{"id":77164,"date":"2024-12-01T00:00:12","date_gmt":"2024-12-01T05:00:12","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=77164"},"modified":"2024-11-21T17:28:31","modified_gmt":"2024-11-21T22:28:31","slug":"veterinary-data-1224","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/veterinary-data-1224\/","title":{"rendered":"From Data to Dialogue"},"content":{"rendered":"<p>A few months back, my husband and I were sitting on the couch, nonchalantly talking about buying a home treadmill. Later that evening, treadmill advertisements popped up in my Instagram feed. Similar creepy moments \u2014 \u201cWas my phone listening to my conversation?\u201d \u2014 have become ubiquitous over the past several years, yet my email inbox is bombarded daily with generic messages completely irrelevant to me. Most days, I quickly scan my inbox, select all 50 messages on the page, and delete them without opening, reading, clicking or caring.<\/p>\n<p>Some of those emails might come from my pets\u2019 veterinary hospital, an emergency vet we visited, a pet microchip company or a pet food brand that somehow got my email address. The majority of them aren\u2019t meant for me. Sometimes, they target kitten or puppy owners. (My two dogs and one cat are 8 years old.) Or they seek out people who live in wet climates. (I live in dry Denver.) Or people who go camping and hiking with their dogs. (I don\u2019t camp.) Or people with allergic pets. (Nope.)<\/p>\n<p>Why don\u2019t I receive <a href=\"https:\/\/todaysveterinarybusiness.com\/column\/socially-acceptable\/\">relevant emails<\/a>? How can social media ads target us precisely while email marketers miss the mark by a mile?<\/p>\n<p>While reading a recent Forbes article that highlighted 2024 business trends and stressed the importance of customer experience and personalization, I couldn\u2019t help but think about veterinary medicine and how powerful it would be if practices customized their client communications.<\/p>\n<p>\u201cWouldn\u2019t it be cool,\u201d I thought, \u201cif a clinic could send a cute email just before Halloween to all clients who own black cats?\u201d The practice could share a poem about the plight of black cats and remind owners to schedule their black cats\u2019 exams. Poems like these:<\/p>\n<p>&nbsp;<\/p>\n<p><em>Dear &lt;Cat Name&gt;, underappreciated one<\/em><\/p>\n<p><em>Being a black feline can be no fun<\/em><\/p>\n<p><em>Misjudged by myths, unfairly feared<\/em><\/p>\n<p><em>Yet by our team, you\u2019re endeared<\/em><\/p>\n<p><em>\u00a0<\/em><\/p>\n<p><em>So dear &lt;Cat Name&gt;, with purrs so sweet<\/em><\/p>\n<p><em>It\u2019s time for your checkup, from whiskers to feet<\/em><\/p>\n<p><em>Remind your human to give us a call<\/em><\/p>\n<p><em>Because prevention is the best medicine of all<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>That kind of marketing shouldn\u2019t be too hard. Just have your practice management software run a quick report to find all black cat patients. Right?<\/p>\n<p>To find out whether my idea would be as simple to execute as I imagined, I turned to my LinkedIn connections, many of whom I knew had in-depth knowledge of what most PIMS are capable of.<\/p>\n<p>Within minutes, my connections began commenting.<\/p>\n<ul>\n<li>\u201cI do believe it\u2019s too specific. However, could you run a report for feline clients exported to CSV? Maybe there\u2019s a color option. Filter accordingly and record the emails.\u201d \u2014 Veterinary consultant<\/li>\n<li>\u201cMost do not have the functionality to do that. Segmenting is a huge area lacking in most PIMS. With many, you\u2019re lucky if you can segment dog vs. cat.\u201d \u2014 Veterinary marketing consultant<\/li>\n<li>\u201cMost can\u2019t, that I know of, but you could probably have that data pulled through a secondary service like Power BI to get more granular.\u201d \u2014 Veterinary leadership mentor<\/li>\n<li>\u201cThis is something I\u2019ve told every PIMS [company] to do forever. The marketing options could be epic with way more segmentation, but nope, vet med likes to live in 1999 forever.\u201d \u2014 Veterinary brand strategist<\/li>\n<li>\u201cFor marketers, querying by patient history en masse is what we\u2019re all looking for and find ourselves frustrated and doing a lot of stupid lookup work in Excel.\u201d \u2014Veterinary marketing executive<\/li>\n<li>\u201cWith anything that goes beyond signalment, you\u2019d run into issues on how this data is recorded in the first place. Even with color and breed but even more so with medical data. Records are usually incomplete and full of acronyms, and hardly anyone is recording lifestyle, diagnosis and their resolution\/status.\u201d \u2014 Veterinarian, surgeon, speaker<\/li>\n<li>\u201cColor isn\u2019t a choice for data options. However, age, diagnoses codes, service\/product purchase codes are all usually options.\u201d \u2014 Veterinary marketer<\/li>\n<li>\u201cHeck, I was trying to figure out how many dogs over 120 pounds, and I can\u2019t do that.\u201d \u2014 Veterinary practice owner<\/li>\n<\/ul>\n<p>Several other comments were from company representatives telling me their particular client engagement and communication solutions could do it if, of course, their products integrated with a practice\u2019s PIMS. Some told me they\u2019re working on it. Another person said, \u201cBlack kittens are the cutest.\u201d<\/p>\n<p>Yes. Black kittens are the cutest.<\/p>\n<p>A few days later, I found myself on a Zoom call with Ryan Leech, a veterinary industry consultant and the host of <em>The Bird Bath<\/em> podcast. He has worked with multiple PIMS companies and has a well-rounded and robust knowledge of all things veterinary business. I was confident he could guide me in the right direction.<\/p>\n<p>But even Leech\u2019s answers were more complex than what I was looking for. He said things like \u201csoftware integrations\u201d and \u201cexport the data.\u201d Turns out, you can customize and personalize your client communications, but it\u2019s not typically as simple as \u201cRun a quick report in your PIMS.\u201d<\/p>\n<h3><strong>Focus on Your Data<\/strong><\/h3>\n<p>\u201cIt\u2019s really all about putting good data in to get good data out,\u201d Leech stressed. \u201cIf you have one person at the practice typing \u2018brown\u2019 and another typing \u2018chestnut,\u2019 your data will be inconsistent.\u201d<\/p>\n<p>While a patient\u2019s color might not seem all that consequential, diagnoses certainly are.<\/p>\n<p>\u201cIf you put 15 veterinarians in a room and have them enter the same disease into the PIMS, you\u2019re probably going to get 10 different ways that the same disease is entered,\u201d said Doug Brooks, the chief operating officer at ABC Intelligence, which powers the VetGenus suite of data-driven products.<\/p>\n<p>Brooks used the example of osteoarthritis, which a veterinarian might enter as \u201costeoarthritis,\u201d \u201cdegenerative joint disease,\u201d \u201cOA\u201d or \u201costeoarthritis of the [body part].\u201d You might use another designation.<\/p>\n<p>One way to clean up your data is to implement the AAHA Chart of Accounts and create standard operating procedures for data entry. That way, team members will consistently enter data and descriptions into your PIMS.<\/p>\n<p>Cleaning up your data and using it to precisely target clients might seem daunting, but you don\u2019t have to do it alone. The veterinary space offers several data service and client relationship platforms that integrate with various PIMS.<\/p>\n<p>\u201cWe\u2019re able to look across all of the data for the patient \u2014 structured or unstructured \u2014 to harmonize and enrich the data and facilitate the lens through which a practice is able to view their data,\u201d Brooks said. \u201cWe want to help practices monetize their data, and monetizing it doesn\u2019t mean selling it. A practice can monetize their data by using it to more specifically target their clients with relevant messaging.\u201d<\/p>\n<div id=\"attachment_77166\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" aria-describedby=\"caption-attachment-77166\" class=\"wp-image-77166 size-full\" src=\"https:\/\/todaysveterinarybusiness.com\/wp-content\/uploads\/sites\/2\/2024\/11\/PetDiseaseAlerts.jpg\" alt=\"veterinary data\" width=\"800\" height=\"562\" srcset=\"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/wp-content\/uploads\/sites\/2\/2024\/11\/PetDiseaseAlerts.jpg 800w, https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/wp-content\/uploads\/sites\/2\/2024\/11\/PetDiseaseAlerts-300x211.jpg 300w, https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/wp-content\/uploads\/sites\/2\/2024\/11\/PetDiseaseAlerts-768x540.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-77166\" class=\"wp-caption-text\">At petdiseasealerts.org, pet owners and veterinary professionals can view maps that forecast infection rates for heartworm, Lyme disease, anaplasmosis and ehrlichiosis. The county-specific maps are updated monthly. The map above shows a high risk of canine heartworm disease in Rio Grande County, Colorado. The risk is also higher than normal. Local veterinary practices could use the advisory to target pets overdue for heartworm testing and preventives.<\/p><\/div>\n<h3><strong>Using Data for Client Outreach<\/strong><\/h3>\n<p>Customized marketing is about more than adding a name field to an email subject line and spamming your entire client list. You must segment.<\/p>\n<p>In addition to the typical ways of segmenting \u2014 think species, breed and age \u2014 here are three ways to use your data to reach the right clients with the right messages.<\/p>\n<p><strong>1. CONDITION-SPECIFIC OUTREACH<\/strong><\/p>\n<p>When a new treatment hits the market or a drug manufacturer needs clinical trial participants, you can use your data to target only those patients who would benefit and then send relevant messages to their owners.<\/p>\n<p>Let\u2019s consider osteoarthritis. Search your data for all OA patients. Again, if your data is inconsistent because the service providers classify or describe OA differently in the PIMS, a data company can use artificial intelligence and algorithms to scan your practice software and each medical record to find anything related to osteoarthritis.<\/p>\n<p>\u201cIt\u2019s not just searching the diagnosis code; it\u2019s searching the entire PIMS. It creates a much bigger pool from a marketing opportunity perspective,\u201d Brooks said.<\/p>\n<p>Sending messages about a pet\u2019s condition nurtures your relationship with its owner and can improve patient health and your practice\u2019s bottom line. And when you only send relevant messages, clients will be less likely to think you\u2019re spamming them and less likely to delete your practice\u2019s communications automatically.<\/p>\n<p><strong>2. LOCATION-SPECIFIC OUTREACH<\/strong><\/p>\n<p>The Companion Animal Parasite Council updates its forecast maps monthly to inform the public about disease risks and outbreaks in every U.S. county. The forecast maps differ from CAPC\u2019s prevalence maps, which are found at <a href=\"http:\/\/capcvet.org\">capcvet.org<\/a> and indicate county-specific positive test rates for heartworm disease, intestinal parasites, tick-borne diseases and viral diseases.<\/p>\n<p>The forecast maps posted at <a href=\"http:\/\/petdiseasealerts.org\">petdiseasealerts.org<\/a> use highly accurate statistical methods to predict the risk of heartworm disease, tick-borne diseases and fleas in each county over the next month. Veterinary practices can sign up for alerts. When they receive one for their county or a neighboring county, they can use their internal data to inform clients who would benefit from a warning.<\/p>\n<p>Let\u2019s say your practice is in Rio Grande County, Colorado, which, according to my recent visit to <a href=\"http:\/\/petdiseasealerts.org\">petdiseasealerts.org<\/a>, had a high heartworm infection forecast rate. You can search for patients past due on heartworm tests and clients who haven\u2019t purchased heartworm prevention over a designated period and then message the owners to report your county\u2019s newly discovered disease risk.<\/p>\n<p><strong>3. PRODUCT-SPECIFIC OUTREACH<\/strong><\/p>\n<p>By leveraging data, you can carry less inventory and make it easier for clients to get therapeutic pet foods. You can run a report of counter sales of food in your practice and contact those clients. Instead of buying the food in your practice, pet owners can have the food shipped to them through some manufacturers\u2019 home-delivery programs. And you can earn a percentage of the sales.<\/p>\n<p>Don\u2019t be the sender of automatically deleted emails in your clients\u2019 inboxes. Send customized, thoughtful communications that pet owners will open, read, click on and care about because the messages are relevant to them.<\/p>\n<hr \/>\n<h3><span style=\"color: #008000;\"><strong>BONUS REVENUE <\/strong><\/span><\/h3>\n<p>Launching a veterinary medication is expensive. \u201cEvery month that drug is delayed costs the manufacturer millions of dollars. And one of the biggest reasons for delays is the manufacturer can\u2019t find patients for the final clinical studies,\u201d said Doug Brooks of the data company ABC Intelligence. \u201cThat manufacturer has a significant financial interest in finding the right patient population for clinical trials.\u201d<\/p>\n<p>That\u2019s where veterinary practices and their patient data come into play. Under ABC Intelligence\u2019s VetGenus umbrella is a solution called ResearchGenus, which helps researchers access PIMS data and connect with the patient populations they seek.<\/p>\n<p>\u201cIf a practice or a corporate group has control of its data and makes it easy to identify specific patient populations, it creates additional revenue streams,\u201d Brooks said. \u201cThere are contract research organizations and manufacturers that will pay to have visibility to aggregate views of patient populations that have specific conditions, and so there are clinics that make significant revenue streams by participating in clinical trials.\u201d<\/p>\n<p>Not only does this option provide additional revenue for the practice, but Brooks said it can also:<\/p>\n<ul>\n<li>Improve relationships when veterinarians can offer the latest innovations to clients and patients.<\/li>\n<li>Potentially prolong the lives of pets participating in the clinical trials.<\/li>\n<li>Help get drugs to market faster.<\/li>\n<\/ul>\n<hr \/>\n<h3><span style=\"color: #008000;\"><strong>LOTS OF DIGITS<\/strong><\/span><\/h3>\n<p>According to <em>The Wall Street Journal<\/em>, \u201cGoogle doesn\u2019t provide a specific measure of how many searches it handles, saying only it is in the trillions per year.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Harnessing your clinic\u2019s digital records allows you to personalize client outreach and can improve patient and practice health.<\/p>\n","protected":false},"author":23,"featured_media":77165,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"iawp_total_views":0,"footnotes":""},"categories":[527],"tags":[],"class_list":["post-77164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-december-2024-january-2025","column-features","clinical_topics-innovation-technology","clinical_topics-practice-management"],"acf":{"hide_sidebar":false,"hide_sidebar_ad":false,"hide_all_ads":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>From Data to Dialogue | Today&#039;s Veterinary Business<\/title>\n<meta name=\"description\" content=\"Harnessing your clinic\u2019s digital records allows you to personalize client outreach and can improve patient and practice health.\" 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