Help your veterinary customers with owners who aren’t compliant with shampooing as often as prescribed.
It’s all well and good when the medicine your veterinary customers prescribe does the trick the first time around. But, when owners are not compliant with treatment instructions, skin infections don’t respond to antibiotic therapy due to underlying disease, or the ear infection recurs resulting in angry owners and a dog that is still potentially in need of further diagnostics as well as treatment. What if this could all be avoided before this cycle starts? Proactive therapy can often be the best medicine. Here’s how it works.
Your customers already know that atopic dermatitis (AD):
Management of AD requires your customer to pick from a large number of available treatment options and select the ones best suited for long-term control for the individual needs of each patient. For instance, many atopic dogs require:
Shift in thinking
So how do we educate our veterinary customers on a shift in thinking? Research has shown that affected dogs, like humans, have an abnormal immune reaction to environmental allergens. It is well known that allergens can be absorbed through the skin as well as via inhalation. In research in humans with AD, alterations in fat and ceramide compositions were identified in the top layer of skin critical to barrier function. When the skin barrier is altered, it is possible for allergens to more easily penetrate the skin. So your customers can shift their thinking from controlling and suppressing inflammation to a more proactive approach where improving the skin barrier is the focus in order to minimize the risk of future reactions to environmental allergens.
Reduced barrier function of the skin also has clinical implications related to treatment. Limiting skin contact with allergens may be helpful to these patients, such as:
Maintaining the skin barrier to infection, environmental onslaught, and other stressors can help reduce pet owner frustrations and help keep pet owners coming back to your customers’ practice. Your customers can easily relieve owner concerns about cost by comparing the cost of treating skin issues versus the cost of preventing them. It is much more cost-effective for the owner to maintain routine preventative treatments, such as flea prevention, skin grooming and moisturizing, than to stop these measures and deal with consequences of opening the skin barrier to insult and dealing with the subsequent flare down the road.
Dr. Meghan Burns owns Connect Veterinary Consulting. Her expertise includes product and business development, key opinion leader management, medical writing, and marketing. You can reach her at firstname.lastname@example.org or www.connectveterinaryconsulting.com.