Volume 11 - Merial Rewards

merial rewards plus program publication | volume 11, 2013 |MERIAL ®REWARDSPLUSEARN BONUSPOINTSSEE PAGES15 & 16 FOR DETAILSENCOURAGEA LEAN,HEALTHY PETteachingcallingdr. googleeducatingget more patientsprotected for12 monthsplus…pet treat recipes

healthy pets healthy lives | from merial rewards plus | volume 11, 2013help ownersassess petweight problems.page 2featured articles2The Goal: Encourage aLean, Healthy PetTackling pet obesity through awareness.6Houston, We MayHave a Problem![But, We AlsoHave a Solution]Combating a decrease in veterinary visits.8 | client handout+ Calling Dr. Google10 & 12 | education+ Get More Patients Protected for 12 Months+ Which Plaque Control Products?16 | share your story: pet spotlight+ Bruno Finds a Home17 | activities: fun & games+ Word Search+ Pet Treat Recipes

MERIAL ®REWARDSPROGRAMPREVENT HEARTWORM DISEASE YEAR-ROUNDMerial, the maker of HEARTGARD ® Plus (ivermectin/pyrantel), wants youto join The Power of 12 Program. This program fully integrates educational,promotional, and communication elements designed to serve the veterinaryhealth community and pet owners alike by promoting preventive healthcarethrough compliance of year-round heartworm protection with 12 doses ofHEARTGARD Plus.Getting on board with the Power of 12 is easy! If your clinic’s not registered,sign up now at www.joinpowerof12.com.By participating in The Power of 12 Program, your clinic will receive:• Monthly emails for staff and client education• $12 rebate coupons for pet owners• The chance to Track and Win $1,200 every month with the 2013Real-Beef Challenge• Access to clinic and client educational and merchandising materials• Program Action Guide that helps you implement the Power of 12in your practiceEARN BONUSPOINTSSEE PAGES15 & 16 FOR DETAILSThis issue of your Protectormagazine contains quite a bitfor you!Inside, you’ll find important insightsfrom Steve Dale, Certified AnimalBehavior Consultant, on page 6. Steveshares guidance that may help youbring clients into the clinic as well asideas to encourage them to return. Aclient handout on the very same topicis also included so that you can easilyshare it with your clients (page 8).And, specifics on how to guide yourclients as they choose plaque controlproducts for their pets are highlightedon page 12.Be sure to watch for excitingnews coming your way soon on howwe’ve enhanced your membershipin MERIAL ® Rewards to offer youmore ways to earn points and berewarded! We’re excited to haveyou as a member and we’ll continueto support your dedication to helpprotect pets.Best regards,Important Safety Information: HEARTGARD ® (ivermectin/pyrantel) is welltolerated. All dogs should be tested for heartworm infection before startinga preventive program. Following the use of HEARTGARD, digestive andneurological side effects have rarely been reported. For more information,please visit www.HEARTGARD.com.MERIAL ® Rewards Team

Encourage a Lean, Healthy PetBy: Marie Rosenthal, MSAnyone who has ever tried to take off a few pounds understands the challenge of weight loss.It turns out that the difficulty is not just a lack of willpower. Fat is the largest endocrineorgan in the body. 1 It secretes hormones and inflammatory chemicals like cytokines – manydesigned to keep the fat cells, well, fat. 2-3 Another factor that makes dieting difficult is therole that food plays in society. “People associate love with food,” says Ann Wortinger, BIS,LVT, VTS (ECC, SAIM), program director of the Veterinary Technology Program at Sanford-Brown College in Dearborn, Michigan. As a result, there is an epidemic of obesity in America,among people and their pets. 4,5 Compounding the ultimate causes of obesity — too manycalories, not enough activity — is the human-animal bond. “We like to feed our cats anddogs. It is a big part of how we show our love,” explains Julie Churchill, DVM, PhD, DACVN,associate clinical professor, nutrition, University of Minnesota, College of Veterinary Medicine.protector | 3

Approximately 53% of dogs and55% of cats have been classified asoverweight or obese by a veterinaryhealth care provider, according to a2011 survey by the Association forPet Obesity Prevention. Almost 89million of the 164 million ownedcats and dogs are too heavy. 5Yet, in the same survey, 22% of dog ownersand 15% of cat owners thought their obeseanimal’s weight was normal. 5Churchill says that failure to recognizeobesity in animals makes it harder toovercome this epidemic. According to anadditional online study conducted by theAmerican Pet Products Association, only 8%of dog owners and 9% of cat owners classifiedtheir pets as obese. 5“We are not used to seeing healthy, lean dogsand cats. I think education is needed aboutwhat a healthy animal looks like,” she says.Start that education the first time an animalcomes into the clinic. The veterinary teamshould talk about nutrition and diet and makedietary recommendations at every visit.Expect these recommendations to changeas the animal’s circumstances change, saysWortinger. Food is energy, and just as athletesneed more calories than people who aresedentary, the animal’s age, gender, activitylevel, body condition, size and breed affectthe animal’s caloric requirements.A recommendation is crucial after aspay or neuter because that procedure mayreduce the animal’s metabolic rate, whilesometimes increasing its appetite. 6 “So, it’sa double hit,” Churchill explains.“Estimates of an animal’s energyneeds may vary by as much as ± 50%, sofeeding recommendations need to havean ‘expiration date,’ after which the clientadjusts the amount fed to maintain thedesired Body Condition Score (BCS),” saysC.A. Tony Buffington, DVM, PhD, DACVN,professor at The Ohio State UniversityVeterinary Medical Center, and founderof the Indoor Pet Initiative.“Determine a body condition scoreon every patient during every visit,”Buffington recommends.BCS charts and recommendations areavailable from most food companies, aswell as online. Try OSU’s website at vet.osu.edu/vmc/body-condition-scoring-chart.As Wortinger examines a patient, sheexplains to the client what denotes ahealthy weight. Overweight in dogs and catsis defined as being between 10-20% aboveoptimal weight, where obesity is definedas being more than 20% above optimalweight, 7 she says.Churchill recommends showing ownershow to determine a BCS. Give them a setof stickers to put on the calendar just asthey do to remind them to give a monthlydose of a heartworm preventive, and tellthem to perform a BCS at least once amonth. (See sidebar.)Buffington shared this idea: “Teachowners how to feed to the appropriate bodycondition for their pet’s life stage, showthem how to do it and then check to makesure they are achieving the desired outcome.”A diet history will also help with arecommendation because staff can base arecommendation on personal experience.An animal in good condition is a sign that itis receiving the right amount of a good food.Remember the client’s preferences whenmaking a recommendation. If the clientthinks organic is important, it would bepointless to recommend a non-organic food.“The client shouldn’t be getting foodrecommendations from the Internet,groomer or dog park. They should receivethat from the veterinary team starting atthe first visit and continuing through thelife of the pet,” Wortinger says.Dogs only need to eat once a day, butpeople prefer to feed their dogs more often.This is okay, as long as the total amountof food is correct. Churchill recommendsmeasuring out the food at the beginning ofthe day, placing it in a separate container andfeeding the animal only from that container.OWNERS█ OWNERS WHO BELIEVED OBESE WEIGHT WAS NORMAL2011 SURVEY BY THE ASSOCIATIONFOR PET OBESITY PREVENTIONOWNERS22%15%4 | protector

Cats need multiple meals a day. “Cats arenibblers by nature,” Churchill says. “We aregoing against their natural feeding behaviorwhen we only feed twice a day.”Check out the Indoor Pet Initiative to findcreative ways to feed and entertain indoorcats at http://indoorpet.osu.edu/cats/.Snacks should be no more than 5% of totaldaily calories or they will sabotage the diet.Recommend low-calorie treats as snacks;fruits and veggies are good options for dogs.Kibble is a great snack. If the owner wantsa snack different from the animal’s normalfood, they can buy a small bag of a differentfood to use as snacks.Being overweight is an emotional andphysical issue, so don’t judge and don’t scold.Churchill recommends banning the words“fat” and “skinny,” which are highly emotionalterms, when discussing weight. Instead, talkabout “healthy, lean” animals.“Every overweight animal is dearly loved,”she says. “It might be misguided love, butthey didn’t get there because of negligence.They got there through love and affection.Always consider that bond. You have todevelop a plan and help the owner own theplan. Otherwise, you are sending the pet backto the environment that created the obesity.”“Emphasize their love and concern fortheir pets. For example, say ‘I have seriousconcerns that your pet’s weight will impactits health,’” she suggests.And Wortinger reminds all of her clients:“Hugs and kisses are calorie-free.”Sources:1Tanowitz HB, Jelicks LA, Machado FS, et al. Adipose tissue, diabetes and Chagasdisease. Adv Parasitol. 2011;76:235-50. doi: 10.1016/B978-0-12-385895-5.00010-42Rosenbaum M, Leibel RL. The physiology of body weight regulation: relevance to theetiology of obesity in children. Pediatrics. 1998;101:525-539.3Bastard JP, Maachi M, Lagathu C, et al. Recent advances in the relationship betweenobesity, inflammation, and insulin resistance. Eur Cytokine Netw. 2006;17:4-124CDC. The Obesity Epidemic. http://www.cdc.gov/CDCTV/ObesityEpidemic/.Accessed on March 30, 2012About the Author: Marie Rosenthal, MS, has been ahuman and animal health writer and editor for morethan 20 years. She now freelances. Marie lives in NewJersey with her husband and two weimaraners, JaneEyre and Jake Barnes.5The Association for Pet Obesity Prevention Survey http://www.petobesityprevention.com/big-pets-get-bigger-latest-survey-shows-dog-and-cat-obesity-epidemic-expanding/.Accessed March 30, 20126Sloth C. Practical management of obesity in dogs and cats. J Small Anim Pract.1992;33:178-1827Toll PW, Yamka RM, Schoenherr WD, Hand MS. Obesity. In: Hand MS, Thatcher CD,Remillard RL, Rodebush P, Novotny BJ eds. Small Animal Clinical Nutrition. 5th ed.Topeka, KS: Mark Morris Institute. 2010BODY CONDITION SCORE:How Should My Pet Feel?Dr. Julie Churchill gives this easy comparison to clients when they are determining a Body ConditionScore (BCS).Give these tips to clients (with stickers for their calendar) and encourage them to add BCS to theirroutine pet maintenance:• Determine a body condition score with your hands not your eyes.• Use your fingers, hands flat. Pressing lightly, gently rub down the side of the pet’s body while feelingits ribs.• The skin should feel like a t-shirt covering the ribs, not a sweatshirt or a parka.COMPARE WHAT YOU FEEL ON THE ANIMAL’S RIBS TO THIS:Make a fist and feelover your knuckles. Ifthe pet’s ribs feel likeyour knuckles … theanimal is too thin.Now open your fistand feel the top ofyour knuckles. If thepet’s ribs feels likethat ... it’s just right.Now turn your hand over,palm up and feel the baseof your fingers. If thepet’s ribs feel like that ...the animal is too fat.The ribs and hips should be the widest part of the body; waistline the narrowest. The base of thetail of most dogs should be bony and feel like it does while tapping your kneecap.protector | 5

HOUSTON, WE MAY HAVE A PROBLEM!(BUT, WE ALSO HAVE A SOLUTION.)STEVE DALE, CABCSad news for our pets was announced at apress conference last year at the AmericanVeterinary Medical Association (AVMA)Convention. “Houston we have a problem,”began Ron DeHaven, DVM, MBA, executivevice president and CEO of the AVMA, ashe began to describe a steady decline inveterinary visits. “This decline has beengoing on for over a decade, despite anincreased pet population 1 ,” he said.The volume of data is irrefutable. If yourclinic isn’t experiencing the downward trend,count yourself as lucky. However, practicesin most communities are feeling the pinch.For example, feline veterinary visits droppeda whopping 30% and dog visits were down21% in 2006 when compared to data from2001. Cats are the most common pet, withthe total U.S. population hovering rightaround 74.1 million, compared to 70 milliondogs. Cat owners are more likely to ownmultiple cats (2.1 per household) comparedto dog owners, who average 1.6 dogs perhousehold. 2 So most practices should beseeing at least as many cats as dogs, butthat’s rarely the case.Information collected from 2006 indicatedthat approximately a quarter of pet ownersdid not take their pet to the veterinarian. 3Without regular visits to their veterinarian,pet owners are unable to identify if their petis experiencing early stages of disease. Withearly intervention, treatment may be moreeffective — and less costly.The result is predictable: overall pet healthis suffering.Despite the availability of effective fleacontrol products, the incidence of fleainfestations in dogs and cats has been shownto be increasing, according to the BANFIELD ®Pet Hospital State of Pet Health Report 2011. 4This may be due to the fact that clients arerandomly choosing flea and tick productsbased on price or accessibility rather thanseeking input from veterinary professionalson which products may be best for a specifichousehold and obtaining a thoroughexplanation of proper product usage. Theend result? Pets sometimes needlessly sufferfrom flea infestation — and, unfortunately,extermination doesn’t come cheaply.So, what can be done? Some practices feeloverwhelmed, saying that the problems arebeyond their control. While the economy iscertainly a factor, the veterinary visit declinebegan before the economic downturn. 5However, Houston, do we have a solution?Help has arrived through a coalitionof allies led by the AVMF. PARTNERSFOR HEALTHY PETS is the face of thePARTNERSHIP FOR PREVENTIVE PETHEALTHCARE TM , which is an alliance ofmore than 20 leading veterinary associationsand animal health companies committed toa vision of improved overall health for pets.According to the January, 2012 pressrelease from the organization, “To betterunderstand pet owners and veterinarians’beliefs and opinions regarding preventivecare, the Partnership conducted indepthinterviews among pet owners andveterinarians. These interviews revealedthat discussions regarding preventive careneeds and the communication of its valuescan be difficult with pet owners, especiallyin these tough economic times”. 6The press release continues, “With thegoal of closing the communication gapbetween veterinary professionals andclients, the PARTNERS FOR HEALTHY PETShas implemented a number of initiativesthat will help veterinary professionalsdetermine the best ways to enhancepreventive pet healthcare in their practices.One of these best practices is called “TheOpportunity” and involves the distributionof questionnaires to clients and members ofthe profession to determine what both sidesbelieve they are saying to one another”. 76 | protector

Here are some ideas that may help bring clientsinto the clinic and encourage them to return:StaffDevelopmentPleasantOffice VisitsOffer NewServicesConsiderConvenienceConsider using the AmericanAnimal Hospital Association-American Veterinary MedicalAssociation Canine and FelinePreventive Healthcare Guidelines. 8Handling is Important: If clientsfeel that their dog or cat is being“manhandled by staff,” they’re notas likely to return. “Low StressHandling, Restraint and BehaviorModification for Dogs & Cats,” bySophia Yin, DVM, MS is a greatresource on the topic. Preview thebook at http://lowstresshandling.drsophiayin.com/book/.When veterinarians demonstratecompassion and fulfill their clients’needs at the end of a pet’s life, it’slikely that those clients will returnshould they adopt another pet. Aspet loss support lines close downdue to the economy, staff memberscan be trained to offer support. Staffmight also be trained to providepet hospice in clients’ homes. 15Use FELIWAY ® diffusers in waitingand exam rooms. (FELIWAY is ananalog of a calming pheromonefound on cat cheek pads).Consider specific officehours for cat visits only. 11Design the waiting room tominimize or decrease anxiety.Use room dividers so animalsaren’t staring at one another.Encourage cat owners to keepcarriers on their laps. Manymore ideas are available throughthe Feline Advisory Bureau,Cat Friendly Practice 2. 13Become a cat-friendly practice. 141 OUTOF FOURPET OWNERS DON’T MAKEVETERINARY VISITS 338% of all cat owners say justthinking about visiting theveterinarian is stressful; 58%indicate that their cat “hates” togo to the veterinarian. 9 Consideroffering kitten classes as wellas providing handouts to teachowners how to desensitizeand counter-condition cats tocarriers. 10 Kitten and puppyclasses establish your hospitalas a resource if later in life thereare pet behavior problems.Offer value 11 : Examples includesenior citizen rates, discounts onMondays or providing couponson the hospital website.Front office staff shouldoffer to schedule the nextvisit before clients leave.Place one person in chargeof social media. Also,consider texting clients withupdates on their pets.Sources:1PARTNERS FOR HEALTHY PETS, http://www.partnersforhealthypets.org/Uploads/filezRIv2h/AVMA%20Convention%20Presentation_version%20with%20TM%20logo_pdf%20for%20web.pdf.Accessed 10/11/20122AVMA, “Sneak preview of AVMA Pet Demographic Sourcebook at 2012 convention in San Diego” https://www.avma.org/news/pressroom/pages/Sneak-preview-of-AVMA-Pet-Demographic-Sourcebook-at-2012-convention-in-San-Diego.aspx. Accessed 10/10/20123Bayer HealthCare LLC, Animal Health Division, Bayer Veterinary Care Usage Study, 2011, slide 25, http://www.ncvei.org/articles/FINAL_BAYER_VETERINARY_CARE_USAGE_STUDY.pdf. Accessed 10/10/20124BANFIELD ® Pet Hospital State of Pet Health: 2011 Report, BANFIELD Pet Hospital, pp. 2-38.5Bayer HealthCare LLC, Animal Health Division, Bayer Veterinary Care Usage Study, 2011, slide 20, http://www.ncvei.org/articles/FINAL_BAYER_VETERINARY_CARE_USAGE_STUDY.pdf. Accessed 10/10/20126PARTNERS FOR HEALTHY PETS, http://www.partnersforhealthypets.org/7Partners for Health Pets, The Opportunity, http://www.partnersforhealthypets.org/Uploads/file3kPpkT/Partnership%20for%20Preventive%20Pet%20Healthcare_Press%20Conference_1_15_12.pdf.Accessed 10/10/20128PARTNERS FOR HEALTHY PETS, American Animal Hospital Association-American Veterinary MedicalAssociation Canine and Feline Preventive Healthcare Guidelines http://www.partnersforhealthypets.org/media.aspx . Accessed 10/10/20129Bayer HealthCare LLC, Animal Health Division, Bayer Veterinary Care Usage Study, 2011, slides 52 &94; http://www.ncvei.org/articles/FINAL_BAYER_VETERINARY_CARE_USAGE_STUDY.pdf. Accessed10/10/201210Getting Your Cat to the Veterinarian, American Association of Feline Practitioners, http://www.fabcats.org/publications/2011_Feline__FriendlyClient_Handout.pdf. Accessed 10/10/201211Bayer HealthCare LLC, Animal Health Division, Bayer Veterinary Care Usage Study, 2011, slides 65 &67; http://www.ncvei.org/articles/FINAL_BAYER_VETERINARY_CARE_USAGE_STUDY.pdf. Accessed10/10/201212Bayer HealthCare LLC, Animal Health Division, Bayer Veterinary Care Usage Study, 2011, slide 77; http://www.ncvei.org/articles/FINAL_BAYER_VETERINARY_CARE_USAGE_STUDY.pdf. Accessed 10/10/2012/13Feline Advisory Bureau, Cat Friendly Practice 2, http://www.fabcats.org/catfriendlypractice/cat%20friendly%2032pp.pdf. Accessed 10/10/201214American Association of Feline Practitioners, Cat Friendly Practices; http://catfriendlypractice.catvets.com/. Accessed 10/10/201215PawspiceProgram (compassionate and palliative end of life care), Alice Villalobos, DVM, et al http://www.pawspice.com/. Accessed 10/10/2012protector | 7

CallingDR. GOOGLEShare this client handout by making copiesof the facing page or downloading it fromwww.MerialRewardsProgram.com.

WENDY S. MYERSGET MORE PATIENTSPROTECTED FOR12 MONTHSWhen Bindi was diagnosed with heartworms, Beth Moorechronicled her recovery on Facebook. The two-year-oldBlue Heeler had difficulty breathing, deep coughing,lost 8 pounds and didn’t want to play like a puppyshould. Bindi’s story had a happy ending andteaches pet owners the importance ofprotection from deadly heartworms.Like Bindi, not enough pets aregetting the protection they need.Only 45% of dogs and 12% of catsreceived 12 months of heartwormprevention in 2012, accordingto a nationwide study of107 veterinary clinics byCommunication Solutionsfor Veterinarians Inc., aDenver-based consultingfirm. 1 Missing doses notonly fails the health ofpatients, it hurts thefinancial healthof practices.10 | protector

Try these easy-to-implement ideas that willget more patients protected year-roundPromote Refills DuringPreventive Care ExamsWhen a technician greets theclient in an exam room, explain whichservices and products are due today. “Foryour preventive care visit, we will do anose-to-tail physical exam, administerneeded vaccines, perform an intestinalparasite screen and heartworm/tick-bornedisease test, and refill 12 doses of heartwormpreventive and flea/tick control products. Isthere anything else you would like to discusswith the doctor today?” Saying “we will refill”is a compliance technique that will get morepets on year-round protection. If clients askabout prices, prepare a treatment plan oraccess fees on computers in exam rooms.Then say, “Before deciding, let’s have thedoctor perform an exam, and then help youprioritize which services and products yourpet needs. To make year-round protectionaffordable, we have $12 rebates on 12 dosesof HEARTGARD ® Plus (ivermectin/pyrantel).And, when you purchase a six-pack ofFRONTLINE ® Plus, you will receive twoadditional doses free.”Post Parasite Prevalence MapsThe Companion AnimalParasite Council offers maps 2for heartworms, tick-borne disease andintestinal parasites for dogs and cats atwww.capcvet.org. Search data by UnitedStates, state and county. Hang maps inexam rooms and on lobby bulletin boardsas conversation starters.Educate Clients About the Costof Treatment vs. PreventionMake a counter sign that says,“You could buy 11 years of heartwormpreventive for less than the cost of treatingyour dog one time forheartworms.” Thenstack 12 boxes ofHEARTGARD Plus atyour front desk. (Hint:Display only emptyboxes to avoid theft).Also post a photo ofthe display on yourclinic website.Put a Face on Heartworm DiseaseWhen you diagnose pets withheartworms, get clients’ permissionto explain the diagnosis and treatmentthrough photos and videos on Facebook.Stories about local pets make the importanceof protection even more impactful.Post Merial’s “Battling Hooks & Rounds”video, which teaches pet owners the benefitsof roundworm and hookworm treatment andcontrol. The cartoon music video shows howpets can get harmful intestinal parasites andsimple steps to guard against them.Show Value for Free Dosesand RebatesAssign a dollar value such as “Whenyou buy a six pack of FRONTLINE Plus, you’llget two doses free.” or “When you buy 12doses of HEARTGARD Plus from our hospital,you’ll get $12 back from a mail-in rebate. Thatlowers your dog’s medication costs.” Thesestatements promote the benefits of buyingmedications from your hospital.Reach Out To Unprotected PatientsYour practice can enroll in CLIENTCONNECTION TM Plus, which allowsyou to send special coupons to clients withpets receiving less than 12 doses per year ofa heartworm preventive and flea/tick controlproducts. MERIAL covers all costs of datamining, printing and mailing for enrolledclinics. The program will reach 20 million petowners this year, driving more clientsto veterinary hospitals for refills.Important Safety Information: HEARTGARD®(ivermectin/pyrantel) is well tolerated. All dogsshould be tested for heartworm infection beforestarting a preventive program. Following theuse of HEARTGARD, digestive and neurologicalside effects have rarely been reported. For moreinformation, please visit www.HEARTGARD.com.Sources:1Data on file. Communication Solutions for Veterinarians, Inc.2Companion Animal Parasite Council prevalence maps, www.capcvet.org/parasite-prevalence-maps. Accessed on 3/12/2012Create an Email CampaignRun a report in your practicemanagementsoftware to identifypatients that received less than 12 doses ofheartworm prevention. Then send an emailcampaign such as:“Dr. checked Buster’smedical record and found that he receivedless than 12 doses of heartworm preventive.Our clinic has diagnosed 12 dogs this yearwith potentially deadly heartworm infection,which is transmitted by mosquitoes. Thecost of heartworm treatment for a 50-pounddog can be quite costly compared to 12months of heartworm preventive. SinceBuster has had an exam and heartwormtest within the last 12 months, Dr. has authorized a prescription refill.To protect Buster from heartworms, clickhere for a coupon/rebate. Visit our hospitalto pick up his refill, or click here to orderfrom our online store.”Four elements make this emailcampaign effective:1. Alerts the client that theirdog is unprotected2. Shares local statistics onheartworm infection3. Educates the client about thecost of treatment vs. prevention4. Offers a coupon/rebate andease of refilling onlineSchedule a staff meeting to discuss whichstrategies you’ll implement to increase12-month dispensing. Track your progressmonthly to ensure patients are getting theprotection you recommend.About the Author: Wendy S. Myers owns CommunicationSolutions for Veterinarians in Denver. Her consultingfirm helps teams improve compliance, client serviceand practice management. Wendy is also a partnerin the Animal Hospital Specialty Center, a 13-doctorAAHA-accredited referral practice in HighlandsRanch, Colorado. She is the author of four books andfive videos. Subscribe to Communication Solutions forVeterinarians’ e-newsletter at www.csvets.com.protector | 11

JAN BELLOWS, DVM, FAVD, DIPL. AVDC, ABVP (CANINE AND FELINE)ALL PETS DENTAL | WESTON, FLORIDAHelping Your Clients Choose Plaque Control ProductsEarly in 2011, over a thousand combined dogand cat owners participated in an onlinesurvey conducted by Trone, Inc. (High Point,NC) regarding consumer awareness andbehaviors toward pet oral care.Only 20% of the dog and cat caregiverswho owned pets over three years old feltthat their pet had any dental disease. In arecently conducted study by BANFIELD, 78%of dogs and 68% of cats older than threeyears old have some form of dental disease. 1Many owners took steps to provide dentalhealth care for their pets in 2010. Of thosethat provided dental health care, products andservices they associated with doing so varied 2 :• 70% purchased treats• 30% dental diets• 30% reported they brushed theirdog’s teeth• 25% saw their pets’ veterinarian• 10% relied on their pets’ groomerCat owner results were:• 48% purchased treats• 28% dental diets• 11% reported they brushed theircat’s teeth• 18% saw their pets’ veterinarian• 4% relied on their pets’ groomerThere are hundreds of choices thatdog and cat owners face when decidingwhich plaque and tartar control productto choose. Here’s the conundrum: whatis the client to choose and how can youassist caring pet parents in making wisedecisions?70 % 30 % 30 % 25 % 10 %PURCHASEDTREATSDENTALDIETS2010 SURVEY OF DENTAL HEALTHPRODUCTS/SERVICES USEBRUSHEDTEETHVISITEDVETERINARIANRELIED ONGROOMER12 | protector

SafetyClients and veterinarians must be concernedwith safety. Many of the products that claimmechanical plaque and calculus controlare unfortunately so hard that chewing canresult in tooth fracture with pulp exposure.Clients should be cautioned against feedingbones, nylon toys or any product that doesnot easily bend or compress.Those products that claim control ofplaque through chemical means must alsobe safe for the dog or cat to ingest.EfficacyThe Veterinary Oral Health Council(VOHC) accepts products that decreaseaccumulation of plaque and/or calculusby at least 20%.The FDA is the regulatory agency forveterinary dental products and wasinvolved in the discussions that lead to thedevelopment of the VOHC. The requiredtesting is based on proving a retardation ofplaque and calculus accumulation. Withthe FDA’s help, a system was created thathelps consumers understand productclaims for dental products that reduceplaque and calculus accumulation.Mechanical Plaque ControlMethods of reducing plaque throughmechanical means include feeding certaindental diets, flexible urethane bones,soluble dental chews and rawhide products.Hard food alone does not prevent plaque orcalculus accumulation.Non-Mechanical Plaque ControlNon- mechanical forms of plaque controlinclude chemicals and natural ingredientsto decrease the formation of plaque, theadhesion of plaque on the tooth surfaceand/or the formation of calculus throughcrystal growth inhibition preventingmineralization of plaque and the transitionof plaque into calculus.• Anti-plaque agents in VOHC acceptedproducts include Lauryl sulphate,Tricolosan, Zinc and Glucose oxidase.OraVet ® : Pets need teeth. Teeth need OraVet.• • Antibacterial agents include oils ofthymol, menthol, eucalyptol, methylADDITIONAL READINGsalicylate, cinnamon and clove.Harvey CE, Shofer FS, Laster L. “Correlation of diet, • Anti-calculus agents includeother chewing activities and periodontal diseasepyrophosphate. Polypyrophospatein North American client-owned dogs.” J Vet Dent. (sodium hexametaphosphate, SHMP)1996;13:101-105retards the accumulation of calculusLage A, Lausen N, Tracy R, Allred E. “Effect ofby binding to salivary calcium therebychewing rawhide and cereal biscuit on removal of disallowing the calcification of plaquedental calculus in dogs.” JAVMA. 1990;197:213-219 into calculus.Duke A. “How a chewing device affects calculus buildupin dogs.” Vet Med. 1989; November:1110-1114polyphosphate are also in this group of• Tripolyphosphate and tetrasodiummineral deposition inhibitors. Zinc alsoinhibits plaque and crystal growth.Gorrel C. “The role of a ‘dental hygiene chew’ inmaintaining periodontal health in dogs.” J Vet Dent.1996; 13:31-34Gorrel C, Warrick J, Bierer TL. “Effect of a new dentalhygiene chew on periodontal health in dogs.” J VetDent. 1999;16:77-81Johnson, RB. “Recent dental advances for companionanimals through dietary means, in Proceedings.”TNAVC. January 2002. Orlando, FL; 179-180Cox, ER, Lepine, AJ. “Use of polyphosphates in caninediets to control tartar.” J Dent Res. 2002;81:A349(Abstr.)Stookey GK, Warrick JM, Miller LL, Katz BP.“Hexamethaphosphate-coated snack biscuitssignificantly reduce calculus formation in dogs,”http://www.scopus.com/record/display.url?eid=2-s2.0-0012142248&origin=inward&txGid=HPC_lbTDLcTFjqEBzb1yyDp%3a2. Accessed on 10/11/2012Sources:1BANFIELD State of Pet Health Report 2011, http://www.stateofpethealth.com/Content/pdf/State_of_Pet_Health_2012.pdf. Accessed 10/10/20122Oral Health Care Study, 1071 pet owners, TRONE Research, January 2011Mechanical and Non-MechanicalSome over-the-counter products workby combining mechanical and chemicalmethods to retard plaque and calculus.Plaque Prevention GelPlaque accumulation can also be delayedusing a weekly applied gel (ORAVET ®available through MERIAL) to the outsidesurfaces of the upper and lower teeth oncethe professional product is applied during theoral assessment, treatment and preventionvisit. The gel reduces plaque formation.You, as a member of the veterinary staffteam, may consider asking “what form ofplaque control would you like us to usewhile your dog (or cat) is boarding with us?”to begin the discussion about plaque andtartar control.For more information, visit www.vohc.org, www.oralatp.com or www.dentalvet.com.protector | 13

EARN BONUS POINTS100 points= $100MERIAL REWARDS PLUSSTRAIGHT TALK FROM BRUNOSHARED BY: BRUNO AND KIMBERLY SHARRATTA | CLEVELAND PARK EAST ANIMAL HOSPITAL | SIMPSONVILLE, SCHi, my name is Bruno Arthur Sharratta. I’ma five-year old Mutt Mix and here’s my story...When I was about three months old, I wasfound running in and out of traffic on MainStreet (a very busy street) in Simpsonville,SC. I had been out there for about three hourswhen my mom was going to lunch. She worksat Cleveland Park East Animal Hospital onMain Street, about two doors down fromwhere I was running like a wild man! Shestopped to pick me up and I jumped right intoher arms. As I looked into her eyes, I knewthat I wanted her to be my “doggie mommy”.Many people tried to catch me before shecame along, but I knew that the right personwould come along and I would know herwhen I saw her. Needless to say, my momdid not get lunch that day, instead she got anew puppy. She turned around and took meright back to her work. I was covered in fleas,so it’s a good thing my mom worked at a vet.She kept holding me and hand-fed me whileI sat in her arms. She kept telling me that Iwas safe now. I had pantyhose tied aroundmy neck as I think my previous owners tiedme up outside until I broke free and found themom of my dreams!Chunks of hair were missing from my coat,due to the flea infestation. At first, the vetthought that I might have mange. After sometests were done, my doctor determined thatI was suffering from major skin irritationfrom the numerous flea bites. I was givenmedicine and my new mom told me that Iwas going home with her to meet my new dadand my three four-legged sisters. (They are allrescues too, and apparently had some prettynasty pasts before they went to live with mymom, so I figured they would understand mysituation and accept me with open paws).Luckily, they loved me from the moment Iwalked in the door. I think they were happy tohave the annoying little brother in their livesthat they always wanted and I was not goinganywhere! I got my name Bruno from mydad’s human grandfather. He passed away1 year earlier at the age of 98 and was a biginfluence in my dad’s life. Since my mom anddad are not having any two-legged children,they wanted the name still in the family.My middle name came from an article mymom read about a priest who passed awayin hurricane Katrina. His name was Arthurand because he was never found, it broke mymom’s heart.I was the first male dog my mom everhad and did I give her a run for her moneyas a puppy! I really liked to chew and ripcurtains, couch cushions and bedding! Butthrough it all, my mom loved me and keptsaying I was only in a baby stage and wouldoutgrow it. I did, and am now a perfectgentleman. To this day, I still follow my momeverywhere. She calls me her shadow. I havelearned to pose very nicely for pictures sincemy mom has had a camera in my face fromday one. At the vet clinic where my momworks, my mom has organized pet photoA healthy Bruno, celebrating his birthday.sessions with a local photographer every6 months. I have gotten my picture takenevery single time since my sisters run fromthe camera. I have come to realize that I amhandsome. People tell me all the time that Ishould be in commercials so when I saw thisad, I had to tell you about me! So I hope youhave a feel for who I am and really want toshow that people should “opt to adopt”.If Bruno could speak, I’m sure he’d say:“Even though I believe that I won the doggielottery, my mom says that she is truly thelucky one.”YOUR SPOTLIGHT STORY COULD GET YOU 100 BONUS POINTSDo you have an interesting, fun or heartwarming story about a pet orcolleague in your clinic? Submit it online at MerialRewardsProgram.com(click on the Promotions link) and you could be awarded 100 MERIAL RewardsProgram points if it’s selected to be published in the Protector magazine. Besure to provide at least one high-resolution photo with your submission.PET STORIES GUIDELINES • You must be an active MERIAL Rewards Member and be employedby a MERIAL Rewards Member Clinic or a Merial employee at the time of the award • Storiesshould be a maximum of 600 words • Only high resolution photos (minimum 300 dpi) should besubmitted • All stories and photos will become the property of Merial and cannot be returned • Oureditor will help edit and finalize your story before it is published • Please include your daytime phonenumber in case we have questions • Not all stories will be published • Except where prohibitedby law, selected author grants (and agrees to confirm that in writing) Merial the right to use theselected author’s name, address (city, state), photograph, picture, portrait, videotape, likeness, voiceand biographical information for advertising, publicity, promotional and commercial purposes and touse the statements made by or attributed to author relating to Merial and grants to Merial any andall rights to said use without limitation, further compensation or notice, without review in any and allmedia now known or hereafter devised including, but not limited to, the Internet.16 | protector

Not - So - Tiny WordsUnscramble these words that mean the same as tiny. (Example: teeny)LLAMS ______________________NUMETI _____________________SMOETD _ ___________________TURIMINEA_ _________________SMOOPCICICR________________ETIPTE_ ____________________GLITHS_____________________VATRILI_____________________TILETL_____________________SMEINIULC_________________Solution available at www.merialrewardsprogram.com.protector | 17

MERIAL Rewards Program HeadquartersP.O. Box 1785Minneapolis, MN 55440-1785®MERIAL, FRONTLINE, ORAVET, HEARTGARD and the Dog & Hand logo are registered trademarks,and CLIENT CONNECTION and the SATISFACTION PLUS GUARANTEE are trademarks, of MerialLimited. All other trademarks are property of their respective owners. ©2013 Merial Limited, Duluth,GA. ALL RIGHTS RESERVED. MKT12Q1PROTECT. First Use: 05/2013