Today's Veterinary Practice

MAY-JUN 2017

Today's Veterinary Practice provides comprehensive information to keep every small animal practitioner up to date on companion animal medicine and surgery as well as practice building and management.

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23 MAY/JUNE 2017 ■ TVPJOURNAL.COM HEARTWORM HOTLINE their second visit. Although there are similarities and differences in heartworm lifecycles ( Figure 1 ), testing procedures, preventive products, and treatment methods between dogs and cats, what is most important is to simply start the discussion. COSTS OF PREVENTION Heartworm prevention is not just an investment in an effective medication for the pet; it is an insurance policy against a preventable, potentially lethal disease. For an average-sized dog (20–30 lb), prevention costs around $50 for 6 months, or $100 a year. For small dogs and cats, the cost is even lower. On average, the cost of heartworm prevention is a just a fraction of the cost of heartworm treatment for dogs ( Figure 2 )—even without consideration of the health risks associated with heartworm infection in dogs. Meanwhile, there is no approved adulticide product for cats, making heartworm prevention essentially priceless. Another way to frame the discussion of cost of prevention is as follows: If you break the $100 per year cost down to a daily figure, it is $0.28 per day. On a monthly basis, that amounts to approximately $8.40. The value is unquestionable. THE HEARTWORM CONVERSATION In the world of marketing, there is a principle called the "Rule of 7," which refers to the premise that consumers must hear a message approximately 7 times before they will buy or accept a product or service. A single voice—technician or veterinarian— explaining the importance of heartworm prevention is not sufficient. However, not every repetition of the message needs to be verbal. Posters, brochures, videos, and social media posts can all be used to support the message. The waiting room is a prime area to begin the education process. Display heartworm brochures FIGURE 1. Canine and feline heartworm lifecycles. Reproduced with permission from the American Heartworm Society. Heartworm-infected Dog

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