Presentation to AAEP Focus 2013 Business Education Session. Strategies I used to implement and grow an equine dental profit center.

1. DEVELOPING
A
DENTAL PROFIT CENTER
Ernie Martinez, II DVM
emartinez@hagyard.com
@emartinezdvm
1

2. MY BACKGROUND
2
2

3. DEVELOPING A DENTAL PROFIT CENTER
• “How
did I get here?”
• Career
history with dentistry
• Hagyard
Dentistry Proposal
• Results
• Future
3
3

4. DENTISTRY EXPERIENCE
• OSU Vet
• 2003
Med - Basic dentistry, 1-2 lectures, lab?
- Hagyard Internship - Handtools with mentor
• Broodmares, wolf-teeth
• KY
(Practice Act- Includes dentistry but....)
• 2004-2008
- Role change at Hagyard as an Associate
• New Area, New
Farm, Lay Dentist 1-2x / year
4
4

5. DENTAL HEALTH & PREGNANCY
•
PubMed -Human Literature search•
Multiple articles show periodontal disease as a risk factor
for pre-term births & low birth weights in humans.
•
Study in Turkey- 50 women, 4 PTLBW (3+ oral paths. in
amniotic fluid)
•
Periodontal disease can affect pregnancy directly (orgs) &
indirectly (infl med)
•
Stressed importance of good oral health & importance of
treatments if necessary while pregnant.
•
More study necessary & uniform guidelines to various
practitioners.
5
5

6. DENTAL HEALTH, PREGNANCY,
HORSES & ME (OH MY!)
•
Large TB farm visited by out of state lay dentist in Oct-Nov.....
•
~2008- Perceived increased incidence of Fall Abortions by Mgt/Vet team
•
Concerns over stress of procedure, oral trauma, bacterimia?????
•
Value of potential offspring warranted re-evaluation of procedures.
•
Farm desired mares be evaluated, floated & treated as needed and they
desired a veterinarian provide the dental care.
•
Pubmed search “Pregnant mare dentistry” = results sparse (1/5)
•
Common Sense - Good dental health, happy pregnant mare.
6
6

7. NON-PREGNANT DENTISTRY ONLY
•
Large TB Farm
•
Annual Dental Exam & treatments when not pregnant
•
Perfect TB world - Between Day 10-30 post foaling
•
Barren and Maidens in Nov/Dec when in barns under lights
•
2-3 mares due for dentals daily during foaling season.
•
Dental records are kept and consulted as needed.
•
2008-2009 Fellow Hagyard Associate
7
7

8. OPPORTUNITY KNOCKS
•
2010
•
Hagyard Assoc leaving the practice
•
Dentistry refresher / Barren & Maidens
•
Added 3-4 mares to daily on-farm duties
•
•
165 Mares (130F, 35 B&M)
Interest in dentistry grew, looked to expand to “offseason,” become more advanced...
•
2 Day Wet-lab with Dr. Travis Henry -new toys,
ideas etc.
•
AAEP Focus & Annual Convention8
8

9. Equine Dentistry
•
Regular dental care can:
• Improve health and comfort of your horse
• Improve performance
• Increase feed efficiency
• Reduce vices such as head tossing and resisting the bit
Proposal
•
Intro - Advances, tools, standards, techniques
•
Services Available:
Need - Routine to complex procedures, promotable unit Equilibrations referral center
of a large
• Routine
It’s more
•
Patients - Current clients, Racetracks, Show Barns,
than just
•
Proposal-
floating
teeth.
• Wolf Tooth Extraction
• Bit Seat Adjustment
referrals, colics, electives..
• Tooth Extraction
• Diastema Widening
• Diagnostics
• Intraoral Photography
• Endoscopy
• Radiology
•
Continued study by Dr. Martinez
•
Upgrade Equipment - Planned to stage purchases based on skills/need/demand
Hagyard Equine Dentistry
•
Personal Investment
Providing routine dental evaluations and advanced dental care to
horses of all ages.
Regular dental exams by your veterinary dentist help address and treat
problems early, promoting lifelong oral health. The mouth of the growing
horse is constantly changing until 6 years of age. Regular maintenance will
insure a healthy pain free mouth.
•
Clinic Promotion - Client Edu Ops, Social Media, Cases in Hospital
•
Demo Days - Free Oral Exam days / Intern wet-labs etc...
Call today to talk to a Hagyard Dentist
www.hagyard.com
9
859-255-8741
Hagyard Equine Medical Institute
9

10. NUMBERS - MARTINEZ 2011
# in 2011 by 2011 Revenue by
Dr Martinez Dr. Martinez
PROCEDURE
Price
Basic Dental Exam
$32.50
8
$260
Dental Float <2yrs old
$78.00
1
$78
Dental Float >2yrs old
$83.50
178
$14,863
187
$15,201
TOTAL DENTAL WORK
829
$63,386.50
Coggins Tests (horses needing
dental care)
$32.00
6757
$216,224
Dentistry Potential
$78.00
6757
$527,046
10
10

11. NUMBERS - INVESTMENT
EQUIPMENT
LIST PRICE
HAGYARD PRICE
THRU MWI
Flexi-Float Ultra
$5,950
$5,652.50
Alumi-Spec
$1,925
$1,828.75
Mini-Mac Recipr. Float
$850
PURCHASED
Head Rest
$475
$451.25
Diagnostic Kit
$410
PURCHASED
TOTAL 2011 INVESTMENT
Periodontal Unit (Fall 2012)
$7,932.50
$5,500
$5,225
11
11

12. NUMBERS - PROPOSED PROFIT
Projected Dental Work 2012
Billable Cost
Totals
165 Mares (>2yr old Dental Float)
83.50
$13,777.50
165 TQ (1cc Dorm)
37.19
$6,136.35
Total Billable 2012
$19,913.85
Drug Cost
-$3,149.85
New Equipment Cost
-$7,932.50
TOTAL DENTAL PROFIT 2012 - DR MARTINEZ
$8,831.50
12
12

13. THEN AND NOW
Hagyard
Martinez
Procedures
2011
2012
2013
Procedures
2011
2012
2013
> 2yrs Old
178
174
242
> 2yrs Old
610
800
723
< 2yrs Old
1
35
~40
< 2yrs Old
66
99
27
•
How •
Added second Large TB Farm
•
Consults with Medicine and Surgery Depts at Hagyard
•
Developing relationships with Sport Horse Dept & Drs
•
Reputation within the clinic
13
13

14. PROMOTION & GROWTH
•
How
•
•
Practice Vehicle
•
•
Articles, Social Media, Website, Displays in Hospital
Word of Mouth - Clients to friends, Vet to Client, Vet
to Vet
New procedures + New opportunities = New Revenue
•
Extractions, Referrals, Consults
•
Wolf-teeth
14
14

15. PROMOTION
Equine Dentistry
Equine Dentistry
Teeth Identification & Eruption Times
Regular dental care can:
• Improve health and comfort of your horse
• Improve performance
• Increase feed efficiency
• Reduce vices such as head tossing and resisting the bit
It’s more
than just
floating
teeth.
Triadan Numbering System
(Deciduous in parenthesis)
100
(500)
Services Available:
• Routine Equilibrations
• Wolf Tooth Extraction
• Bit Seat Adjustment
• Tooth Extraction
• Diastema Widening
• Diagnostics
• Intraoral Photography
• Endoscopy
• Radiology
3
1
1
2 3
4
5 6 7 8 9
300
(700)
Incisors
Premolars and Molars
Deciduous
Permanent
Premolars
Age
Age
06’s
2 yrs, 8 mos
07’s
Incisor
2 yrs, 10 mos
08’s
3 yrs, 8 mos
Central (01)
1 Week
2.5 Years
Middle (02)
4-6 Weeks
3.5 Years
Age
Molars
Regular dental exams by your veterinary dentist help address and treat
problems early, promoting lifelong oral health. The mouth of the growing
horse is constantly changing until 6 years of age. Regular maintenance will
insure a healthy pain free mouth.
Corner (03)
859-255-8741
10 11
L
400
(800)
Providing routine dental evaluations and advanced dental care to
horses of all ages.
www.hagyard.com
2
R
Hagyard Equine Dentistry
Call today to talk to a Hagyard Dentist
200
(600)
6-9 Months
4.5 Years
Age
09’s
1 year
10’s
2 years
11’s
3.5 years
• Canines (04’s) erupt
between 4-6 years of age
• First premolars (05’s) or
Wolf Teeth erupt between
6-12 months of age.
• Deciduous premolars
(06,07,08) are erupted at
birth or during first week of
life.
• Molars (09,10,11) do not
have a deciduous
predecessor.
Hagyard Equine Medical Institute
Hospital & Website Displays
15
Client Education Handout
15

16. PROMOTION
A FULL LINE OF DENTAL SERVICES AVAILABLE
ORAL EXAMINATIONS
ROUTINE EQUILIBRATIONS / FLOATS
WOLF TEETH EXTRACTION
ADVANCED DIAGNOSTICS
CALL 859-255-8741 TO SCHEDULE AN APPOINTMENT
WORK WILL BE PERFORMED AT KY HORSE PARK UNLESS CASE
REQUIRES HOSPITAL SETTING
16
69,138,78
16

17. THINGS TO CONSIDER
•
Professional Environment you are working in
•
•
•
Fellow Associates, RDVMs, Lay-dentists
Equipment and Time
Promote & Educate
•
Extra-flashlight / head light
•
Teamwork
•
Career Path
17
17

18. SUMMARY
•
Dentistry has room to grow in all practices
•
•
•
Be a real dentist - diagnose, treat, prescribe, follow-up
Profitable area of practice often neglected
Educate clients
•
•
•
Show them what you see, explain why & how
Discuss new research, new techniques, new tools
Always tomorrow
•
Be courteous & professional
•
Work with and learn from everyone
18
18

19. MY DENTISTRY FUTURE
• Keep
learning - FOCUS
• New
Procedures/techniques
• More
outreach & speaking
opportunities
• Social
media & website
improvement
• One
mouth at a time...
19
19

20. THANK-YOU
• Dr. Travis
Henry
• Dr. Andy
Clark
• Dr. Mike
Pownall
• Dr. Tad Tipton
• Dr. Jack
Easley
20
20

21. DISCUSSION
•
Hagyard Dentistry Articles - www.hagyard.com
•
Social Media
•
Twitter •
•
•
@hagyard
@emartinezdvm
Facebook •
Hagyard Equine Medical Institute
•
Ernie Martinez II DVM
•
Dentistry Proposal Available - Email: emartinez@hagyard.com
•
Slides will be available on www.slideshare.net
21
21

22. 22
22