I do with children. I do talks and demonstrations all over the country and find this work very rewarding.”

“I hate seeing dogs surrendered

for issues that could have been

prevented.”Dr Katrina Warren

Dr Katrina Warren always makes time in her schedule for her golden retriever, Riley.

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27

How do specialist vets build up their referral networks? Developing and maintaining relationships is crucial, reports Sue Nelson.

relationshipsTHE GP-SPECIALIST ALLIANCE IS ONE of the most important relationships in healthcare. Not only is it vital to be able to communicate with and trust other healthcare professionals involved in the chain of care of your patients—if you’re a specialist, it’s crucial to know that you can count on that relationship for the health and continuity of your business. Referrals from GP vets keep specialist and emergency vets afloat.

“Our primary clients are GP vets,” says Rohan Lawson, general manager of the Melbourne Veterinary Specialist Centre (MVSC), who oversees the large specialist

during the course of a career or learning path. These connections are still very important later on.

But in 2016, metropolitan areas around the country are, increasingly, home to high concentrations of specialist vets. The ratio of specialist-to-GP vets makes for a competitive environment. It’s important to stand out in the crowd.

“The first step is to make it easy for GP vets to refer to you,” says Yolanda Gerges, director of Identity Consulting, a company that specialises in healthcare marketing. “Consider software integrations such as online forms, easy referral buttons and

YO U R B U S I N E S S

centre’s business operations. “Only specialists work at our practice, so we have to have access to primary carers as they are our number-one client base and we rely on them for our business. That relationship—particularly communications and feedback—is critical.”

In previous decades, the referral relationship between GPs and specialists may have had space to develop more organically. Typically, there would have been a friendship or an acquaintance that had grown out of the veterinary fraternity—through university or training, or a network that had been developed

Special

the ability to upload supporting documentation. You should also consider having resource portals so that GPs can continue to trust you and see you as an expert in your area of specialisation.”

Promote the benefits of your practice directly to GPs. “At our centre we have a veterinary MRI machine—the only one owned by a private practice in Melbourne,” says Lawson. “We promote this to the GPs to ensure they’re aware that their patients can have same-day MRI scans if they come to us.

“It’s the same with advanced diagnostic imaging—we make sure we cover all of our technology through emails, seminars, newsletters, to make GPs aware of what we can do for their patients.”

Seminars, training and even informal get-togethers can all help GPs to see you as a leader in the field. “We offer a series of roundtables and four times a year we


28

have a sit-down dinner,” says Rohan. “We invite our

top-referring vets along, plus those who haven’t referred and

those who don’t refer to us much.”One of the things Lawson has done,

that he believes has boosted GP referrals to the MVSC, is to create the role of ‘referral coordinator’ at the practice.

“It’s essentially a relationship coordinator, who has direct access to GPs at all times,” he says. “It is our aim to ensure that every metropolitan vet is visited. The person in this role discusses issues and concerns with the GPs and ensures clear communications.

Stacey Cooke started in the role in August and in that time she has visited 105 clinics. “As you can imagine it’s an intensely hands-on role and there’s much more to do,” Lawson says. “There are 700 GP vets across Victoria and 2,620 nationally.”

It’s a financial risk that Lawson—who brings business acumen to the practices

he manages—was prepared to take. And it has paid off. “We’ve seen a clear growth in business since we took a new approach to referrals,” he says. “Melbourne is the most competitive specialist market in the country. We need a point of difference.”

Once you’ve got regular referring GPs on board, maintaining the relationship is the next challenge—communications with them must be cordial, clear and regular.

“Communicate with them in a timely fashion—you may need to customise your approach a little,” says Yolanda. “Find out how GPs like information sent to them. It’s also important to show your appreciation—don’t take referrals for granted. Thank your GPs now and then.”

“We’ve created referral guidelines to distribute to our referring vets,” says Lawson. This can assist them in the

process and smooth communication about mutual patients.”

Rohan says the guidelines cover simple but important things like how the referral should be set out. “It’s also about managing

expectations—MVSC is Victoria’s first multidisciplinary veterinary centre,” he

says. “There are many different specialists working here. Our guidelines remind GPs to advise clients of the intended specialist. If this isn’t made clear it can waste time, as the patient’s owner doesn’t always know what the GP is referring the patient for. “We don’t want the GP losing confidence in us because of a breakdown in communication.”

Finally, while GPs might be your target market, it’s important not to forget about the real client—the patient. “Give your client, who is also your referring GP’s client, an exemplary experience. Show empathy—listen and take the time to understand. Keep them informed and make sure you follow up,” says Yolanda.

“When you delight the client they will advocate for you, which serves to strengthen the GP’s motivation to continue to refer them to you.”

Rohan agrees. “Educating the clients and the broader community helps them to nudge the vets to refer to us—the client’s wishes are, ultimately, what drives this relationship.”

Rohan Lawson created a dedicated ‘referral coordinator’ for his practice, and believes it has boosted referrals.

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Even the busiest practice owner isn’t too busy to reap the rewards of the digital marketing revolution, Shane Conroy explains.

AUSTRALIANS LOVE THE INTERNET. According to data compiled by Statista, Australian internet penetration hit 89 per cent in 2015, outranking South Korea, Japan and Singapore, to make us one of the most digitally connected countries in the Asia-Pacific region.

This enthusiastic embrace of the digital world has changed the way we consume media. For example, the Deloitte Media Consumer Survey 2015 reports that 60 per cent of Australians rate the internet as their top form of entertainment alongside television.

That means the internet now beats listening to the radio (15 per cent), reading

newspapers (17 per cent) and magazines (8 per cent), and going to the cinema

(25 per cent) as our preferred sources of entertainment.

Numbers like that have got Australian businesses thinking. If customers no longer consume traditional media like they used to, then it follows that businesses need to come up with new ways of engaging with

them online. Enter digital marketing. From

social media to SEO, Australian businesses are turning to a new set

of marketing tools to keep customers coming through their doors.

However, the wide world of digital marketing can be a jargon-heavy space that often presents more confusion than clarity for busy veterinary practice owners who are focused on patient outcomes over Facebook posts.

But digital marketing doesn’t have to be an impossible mission. Here’s your jargon-free guide to the latest digital marketing tools and how you can use them in your practice without losing focus on what matters most.

Digital marketing

30

Australians rate their top form of entertainment as:

n Surfing the internetn Going to the cineman Reading newspapersn Listening to the radion Reading magazines

Social mediaWHAT: From Facebook to Twitter, and Instagram to Snapchat, social media is increasingly where your customers live online.

WHY: According to research by Sensis, almost half of all Australian internet users logged in to social networks at least daily throughout 2015. That gives you a rich base of highly engaged potential customers to connect with.

HOW: Achieving social media success is all about posting regular, shareable content. Focus on posting uplifting success stories with cute pet photos that your followers are likely to share. And highlight positive customer reviews—the Deloitte survey reported that 80 per cent of respondents said recommendations from friends, family and acquaintances has a high or medium influence on their buying decisions.

60%

25%

17%

15%

8%

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Digital marketingWHAT: Sponsored search is paid for advertising that displays a text ad for your practice alongside other search engine results when your potential customers conduct a relevant search.

WHY: Sponsored search remains one of the strongest influences on purchasing decisions. More than 40 per cent of respondents to the Deloitte survey ranked it in their top three purchasing influences.

HOW: Google AdWords is your go-to for sponsored search. Success here revolves around selecting the

right keywords and then bidding on them based on how much you are willing to pay each time someone clicks on your ad (otherwise known as pay-per-click advertising). To get that right, you need to know exactly which keywords will draw people to your site. There are several keyword research tools available to help you—try Google’s Keyword Planner or external tools such as Yoast Suggests.

Sponsored search

SMOWHAT: Social media optimisation (SMO) is often confused with SEO. While both are related to improving your search engine results, SMO applies to optimising the performance of your social media posts to help boost your SEO efforts.

WHY: When your web content is shared or liked on social media, it increases your website’s quality score, which in turn helps to push it up the all-important search engine rankings.

HOW: The most effective way to build your social media reach is to connect with the ‘influencers’ who will share your content with their large audiences. Tools such as Traackr help you develop relationships with influencers, Google Trends will keep you up-to-date with the hot keywords to build your posts around, and Hootsuite is a great tool for automating your social media posts across a range of platforms.

SEOWHAT: SEO—or search engine optimisation—aims to get your website ranking as highly as possible in search engine results through the use of keywords, quality content and the right website architecture.

WHY: According to data compiled by Statista, Google maintains an almost 90 per cent share of the search engine market. That means ranking highly in Google search results could be the best boost your practice will ever get.

HOW: SEO is a complicated business. Google rewards websites that publish regular, quality content, but punishes the overuse of irrelevant keywords. You’ll get points for having a smart phone-compatible website that loads quickly, ensuring all your webpage titles and descriptions contain relevant keywords, and linking to other respected websites. A good place to start is with a free SEO tool such as QuickSprout that reviews your website’s current SEO performance.


32

Video advertisingWHAT: Whether posting your own videos to your free YouTube channel, or paying to play your ad at the beginning of someone else’s video, online videos are an important part of your digital marketing mix.

WHY: With more than 1 billion users, YouTube broadcasts millions of hours of video every day. And the platform is showing no signs of slowing—the number of people watching YouTube per day is up 40 per cent since March 2014.

HOW: YouTube offers an in-house advertising service that allows you to target your paid YouTube ads by location, age, gender and interests, and you only pay if a user watches your ad for 30 seconds or more. Google’s TrueView works in a similar way for posting video ads to sites and apps in the Google Display Network.

Content marketingWHAT: Content marketing is the catch-all term for content you create to draw people to your website. This can encompass everything from a simple social media post to blog articles, ebooks, video tutorials, infographics, customer magazines, and a range of other content.

WHY: Google rewards websites that post regular, quality content. Publishing new blog articles will help lift your search engine results and give you more content to share on social media.

HOW: The secret here is to put reader value first. That means your content should not read like an advertisement, but rather be of genuine interest to your readers. Developing a content marketing strategy and editorial calendar is the key to managing this process. Connect with a content marketing agency to help you, or if you’re taking a DIY approach, online tools such as HubSpot can help you manage your workflow and platforms like Outbrain can assist you to distribute your content.

As the digital era continues to accelerate, businesses that embrace new ways of communicating with their customers will jump ahead of the pack. Just like in all other areas of your practice, taking a focused approach to digital marketing and using the right tools for the job will go a long way to ensuring your success and keeping your waiting rooms busy for years to come.

The secret... is to put reader value first.

That means your content should not read like an

advertisement, but rather be of genuine interest

to your readers. Programmatic advertisingWHAT: Programmatic advertising software allows busy businesses to automate the ad buying process by cutting out the salespeople to save time and money.

WHY: It’s fast, efficient, and highly targeted. Programmatic advertising uses real-time bidding to buy and sell online ad impressions through instant auctions. Advertisers bid based on the sites their ads will appear on, the location of the user, and how the user is likely to respond to them based on their past behaviour.

HOW: Demand-side platforms such as StackAdapt and PocketMath give advertisers the opportunity to purchase video, search, mobile and banner ads across a range of publisher sites with just a few clicks.

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Identification and management of pain in pets has advanced significantly over the past decade, leading both the World Small Animal Veterinary Association and the American Animal Hospital Association to update their guidelines on pain management. Both sets of guidelines recognise the importance of pain management in general practice for improving quality of life and patient outcomes, as well as supporting the veterinarian-client bond1,2.

With advances in preventative care, nutrition and veterinary medicine, the life expectancy of pets is increasing, and with this the incidence of osteoarthritis has also increased in both cats and dogs. Osteoarthritis and the broader category of Degenerative Joint Disease (DJD) can easily go unnoticed by pet owners or mistaken for old age, and is one of the most under-diagnosed diseases in veterinary medicine2.

Therefore, educating owners on how to identify pain in their pets is crucial for the initiation of treatment, as well as the ongoing management of the chronic pain2. In addition to the history from the client, the veterinary examination should include an assessment of the patient’s mobility, activity levels, the presence of

pain and overall demeanour of the pet, which may indicate the impact of the pain on the animal2. The outcomes of this assessment will guide the treatment choices.

Regardless of the stage of disease, or the treatments selected, veterinarians should aim to maximise the benefit and minimise the risks associated with managing this painful disease2. The mainstays of treatment involve methods to alleviate pain, and at all stages ‘nonsteroidal anti-inflammatory drugs’ (NSAID) are the most common analgesics used1.

When treating DJD in cats and dogs, all treatment angles need to be considered, to get the best outcome for your patient. Below is a broad range of treatments that can be used to help your patients manage their DJD in a multi-modal way2.

Non-surgery, non-drug treatment2

• Weight management• Diet modulation (type, amount)• Exercise• Physical rehabilitation and

physical modalities• Environmental modification• Nutritional supplements• Acupuncture.

Drugs2

• NSAIDs• Paracetamol (acetaminophen)

[not in cats]• Corticosteroids (treating the underlying

immune-mediated disease, resulting in polyarthritis)

• Adjunctive analgesics (e.g. tramadol, amantadine, gabapentin, tricyclic antidepressants)

• Postulated disease-modifying drugs (e.g. polysulfated glycosaminoglycan)

• Neuroablative procedures.

Surgery2

• Joint replacement (hip, elbow, knee)• Excision arthroplasty• Arthrodesis• Joint denervation• Stem-cell therapies.

Currently, the greatest weight of evidence is behind weight management, NSAIDs, diet and exercise.

METACAM is an easy to use and palatable NSAID that can help your patients manage the pain of DJD in dogs and cats. METACAM provides highly effective pain management that’s rewarding for patients, practitioners and owners alike.

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References:1. Epstein, M. et al (2015) 2015 AAHA/AAFP pain management guidelines for dogs and cats. J Feline Med Surg. Mar;17(3):251-72. 2. Mathews, K. et al (2014), Guidelines for Recognition, Assessment and Treatment of Pain. J Small Anim Pract, 55: E10–E68.

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36

For your canine and feline patients with arthritis, the right nutrition can make all the difference when it comes to disease management, improving mobility and easing their pain.

Hill’s Prescription Diet j/d™ interrupts the cycle of damage by helping to reduce cartilage degradation, joint inflammation and discomfort2. It also helps to preserve healthy joint cartilage3.

Hill’s Prescription Diet j/d canine is clinically tested to help your dog walk and run better, play better and climb stairs more easily in as little as 21 days1-4. In addition to this, for those dogs that are having their arthritis managed medically,

j/d Canine is a great compliment to current medical treatments—in some cases being able to reduce the dosage of NSAIDs by 25 per cent4.

Hill’s Prescription Diet j/d Feline is clinically proven to help cats with arthritis be more active in as little as 28 days5-7.

Hill’s j/d tastes great, and is available in both a dry and canned food for dogs and cats.

For more information, contact your Hill’s territory manager or the Hill’s Helpline on 1800 679 932.

Hill’s Prescription Diet j/d™ Reduces degradation of cartilage, inflammation in joints and discomfort² in cats and dogs.

1. Roush JK, Cross AR, Renberg WC, et al. Evaluation of the effects of dietary supplementation with fish oil omega-3 fatty acids on weight bearing in dogs with osteoarthritis. J Am Vet Med Assoc. 2010; 236: 67-73. 2. Roush JK, Dodd CE, Fritsch DA, et al. Multicenter veterinary practice assessment of the effects of omega-3 fatty acids on osteoarthritis in dogs. J Am Vet Med Assoc. 2010; 236: 59-66. 3. Caterson B, Little CB, Cramp J, et al, The modulation of canine articular cartilage degradation by omega-3 (n-3) polyunsaturated fatty acids, Proceedings, North American Veterinary Conference, 2005. 4. Fritsch DA , Allen TA, Dodd CE et al. A multicenter study of the effect of a therapeutic food supplemented with fish oil omega 3-fatty acids on the Carprofen dosage in dogs with osteoarthritis. J Am Vet Med Assoc 2010;236: 535-539. 5. Frantz NZ, Hahn K ,MacLeay Jet al. Effect of a test food on whole blood gene expression in cats with appendicular degenerative joint disease. J Vet Intern Med 2010; 24: 771. 6. Fritsch D, AllenT, Sparkes A et al. Improvement of clinical signs of osteoarthritis in cats by dietary intervention. J Vet Intern Med 2010; 24: 771–772. 7. Sparkes A, Debraekeleer J, Fritsch D et al.An open-label, prospective study evaluating the response to feeding a veterinary therapeutic diet in cats with degenerative joint disease. J Vet Intern Med 2010; 24: 771. Hill’s, Prescription Diet and j/d are registered trademarks of Hill’s Pet Nutrition, Inc.

myhillsvet.com.auTMs owned by Hill’s Pet Nutrition, Inc. © 2016 Hill’s Pet Nutrition Pty Limited.

The right nutrition can make all the difference to your patients’ mobility



Exclusive Australian Distributorswww.dlc.com.au | [email protected] | Ph.1300 785405

to MLS® Laser Therapy

w w w . a s a v e t e r i n a r y . c o m

Thanks to the innovative technique MLS®, the laser intervenes on the following conditions:u Osteoarthritisu Disc pathologiesu Bursitisu Perianal fistulaeu Contusions, hematomasu Acute and chronic tendon lesionsu Muscular sprains and strains

With these advantages: With these results:1 Synergy and strengthening of the anti-inflammatory, analgesic, anti-edema effects2 Rapid reduction of pain3 Rapid healing of superficial lesions (wounds, sores)4 Rapid recoup of the structural integrity of damaged tissue5 Improvement of local blood circulation

1 Painless2Sedation is not required3Does not require shearing (unless specified by the Veterinary) 4The owner can be present during the treatment5Short treatment length and with courses lasting few sessions

MLS® can be used on dogs, cats, equine and exotic animals.

u Muscular-schelectrical traumasu Degenerative articular pathologiesu Superficial cutaneous lesions (wounds, ulcers, sores)u Healing of surgical woundsu Lick granulomasu Gingivitis-Stomatitis

The efficiency and safety of MLS® Laser TherapyDLC AUSTRALIA, THANKS TO THEIR partnership with ASA Laser—an Italian company with more than 30 years of experience in the development of laser therapies and devices—is delighted to bring the market a therapeutic solution for the veterinary field: MLS® (Multiwave Locked System) Laser Therapy.

This innovative technique—cleared by the US Food and Drug Administration, and patented in Italy and the USA—can meet the requirements of any veterinarian, allowing them to effectively treat osteomuscular apparatus and dermatological diseases spread in small animals, exotic species and horses, improving their overall quality of life.

MLS® combines and synchronises continuous and pulsed light emissions with different wavelengths. This allows the laser’s energy to go deeper into the

tissue, strengthening the anti-inflammatory, analgesic and anti-edema benefits, and speeding up the healing process.

The efficiency and safety of MLS® Laser Therapy has been proven scientifically by the Joint Laboratory at the Department of Biomedical and Clinical Experimental Science from the University of Florence, directed by Dr Monica Monici at the ASA campus. Working closely with an international network of reknowned researchers—including the Department of Clinical Veterinary Science from the University of Padua—DLC and ASA were able to identify specific biological interactions and three important therapeutic properties of the MLS® pulse (photo-chemical, photo-thermal, photo-mechanical). Their research has uncovered a vast range of therapies MLS now has to offer.

Micromaxx ultrasoundby Dr Philip McConachy, Pound Road Veterinary Clinic, Hampton Park, Vic

We purchased this Sonosite ultrasound about six years ago. It was a big decision to spend a large amount of money on an ultrasound but there is no question that it has paid for itself. To be honest, I wonder how we managed without it.

What’s good about it?We’ll occasionally use the Micromaxx to look at the heart but its main use is for abdomens. We use it to look for bladder stones, to check if a dog has pyometra, for pregnancy diagnosis, and searching for tumours and intestinal foreign bodies. Any time we suspect kidney problems, we’ll look to see if there’s any evidence of pyelonephritis or tumours. We use it frequently with older German shepherds as they are prone to splenic tumours. We also use it to see if there’s fluid in the abdomen and we can use it to guide biopsies.

The unit is quite compact—you just pick it up by the handle and open it like a laptop. It can be run off battery power so it’s very convenient to take into the consult room. While some vets rely solely on radiography, it is clear that you can see a lot more detail in the abdomen with an ultrasound.

I haven’t used many other ultrasound machines but other vets tend to speak highly of this model. The Sonosite brand seems to have an excellent reputation. It’s a fairly simple and very reliable machine.

What’s not so good?The software is a bit clunky and it takes a little time to warm up when you first turn it on. While you can start using the ultrasound fairly quickly, it takes about four or five minutes before you can actually record anything.

The images are stored on a hard-drive in the machine itself. It would be great if the software could be integrated so the images were stored in the patient file.

Where did you get it?BCF Ultrasound (www.bcfultrasound.com).

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A new ultrasound machine, an app for heart rate monitoring, and much more are under review this month …

TOOLS TRADE

of the

Curved deciduous elevatorby Dr Julie Girdler, Heights Pet Hospital, Singleton Heights, NSW

Four years ago, I noticed this instrument while flicking through a dental catalogue. After reading about it, I knew it was worth giving it a go. The elevator is used to remove retained canine teeth in dogs—the instrument is designed just for that tooth—it’s made my life much easier.

What’s good about it?Before buying this elevator, I used other instruments that were designed for other teeth. Those tools didn’t curve in the right way and often caused the root to break.

Normally, deciduous canine teeth fall out but when they don’t, they can be a real issue. If a dog’s adult tooth comes down and the baby tooth is retained, food can become lodged between the teeth causing tartar buildup and gum disease. This jeopardises the permanent canine tooth in the long-term.

When using this elevator, the sharp pointed end cuts the periodontal ligament, then the curve of the elevator tip follows the curve of the tooth.

I generally use the elevator about once a month. They’re available in three different sizes, depending on the type of dog. For my money, it’s a real winner.

What’s not so good?As with all dental extractions, you still have to take your time. If you rush it, you’ll break the tooth.

The only time this elevator has failed to work was when the retained tooth was so closely pushed up against the adult tooth, I couldn’t remove it using the instrument. In that case, I had to do a flap but overall, I prefer not having to drill.

Where did you get it?IM3 (www.im3vet.com).

AliveCor veterinary heart monitorby Dr Nikki Tapp, Marlin Cost Veterinary Hospital, Trinity Beach, Qld

This is a case that snaps onto an iPhone 4/4s or 5/5s and transfroms it into a portable ECG. Once you download the app, you’re ready to go.

What’s good about it?The phone is simply placed against the left-hand side of the animal and tilted at about 45 degrees towards the head. For really good contact, it’s advisable to shave the area first. Once it’s in position, it will automatically start reading the ECG.

It will keep recording until it loses contact and then download the results into the iPhone, to be emailed or attached to the patient’s record.

It’s very quick and easy. I find that it’s great for emergency situations like eclampsia or hyperkalemia. When you need a quick reading on heart electro-connectivity, this unit is perfect.

However, it’s not really suitable for heart work-ups or for more complicated procedures such as diagnosing chamber enlargement. This unit is designed to get a quick, simple reading. I had a GDV recently and when the dog was recovering, it allowed me to monitor the animal easily and frequently. Except for more complex cases, it can be used for anything. It’s a great little tool.

What’s not so good?It works faultlessly when used with an iPhone 5, but sometimes has problems with an iPhone 4. Our work phone is an iPhone 4 and we can’t download the app to the phone. It’s also not compatible with other brands of smartphones, but I believe they are planning to rectify this in the future.

Where did you get it?Blackmores (www.pawbyblackmores.com/products/alivecor-vet).

Y O U R T O O L S

continued from page 39

40

Zoffby Lily Nugent VN, Merimbula Vet Clinic, NSW

Zoff is a universal adhesive remover made by Smith & Nephew. I absolutely love this product; it makes my job so much easier.

What’s good about it?It significantly reduces trauma associated with adhesive removal. Zoff dissolves any glue—tape can be easily cut away or simply unwound without any problems. I’ve found it a godsend with angry cats that have had catheters in for a couple of days.

We use it with dogs and cats in the clinic but I presume it would be suitable for horses too. I’ve even used it on myself when I needed to change a bandage regularly. I’m happy to report that it was absolutely painless.

Once the liquid is applied, it works very quickly. After about 15 seconds, the adhesive is destroyed and the bandage just falls away. It has a mild added fragrance and some aloe extract, but the animals don’t react to the smell at all.

Zoff is a must-have item in any veterinary practice. We have three clinics and I have made sure Zoff is in every one.

What’s not so good?It can be a bit oily if you get it on your hands and you will need to wash them afterwards. We generally use a swab to apply it directly to the tape.

Where did you get it?Cenvet (www.cenvet. com.au).

Portable Dental X-RayThe PORT-X ll provides total portability combined with the latest digital technology.

• Light and small, enabling total portability and use in any location.

• Small dose of radiation, ensuring patient and operator safety.

• High performance Tube and HFG, providing sharp and clear images.

• Designed for use with both digital sensors and CR image plates.

• Supplied with stand and remote operating switch.

• Fixed kV (60) and mA (2) means the only variable is the exposure time.

• X-ray tube manufactured by Toshiba.

• Complies with National Safety Standards and guidelines.

Revolution 4DC X-Ray• Smallest focal spot available 0.4mm - better image quality

• DC technology reduces radiation dosage compared to AC

• Wireless remote control - activate x-ray outside of room

• Approved for use in all states of Australia & NZ

• Max arm extension 230cm from wall

• Highest Resolution veterinary dental scanner available

• Flexible image plates in 7 sizes

• Largest HD plate 5.7 x 9.4cm available, suitable for extremities

• Images can be viewd throughout the clinic

• No service contracts, iM3 technical support for life of scanner

• Comes with 10 network licenses, 2 year warranty and iM3 support

CR7 VET - Small, compact Dental Scanner

The ultimate dental radiology package:Port X, Hand Held Dental X-Ray and the CR7 with size 2 & 4 plates and software including onsite training.

$16,995.00 +GST

T h e V e t e r i n a r y D e n t a l C o m p a n y

iM3 Pty Ltd - The Veterinary Dental Company21 Chaplin Drive, Lane Cove, Sydney NSW 2066 Australiap +61 2 9420 5766 f +61 2 9420 5677 e [email protected]

OR

“After trying several dental X-ray systems I have found the simplicity and ease of use of the Genoray Port X-II combined with the CR-7 to be far superior than the others. With this system and the great support from iM3 there is no reason for any Veterinary Hospital not to be doing dental radiography.”

Dr Brad GarlickAsquith Veterinary ClinicSydney, NSW Australia

Dental X-Ray

Optional floor stand

Wireless remote with vet icons and setting

$17,300.00

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“Mention ballroom dancing these days and it usually conjures up images of Strictly Ballroom, or black-and-white scenes of couples dancing to big jazz bands. The reality is very different. Originally, I took up the hobby as a fun break from vet science during university, but I quickly found myself partnered up and entered in my first competition.

“While attending a social dance one evening, I was introduced to a tall man, Mike, who was learning to dance as part of a wedding party. Today, he’s my dance partner, with whom I compete in the top event of the Australian Championships—and he’s also my husband.

“There are five dances that fall under the banner of ‘ballroom’: waltz, tango, Viennese waltz, foxtrot and quickstep. When we’re in competition training mode, we take one or two lessons per week and try to train twice more. It’s something that we both enjoy; we’re in close contact and moving—hopefully!—as one.

“Mike tends to prefer the speed of quickstep, whereas I like the power and stillness of a tango. Our favourite dance is the foxtrot, with its gliding, swing feel, but we always enjoy whichever dance we are working on and developing at that moment.

“We have had some great highlights which, include winning our grade at the Victorian Championships in 2011, representing Victoria at the South Australian Championships, and finding ourselves up against the top international couples in the world at the 2012 World Ballroom Championships in Melbourne. On that occasion, we were competing in the Australian Open Ballroom event, which was a warm-up for the world title. Little did we know that all the main international contenders had decided to take part to check out the floor. It was quite a challenge to go up against the best in the world and, needless to say, we did not prevail. But it was memorable and we were thrilled to be part of the day.

“Ballroom dancing is a dynamic physical activity that requires tough mental discipline. I find it to be a great way to unwind, switch off and, immerse myself in something other than work. In the future, we’ll continue to train and compete, hopefully tying it in with some overseas travel. Ballroom dancing is something one can do well into their seventies and I certainly imagine that will be us.”

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Ballroom dancing may look elegant, but Dr Gemma Coulter of Monbulk Veterinary Clinic in Victoria knows it takes physical ability and mental tenacity.

Shall we dance?

As a vet, you are used to handling your patients with care and understanding, (especially if their bite is worse than their bark).

At BOQ Specialist, we adopt the same approach.

We’ve spent nearly 25 years working closely with vets and we’ve come to know your world as well as we do our own. We know your idiosyncrasies and we can anticipate your needs. So, unlike a conventional bank, we’ve developed products and services that are carefully designed to meet your business and personal banking requirements.

When you call us, you’ll always feel you are dealing with one of your own breed.

Visit us at boqspecialist.com.au/ava or speak to our financial specialists on 1300 131 141.

Snarling, growling, snapping. Sounds like you need a new bank manager.

BOQ Specialist - a division of Bank of Queensland Limited ABN 32 009 656 740 AFSL and Australian credit licence no. 244616 (“BOQ Specialist”). Terms and conditions, fees and charges and lending and eligibility criteria apply

Equipment and fit-out finance / Credit cards / Home loans / Commercial property finance / Car finance / Practice purchase loans SMSF lending and deposits / Transactional banking and overdrafts / Savings and deposits / Foreign exchange

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PREVICOX® EXCEEDINGEXPECTATIONS

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1. Refer to PREVICOX product label for full claim details. 2. Merial Data on File, PR&D 84101. 3. McCann, M.E., Andersen, D.R., & Zhang, D. et al (2004) In vitro activity and in vivo effi cacy of a novel COX-2 inhibitor in dogs. Am J Vet Res 65 :502-512 * When used according to label directions. Merial Australia Pty Ltd, Building D, 12-24 Talavera Road, Macquarie Park, NSW 2113. ABN 53 071 187 285. ®PREVICOX is a registered trademark of Merial. ©2015 Merial Limited. All rights reserved. PREV.15.02.0051.

PREVICOX RELIEVES PAIN WITH• Once daily dosing - with or without food1

• Fast acting comfort - peak plasma levels achieved within90 minutes of dosing2

• Safety - high COX-2 selectivity while sparing COX-1 at therapeutic doses3*

Dogs suffering from osteoarthritis need proven relief from pain and infl ammation.

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vet practice february 2016

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