Adding theriogenology services: The good, the bad and the ugly (Proceedings)

Objectives

The objective of this session is to provide the general practitioner with factors to consider when contemplating the addition of theriogenology services to his or her practice.

General key points

     - A significant commitment to theriogenology service is required.

     - Additional training to gain proficiency may be required.

     - Some investment in specialty-use equipment and supplies is necessary.

     - Offering theriogenology services sets your practice apart from competitor practices.

     - Clients perceive enhanced expertise in other areas of veterinary medicine – "spill-over effect."

     - Breeder clients are loyal (BUT demanding), and they return for repeat business.

     - Breeder clients more often request and follow recommendations for other "high end" services.

     - Theriogenology services are profitable.

     - The potential for professional satisfaction is great!

Overview

Adding theriogenology services to your general practice can be a huge "plus" in terms of both professional satisfaction and practice revenue. Pros and cons of theriogenology practice will be discussed, along with factors to consider when deciding the scope of services to be offered, avenues available for acquiring knowledge and developing skills, equipment needs and marketing strategies.

Discussion

Commitment

Concomitant with a decision to offer theriogenology services comes the commitment to provide the services offered. Conception and parturition often do not restrict themselves to the 9AM to 5PM Monday through Friday workweek. The theriogenology clinician must be willing to provide services after hours and on holidays. The average life span of frozen-thawed spermatozoa is 12 hours. Therefore, changing the insemination date even one day from the optimal day may thwart conception.

Scope of services

Basic theriogenology services

     - Ovulation timing

     - Transvaginal artificial insemination

     - Semen collection for fresh-chilled shipment

     - Full Service Theriogenology Practice – in addition to the above

     - Breeding sounding examination – male and female

     - Breeding Management

     - Transcervical artificial insemination

     - Surgical insemination ("implant")

     - Pregnancy Diagnosis

     - High risk pregnancy management

     - Parturition management

     - Dx and Tx of dystocia

     - Dx and Tx of male and female subfertility and infertility

     - Semen freezing and storage– franchise or independent

     - Importation and exportation of frozen semen

     - Pedigree analysis and genetic counseling

     - DNA technology (registry, testing for paternity and disease markers)

     - Elective Caesarian section delivery

     - Neonatology

     - Radiographic evaluation for breeding (e.g. PennHIP radiography)

Proficiency

     - Become board certified through the ACT – traditional and practitioner routes available

     - Become a member of the SFT (Society for Theriogenology, www.therio.org) and attend annual meetings

     - Sign up on the SFT-SA list serve

     - Attend continuing education programs

     - Collaborate with a mentor theriogenologist

     - Receive training provided in conjunction with a franchise purchase (e.g. CLONE, ICG)

     - Hire a trained associate

Equipment

     - Ultrasound machine – the "big ticket" item

     - Theriogenology room – large, folding wall-mounted exam table, viewing window into surgery

     - Sevoflurane anesthetic vaporizer

     - Anesthesia monitoring equipment (ECG, pulse oximeter, apnea monitor, blood pressure measurement, SPO2, SPCO2, core body temperature, etc.)

     - Rigid endoscope for TCI

     - Semen freezing and storage equipment (including liquid nitrogen tanks)

     - Water bath, Spermacue, Hemacytometer

     - Miscellaneous expendable supplies and pharmacologic agents

     - Insurance coverage for cryopreserved semen (not included with your standard AVMA-PLIT malpractice and liability insurance)??

     - Most theriogenology-specific equipment and supplies can be ordered through either Reproduction Resources (reproductionresources@msn.com) or Minitube (www.minitube.com).

Marketing strategies

     - A niche market – services needed by a small fraction of companion animal owners

     - Disseminate cards and service brochures

     - Speak at local, regional and state VMA meetings to build a referral base

     - Contact local kennel clubs: offer to come and introduce yourself and/or present a seminar

     - Contact the various breed clubs

     - Attend area AKC, UKC and CFA (Cat Fancier's Association) shows

     - Attend area performance events - Schutshund, hunt tests, etc.

     - Place an announcement in the show catelogs

     - Send letters of introduction to area veterinary practices (include area referral practices – chances are they do not have a theriogenologist on staff)

     - Supply technicians and support staff with business cards

Benefits

     - Theriogenology sevices offer a new source of revenue

     - Optimizes use of staff and hospital

     - Theriogenology services are profitable

     - An ultrasound machine, required for full service theriogenology practice, can be used for imaging other systems. This offers great potential for generating revenue in addition to "raising the bar" in the diagnostic capabilities of your practice.

     - Offering theriogenology services sets your practice apart from competitor practices.

     - Clients perceive enhanced expertise in other areas of veterinary medicine – "spill over effect."

     - Breeder clients are loyal (and demanding), BUT they return frequently for repeat business.

     - Breeder clients more often request and follow recommendations for other "high end" services.

     - Breeders often refer owners of locally-placed puppies to you to be their family veterinarian.

     - The potential for professional satisfaction is great!

Summary

Broadening your scope of practice to include theriogenology services offers a number of advantages. By providing services not available at competitor practices, the perceived and actual quality of care provided by your practice is enhanced. You will also realize an increase in the number of ancillary services provided to your clients. This expansion requires an investment of time, energy and resources. The major drawback is that services may need to be rendered after hours and on weekends and holidays. In the final analysis, the benefits to be gained by providing reproductive services in your practice far outweigh the costs. The addition of theriogenology services can truly be a" win-win" for your patients, clients and practice.

References/suggested reading

Barber JA. Marketing small animal theriogenology services: One perspective. Theriogenology, 2007 (68)344-347.

Johnston SD, Root Kustritz MV, and Olson PNS. Canine and feline theriogenology, Philadelphia: WB Saunders Co, 2001.

Root Kustritz MV, ed, Small animal theriogenology, St. Louis: Elsevier, 2003.

Hobson P. Niche marketing and how to build new profit streams.In: Proceedings of the Western Veterinary Conference on Financial Management; 2002. p. 1–2.

Myers WS. Referral programs that get results. In: Proceedingsfrom the SAVMA Symposium on Professional Options; 2002. p.1–3.

Cantanzaro TE. Marketing primer. In: Proceedings of the Atlantic Coast Veterinary Conference on Technician Program; 2001. p. 1–4.