{"id":8881,"date":"2020-10-01T00:00:08","date_gmt":"2020-10-01T07:00:08","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=8881"},"modified":"2022-06-15T17:46:32","modified_gmt":"2022-06-15T17:46:32","slug":"ear-issues-veterinary-care","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/ear-issues-veterinary-care\/","title":{"rendered":"Reality Checks"},"content":{"rendered":"<p>When Kathryn Primm, DVM, CVPM, called to find out why her client\u2019s dog missed a follow-up appointment after two weeks of otitis treatment, she got a response that changed her practice permanently. \u201cThe client said her dog\u2019s ears were fine, she didn\u2019t need a recheck, and we were just trying to get extra money.\u201d<\/p>\n<p>Needless to say, Dr. Primm, who owns Applebrook Animal Hospital in Ooltewah, Tennessee, was frustrated at being unable\u00a0to see the case through to the\u00a0end. The patient\u2019s ears had been so swollen that she had been\u00a0unable to see the eardrum, and she strongly suspected that the infection was resistant to first-line therapies.<\/p>\n<p>Dr. Primm decided that if she couldn\u2019t help that patient, she\u2019d help the rest. Now, every sick pet, including otitis patients, receives a courtesy recheck.<\/p>\n<p>\u201cI decided to put my money where my mouth is,\u201d Dr. Primm said. \u201cI think it reinforces the idea that we\u2019re not just trying to get money out of our clients; we really care if the pet is feeling better or not.\u201d<\/p>\n<h3>Why Rechecks Are So Important<\/h3>\n<p>As Dr. Primm\u2019s story illustrates, otitis cases can be frustrating all around to clients, to veterinarians and even to veterinary dermatologists, said Melissa Hall, DVM, DACVD, of Animal Dermatology Clinic in Tustin, California.<\/p>\n<p>\u201cWhen it comes to ear infections, you have to deal with the infection itself, but then you also have to go on a quest to find the underlying trigger,\u201d Dr. Hall said. \u201cAnd unless you identify that underlying trigger, it\u2019s going to come right back again.\u201d<\/p>\n<p>The initial appointment is usually about getting the infection under control, addressing swelling and managing pain, Dr. Hall said. For some simple cases involving the external ear only, that\u2019s enough. But many patients need more extensive and ongoing care, which means the second appointment can be even more important because it sets the stage for the entire plan.<\/p>\n<p>\u201cThat recheck is a great time to say, \u2018OK, let\u2019s start talking about potential triggers. Is your dog itchy and licking at its paws? Does this ear infection seem to pop up around the same time every year? Have we had ear infections since we were a puppy?\u2019\u201d Dr. Hall said.<\/p>\n<p>The answers to these types of questions help Dr. Hall determine whether something like an environmental allergy or food allergy is behind the ear disease.<\/p>\n<p>Another common issue with otitis cases is that, as in Dr. Primm\u2019s case, the ear canal is so swollen and painful that the veterinarian can\u2019t use an otoscope to visualize the tympanic membrane. A <a href=\"https:\/\/todaysveterinarybusiness.com\/the-efficient-practice\/\">follow-up appointment<\/a> is necessary to see if it has ruptured and whether the <a href=\"https:\/\/todaysveterinarypractice.com\/head-tilt-in-dogs-a-clinical-approach\/\">middle and inner ear<\/a> are affected. Also possible? The pet might not be feeling better at all.<\/p>\n<p>\u201cOne of the most important things I do with every ear case is, if there\u2019s debris or pus or exudate in that ear, I swab it and I do an otic cytology,\u201d Dr. Hall said. \u201cThat\u2019s even more important at the recheck. Maybe you were super focused on all that bacteria you saw the first day, and then on the recheck, you swab it and now there\u2019s a ton of yeast. The skin is still red, the ear is still swollen, the pet\u2019s still itchy and shaking its head, but now you have a whole different beast.\u201d<\/p>\n<p>So, the recheck is essential for many reasons:<\/p>\n<ul>\n<li>To ensure that the treatment is working.<\/li>\n<li>To figure out why it might not be working.<\/li>\n<li>To determine whether deeper ear structures are affected.<\/li>\n<li>At a minimum, to ensure that a simple infection is well-controlled before it progresses and becomes more complex.<\/li>\n<\/ul>\n<p>All of this means that client communication is at the heart of effective otitis management.<\/p>\n<h3>Manage Expectations<\/h3>\n<p>When pet owners come in hoping for a quick fix, Dr. Primm has to tell them straight-up: Otitis is rarely a one-and-done.<\/p>\n<p>\u201cIt\u2019s all about managing expectations,\u201d she said. \u201cIf you warn them that it\u2019s likely to come back and that we\u2019re in this together to get it under control and manage it long term, they\u2019re less likely to think you\u2019re just after money. And they\u2019re also less likely to think you\u2019re incompetent.\u201d<\/p>\n<p>Dr. Primm often sees otitis cases from other practices, and those clients say the other veterinarian \u201cjust never could fix him,\u201d she said. \u201cIf that other vet had said, \u2018Nobody can fix him, this is going to be an ongoing issue,\u2019 they would probably still have that client.\u201d<\/p>\n<p>Dr. Hall agreed. \u201cUnfortunately, a lot of our clients treat veterinary medicine how they treat human medicine,\u201d she said. \u201cThey just want me to give their pet a shot or a pill to make it better. But when we talk a lot about any type of chronic ear issue, there is no simple fix. So we definitely need to be setting expectations, discussing long-term management, and making a plan together. If we\u2019re able to institute a plan early on, knowing there\u2019s a high likelihood the problem will come back, then the owner is not going to be so upset when it does.\u201d<\/p>\n<h3>A Step-by-Step Approach<\/h3>\n<p>Of course, many general practitioners in busy practices don\u2019t have 45 minutes to an hour to discuss all those issues in a single appointment. Which brings us back to follow-up appointments.<\/p>\n<p>\u201cIt takes some time to provide all the education and really get to know that particular owner and pet,\u201d Dr. Hall said. \u201cYou might not have that time at the initial appointment. But at the recheck or subsequent rechecks, you get a little bit more time. Maybe this time we talk about this aspect of it, next time we\u2019ll focus on that one. It breaks it up so you\u2019re not completely running behind your entire day just because you have an ear case.\u201d<\/p>\n<p>In fact, otitis cases are a chance to highlight your expertise as a veterinarian. For example, when Dr. Primm suspects that a seasonal allergy is behind her patient\u2019s ear problems, she tells the client, \u201cYou\u2019re probably going to see me next year. Don\u2019t be surprised if this pops up again.\u201d Then she sets a follow-up reminder in her practice management software to reach out to the client a couple of weeks before that date the following year.<\/p>\n<p>\u201cI say, \u2018Hey, remember me? I think we\u2019re going to see an ear issue.\u2019 And when they do, they think I\u2019m a genius,\u201d Dr. Primm said. \u201cIt\u2019s not that I\u2019m psychic; it\u2019s just that I\u2019m experienced. It also makes people feel special because you remembered and you cared.\u201d<\/p>\n<h3>Strengthen the Bond<\/h3>\n<p>As Dr. Primm, Dr. Hall and other savvy veterinarians have discovered, otitis cases can be an opportunity for a veterinary practice rather than a source of frustration. First off, helping patients in misery is inherently rewarding, and it\u2019s the reason most veterinary professionals got into the business in the first place.<\/p>\n<p>\u201cI had a lot of ear infections when I was growing up, and I remember the headaches and pain when I was a little kid,\u201d Dr. Hall said. \u201cBut our pets can\u2019t say, \u2018Wow, I\u2019ve had a headache for a week and a half now.\u2019 I can understand why they get grumpy. I\u2019ve seen ear infections create so much pain that it\u2019s hard for them to chew.\u201d<\/p>\n<p>Otitis also can endanger the relationship between a pet and its family. A pet with an ear disease might snap when someone tries to touch its head. Or the smell emanating from its ears might keep away family members. The pet might develop vestibular syndrome and start falling on its side, horrifying the owners enough to raise <a href=\"https:\/\/todaysveterinarypractice.com\/handling-euthanasia-practice\/\">the specter of euthanasia<\/a>. If the veterinarian can develop a plan to help the problems go away \u2014 even if it means referral to a specialist, surgery or both \u2014 that practitioner becomes a hero to the family, a savior of the human-animal bond.<\/p>\n<p>\u201cI\u2019ve been able to get through the most difficult times in my life because I could squeeze my dog and my cat once in a while,\u201d Dr. Hall said. \u201cAnytime they\u2019re uncomfortable, it hurts me. So I think we need to look at ear cases and tell clients, \u2018Yes, this is frustrating. But we\u2019re going to go through it together.\u2019\u201d<\/p>\n<p>What\u2019s more, enlisting the pet owner as an essential part of the team can be incredibly empowering to the client.<\/p>\n<p>\u201cI try to create a path to get the owner involved,\u201d Dr. Hall said. \u201cNo one knows an animal better than the owner. You may say, \u2018Yes, I\u2019m having you do a bunch of little things, but these little things can add up to a much better quality of life for your pet. You\u2019ll have a more loving animal, you\u2019ll be more connected, you won\u2019t have that odor or have to cringe every time they shake their head or scratch their ear.\u2019\u201d<\/p>\n<p>Dr. Primm said that with her otitis courtesy rechecks, the value she gains from bonding with clients and caring for patients far outweighs any lost revenue from medical progress exams.<\/p>\n<p>\u201cHaving them in my exam room, seeing our posters asking them to review us online and creating a positive feeling that we really care about their pet, it just increases our opportunity to communicate with that client. I think it\u2019s totally a benefit,\u201d she said.<\/p>\n<p>In the end, whether with ear problems or any other condition for which rechecks are essential, \u201cIt\u2019s all about that bond,\u201d Dr. Hall said.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With chronic ear disease, follow-up care is essential to a successful outcome.<\/p>\n","protected":false},"author":170,"featured_media":8882,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"iawp_total_views":0,"footnotes":""},"categories":[325],"tags":[],"class_list":["post-8881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-october-november-2020","column-features","clinical_topics-client-communication","clinical_topics-patient-care"],"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>Reality Checks | Today&#039;s Veterinary Business<\/title>\n<meta name=\"description\" content=\"With chronic ear disease, follow-up care is essential to a successful outcome. 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