Setting up an Equine Wellness program in your veterinary practice , components, installation, marketing, pitfalls, success stories and the economic impact for your practice

1. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Equine Wellness & Customized Barn Programs
S c o t t S p a u l d i n g , D V M
P re s i d e n t & C E O
B a d g e r Ve te r i n a r y H o s p i ta l

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608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t

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608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Janesville
Cambridge

4. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
1. What are Wellness Plans?
2. Why use a Wellness Plan?
3. How We set up our Wellness Plan
4. Marketing our Wellness Plan
5. Pitfalls of our Wellness Plan
6. Success Stories
Objectives

5. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
What is Wellness………noun
well●ness
the quality or state of being in good health
especially as an actively sought goal

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608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Wellness… Encompasses Many Aspects Of Equine Health
• Vaccines & General Exams
• Lameness & Serial Exams
• Dentistry
• Young Horse
• Performance
• Chiropractic and Acupuncture

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608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Why Wellness…………. A Changing Landscape
• Brakke Estimate 2014 – 6.0 million
• Ag Census 2012 – 3.6 million
• AVMA Sourcebook 2012 – 4.9 million
• 2005 Population – 9.2 million

8. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Why Wellness......Our Landscape Is Changing
Profession’s 23%
Excess Capacity

9. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Why Wellness…… http://touch.aaep.org/
2012 AAEP Survey – horse
owners 18 – 40 years old, twice
as likely to choose “showing
compassion for the horse” as
most important factor in their
choice of a veterinarian……

10. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Setting Up Wellness Plans…Strategic Thinking
• What does your practice want?
• What does your customer want?
• What does the plan include?
• How does the horse benefit?
• How does your customer benefit?
• How does your practice benefit?

11. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t

12. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Wellness Plan Components
1. Annual Wellness Examinations
2. Immunization
3. Laboratory Testing
4. Parasite Control
5. Equine Dentistry
6. Nutritional Consults
7. Emergency

13. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Plan Components….. Annual Examination
Annual Wellness Examinations:
• Complete Physical Exam
• Hoof Care Evaluation
• Ask Open Ended Questions
• Inform & Educate
• Document

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608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Plan Components…..Immunization
1. Eastern/Western + Tetanus
2. West Nile Virus
3. Equine Influenza/Rhinopneumonitis
4. Rabies
5. Potomac Horse Fever
6. Strangles

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608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Plan Components….Immunization
Leverage manufacturer Immunization
Support Programs – Make a big deal out of
them!

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608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Plan Components….Laboratory Testing
• EIA Testing
• Complete Blood Counts
• Chemistry Panels
• Equine Metabolic Syndrome
• PPID
• Fecal Egg Counts
• Other

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608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Plan Components….Strategic Deworming
1. Fecal Egg Counts
2. Minimization Strategies
3. Deworming Schedule
a) Class 1: <200 EPG
b) Class 2: 200-500 EPG
c) Class 3: >500 EPG

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608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Plan Components…..Strategic Deworming
1. Class 1: <200
a) Fecal Egg Count
b) Moxidectin, Moxidectin/Praziquantel
2. Class 2: 200-500 EPG
a) Fecal Egg Count
b) Moxidectin, Oxibendazole, Pyrantel Pamoate, Moxidectin/Praziquantel
3. Class 3: >500 EPG
a) Fecal Egg Count
b) Moxidectin, Oxibendazole, Pyrantel Pamoate, Ivermectin &
Moxidectin/Praziquantel

19. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Plan Components……..Dental Care
• Great Profit Center
• Get Trained
• Proper Equipment
• Trained Assistant

20. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Plan Components………Dental Care
1. Educate Horse Owner
2. Common Dental Problems
3. Recognizing Dental Problems
4. Preventative Maintenance
5. Age Factors
6. Developing Greater Awareness

21. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Plan Components……..Nutrition Consult
1. Weight, BCS and Top Line Evaluation
2. Grain Mixture Analysis
3. Forage and Pasture Analysis
4. Sources of Water
5. Loose White Granular Salt

22. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Plan Components…….Nutrition Consult
Partnerships With Feed Suppliers
1. Builds Trust and Credibility
2. Increase Client Base By Word Of Mouth
3. Increase Practice Resources

23. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Plan Components…….Emergency Care
Other Value Add On
1. SmartPak Partnership
2. Healthy Horses, Happy Riders
3. Targeted Marketing
4. Offer other perks

24. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t

25. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Wellness Plan…….Pricing
• Complete Vaccination and Deworming for 1 Year
• Spring and Fall Examinations: Cost Effective
• Offer Additional Services at a Discount
• Half Due At Enrollment, Remaining Due At Spring or Fall Visit
• If an Enrolled Horse Dies, Issue a Pro-Rated Credit
• Farm Calls Built Into the Plan Costs

26. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Wellness Plan…….Pricing
Customized Plans: Barns with 10 Horses or More
Customized Wellness Program = Client Relations
• 10-15 horses = 12% discount
• 16-19 horses = 15% discount
• 20 + horses = 20% discount
Large Animal Team Meets with Enrolled Clients Annually Over Lunch to Evaluate
Program Effectiveness and Necessary Modifications.

27. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Wellness Plan……Internal Marketing
• Practice Veterinarians
• Practice Technicians
• Other Practice Support Staff
• Advanced Scheduling

28. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Wellness Plan……External Marketing
• Word of Mouth
• Social Media
• Blog Posts
• Horse Owner Education Events
• Advanced Scheduling
• Youth Organizations
• Customer Testimonials

29. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Wellness Plan……..Pitfalls
• Monthly Budgeted Billing
• Time Commitment – Devote Time
• Consistent Messaging
• Adequate Staff on Big Barn Days

30. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Wellness Plan…….Success Stories
• We Attract Large Barns
• Deworming is a Profit Center
• Dentistry: Method to Combat Lay Dentistry
• Numerous Other Practices Have Copied Our Plans!

31. www.badgervet.com
608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
https://www.facebook.com/sspaulding
https://twitter.com/Scott_Spaulding
http://www.linkedin.com/in/sspauldingdvm
http://scottspauldingdvm.blogspot.com
Contact Me: Office 608.754.1888 or Email: sspaulding@badgervet.com

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608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523
D e d i c a t e d T o T h e L i f e A n d L o v e O f Y o u r P e t
Questions & Discussions