1-17 midwest monthly_web

Making A Difference In Your Practice Since 1961

January 2017

Understanding theMillennial Pet OwnerBy Sandra Riehl, on page 23.

The First Fear Free EmbersBy Dr. Marty Becker, on page 15.

www.midwestvet.net

REFERENCES: 1. Pollmeier M, Toulemonde C, Fleishman C, Hanson PD. Clinical evaluation of firocoxib and carprofen for the treatment of dogs with osteoarthritis. Vet Rec. 2006;159(17):547-551. 2. Data on file at Merial.

®PREVICOX is a registered trademark of Merial. ©2014 Merial, Inc. Duluth, GA. All rights reserved. PVX15TRADEADC (07/15).

Who isn’t sad when a dog is in too much osteoarthritis pain to play?

So trust PREVICOX as your go-to NSAID because PREVICOX:

• Provides efficacy both pet owners and veterinarians notice

In a field study, after 30 days of use:

– 96% of pet owners saw improvement in their dogs1

– In 93% of dogs, veterinarians saw improvement1

• Rapidly absorbed—detected in plasma levels

within 30 minutes2

• Convenient with once-daily dosing

Important Safety InformationAs a class, cyclooxygenase inhibitory NSAIDs may be associated with gastrointestinal, kidney or liver side effects. These are usually mild, but may be serious. Pet owners should discontinue therapy and contact their veterinarian immediately if side effects occur. Evaluation for pre-existing conditions and regular monitoring are recommended for pets on any medication, including PREVICOX. Use with other NSAIDs, corticosteroids or nephrotoxic medication should be avoided. Refer to the full Prescribing Information for complete details.

Buster’s playmates miss him.

It won’t be for long, because you prescribe PREVICOX.®

PUT RELIEF IN MOTION

xtp238233_CB-8.125x10.875_rsg.indd 1 7/14/15 11:43 AM

Extended product information on page 28.

"They say the way to a man’s heart is through his stomach. For women, nice jewelry usually does the trick. Well, the way to a dog’s heart and head is a tasty four-letter word. FOOD! Not just any food mind you. It can’t be some bland piece of cheap kibble. We’re talking top shelf stuff from the pet and grocery store including faux pieces of bacon, freeze dried liver, warm morsels of whole turkey and chicken (or shrimp and tuna), or for the piece de resistance, peanut butter or EasyCheese Cheddar and Bacon delivered via a pretzel stick. Trainers have known for decades that pets respond better to food rewards when they are hungry. Unless it is medically contraindicated (1 in 1000 pets) have the pet owner bring the pet in having eaten very little for 12 hours. Upon entering the exam room for a wellness exam, toss a little tasty tidbit on the floor or table by the pet (ignoring eye contact with the pet). If they snap it up, toss more down like you’re Hansel or Gretel with a DVM or CVT. Get ready to experience something you’ve never seen before. Pets that DON’T want to leave the exam room and pet owners that can’t quit smiling."

Tip from Dr. Marty Becker’s

To learn more visit: www.fearfreepets.com

“Top 10 Ways to Get Started withFear Free Veterinary Visits”

Instruct the owner to limit food before an appointment so treats are more effective.

www.fearfreepets.com

Monday - Friday 7:30 a.m. - 5:30 p.m.

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Midwest Veterinary Supply is not responsible for pricing, typographical errors, or graphical errors. All items are subject to availability, all prices and rates are subject to change.

CONTENTS

5 New ProductsFeatured products from Health Care Logistics, Komfy K9, Merck, Valore, and Zygenex.

7-11 Dental Preventative Care

13-21 Dental Maintenance

15-18 Article | The First Fear Free EmbersWritten by Dr. Marty Becker

23-24 Article | Understanding the Millennial Pet OwnerWritten by Sandra Riehl, Saris Web Design, LLC

25 Dental Procedure

27 Upcoming Industry Events

29 Equipment | Compressor Units

31 Equipment | Digital Dental X-Ray

32 Midwest Cool Tool

Fear FreeIn Practiceby Dr. Marty Becker

See article on page 15

The First Fear Free Embers

Health Care Logistics Syringe Dose Marking Labels Clear polyester labels can be applied to plastic and glass dispensers to mark the desired dose to be administered from the dispenser.

321.20005.2 I 1000ct I $26.00

Komfy K9 Komfy K-9 BedsMade of high quality foam materials for maximum therapeutic comfort and support. Beds are waterproof and easily sanitized, each kit comes with 2 covers made of a durable and water resistant fabric. Sized to fit kennel runs.

357.10100.2 I SM, 18” x 28” x 3” I $69.95

357.10200.2 I MED, 28” x 28” x 3” I $99.95

357.10300.2 I LG, 45” x 28” x 3” I $129.95

Replacement Bed CoversMade of a durable, water resistant fabric. Features a convenient therapy pocket for use with heat or ice packs. Easy on/off cover.

357.10500.2 I SM I $15.95

357.10530.2 I MED I $17.95

357.10550.2 I LG I $19.95

Plush Quilted Replacement Bed CoversCovers are made of a plush quilted fabric for supreme comfort and warmth. The cover design makes them extremely easy to remove, launder and replace.

357.10560.2 I SM Quilted Cover I $17.95

357.10562.2 I MED Quilted Cover I $19.95

357.10564.2 I LG Quilted Cover I $22.95

MerckNobivac Canine Flu BivalentNewly licensed vaccine that combines both H3N2 and H3N8 canine influenza strains in one dose. The vaccine can be administered to dogs 7 weeks of age and older.

349.56230.1 I 25 x 1ds I $472.50

Nobivac Intra-Trac Oral Bb VaccineProvides protection from Bordetella bronchiseptica in an easy to administer oral formulation. Recommended in dogs 7 weeks or older to prevent kennel cough.

349.56460.1 I 25 x 1ds I $186.25

Nobivac Oral Bb SyringesFor oral use only.

349.56470.2 I 25ct I Order with above

ValoreBitter Apple Dauber Non-toxic, safe and effective taste deterrent to discourage cats from licking and chewing fur. Dauber-top enables precise application with no over-spraying.

292.20115.3 I 4oz I $3.75

Zygenex Ceragyn Wound & Skin SprayAn efficacious first aid spray exclusively formulated with Purifect Technology. Used to manage wounds, cuts, abrasions, minor lacerations, incisions, scratches scrapes, burns, skin irritations, and rashes. For dogs, cats and horses.

579.00010.3 I 2oz I $9.75

579.00005.3 I 12oz I $22.40

Ceragyn Ear WashSpecifically formulated to deodorize, gently clean, and acidify the ear canal. Indicated for the management of irritated ears. Contains no steroids, antibiotics, alcohol or harsh chlorine.

579.00020.3 I 4oz I $10.99

www.midwestvet.net • Midwest Monthly |JAN 2017 5

NEW PRODUCTS

SAVE 15% on OM Overweight Management®,

OM Select Blend Overweight Management™ and OM Savory Selects Overweight Management®

®

®

OFFER VALID JANUARY 1 – JANUARY 31, 2017

For questions, please contact your Purina Veterinary Consultant (PVC) or the Purina Veterinary Resource Center at 1-800-222-VETS (8387).Purina trademarks are owned by Société des Produits Nestlé S.A. Any other marks are property of their respective owners. Printed in USA.

Give Your Patients a Healthy Start to 2017If your clients have a New Year’s resolution to help their pet achieve a healthy

weight, give them a head start with our effective weight management diets.

Low in fat and calories

High protein-to-calorie ratio promotes loss of body fat while helping maintain lean body mass

Natural fiber contributes to satiety

Canine dry only:Weight Regain ManagementIsoflavones help reduce the risk of weight regain and fat accumulation

Feline only:Urinary HealthPromotes a urinary environment unfavorable to the development of bothstruvite and calcium oxalate crystals

CevaBuy 5 Clenz-a-dent products (mix & match), get 1 FREE.

Offer valid through February 28, 2017.

DechraBuy any 4 dental products (mix & match), get 1 FREE.

Offer valid through March 31, 2017.

Blazer Labs ProDen PlaqueOff Food additive for dogs and cats, clinically proven to reduce plaque and tartar build up and help prevent new layers from taking hold.

118.50000.3 I 60gm I $10.36

118.50100.3 I 180gm I $25.93

CevaClenz-a-dent Chlorhexidine Rinse A palatable, fresh antimicrobial formula for reducing plaque and freshening breath in dogs and cats. Contains antimicrobial, anti-plaque and anti-calculus properties to aid in tooth and gum disease prevention. Alcohol free.

645.82950.3 I 8oz I $8.09

Clenz-a-dent Plaque Off Food Additive Oral hygiene additive sprinkled on wet or dry pet food to keep teeth clean and freshen breath.

645.17050.3 I 40gm I $16.64

Clenz-a-dent Rawhide Chews The abrasive texture of these rawhide chews and their blend of enzymes help prevent plaque and tartar build-up to keep teeth clean. The palatable poultry flavor makes it a real treat.

645.17120.3 I SM, 30ct I $6.37

645.17122.3 I MED, 30ct I $8.53

645.17124.3 I LG, 30ct I $11.36

645.17126.3 I XL, 15ct I $9.76

Creative SciencePegetables Premium dental dog chews made with natural vegetables, enriched with antioxidants, complex carbohydrates, omega fatty acids, amino acids, protein, fiber, vitamins and minerals. Clinically proven to significantly reduce plaque and tartar build-up in dogs, which results in fresher breath.

153.01134.2 I SM, 8.4oz I $6.51

153.01136.2 I SM, 18oz I $13.01

153.01127.2 I MED, 8oz I $6.51

153.01137.2 I MED, 18oz I $13.01

DechraDenTees Dental TreatsDental treats containing sodium hexametaphosphate and acetic acid in a patented formula. Regular chewing activity with this dental treat helps to clean teeth by reducing tartar and plaque to maintain dental hygiene and freshen breath.

247.20111.3 I Stars, 4oz I $6.44

247.20109.3 I Chews, 12oz I $11.54

247.20200.3 I Bulk Pack 5 lb I $73.97

Elite Science1-TDC Periodontal and Joint Soft Gels Unique dual action soft gel recommended to support natural gum and joint health in dogs and cats.

267.60000.3 I 60ct I $21.00

267.60020.3 I 120ct I $32.00

Kong Kong Dental Features special grooves to clean teeth and gums as dogs chew. The inside of the Kong can also be filled with treats to keep dogs interested.

377.22000.3 I SM I $9.70

377.22005.3 I MED I $12.42


DENTAL PREVENTATIVE CARE

Galliprant® (grapiprant tablets) is a new, targeted approach to relieving OA pain and inflammation. Its unique mode of action specifically targets the Ep4 receptor, keeping the GI, kidney and liver homeostatic functions maintained.1

START SAFELY TREATING OA FROM ITS EARLIEST DIAGNOSED STAGES WITH A NEW CLASS OF ANTI-INFLAMMATORY.

Important Safety Information: Not for use in humans. For use in dogs only. Store out of reach of dogs and other pets in a secured location in order to prevent accidental ingestion or overdose. Do not use in dogs that have a hypersensitivity to grapiprant. If Galliprant is used long term, appropriate monitoring is recommended. Concomitant use of Galliprant with other anti-inflammatory drugs, such as COX-inhibiting NSAIDs or corticosteroids, should be avoided. Concurrent use with other anti-inflammatory drugs or protein-bound drugs has not been studied. The safe use of Galliprant has not been evaluated in dogs younger than 9 months of age and less than 8 lbs (3.6 kg), dogs used for breeding, pregnant or lactating dogs, or dogs with cardiac disease. The most common adverse reactions were vomiting, diarrhea, decreased appetite, and lethargy. Please see product label on page XX for additional information.

© 2016 Eli Lilly and Company, its subsidiaries or affiliates. Elanco and the diagonal bar are trademarks owned or licensed by Eli Lilly and Company, its subsidiaries or affiliates. Galliprant is a registered trademark of Aratana Therapeutics, Inc. USCACGLP00015

Galliprant is indicated for the control of pain and inflammation associated with osteoarthritis in dogs.

To learn more, please visit www.galliprantfordogs.com/vet.

1. Kirkby Shaw, K., Rausch-Derra, L., and Rhodes, L. 2016. “Grapiprant: an EP4 prostaglandin receptor antagonist and novel therapy for pain and inflammation.” Vet. Med. Sci. 2:3-9.

ONE GIANT LEAP

FOR MAN’S BEST FRIEND

Galliprant® (grapiprant tablets) is a new, targeted approach to relieving canine osteoarthritis (OA) pain and inflammation. Its mode of action specifically targets the EP4 receptor, helping to keep the GI, kidney and liver homeostatic functions maintained.1,2

To learn more, please visit www.galliprantfordogs.com/vet

Galliprant is indicated for the control of pain and inflammation associated with osteoarthritis in dogs.

IMPORTANT SAFETY INFORMATIONNot for use in humans. For use in dogs only. Keep this and all medications out of reach of children and pets. Store out of reach of dogs and other pets in a secured location in order to prevent accidental ingestion or overdose. Do not use in dogs that have a hypersensitivity to grapiprant. If Galliprant is used long term, appropriate monitoring is recommended. Concomitant use of Galliprant with other anti-inflammatory drugs, such as COX-inhibiting NSAIDs or corticosteroids, should be avoided. Concurrent use with other anti-inflammatory drugs or protein-bound drugs has not been studied. The safe use of Galliprant has not been evaluated in dogs younger than 9 months of age and less than 8 lbs (3.6 kg), dogs used for breeding, pregnant or lactating dogs, or dogs with cardiac disease. The most common adverse reactions were vomiting, diarrhea, decreased appetite, and lethargy. Please see product label on page XX for complete safety information.

1. Kirkby Shaw, K., Rausch-Derra, L., and Rhodes, L. 2016. “Grapiprant: an EP4 prostaglandin receptor antagonist and novel therapy for pain and inflammation.” Vet. Med. Sci. 2: 3-9.2. Rausch-Derra, L., Huebner, M., and Rhodes, L. 2015. “Evaluation of the safety of long-term, daily oral administration of grapiprant, a novel drug for treatment of osteoarthritis pain and inflammation, in healthy dogs.” Amer. J. Vet. Res. 76.10: 853-859.

© 2016 Eli Lilly and Company, its subsidiaries or affiliates. Elanco and the diagonal bar are trademarks owned or licensed by Eli Lilly and Company, its subsidiaries or affiliates. Galliprant is a registered trademark of Aratana Therapeutics, Inc. USCACGLP00015

SAFELY TREAT OA FROM ITS EARLIEST DIAGNOSED STAGES WITH A NEW CLASS OF ANTI-INFLAMMATORY.

27

MerialOraVet Dental Hygiene Chews Features dual-action technology to significantly reduce the formation of plaque, calculus and halitosis in dogs. Releases delmopinol, an innovative compound that creates a barrier to prevent bacterial attachment to teeth and tongue.

466.59490.3 I XSM Dog, 6 x 14ct I $45.00

466.59500.3 I SM Dog, 6 x 14ct I $59.94

466.59520.3 I MED Dog, 6 x 14ct I $76.02

466.59540.3 I LG Dog, 6 x 14ct I $100.02

466.59590.3 I XSM Dog, 6 x 30ct I $80.00

466.59600.3 I SM Dog, 6 x 30ct I $99.96

466.59620.3 I MED Dog, 6 x 30ct I $127.98

466.59640.3 I LG Dog, 6 x 30ct I $175.98

NutroGreenies Veterinary Formula Canine Dental Chews Canine dental treats scrub away plaque and tartar, freshen breath and promote healthier gums.

291.61115.3 I Teenie, 43ct I $12.44

291.61120.3 I Petite, 20ct I $12.44

291.61125.3 I Regular, 12ct I $12.44

291.61130.3 I Large, 8ct I $12.44

Greenies Treat Tub Pack Canine Chewy texture allows teeth to sink in and clean teeth while controlling plaque and tartar buildup.

291.30400.3 I Teenie, 96ct I $23.55

291.30410.3 I Petite, 45ct I $23.55

291.30420.3 I Regular, 27ct I $23.55

291.30430.3 I Large, 17ct I $23.55

Greenies Feline Dental Treats Natural formula with added vitamins, minerals, taurine, and chlorophyll for optimum feline health. A unique nubbed shape that scrapes away tartar, while chlorophyll and rosemary extract help support fresh breath.

291.37075.3 I 5.5oz, Ocean Fish I $3.39

291.37080.3 I 5.5oz, Savory Salmon I $3.39

291.37085.3 I 5.5oz, Tempting Tuna I $3.39

291.37070.3 I 5.5oz, Oven Roasted Chicken I $3.39

NutroGreenies Feline Dental Treats Jumbo Tub

291.37090.3 I 12oz, Roasted Chicken I $10.99

291.37095.3 I 12oz, Tempting Tuna I $10.99

Nylabone Nylabone Original

516.00100.3 I Petite I $1.64

516.00105.3 I Regular I $2.51

516.00110.3 I Wolf I $3.87

516.00115.3 I Giant I $5.78

516.00120.3 I Souper I $7.50

Chicken Chew

516.00072.3 I Regular I $2.72

516.00074.3 I Wolf I $4.22

Purina Pro Plan Veterinary Diets Dental Health Canine Formulated to provide complete and balanced nutrition with added benefits pertaining to dental health for adult and senior dogs.

578.00002.5 I Small Bites 6lb I $15.10

578.00003.5 I 18lb I $39.57

Pro Plan Veterinary Diets Dental Heath Chewz Canine Treats Providing exceptional palatability, these treats are high in protein and low in fat and are specifically formulated to significantly reduce tartar build up.

578.01010.5 I 6x5oz Boxes I $28.12

Pro Plan Veterinary Diets Dental Health Feline Formulated to provide complete and balanced nutrition while incorporating the importance of dental health for adult and senior cats.

578.00201.5 I 6lb I $19.86



Phycox® – The One Joint Supplement For All Four Legs

Purchase any 6 PHYCOX brand products, Receive one FREE.*Mix/match. Free goods will be the value of lowest price product purchased.

Buy 3, Receive one FREE on all Dechra fl ush or otics.*Mix/match. Free goods will be the value of lowest price product purchased.

Buy any 4 Dental Products, Receive one FREE!*Mix/match. Free goods will be the value of lowest price product purchased.

Pet Dental Month

*Offer Valid through March 31, 2017. Some restrictions apply. For complete promotional details and to view all Dechra promotions visit www.dechra-us.com/promotions or contact your VeterinaryDistributor. Refer to the prescribing information for complete details. Dechra is a registered trademark of Dechra Pharmaceuticals PLC. Phycox is a registered trademark of Dechra Limited.

24 Hour Technical Support: 866-933-2472 | www.dechra-us.com | [email protected]

Dechra’s January Featured Products

Tartar ShieldBuy 10 of any item, get 1 FREE (kind for kind).

Offer valid through January 31, 2017.

Buy $350 of Enzadent or Dentahex products, get a Dental Merchandising Kit. Ask your Midwest Rep for details.

Offer valid through March 31, 2017.Buy 10 C.E.T. products (mix & match), get 2 FREE.


Tartar Shield Tartar Shield Cat Treats Coated with Malic acid, a naturally occurring ingredient found in citrus fruits. This patented formula is clinically proven to prevent plaque and tartar build-up, reduce bacteria and clean teeth.

692.62000.2 I 4.5 oz, Pack I $4.59

692.62130.2 I Sample/20 per bag I $12.15

Tartar Shield Soft Rawhide Chews Clinically proven to significantly reduce plaque and tartar build-up, reduce bacteria and clean teeth. Features an easy to chew surface, bacon flavor.

692.60000.2 I SM Dog, 12 pack I $6.74

692.60040.2 I LG Dog, 8 pack I $6.74

692.60060.2 I LG Dog, 24 pack I $11.99

*More sizes available

Tartar Shield Dog Biscuits Effective dental care formula reduces plaque and tartar build up, chicken flavor.

692.62020.2 I 26oz, pack I $11.99

Vetoquinol Enzadent Oral Care Chews Combines natural enzymes with the abrading action of freeze-dried fish for cats, and beef hide for dogs, to help remove food debris before it becomes a problem.

733.34505.3 I Dogs SM/30ct I $6.84

733.34521.3 I Dogs LG/30ct I $11.03

733.34602.3 I Cat, 60ct I $11.03


Dentahex Oral Chews for Dogs Chews are made from 100% Natural, US Beef Hide and treated with Digest-EEZE®, an all-natural pre-enzyme treatment scientifically formulated to break down and dissolve rawhide faster and easier.

733.42105.3 I SM, 30ct I $8.37

733.42205.3 I MED, 30ct I $10.07


Vetri-Science Perio Plus K9 Dental Health Stix A dental support formula designed to control plaque, freshen breath, and support healthy gums in dogs. Offered in a convenient, dual action stick.

740.60010.3 I 30ct I $24.00

Perio Plus Feline Bites Tiny bites with two tasty layers that offer a targeted and hassle free delivery system to support feline dental health in between cleanings.

740.60012.3 I 60ct I $6.58

Perio Support Powder Designed to be used between veterinary cleanings to control plaque formation and support gum health in dogs and cats to maintain clean teeth and fresh breath.

740.60000.3 I 4.2oz I $13.77

740.60005.3 I 16oz I $22.50

Vets Plus Inc KaNoodles The crevices in these chews increase tooth surface interaction time and reach deep down to the base of each tooth. Made with wholesome grains, zinc and Omega-3 fatty acids, this pasta-based chew is easily digested when swallowed and provides nutrition that helps keep teeth and gums healthy.

735.20020.3 I SM 5-15lbs, 25ct I $6.77

735.20025.3 I MED 15-25lbs, 13ct I $6.77

735.20030.3 I LG 25-50lbs, 8ct I $6.77


Virbac C.E.T. Chews for Cats or DogsAs simple as giving a daily treat, featuring the exclusive dual-enzyme system with a natural antiseptic plus an abrasive texture that works with the pet’s chewing action to reduce plaque and loosen tartar.

724.24565.3 I Cats Fish, 30ct I $11.75

724.24585.3 I Cats Poultry, 30ct I $11.75

724.25400.3 I Dogs Petite, 30ct I $6.85

724.25407.3 I Dogs MED, 30ct I $8.25

724.25440.3 I Dogs LG, 30ct I $11.95




Addison MaxiGuardBuy 5 MaxiGuard dental products, get 1 FREE.


CevaBuy 5 Clenz-a-dent products (mix & match), get 1 FREE.


DechraBuy any 4 dental products (mix & match), get 1 FREE.


AddisonMaxiGuard Mouth Spray Oral cleansing formula with vitamin C that cleanses the oral cavity and freshens breath.

008.01210.3 I 4oz I $7.09

MaxiGuard Oral Cleansing Gel Effective oral cleanser and freshener for dogs, cats, horses and exotics. Natural and safe for daily use, taste free.

008.04000.3 I 4oz I $7.09

MaxiGuard Oral Cleansing Wipes Provide a gentle mechanical cleansing of plaque and odor causing bacteria. The taste-free solution naturally freshens breath and safely cleanses the oral cavity for both dogs and cats.

008.04505.3 I 100ct I $7.09

MaxiGuard OraZn Gel Home dental care product for dogs and cats with neutralized zinc (pH 7) in hydrogel form. Provides natural oral cleansing without brushing, instant fresh breath, and superior pet acceptance.

008.04500.3 I 2oz I $5.49

Ceva Clenz-a-dent Chlorhexidine Rinse A palatable, fresh antimicrobial formula for reducing plaque and freshening breath in dogs and cats. Contains antimicrobial, anti-plaque and anti-calculus properties to aid in tooth and gum disease prevention. Alcohol free.

645.82950.3 I 8oz I $8.09

Clenz-a-dent Water Additive Water additive and mouth rinse containing a unique patented ingredient to breakdown bacteria biofilm to the reduce plaque and bad breath in dogs and cats.

645.17100.3 I 250ml I $10.32

Clipper OralDent Cleaning Solution To assist in the daily maintenance of a healthy and pleasant smelling mouth in dogs and cats through the removal of food particles and other debris from the teeth and gum line.

193.58400.3 I 8oz Spray I $4.14

Creative ScienceBreathalyser Plus Safe, alcohol free, drinking water additive to reduce bad breath and tartar. Use daily to maintain great oral hygiene for both dogs and cats.

153.00135.3 I 500ml I $10.76

153.00145.3 I 250ml I $6.46

DechraDentAcetic Gel An acetic acid tooth and gum gel with sodium hexametaphosphate used for dental maintenance to remove food debris and prevent plaque buildup.

247.20000.3 I 2oz I $4.86

DentAcetic Wipes Convenient, ready-to-use antimicrobial wipes for dental cleaning and to aid in the management of pet dental hygiene.

247.20100.3 I 25ct I $7.46

DermaZooTrisDent Oral Hygiene Rinse Contains a combination of three oral hygiene compounds to help control plaque without brushing, as well as to reduce the calcification of plaque to calculus.

240.60020.3 I 8oz I $7.99

TrisDent Water Additive Patent-pending oral hygiene compounds help control plaque without brushing. Beef flavored.

240.60040.3 I 16oz I $10.99


DENTAL MAINTENANCE

ARE YOU CERTIFIED YET?Don’t miss out on being part of the largest transformative initiative in the veterinary industry, and join thousands of Fear Free certified professionals.

Become Fear Free Certified today.fearfreepets.com

Sponsored by:

As a budding practice manage-ment speaker at the tender age of 33, I was in Kansas City at the first Central Veterinary Conference in 1983. I shared a hotel room and an adjoining lecture room with col-league, mentor, and friend Dr. Ross Clark.

Day and night we passionately talked about the importance of leadership, management, mar-keting, sales skills, and customer service to be bookends with great medicine in successful practices.

My hairline might be receding and my waistline expanding, but my

heart’s still in the right place when it comes to the greatest profession on earth, veterinary medicine. And while I still know competent, con-fident medicine to be one of the bookends in successful veterinary practices, the other bookend of critical importance has changed.

I believe it has now become the emotional care of, and compas-sion for, pets during their visits to veterinary hospitals. To survive, let alone thrive, it’s what veterinarians and team members must focus on and it’s what we must deliver to every pet, every day, forever.

Everything changed for me the day I attended a lecture by famed boarded veterinary behaviorist Dr. Karen Overall, where she said, “Fear is the worst thing a social spe-cies can experience and it causes permanent damage to the brain.” So basically, fear in response to something painful or disturbing – whether it’s adaptive or beneficial fear – can condition the pet to experience more fear in response to those circumstances (like repeat visits to the veterinarian) and be-come maladaptive.

Dr. Overall went on further to talk about signs of anxiety and fear in

The First Fear Free Embersby Dr. Marty Becker

www.midwestvet.net/resources/articles • Midwest Monthly |JAN 2017 15

dogs and I realized I only recog-nized about 50 percent of them. Worse, while I recognized some of the signs of anxiety and fear in my patients, seeing them hadn’t caused me to change the way I was performing veterinary proce-dures, nor the way I was behaving or acting toward frightened pets or their owners during the 29 years I’d already been in practice.

Pets who were frightened had been suffering repeated physio-logical damage in the practices I owned, worked at, or visited. Worse than doing nothing, my veterinary team and I had been causing the damage or making it worse. So be-fore I left Dr. Overall’s lecture room that day, my heart, mind and focus were changed. Put another way, I’d had an awakening.

Starting with my first day of prac-tice 37 years ago, I was passionate about the human-animal bond. Today, I’m nothing short of evan-gelical about Fear Free.

As doctors, we know that we must “first do no harm.” Or think about the quote, “Cure sometimes. Treat often. Comfort always.” that has been attributed to Hippocrates. Perhaps most importantly, our vet-erinary oath requires us to “protect animal health and welfare, and prevent and relieve animal suffer-ing.”

We’ve been concentrating on getting pets into the veter-inary hospital and focusing on their physical wellbeing while their emotional wellbeing has been overlooked. As such, we may have subjected many pets (and pet owners) to serious, repeat, destruc-tive emotional damage. I think it’s been like a disease that we just haven’t noticed all around us, and didn’t know all the signs of, so it’s been underdiagnosed. Or maybe we brushed it off, giving it the med-ical weight of the common cold,

something to just “get over.”

If pets’ anxiety and fear in going to the veterinary clinic were a dis-ease, I think this would be the worst pandemic to ever hit the animals under our care. It affects most of the pets in most of the clinics in the world. While we haven’t seemed to take note, somebody has. That somebody is pet owners.

In 2011, the Bayer Veterinary Healthcare Usage Study showed us that 38 percent of dog owners and 58 percent of cat owners say their beloved pets hate going to the vet. And 26 percent of dog owners and 38 percent of cat owners said that just thinking about going to the vet was stressful.

Did they keep coming to their trust-ed local veterinarian when their pets had medical problems? Some of them didn’t, and many of them started getting information, prod-ucts, and services in other places so that they and their pets didn’t need to suffer any unnecessary stress. Yes, the economic downturn caused some pet owners to elimi-nate or delay veterinary visits, but I believe an even bigger reason was that a trip to the local vet just wasn’t worth the “hurt” to the pet or the “hassle” to the owner.

I’ve been working the past seven years on how to create Fear Free

visits for pets, and I’m here to tell you the re-sults are nothing short of breath-taking. Pets and pet owners arrive

at the veterinary hospital in a calm state. Using specific tools and tac-tics we have removed or reduced the animals’ anxiety triggers and have plans in place to douse anxi-ety or fear should they flare up.

And no, I’m not talking about using muzzles or snare poles or scruffing and stretching cats. I’m talking about seeing pets who are hungry and ready for a treat, or seeing

pets who have been fed a calming diet, may be receiving chill pills, or were sedated by the owner be-fore leaving home. Pets who arrive in a new generation of carrier, are treated to special comforting music and synthetic pheromones wafting out of electronic dispens-ers throughout the clinic and off of our smocks and scrubs. You’ll see many pets fitted with compression garments borrowed from our lend-ing wardrobe.

The exam rooms are slightly re-modeled, but we’ve dramatically changed our handling techniques and voices, and we are using an icon of veterinary medicine much differently and much less frequent-ly.

I’m talking about the exam table. On any given day, I might do two-thirds of my exams on the floor or on a bench or chairs next to the pet and the owner. Knowing the pet is hungry, I use food rewards and other training tips I’ve learned from my daughter, Mikkel, to take the pet from “terror eyes” to “train-ing eyes.” I focus first on the emo-tional wellbeing of the pet and the pet owner before I turn my focus to the animal’s physical health. We need both bookends in veterinary medicine: competent medical care and compassionate emotion-al care, not either/or.

So, where do we start this journey to the Fear Free practice? First off, let’s imagine for a minute what the people who bring their beloved pets to our clinics and hospitals ac-tually think of us and our practices. Let’s hear it in their own words, not in the fine phrases of the mission statements we’ve hung on the walls of our waiting rooms in ornate frames.

Robin Beams is a no-nonsense woman with a Schnauzer who I examined not too long ago in the hospital where I practice in northern Idaho. When she makes an appointment with a veterinari-an, she thinks about how Morgan

“Cure sometimes. Treat often.

Comfort always.”

16 JAN 2017 | Midwest Monthly • www.midwestvet.net/resources/articles

growls and barks in the exam room. Worse, she thinks about how Mor-gan shivers and shakes in the exam room. Then she thinks about the veterinarians who sometimes seem too busy for her questions, or who seem too preoccupied to under-stand her questions, or ignore her dog’s distress. In telling me a story about one veterinarian she’d seen recently, Robin said, “If she had shown one inch of compassion for this dog…” her voice trailing off.

You know, I just hate to hear a story like that. I’m sure there are reasons for the veterinarian’s behavior that I probably don’t know. But the fact is, this woman did not have a picture of veterinarians and their practices in her heart and head that any of us want to see. This is just so far away from where we want veterinary medicine to be: a Fear Free practice for pets and pet owners. If we want to see a broad horizon and bright future for veter-inary medicine, this is the journey we must embark on right now.

At a meeting in New York City a few years ago, I was lucky enough to have dinner with Dr. Steve Ettinger, a colleague and friend I’ve known for over three decades. We started the normal small talk, and Steve asked me what I was working on. I gave him my “Fear Free” mini-sermon, and Dr. Ettinger got emotional. I immediately hit the rewind in my head to think of what I might have said that elicit-

ed that response. I couldn’t think of anything so I asked him, “What did I say that made you react that way?”

Gathering himself, Dr. Ettinger said that for the last year he’d been working at both a traditional veter-inary hospital and a veterinary re-habilitation facility. At the tradition-al veterinary hospital, a well dog’s heart rate at check in was in the 140-150 beats per minute range. At the veterinary rehabilitation facility, the heart rate for most dogs was only 90-100 beats per minute. What would cause the heart rate to be 50-60 percent higher at the tradi-tional veterinary hospital? Anxiety and fear. Specifically, fear you could not just see but hear!

By looking after the emotional wellbeing of pets we also help the

physical wellbeing of pets. How so? A calm pet has a more normal temperature, pulse, respiration rate, and blood pressure level. We’ll get more accurate blood chemistry results, and peaceful, placid pets don’t mask signs of pain and discomfort like they do when they’re supercharged with adrenaline.

What has been outlined for you takes minimal changes to the practice, but maximum changes to your understanding of anxiety and the handling of pets. Pet owners, too.

This needs to vitalize our profes-sion in general and your practice specifically. Many pet owners are already not coming in as often or at all because of the stress to the pet and themselves. What if many

“I focus first on the emotional wellbeing of the pet and the pet owner before I turn my focus to the animal’s physical health.”


more pet owners realize that even the four-legged family members they thought liked to go to visit the veterinarian were experienc-ing anxiety and fear? Simply put, they’ll either find a veterinary office that offers Fear Free visits or stay away in droves, causing serious damage to one of the world’s most important and trusted professions.

Another medical profession looked to just survive and is now thriving: dentistry. I have two older sisters and an older brother. I’m the baby of the Becker family. We all went to a friendly and skilled dentist, Dr. Stanley Kern, in Southern Idaho. I can still smell the clove-like antisep-tic odor (not fragrance), I can still see the round porcelain bowel with the swirling water and can hear the whine of the dental drill with all of those belts whipping around the angle of the arms of the drill. Be-cause of anxiety and fear of their early experiences in the dentist’s chair, one older sister and one old-er brother didn’t seek dental care throughout their lives. Dr. Kern and future dentists like him probably lost much of their clientele.

But my family members had the

option as adults of not going into the dentist’s office. Similarly, if cats were birds they’d fly out of veter-inary offices like bats out of hell. And if dogs had hooves, they’d spook and stampede. And in in-creasing numbers, pet owners can and do choose not to bring pets into veterinarians as often or at all.

But dentists changed. Have you been to a dentist lately? Unless you were scared away as a child, of course you have. More important-ly, have you been to a pediatric dentist lately? It’s like walking into the lobby of a spa. My grand-daughter, seven-year-old Reagan, has a dentist who offers her a choice of music and videos as she nestles into her super-comfy chair. The odor in the dental exam room of my past has been replaced with a pleasing fragrance. She wears noise cancellation headphones---gone is the whirr--- and special glasses that eliminate the glare of the lights. And at the end she gets the choice of really nice toys, not the rings and rubber balls of my past. Most likely Reagan will never have cavities, but she’ll visit often for preventive care, orthodontics, and maybe tooth whitening, much

of which will be performed by the dental team and not the dentist. Far from merely surviving, the den-tal profession’s income has soared with no sign that the good times will end.

The future of veterinary medicine is blindingly bright if we treat cre-ating Fear Free visits as an urgent obligation and an unprecedented opportunity. All we have to do is fo-cus equally on the emotional and physical wellbeing of pets. Taking the pet out of petrified….puts pets back into practices.

If we don’t galvanize our profession around something as important and vital as a Fear Free veterinary visit, then what should capture our attention, education, enthusiasm, and actions? If it’s not the veteri-nary profession that looks out for the physical and emotional well-being of pets and pet owners, who should, can, or will?

I ask that this profession rise level to the greatness of its responsibilities and opportunities.


Tartar ShieldBuy 10 of any item, get 1 FREE (kind for kind).


Pet King BrandsBuy 5 Oratene products, get 1 FREE (kind for kind).


MerialOraVet Clinic Starter Kit Kit includes; • Professional Storage Case• Barrier Sealant Applicator Gun • 30 Barrier Sealant Cartridges • 15 Plaque Prevention Gel Home Care kits

464.59000.3 I Each I $610.02

OraVet Gel Home Care KitPlaque prevention gel for once a week application at home to significantly reduce the formation of plaque and tartar.

464.59200.3 I 8ct I $19.64

Pet King BrandsOratene Veterinarian Antiseptic Oral Gel Contains a potent enzyme formula to aid in the treatment of oral complications such as stomatitis, gingivitis and periodontal disease. The LP3 Enzyme System used in this product has been shown to be antifungal, antibacterial and antiviral.

193.05400.3 I 1oz I $6.45

193.05404.3 I 2.5oz I $7.75

Oratene Drinking Water AdditiveContains two natural enzyme systems that help remove plaque biofilm and inhibit odor causing bacteria. Flavorless and provides a safe, healthy way to conveniently clean pet’s teeth without brushing.

193.05402.3 I 4oz I $11.32

193.05403.3 I 8oz I $15.94

Oratene Therapeutic MouthwashFreshens breath, removes plaque and maintains a healthy oral cavity by inhibiting harmful and odor-causing bacteria; enzymes are carefully balanced to boost and replenish the saliva’s own defenses.

193.05406.3 I 4oz I $5.65

Pet King BrandsOratene Brushless Oral Care KitOral Care kits introduce pet owners to the ease, effectiveness and convenience of the Oratene line of daily maintenance products. Kit contains: 1 drinking water additive (1 oz), 1 Maintenance Oral Gel (.75 oz), 1 Therapeutic Mouthwash (1.25 oz), 1 Product Information Flyer.

193.05410.3 I Kit I $5.75

PetzlifeVetzLife Oral Care GelProfessional strength formula with natural ingredients to help maintain healthy gums and teeth. A powerful combination of herbal extracts and essential oils which provide defense against bacteria that cause gingivitis, plaque and tartar. Eliminates bad breath.

548.70000.3 I 4.5oz, Peppermint I $16.00

548.70010.3 I 12oz, Peppermint I $32.00

548.70020.3 I 4.5oz, Salmon Flavor I $16.00

548.70030.3 I 12oz, Salmon Flavor I $32.00

VetzLife Oral Care SpraySpecially formulated to reduce plaque and tartar buildup. The all natural ingredients kill harmful bacteria on contact.

548.70090.3 I 1oz I $6.00

548.70100.3 I 2.2oz I $10.00

548.70105.3 I 4.5oz I $16.00

548.70120.3 I 12oz I $32.00

Tartar Shield DentaTabs Water Additive Contains two clinically proven additives that have been shown to reduce the formation of dental plaque, calculus and gingivitis. Tablets are tasteless, odorless and ideal for pets that need to limit their calorie intake or for pets with allergy concerns.

692.61000.2 I 90ct I $20.99


DENTAL MAINTENANCE


Terms and Conditions: This promotion is restricted to veterinary practices where the veterinary-client-patient relationship (VCPR) exists as defined by the AVMA’s Principles of Veterinary Medical Ethics. Other veterinary accounts such as shelters, animal care/control agencies and veterinary partner pharmacies, may be eligible on a case-by-case basis. Accounts with direct-to-consumer sales via internet website, catalog or other over-the-counter channels are ineligible. Qualifying orders must be on a single invoice. Free goods will be fulfilled by distribution. Free goods may not be returned for credit. PRN Pharmacal reserves the right to modify or withdraw this promotion at any time. Purchases must be invoiced between January 1, 2017 and March 31, 2017. Promotion excludes Canada.

Learn more at prnpharmacal.com/

urinaryhealth

800-874-9764

CranMate®CitraVet®, PROIN® is a registered trademark of Pegasus Laboratories, Inc.

©2017 PRN Pharmacal. All Rights Reserved.

Help your canine patients STAY ON TRACKwith this promotion from PRN Pharmacal.® Buy any four (mix or match) CranMate® or CitraVet® (potassium citrate) and get two PROIN® (phenylpropanolamine hydrochloride) Chewable Tablets 60 count bottles free. Promotion starts January 1, 2017 and ends March 31, 2017. Contact your representative to place your order!

Buy any four CranMate® or CitraVet® and

get two PROIN® Chewable Tablets(phenylpropanolamine hydrochloride)

60-count bottles free!See below for details.

Urinary health is no accidentSave now on products to help

C

M

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1st Quarter Promotional Flyer-Midwest-8.5x11.pdf 1 12/6/16 2:04 PM

Virbac C.E.T. Buy 10 C.E.T. products (mix & match), get 2 FREE.


VetoquinolBuy $350 of Enzadent or Dentahex products, get a Dental

Merchandising Kit. Ask your Midwest Rep for details. Offer valid through March 31, 2017.

Are you prepared for dental month? Midwest carries a complete line of products for your dental procedure needs:

q Burs, Discs & Accessories

q Curettes

q Dental Instruments, Kits & Trays q Dental Models

q Elevators/Winged Elevators q Endodontic

q Excavators

q Files

q Forceps q Mirrors

q Oral Hemostatic Products q Probes/Explorers

q Prophy Supplies

q Restorative Products

q Retractors

q Root Picks

q Scalers & Polishers q Scissors

q Wedges, Gags & Props

Contact us for more information about these products and more.

Vetoquinol Dentahex Oral RinseA palatable, highly effective rinse for reducing plaque and freshening breath in dogs and cats. The unique formulation provides anti-plaque and anti-calculus properties thus aiding in the prevention of tooth and gum disease.

733.34400.3 I 8oz I $7.95

Enzadent Dual End ToothbrushDual-ended bristles (small and large) are specially designed to help remove plaque and food debris from all tooth surfaces. Bristles are soft for gentle application and acceptance by the animal.

733.34000.3 I Each I $2.63

Enzymatic ToothpasteA triple enzyme system that is proven effective in removing plaque from teeth, palatable flavor.

733.34110.3 I Poultry, 90gm I $5.25

Fingerbrush KitA poultry flavored enzymatic toothpaste and a specially designed soft finger brush.

733.34210.3 I Poultry, 21gm I $4.02

Toothbrush KitA great starter kit for home use with a dog or cat.Features: • 90g (3.2 oz) tube Enzadent Toothpaste• one Enzadent Fingerbrush • one Enzadent Dual-Ended Toothbrush

733.34310.3 I Poultry, 90gm I $7.66

VirbacC.E.T. Enzymatic Toothpaste for Dogs & Cats Enzymatic toothpaste specially formulated for companion animal use to prevent problems that might occur as the result of plaque and tartar buildup.

Toothpaste724.25100.3 I Poultry, 70gm I $5.35

724.25130.3 I Beef, 70gm I $5.50

724.25110.3 I Malt, 70gm I $5.35

724.25140.3 I Seafood, 70gm I $5.50

724.25010.3 I Poultry Samples, 25ct I $19.25

Toothbrushes724.25230.3 I Pet Toothbrush I $3.25

724.25240.3 I Dual-End Toothbrush I $3.25

724.25200.3 I Fingerbrush with Sample I $3.75

724.25210.3 I Mini Toothbrush with Sample I $3.75

724.25220.3 I Cat Toothbrush with Sample I $3.75

724.25250.3 I Pet Toothbrush, 24ct Assorted I $56.50

724.25300.3 I Dog Oral Hygiene Kit, 70gm I $7.50

724.25310.3 I Cat Oral Hygiene Kit, 70gm I $7.50

ZoetisNolvadent Oral rinse for use on dogs and cats to help maintain oral health and fresh breath.

275.28100.3 I Sprayer, 4oz I $16.85

275.28105.3 I Dropper, 8oz I $27.20


DENTAL MAINTENANCE

The coverage and convenience you need with the compliance you want.1

Dogs should be tested for heartworm prior to use. Mild hypersensitivity reactions have been noted in some dogs carrying a high number of circulating microfilariae. Treatment with fewer than 6 monthly doses after the last exposure to mosquitoes may not provide complete heartworm prevention. Please see full product label for more information, or visit www.virbacvet.com.

References: 1. Data on file, Vetstreet Data Analytics. Virbac Corporation. 2. SENTINEL® SPECTRUM® (milbemycin oxime/lufenuron/praziquantel) [Freedom of Information Summary]. Greensboro, NC: Novartis Animal Health; 2011.

* Prevents flea eggs and maggot-like larvae from developing; does not treat adult fleas. † A. caninum.‡ SENTINEL® Brand Products.

To order, contact your distributor or call your Virbac representative at 1-844-4-VIRBAC (1-844-484-7222).

Broad-spectrum protection—fleas*, heartworm, whipworm, roundworm, hookworm, and tapeworm.

99% acceptance rate2—Available in a tasty, beef and bacon flavored chew dogs love.

Powerful flea prevention—Uses lufenuron, a unique ingredient that prevents flea infestations.

Easy year-round coverage—Prevent and control parasites with just 1 chew, every 30 days.

Built for compliance1—Enhanced compliance compared to combination flea/tick and heartworm prevention regimens.1‡

Prevention. Protection. POWERED BY LUFENURON.

© 2017 Virbac Corporation. All Rights Reserved. SENTINEL and SPECTRUM are registered trademarks of Virbac Corporation. 1/17 17147

FRIENDS LIFE6-in-1 parasite protection is the key

to a lasting relationship.

Extended product information on page 26.

[1] Embrace Social MediaWhether it is by sharing a hilarious photo of their pet on Instagram or Facebook, or tweeting about a new pet product that they love, social media is a major outlet for millennial pet owners. Millennials love to be engaged and con-nected. Unlike their baby boomer counterparts, the internet is a main resource for millennials to develop their opinions and engaging in new dialogue. More than any other generation, millennials are highly likely to use social media to con-nect with brands, research prod-ucts and services, and read and post reviews and ratings. veterinary clinics that make use of the internet and various social outlets to con-nect with, educate, and promote important causes will be able reach their millennial clients, in par-ticular, on a more personal level. A simple share of a millennial pet owner’s beloved cat as the “Pet

of the Month” or frequent clinic new updates are essential ways to reach a new level of understand-ing and appreciation with such a modern and technologically-for-ward generation.

[2] Make Health and Wellness A Priority More than any other generation, millennials are the most concerned with the health and wellness of their pets. With the growing pop-ularity of organic pet food and all-natural recipes among millen-nials, the natural pet food industry has grown about three times faster than regular, generic food. Being exposed to alternative approach-es to animal healthcare as well as having access to advanced nutri-tional and health animal research, pet owners are realizing the im-portance of premium ingredients. With the intentions of only buying

the best pet food with formulations geared toward enhancing the health of pets, millennials are more likely to splurge on the most health conscious and environmentally friendly meals for their pets. These health-focused millennials feel that natural or organic food is essential. Choosing organic food that con-tains antioxidants and is non-GMO has been a growing trend for this new group of pet owners. When promoting your MyVetStoreOnline, highlight food options that feature any of these classifications, such as the traits, “Organic” and “rich in Antioxidants”, in “Bene Terra Organic Barley Biscuits”.

by Sandra Riehl, Saris Web Design, LLC

Currently making up the largest generation in the United States, millennials (roughly defined as the generation born between 1980 and 2000) have now become the largest group of pet owners. The rising demographic of this younger generation of technically savvy, hyper-connected, health conscious, pet-loving bunch has es-tablished a “new breed” of pet owner. While it is hard to generalize an entire generation, there are definitely unique approaches and trends that veterinary clinics need to recognize and understand in order to fully ad-dress the needs of millennial pet owners and their furry companions.

Understanding the Millennial Pet Owner


"Are Millennials Generation Pet?" NEWS. Web. 06 Dec. 2016.Facts, Packaged. "Bringing Up Fur Baby: Millennials Em-brace Pet Parenting Role, Finds Packaged Facts Study." PR Newswire: Press Release Distribution, Targeting, Monitoring and Marketing. Web. 06 Dec. 2016."Millennials a Top Target for Loyalty Programs -EMarketer." EMarketer. 23 June 2014. Web. 06 Dec. 2016."Millennials Are Picking Pets over People." The Washington Post. WP Company. Web. 06 Dec. 2016.Phillips-Donaldson, Debbie. "Baby Boomers, Step Aside: Millennials Now Own More Pets." PetfoodIndustrycom RSS. 01 Apr. 2015. Web. 06 Dec. 2016.Twenge, Jean M. Generation Me: Why Today's Young Americans Are More Confident, Assertive, Entitled--and More Miserable than Ever before. New York: Atria Paper-back, 2014. Print."Why Are Millennials Opting For Pets Over Parenthood? - Prospect Pet Sitting." Prospect Pet Sitting. 19 Oct. 2016. Web. 06 Dec. 2016.

When available, holistic, non-tra-ditional approaches to pet care should be highlighted. By offering alternatives to certain types of con-ventional medicine or treatments, advice on nutritional supplements and food, as well as recommenda-tions for therapies, like acupunc-ture, veterinary clinics can address the concerns and attract the attention of this demographic.

[3] Importance of Philanthropy In addition to making sure their animals are only exposed to the best ingredients in their pet’s food, millennials are more likely than oth-er generations to purchase brands that support a cause they care about, either social or environ-mental. In order to accommodate millennial pet owners’ growing concerns with contributing to the health and well-being of animals and the environment in which they live in has led to them supporting organizations that share their same beliefs. Having your clinic donate to a charity or pet food shelf, or represent a specific social or environmental cause is helpful for making your clinic one that millen-nials feel happy supporting.

[4] Integrate Technology Being a part of such a modern and technology-driven age, millennialshave grown accustomed to the convenience, accessibility, and luxury of modern technology. The generation’s digital reliance has translated over into their pet rear-ing methods. The use of apps has been extremely popular for young-er pet owners to manage the care and well-being of their animals. Compared to their older counter-parts, 18- to 34-year old pet owners are more fixated with keeping a close watch on their pets. Through the use of webcams, smartphone or tablet apps, collars with a tracking device and motion/sound sensors, they are much more likely to use a wide range of technolo-gies to track the activities of their pets and monitor the status of their health. Integrating technology with

pet care is a great way for veteri-nary clinics to provide that level of interactive and efficient engage-ment that millennials are used to. The ability to make appointments or reorder medications with the tap of a smartphone is highly appeal-ing.

[5] Significance of New Responsibility Although most pet owners consider their pets part of their family, the majority of millennials have not had the responsibility of caring for another life before. In a time where people born between 1980 and 2000 are half as likely to be mar-ried or a parent than they were 50 years ago, millennial pet ownership has greatly increased. According to Jean Twenge, a psychology pro-fessor at San Diego State University and author of “Generation Me”, “Pets are becoming a replace-ment for children.” Being less ex-pensive and not requiring a partner to make the decision, pets provide millennials with a companionship that requires less of a commitment, but still presents a high level of responsibility. Millennials take the liability of their new “fur baby” very seriously. Veterinary clinics and providers should be aware that the ownership of a pet represents a huge milestone in responsibility and growth for millennials and it is something that they don’t take for granted. Just by providing first time millennial pet owners with the proper resources and support, veterinary professionals can give the new generation of pet owners the assistance that they need for this new phase in their life. Wellness programs are a wonderful way to provide a path to proper pet health in an affordably bundled package.

[6] Loyalty Programs Loyalty programs are a fabulous way to entice Millennials. In fact, a study by Bond Loyalty noted, “68% of 20-34 year olds are willing to change where they shop for reward points.” Combined with social sharing, and rewards for that

sharing, you’ll be able to reach deeply into their preferred con-sumption channels. By rewarding clients for the services they are re-ceiving from your clinic, you have the opportunity to introduce them to new products and services that they may not otherwise know you offer. Despite the fact that all pet own-ers, regardless of their generation, are animal lovers who only have their pets best interest at heart, there isn’t a “one size fits all” for each age group. Taking into ac-count the generational differences and intricacies of different pet owners is crucial to being able to address and understand the needs of your clients.


3M Light Vision Protective Eyewear Features adjustable, hands-free ultra bright LED light with a high wrap lens for additional coverage. Adjustable length temple and soft nose bridge.

Standard470.32010.2 I Each I $14.87

Bifocal470.32015.2 I +1.5 I $20.44

470.32017.2 I +2.0 I $20.44

470.32020.2 I +2.5 I $20.44

OTG Fits over prescription glasses.

470.32030.2 I Each I $13.86

Avalon RediHeal Dental Uses revolutionary new borate-based biological glass that contains unique trace elements to promote strong angiogenic, osteoconductive and osteostimulative responses. Comes in an easy to use, cotton-candy like form that provides excellent handleability.

050.50000.2 I 10 dose blister pack I $75.00

IM3 IC Plaque Indicating Swabs Swab applicators are easy to use, simply roll gently across teeth at the gum line for plaque stains to show up pink. Useful during scaling procedures to ensure all plaque is removed.

333.32000.2 I 72ct I $29.95

Lip Lock Retractor Holds the lip out of the way for dental procedures, eliminating the need for an additional pair of hands. The retractor is plastic coated to minimize trauma and adjustable from 5mm to fully closed locking positions. Suitable for small to large dogs.

333. 53950.2 I Each I $16.95

MAI Ultra Scale Dental Concentrate A scaling concentrate that can be used in any dental unit to help prevent periodontal disease by inhibiting bacteria that can cause plaque and cavities. Chlorhexidine free, safe to use on dogs, cats and horses.

474.84196.2 I Each I $7.50

NDCCrosstex Portable LED Finger Light LED finger lights are the versatile way to have light any way you point your finger. Simply affix the lights to your fingers with the included straps and illuminate. The glove-compatible design is easy to attach and comfortable to wear. *IMPORTANT WARNING To be used only and exclusively with latex or nitrile gloves.

001.06550.2 I Each I $89.00

Trilogic Pharma Clindoral Periodontal Filler Kit For use in dogs and cats with periodontal disease and extraction pockets. Clindamycin hydrochloride 1%.

562.10000.3 I 4 x .5ml Syringes I $99.00

Vet Brands International HemaBlock Hemostatic PowderUsed for treatment of moderate to severe arterial and venous bleeding such as general surgical wounds, donor sites, biopsies, dentals, stitch lines, lacerations and general trauma. Non-toxic, completely absorbable.

728.00005.3 I 2gm Tube I $13.03

728.00006.3 I 0.4gm Syringe I $12.61

728.00007.3 I 5 x 2gm Tube I $58.93

728.00008.3 I 5 x 0.4gm Tube I $57.14

Virbac C.E.T. OraStrip Dental Diagnostic Test Detects periodontal infection in dogs, providing visual test results to support dental treatment recommendations and enhance client compliance.

724.44900.3 I 24ct, Canine I $120.00

"Are Millennials Generation Pet?" NEWS. Web. 06 Dec. 2016.Facts, Packaged. "Bringing Up Fur Baby: Millennials Em-brace Pet Parenting Role, Finds Packaged Facts Study." PR Newswire: Press Release Distribution, Targeting, Monitoring and Marketing. Web. 06 Dec. 2016."Millennials a Top Target for Loyalty Programs -EMarketer." EMarketer. 23 June 2014. Web. 06 Dec. 2016."Millennials Are Picking Pets over People." The Washington Post. WP Company. Web. 06 Dec. 2016.Phillips-Donaldson, Debbie. "Baby Boomers, Step Aside: Millennials Now Own More Pets." PetfoodIndustrycom RSS. 01 Apr. 2015. Web. 06 Dec. 2016.Twenge, Jean M. Generation Me: Why Today's Young Americans Are More Confident, Assertive, Entitled--and More Miserable than Ever before. New York: Atria Paper-back, 2014. Print."Why Are Millennials Opting For Pets Over Parenthood? - Prospect Pet Sitting." Prospect Pet Sitting. 19 Oct. 2016. Web. 06 Dec. 2016.

When available, holistic, non-tra-ditional approaches to pet care should be highlighted. By offering alternatives to certain types of con-ventional medicine or treatments, advice on nutritional supplements and food, as well as recommenda-tions for therapies, like acupunc-ture, veterinary clinics can address the concerns and attract the attention of this demographic.

[3] Importance of Philanthropy In addition to making sure their animals are only exposed to the best ingredients in their pet’s food, millennials are more likely than oth-er generations to purchase brands that support a cause they care about, either social or environ-mental. In order to accommodate millennial pet owners’ growing concerns with contributing to the health and well-being of animals and the environment in which they live in has led to them supporting organizations that share their same beliefs. Having your clinic donate to a charity or pet food shelf, or represent a specific social or environmental cause is helpful for making your clinic one that millen-nials feel happy supporting.

[4] Integrate Technology Being a part of such a modern and technology-driven age, millennialshave grown accustomed to the convenience, accessibility, and luxury of modern technology. The generation’s digital reliance has translated over into their pet rear-ing methods. The use of apps has been extremely popular for young-er pet owners to manage the care and well-being of their animals. Compared to their older counter-parts, 18- to 34-year old pet owners are more fixated with keeping a close watch on their pets. Through the use of webcams, smartphone or tablet apps, collars with a tracking device and motion/sound sensors, they are much more likely to use a wide range of technolo-gies to track the activities of their pets and monitor the status of their health. Integrating technology with

pet care is a great way for veteri-nary clinics to provide that level of interactive and efficient engage-ment that millennials are used to. The ability to make appointments or reorder medications with the tap of a smartphone is highly appeal-ing.

[5] Significance of New Responsibility Although most pet owners consider their pets part of their family, the majority of millennials have not had the responsibility of caring for another life before. In a time where people born between 1980 and 2000 are half as likely to be mar-ried or a parent than they were 50 years ago, millennial pet ownership has greatly increased. According to Jean Twenge, a psychology pro-fessor at San Diego State University and author of “Generation Me”, “Pets are becoming a replace-ment for children.” Being less ex-pensive and not requiring a partner to make the decision, pets provide millennials with a companionship that requires less of a commitment, but still presents a high level of responsibility. Millennials take the liability of their new “fur baby” very seriously. Veterinary clinics and providers should be aware that the ownership of a pet represents a huge milestone in responsibility and growth for millennials and it is something that they don’t take for granted. Just by providing first time millennial pet owners with the proper resources and support, veterinary professionals can give the new generation of pet owners the assistance that they need for this new phase in their life. Wellness programs are a wonderful way to provide a path to proper pet health in an affordably bundled package.

[6] Loyalty Programs Loyalty programs are a fabulous way to entice Millennials. In fact, a study by Bond Loyalty noted, “68% of 20-34 year olds are willing to change where they shop for reward points.” Combined with social sharing, and rewards for that

sharing, you’ll be able to reach deeply into their preferred con-sumption channels. By rewarding clients for the services they are re-ceiving from your clinic, you have the opportunity to introduce them to new products and services that they may not otherwise know you offer. Despite the fact that all pet own-ers, regardless of their generation, are animal lovers who only have their pets best interest at heart, there isn’t a “one size fits all” for each age group. Taking into ac-count the generational differences and intricacies of different pet owners is crucial to being able to address and understand the needs of your clients.


DENTAL PROCEDURE


Caution Federal (USA) law restricts this drug to use by or on the order of a licensed veterinarian.

Indications SENTINEL® SPECTRUM® (milbemycin oxime/lufenuron/praziquantel) is indicated for the prevention of heartworm disease caused by Dirofilaria immitis; for the prevention and control of flea populations (Ctenocephalides felis); and for the treatment and control of adult roundworm (Toxocara canis, Toxascaris leonina), adult hookworm (Ancylostoma caninum), adult whipworm (Trichuris vulpis), and adult tapeworm (Taenia pisiformis, Echinococcus multilocularis and Echinococcus granulosus) infections in dogs and puppies two pounds of body weight or greater and six weeks of age and older.

Dosage and Administration SENTINEL SPECTRUM should be administered orally, once every month, at the minimum dosage of 0.23 mg/lb (0.5 mg/kg) milbemycin oxime, 4.55 mg/lb (10 mg/kg) lufenuron, and 2.28 mg/lb (5 mg/kg) praziquantel. For heartworm prevention, give once monthly for at least 6 months after exposure to mosquitoes.

Dosage Schedule

Body Weight

Milbemycin Oxime

per chewableLufenuron

per chewablePraziquantel per chewable

Number of chewables

2 to 8 lbs. 2.3 mg 46 mg 22.8 mg One

8.1 to 25 lbs. 5.75 mg 115 mg 57 mg One

25.1 to 50 lbs. 11.5 mg 230 mg 114 mg One

50.1 to 100 lbs. 23.0 mg 460 mg 228 mg One

Over 100 lbs. Administer the appropriate combination of chewables

To ensure adequate absorption, always administer SENTINEL SPECTRUM to dogs immediately after or in conjunction with a normal meal.

SENTINEL SPECTRUM may be offered to the dog by hand or added to a small amount of dog food. The chewables should be administered in a manner that encourages the dog to chew, rather than to swallow without chewing. Chewables may be broken into pieces and fed to dogs that normally swallow treats whole. Care should be taken that the dog consumes the complete dose, and treated animals should be observed a few minutes after administration to ensure that no part of the dose is lost or rejected. If it is suspected that any of the dose has been lost, redosing is recommended.

Contraindications There are no known contraindications to the use of SENTINEL SPECTRUM.

Warnings Not for use in humans. Keep this and all drugs out of the reach of children.

Precautions Treatment with fewer than 6 monthly doses after the last exposure to mosquitoes may not provide complete heartworm prevention.

Prior to administration of SENTINEL SPECTRUM, dogs should be tested for existing heartworm infections. At the discretion of the veterinarian, infected dogs should be treated to remove adult heartworms. SENTINEL SPECTRUM is not effective against adult D. immitis.

Mild, transient hypersensitivity reactions, such as labored breathing, vomiting, hypersalivation, and lethargy, have been noted in some dogs treated with milbemycin oxime carrying a high number of circulating microfilariae. These reactions are presumably caused by release of protein from dead or dying microfilariae.

Do not use in puppies less than six weeks of age.

Do not use in dogs or puppies less than two pounds of body weight.

The safety of SENTINEL SPECTRUM has not been evaluated in dogs used for breeding or in lactating females. Studies have been performed with milbemycin oxime and lufenuron alone.

Adverse Reactions The following adverse reactions have been reported in dogs after administration of milbemycin oxime, lufenuron, or praziquantel: vomiting, depression/lethargy, pruritus, urticaria, diarrhea, anorexia, skin congestion, ataxia, convulsions, salivation, and weakness.

To report suspected adverse drug events, contact Virbac at 1-800-338-3659 or the FDA at 1-888-FDA-VETS.

Information for Owner or Person Treating Animal Echinococcus multilocularis and Echinococcus granulosus are tapeworms found in wild canids and domestic dogs. E. multilocularis and E. granulosus can infect humans and cause serious disease (alveolar hydatid disease and hydatid disease, respectively). Owners of dogs living in areas where E. multilocularis or E. granulosus are endemic should be instructed on how to minimize their risk of exposure to these parasites, as well as their dog’s risk of exposure. Although SENTINEL SPECTRUM was 100% effective in laboratory studies in dogs against E. multilocularis and E. granulosus, no studies have been conducted to show that the use of this product will decrease the incidence of alveolar hydatid disease or hydatid disease in humans. Because the prepatent period for E. multilocularis may be as short as 26 days, dogs treated at the labeled monthly intervals may become reinfected and shed eggs between treatments.

Manufactured for: Virbac AH, Inc. P.O. Box 162059. Ft. Worth, TX 76161

NADA #141-333, Approved by FDA © 2015 Virbac Corporation. All Rights Reserved. SENTINEL and SPECTRUM are registered trademarks of Virbac Corporation. 02/15

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For oral use in dogs only20 mg, 60 mg and 100 mg flavored tabletsA prostaglandin E2 (PGE2) EP4 receptor antagonist; a non-cyclooxygenase inhibiting, non-steroidal anti-inflammatory drug Caution: Federal (USA) law restricts this drug to use by or on the order of a licensed veterinarian.Before using this product, please consult the product insert, a summary of which follows:Indication: GALLIPRANT (grapiprant tablets) is indicated for the control of pain and inflammation associated with osteoarthritis in dogs. Dosage and Administration: Always provide “Information for Dog Owners” Sheet with prescription. Use the lowest effective dose for the shortest duration consistent with individual response.The dose of GALLIPRANT (grapiprant tablets) is 0.9 mg/lb (2 mg/kg) once daily. GALLIPRANT tablets are scored and dosage should be calculated in half tablet increments. Dogs less than 8 lbs (3.6 kgs) cannot be accurately dosed. See product insert for complete dosing and administration information.Contraindications: GALLIPRANT should not be used in dogs that have a hypersensitivity to grapiprant.Warnings: Not for use in humans. Keep this and all medications out of reach of children and pets. Consult a physician in case of accidental ingestion by humans. For use in dogs only. Store GALLIPRANT out of reach of dogs and other pets in a secured location in order to prevent accidental ingestion or overdose.Precautions: The safe use of GALLIPRANT has not been evaluated in dogs younger than 9 months of age and less than 8 lbs (3.6 kg), dogs used for breeding, or in pregnant or lactating dogs. Adverse reactions in dogs receiving GALLIPRANT may include vomiting, diarrhea, decreased appetite, mucoid, watery or bloody stools, and decreases in serum albumin and total protein. If GALLIPRANT is used long term, appropriate monitoring is recommended.Concurrent use with other anti-inflammatory drugs has not been studied. Concomitant use of GALLIPRANT with other anti-inflammatory drugs, such as COX-inhibiting NSAIDs or corticosteroids, should be avoided. If additional pain medication is needed after a daily dose of GALLIPRANT, a non-NSAID/non-corticosteroid class of analgesic may be necessary.The concomitant use of protein-bound drugs with GALLIPRANT has not been studied. Commonly used protein-bound drugs include cardiac, anticonvulsant and behavioral medications.Drug compatibility should be monitored in patients requiring adjunctive therapy. Consider appropriate washout times when switching from one anti-inflammatory to another or when switching from corticosteroids or COX-inhibiting NSAIDs to GALLIPRANT use.The use of GALLIPRANT in dogs with cardiac disease has not been studied.It is not known whether dogs with a history of hypersensitivity to sulfonamide drugs will exhibit hypersensitivity to GALLIPRANT. GALLIPRANT is a methylbenzenesulfonamide.Adverse Reactions: In a controlled field study, 285 dogs were evaluated for safety when given either GALLIPRANT or a vehicle control (tablet minus galliprant) at a dose of 2 mg/kg (0.9 mg/lb) once daily for 28 days. GALLIPRANT-treated dogs ranged in age from 2 yrs to 16.75 years. The following adverse reactions were observed:

Adverse reaction*GALLIPRANT

(grapiprant tablets)N = 141

Vehicle control (tablets minus grapiprant)

N = 144Vomiting 24 9

Diarrhea, soft stool 17 13Anorexia, inappe-

tence 9 7

Lethargy 6 2Buccal ulcer 1 0

Immune mediatedhemolytic anemia 1 0

*Dogs may have experienced more than one type or occurrence during the study.GALLIPRANT was used safely during the field studies with other concurrent therapies, including antibiotics, parasiticides and vaccinations.To report suspected adverse drug events and/or obtain a copy of the Safety Data Sheet (SDS) or for technical assistance, call 1-888-545-5973. For additional information about adverse drug experience reporting for animal drugs, contact FDA at 1-888-FDA-VETS or online at http://www.fda.gov/AnimalVeterinary/SafetyHealthInformation for Dog Owners: Owners should be advised of the potential for adverse reactions and be informed of the clinical signs associated with drug intolerance. Adverse reactions may include vomiting, diarrhea, decreased appetite, and decreasing albumin and total protein. Appetite and stools should be monitored and owners should be advised to consult with their veterinarian if appetite decreases or stools become abnormal.Effectiveness: Two hundred and eighty five (285) client-owned dogs were enrolled in the study and evaluated for field safety. GALLIPRANT-treated dogs ranging in age from 2 to 16.75 years and weighing between 4.1 and 59.6 kgs (9-131 lbs) with radiographic and clinical signs of osteoarthritis were enrolled in a placebo-controlled, masked field study. Dogs had a 7-day washout from NSAID or other current OA therapy. Two hundred and sixty two (262) of the 285 dogs were included in the effectiveness evaluation. Dogs were assessed for improvements in pain and function by the owners using the Canine Brief Pain Inventory (CBPI) scoring system.1 A statistically significant difference in the proportion of treatment successes in the GALLIPRANT group (63/131 or 48.1%) was observed compared to the vehicle control group (41/131 or 31.3%). GALLIPRANT demonstrated statistically significant differences in owner assessed pain and function. The results of the field study demonstrate that GALLIPRANT, administered at 2 mg/kg (0.9 mg/pound) once daily for 28 days was effective for the control of pain and inflammation associated with osteoarthritis.Storage Conditions: Store at or below 86° F (30° C)How Supplied: 20 mg, 60 mg, 100 mg flavored tablets in 7, 30 and 90 count bottles.NADA 141-455, Approved by FDAUS Patents: 6,710,054; 7,960,407; 9,265,756Made in New Zealand Manufactured for: Aratana Therapeutics, Inc., Leawood, KS 66211 Reference: 1. http://www.vet.upenn.edu/docs/default-source/VCIC/canine-bpi_userguide.pdf?sfvrsn=0Additional information is available at 1-888-545-5973.GALLIPRANT is a trademark of Aratana Therapeutics, Inc. © Aratana Therapeutics, Inc. June 2016 Brief Summary: AT1-040-16

GALLIPRANT®

(grapiprant tablets)

January 19 - 22, 2017Missouri Veterinary Medical Association Convention Holiday Inn Executive Center, Columbia, MO

January 20 - 22, 2017Louisiana Veterinary Medical Association Winter Meeting Crowne Plaza, Baton Rouge, LA

January 26 - 28, 2017Nebraska Veterinary Medical Association Annual Meeting & Conference Embassy Suites Hotel, Lincoln, NE

January 26 - 28, 2017Oklahoma Veterinary Medical Association Convention & Exposition Embassy Suites Hotel & Conference Center, Norman, OK

February 4 - 8, 2017 North American Veterinary ConferenceOrange County Convention Center, Orlando, FL Booth #911

February 9 - 10, 2017 Iowa Veterinary Medical Association ConferencePrairie Meadows Hotel, Altoona, IA

Look for the midwest booth at upcoming industry events

For more on upcoming events go to www.midwestvet.net/resources/upcoming-events

Brief Summary: Before using PREVICOX, please consult the product insert, a summary of which follows:Caution: Federal law restricts this drug to use by or on the order of a licensed veterinarian.

Indications: PREVICOX (firocoxib) Chewable Tablets are indicated for the control of pain and inflammation associated with osteoarthritis and for the control of postoperative pain and inflammation associated with soft-tissue and orthopedic surgery in dogs.Contraindications: Dogs with known hypersensitivity to firocoxib should not receive PREVICOX.Warnings: Not for use in humans. Keep this and all medications out of the reach of children. Consult a physician in case of accidental ingestion by humans.For oral use in dogs only. Use of this product at doses above the recommended 2.27 mg/lb (5.0 mg/kg) in puppies less than seven months of age has been associated with serious adverse reactions, including death (see Animal Safety). Due to tablet sizes and scoring, dogs weighing less than 12.5 lb (5.7 kg) cannot be accurately dosed. All dogs should undergo a thorough history and physical examination before the initiation of NSAID therapy. Appropriate laboratory testing to establish hematological and serum baseline data is recommended prior to and periodically during administration of any NSAID. Owners should be advised to observe for signs of potential drug toxicity (see Adverse Reactions and Animal Safety) and be given a Client Information Sheet about PREVICOX Chewable Tablets. For technical assistance or to report suspected adverse events, call 1-877-217-3543.Precautions: This product cannot be accurately dosed in dogs less than 12.5 pounds in body weight. Consider appropriate washout times when switching from one NSAID to another or when switching from corticosteroid use to NSAID use.As a class, cyclooxygenase inhibitory NSAIDs may be associated with renal, gastrointestinal and hepatic toxicity. Sensitivity to drug-associated adverse events varies with the individual patient. Dogs that have experienced adverse reactions from one NSAID may experience adverse reactions from another NSAID. Patients at greatest risk for adverse events are those that are dehydrated, on concomitant diuretic therapy, or those with existing renal, cardiovascular, and/or hepatic dysfunction. Concurrent administration of potentially nephrotoxic drugs should be carefully approached and monitored. NSAIDs may inhibit the prostaglandins that maintain normal homeostatic function. Such anti-prostaglandin effects may result in clinically significant disease in patients with underlying or pre-existing disease that has not been previously diagnosed. Since NSAIDs possess the potential to produce gastrointestinal ulceration and/or gastrointestinal perforation, concomitant use of PREVICOX Chewable Tablets with other anti-inflammatory drugs, such as NSAIDs or corticosteroids, should be avoided. The concomitant use of protein-bound drugs with PREVICOX Chewable Tablets has not been studied in dogs. Commonly used protein-bound drugs include cardiac, anticonvulsant, and behavioral medications. The influence of concomitant drugs that may inhibit the metabolism of PREVICOX Chewable Tablets has not been evaluated. Drug compatibility should be monitored in patients requiring adjunctive therapy. If additional pain medication is needed after the daily dose of PREVICOX, a non-NSAID class of analgesic may be necessary. Appropriate monitoring procedures should be employed during all surgical procedures. Anesthetic drugs may affect renal perfusion, approach concomitant use of anesthetics and NSAIDs cautiously. The use of parenteral fluids during surgery should be considered to decrease potential renal complications when using NSAIDs perioperatively. The safe use of PREVICOX Chewable Tablets in pregnant, lactating or breeding dogs has not been evaluated.Adverse Reactions:Osteoarthritis: In controlled field studies, 128 dogs (ages 11 months to 15 years) were evaluated for safety when given PREVICOX Chewable Tablets at a dose of 2.27mg/lb (5.0 mg/kg) orally once daily for 30 days. The following adverse reactions were observed. Dogs may have experienced more than one of the observed adverse reactions during the study.

PREVICOX (firocoxib) Chewable Tablets were safely used during field studies concomitantly with other therapies, including vaccines, anthelmintics, and antibiotics.Soft-tissue Surgery: In controlled field studies evaluating soft-tissue postoperative pain and inflammation, 258 dogs (ages 10.5 weeks to 16 years) were evaluated for safety when given PREVICOX Chewable Tablets at a dose of 2.27 mg/lb (5.0 mg/kg) orally approximately 2 hours prior to surgery and once daily thereafter for up to two days. The following adverse reactions were observed. Dogs may have experienced more than one of the observed reactions during the study.

*Sham-dosed (pilled)Orthopedic Surgery: In a controlled field study evaluating orthopedic postoperative pain and inflammation, 226 dogs of various breeds, ranging in age from 1 to 11.9 years in the PREVICOX-treated groups and 0.7 to 17 years in the control group were evaluated for safety. Of the 226 dogs, 118 were given PREVICOX Chewable Tablets at a dose of 2.27 mg/lb (5.0 mg/kg) orally approximately 2 hours prior to surgery and once daily thereafter for a total of three days. The following adverse reactions were observed. Dogs may have experienced more than one of the observed reactions during the study.

A case may be represented in more than one category.*Sham-dosed (pilled).**One dog had hemorrhagic gastroenteritis.

Post-Approval Experience (Rev. 2009): The following adverse reactions are based on post-approval adverse drug event reporting. The categories are listed in decreasing order of frequency by body system:Gastrointestinal: Vomiting, anorexia, diarrhea, melena, gastrointestinal perforation, hematemesis, hematachezia, weight loss, gastrointestinal ulceration, peritonitis, abdominal pain, hypersalivation, nauseaUrinary: Elevated BUN, elevated creatinine, polydypsia, polyuria, hematuria, urinary incontinence, proteinuria, kidney failure, azotemia, urinary tract infectionNeurological/Behavioral/Special Sense: Depression/lethargy, ataxia, seizures, nervousness, confusion, weakness, hyperactivity, tremor, paresis, head tilt, nystagmus, mydriasis, aggression, uveitisHepatic: Elevated ALP, elevated ALT, elevated bilirubin, decreased albumin, elevated AST, icterus, decreased or increased total protein and globulin, pancreatitis, ascites, liver failure, decreased BUNHematological: Anemia, neutrophilia, thrombocytopenia, neutropeniaCardiovascular/Respiratory: Tachypnea, dyspnea, tachycardiaDermatologic/Immunologic: Pruritis, fever, alopecia, moist dermatitis, autoimmune hemolytic anemia, facial/muzzle edema, urticariaIn some situations, death has been reported as an outcome of the adverse events listed above.For a complete listing of adverse reactions for firocoxib reported to the CVM see:http://www.fda.gov/AnimalVeterinary/SafetyHealth/ProductSafetyInformation/ucm055394.htmInformation For Dog Owners: PREVICOX, like other drugs of its class, is not free from adverse reactions. Owners should be advised of the potential for adverse reactions and be informed of the clinical signs associated with drug intolerance. Adverse reactions may include vomiting, diarrhea, decreased appetite, dark or tarry stools, increased water consumption, increased urination, pale gums due to anemia, yellowing of gums, skin or white of the eye due to jaundice, lethargy, incoordination, seizure, or behavioral changes. Serious adverse reactions associated with this drug class can occur without warning and in rare situations result in death (see Adverse Reactions). Owners should be advised to discontinue PREVICOX therapy and contact their veterinarian immediately if signs of intolerance are observed. The vast majority of patients with drug-related adverse reactions have recovered when the signs are recognized, the drug is withdrawn, and veterinary care, if appropriate, is initiated. Owners should be advised of the importance of periodic follow up for all dogs during administration of any NSAID.Effectiveness: Two hundred and forty-nine dogs of various breeds, ranging in age from 11 months to 20 years, and weighing 13 to 175 lbs, were randomly administered PREVICOX or an active control drug in two field studies. Dogs were assessed for lameness, pain on manipulation, range of motion, joint swelling, and overall improvement in a non-inferiority evaluation of PREVICOX compared with the active control. At the study’s end, 87% of the owners rated PREVICOX-treated dogs as improved. Eighty-eight percent of dogs treated with PREVICOX were also judged improved by the veterinarians. Dogs treated with PREVICOX showed a level of improvement in veterinarian-assessed lameness, pain on palpation, range of motion, and owner-assessed improvement that was comparable to the active control. The level of improvement in PREVICOX-treated dogs in limb weight bearing on the force plate gait analysis assessment was comparable to the active control. In a separate field study, two hundred fifty-eight client-owned dogs of various breeds, ranging in age from 10.5 weeks to 16 years and weighing from 7 to 168 lbs, were randomly administered PREVICOX or a control (sham-dosed-pilled) for the control of postoperative pain and inflammation associated with soft-tissue surgical procedures such as abdominal surgery (e.g., ovariohysterectomy, abdominal cryptorchidectomy, splenectomy, cystotomy) or major external surgeries (e.g., mastectomy, skin tumor removal ≤8 cm). The study demonstrated that PREVICOX-treated dogs had significantly lower need for rescue medication than the control (sham-dosed-pilled) in controlling postoperative pain and inflammation associated with soft-surgery. A multi-center field study with 226 client-owned dogs of various breeds, and ranging in age from 1 to 11.9 years in the PREVICOX-treated groups and 0.7 to 17 years in the control group was conducted. Dogs were randomly assigned to either the PREVICOX or the control (sham-dosed-pilled) group for the control of postoperative pain and inflammation associated with orthopedic surgery. Surgery to repair a ruptured cruciate ligament included the following stabilization procedures: fabellar suture and/or imbrication, fibular head transposition, tibial plateau leveling osteotomy (TPLO), and ‘over the top’ technique. The study (n = 220 for effectiveness) demonstrated that PREVICOX-treated dogs had significantly lower need for rescue medication than the control (sham-dosed-pilled) in controlling postoperative pain and inflammation associated with orthopedic surgery.Animal Safety: In a targeted animal safety study, firocoxib was administered orally to healthy adult Beagle dogs (eight dogs per group) at 5, 15, and 25 mg/kg (1, 3, and 5 times the recommended total daily dose) for 180 days. At the indicated dose of 5 mg/kg, there were no treatment-related adverse events. Decreased appetite, vomiting, and diarrhea were seen in dogs in all dose groups, including unmedicated controls, although vomiting and diarrhea were seen more often in dogs in the 5X dose group. One dog in the 3X dose group was diagnosed with juvenile polyarteritis of unknown etiology after exhibiting recurrent episodes of vomiting and diarrhea, lethargy, pain, anorexia, ataxia, proprioceptive deficits, decreased albumin levels, decreased and then elevated platelet counts, increased bleeding times, and elevated liver enzymes. On histopathologic examination, a mild ileal ulcer was found in one 5X dog. This dog also had a decreased serum albumin which returned to normal by study completion. One control and three 5X dogs had focal areas of inflammation in the pylorus or small intestine. Vacuolization without inflammatory cell infiltrates was noted in the thalamic region of the brain in three control, one 3X, and three 5X dogs. Mean ALP was within the normal range for all groups but was greater in the 3X and 5X dose groups than in the control group. Transient decreases in serum albumin were seen in multiple animals in the 3X and 5X dose groups, and in one control animal. In a separate safety study, firocoxib was administered orally to healthy juvenile (10-13 weeks of age) Beagle dogs at 5, 15, and 25 mg/kg (1, 3, and 5 times the recommended total daily dose) for 180 days. At the indicated (1X) dose of 5 mg/kg, on histopathologic examination, three out of six dogs had minimal periportal hepatic fatty change. On histopathologic examination, one control, one 1X, and two 5X dogs had diffuse slight hepatic fatty change. These animals showed no clinical signs and had no liver enzyme elevations. In the 3X dose group, one dog was euthanized because of poor clinical condition (Day 63). This dog also had a mildly decreased serum albumin. At study completion, out of five surviving and clinically normal 3X dogs, three had minimal periportal hepatic fatty change. Of twelve dogs in the 5X dose group, one died (Day 82) and three moribund dogs were euthanized (Days 38, 78, and 79) because of anorexia, poor weight gain, depression, and in one dog, vomiting. One of the euthanized dogs had ingested a rope toy. Two of these 5X dogs had mildly elevated liver enzymes. At necropsy all five of the dogs that died or were euthanized had moderate periportal or severe panzonal hepatic fatty change; two had duodenal ulceration; and two had pancreatic edema. Of two other clinically normal 5X dogs (out of four euthanized as comparators to the clinically affected dogs), one had slight and one had moderate periportal hepatic fatty change. Drug treatment was discontinued for four dogs in the 5X group. These dogs survived the remaining 14 weeks of the study. On average, the dogs in the 3X and 5X dose groups did not gain as much weight as control dogs. Rate of weight gain was measured (instead of weight loss) because these were young growing dogs. Thalamic vacuolation was seen in three of six dogs in the 3X dose group, five of twelve dogs in the 5X dose group, and to a lesser degree in two unmedicated controls. Diarrhea was seen in all dose groups, including unmedicated controls. In a separate dose tolerance safety study involving a total of six dogs (two control dogs and four treated dogs), firocoxib was administered to four healthy adult Beagle dogs at 50 mg/kg (ten times the recommended daily dose) for twenty-two days. All dogs survived to the end of the study. Three of the four treated dogs developed small intestinal erosion or ulceration. Treated dogs that developed small intestinal erosion or ulceration had a higher incidence of vomiting, diarrhea, and decreased food consumption than control dogs. One of these dogs had severe duodenal ulceration, with hepatic fatty change and associated vomiting, diarrhea, anorexia, weight loss, ketonuria, and mild elevations in AST and ALT. All four treated dogs exhibited progressively decreasing serum albumin that, with the exception of one dog that developed hypoalbuminemia, remained within normal range. Mild weight loss also occurred in the treated group. One of the two control dogs and three of the four treated dogs exhibited transient increases in ALP that remained within normal range.

Made in FranceMarketed by: Merial Limited, Duluth, GA 30096-4640, U.S.A.1-877-217-3543NADA 141-230, Approved by FDARev. 07-2012

CHEWABLE TABLETS

Adverse Reactions Seen in U. S. Field Studies

Adverse Reactions PREVICOX (n=128) Active Control (n=121)Vomiting 5 8Diarrhea 1 10Decreased Appetite or Anorexia 3 3Lethargy 1 3Pain 2 1Somnolence 1 1Hyperactivity 1 0

Adverse Reactions Seen in the Soft-tissue SurgeryPostoperative Pain Field Studies

Adverse Reactions Firocoxib Group (n=127) Control Group* (n=131)Vomiting 5 6Diarrhea 1 1Bruising at Surgery Site 1 1Respiratory Arrest 1 0SQ Crepitus in Rear Leg and Flank 1 0Swollen Paw 1 0

Adverse Reactions Seen in the Orthopedic SurgeryPostoperative Pain Field Study

Adverse Reactions Firocoxib Group (n=118) Control Group* (n=108)Vomiting 1 0Diarrhea 2** 1Bruising at Surgery Site 2 3Inappetence/ Decreased Appetite 1 2Pyrexia 0 1Incision Swelling, Redness 9 5Oozing Incision 2 0

®PREVICOX is a registered trademark of Merial. ©2014 Merial. All rights reserved.

Dentalaire A. Prestige Mobile Dental Unit DTP00511 • Large work area with internal storage• Asepsis design with controls located on side panel• High-speed fiber optic hand piece with push button turbine• Lightweight, low-speed, lube-free hand piece• Built-in Piezo Scaler with LED light source• Three-way (air, water and spray) syringe• Virtually soundless compressor• Dual filtration system, cleanest air• Built-in dual water system• Telescopic height adjustment

473.54870.2 I Call for pricing

IM3 B. Elite LED Dental Unit This portable dental cart features a high-speed handpiece with 360-degree swivel and air-powered LED illumination, low-speed handpiece, three-way air/water syringe, automatic handpiece activators and a fully autoclavable air driven suction handpiece. A magnetic bur holder prevents lost burs and the Corian surface is impervious to bacteria and easy to clean. Ultrasonic scaler sold separately.


MAI Animal Health C. Inovadent High-Speed Dental Cart • Push button high-speed handpiece with fiber optics• Low-speed handpiece• Air/water syringe with autoclavable tip• Ultrasonic Piezo Scaler w 3/KLAW tips• Automatic section handpiece holders• High-speed water coolant on/off switch and adjustable flow control valve• Dual water/chlorhexidine bottle system• Adjustable hand tool pressure


MidmarkD. VetPro™ 1000 Mobile Cart Exclusive, oil-free technology means there is no oil to contaminate your handpieces, providing a clean, dry, aseptic work environment for you, your staff and your patients. No more oil changes!

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Compressor Units|EQUIPMENT

Jorgensen Laboratories, Inc.A family owned company, owned by veterinarians for veterinarians, since 1965

Annual Suture Salefrom JorVet & Braun

The new year just would not be ushered in right without the JorVet annual J-91 Braun suture sale. The sale runs January 1-31. This includes the popular Braunamid,

Catgut, and Stainless Steel suture.

Together we can make a difference!

To offer you another option in client education Midwest has created several tools that you can download at www.midwestvet.net/resources/clinic-tools to print yourself or at your local print store.*

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Dentalaire A. DTX Dental Imaging Systems The Corix Pro Generator features a 70 KvP, 8mA tube head with a small focal point, low energy filter and beam limiting device to ensure maximum detail. The DTX Sensors feature embedded high-speed USB 2.0 interface, state of the art image quality, DICOM capabilities, and 1 year of phone and web-based support. Available with a mobile or wall-mounted generator.

473.72825.2 I Wall Mounted with #2 Sensor & Laptop I Call For Pricing

473.20680.2 I Complete Mobile with #2 Sensor & Laptop I Call for pricing

Midmark B. VetPro OptiMax Digital Dental Imaging System The New OptiMax Sensor features bite-resistant sensor housing and a Kevlar®-resistant cable. DICOM compliant software. The generator provides veterinary-specific dental x-ray technique settings. Free sensor replacement if damage occurs within the first five years. Choose a mobile or wall-mounted system.

432.80826.2 I Wall Mount System with #2 Sensor I Call For Pricing

432.80830.2 I Mobile System With #2 Sensor and Laptop I Call For Pricing

432.80828.2 I Mobile System With #2 Sensor (No Laptop) I Call For Pricing


Digital Dental X-Ray|EQUIPMENT

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Be prepared before you intubate...

Aspir-Guard from Jorgensen

Creates a comfortable barrier to prevent aspiration of harmful fluids or debris during oral or dental procedures.

Donut shaped PVA ring fits around the ET tube and expands when hydrated to a soft, flexible, sponge-like material.

Conveniently attaches to the ET tube and when extubating can be safely removed with the tube.

Set of 3; SM, MED & LG 350.04645.2 │ $7.19 $6.47

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