Development of a Rehabilitation Facility for Small Animals and Business Considerations



Development of a Rehabilitation Facility for Small Animals and Business Considerations



Jim Minick and Debbie Gross Saunders


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Why Consider a Rehabilitation Enterprise?


The success of any business lies in its ability to take advantage of current trends and technologies to support its growth. Veterinarians today are looking for new ways to expand their practices, specialties, and income. Historically this has been accomplished through expansion of specialty areas (e.g., oncology, dentistry, ophthalmology). Most of these disciplines require specialized training and, in some cases, very expensive equipment. Rehabilitation for animals is similar to that currently being performed on humans. A person undergoing knee surgery would expect a regimented rehabilitation program for increased mobility and pain management. Of the more than 60,000 veterinarians currently practicing in the United States, only a small, but growing, percentage offer any form of rehabilitation for small animals.


Rehabilitation can be prescribed for:



Two scenarios exist for establishing a rehabilitation practice; a stand-alone facility or a facility associated with a veterinary practice. Both have advantages and disadvantages. A stand-alone rehabilitation facility offers the advantage of focusing on only rehabilitation with a team of veterinarians, physical therapists, technicians, and other support staff. A rehabilitation facility within a veterinary practice may be able to optimize benefits to patients by providing total patient care. Integration with a regular veterinary practice allows one to take advantage of economies of scale, especially when considering the purchase and use of expensive diagnostic equipment such as radiographic, ultrasound, and other imaging equipment. The ability to take a radiograph at a rehabilitation facility can be more efficient for the client if additional information is required for the therapist. In a stand-alone rehabilitation facility all pertinent information must be forwarded to the practitioner before the initial evaluation. Of course professionalism and sensitivity to professional relationships must be considered in a rehabilitation facility housed in a veterinary clinic.


Competence in the area of rehabilitation medicine is a prerequisite to provide legitimate service. Training is imperative for a successful rehabilitation practice. For individuals who do not choose to pursue training or when trained staffing is an issue, partnerships with other medical practices and staff may be used for the rehabilitation component.


Patient evaluation is the most critical component of the process because therapeutic protocols are established based on problems identified during the evaluation. As with humans, rehabilitation of animals involves numerous types and degrees of care. When the evaluation process is thorough, logical, and based on sound clinical fundamentals, positive results can be expected. By following a structured program the results may be further improved. The evaluation will determine the primary, secondary, and possibly tertiary problems with which the dog presents. After the problems are identified, the goals are established and the respective treatments are outlined. Specific considerations for each animal should be considered as well. For example aquatic therapy (Figures 38-1 and 38-2) may not be applicable to every dog for a variety of reasons.


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Figure 38-1 Underwater treadmill.

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Figure 38-2 Rehabilitation pool.


Creating a Sound Business Strategy


When starting a business there are basic strategies that must be considered. No single individual can possess all the answers; therefore a well-planned business strategy must be developed with a common sense approach to success. Common sense is the knack of seeing things as they are, and doing things as they ought to be done.


The road map to a successful rehabilitation practice will result from sound business principles discussed throughout this chapter.


The basic rules for a successful practice may be summarized as follows:



As the process progresses, it cannot be stressed enough that the key to success in any worthwhile endeavor is to align yourself with the correct team. It is not difficult to pick the best and brightest individuals who can help you succeed. Canine rehabilitation is a relatively new field and it is important to examine clinics established in different areas of the country. In addition most cities have Small Business Administration (SBA) offices that can be wonderful resources for each of the points discussed in this chapter.


One of the initial steps in establishing a practice is determining whether a physical rehabilitation practice is viable in your community and your location. Some questions to consider include: (1) What is your referral source? (2) Is the location convenient for clients? (3) Are there other canine rehabilitation clinics within a 50-mile radius, and what services do they offer? (4) What are the economic demographics for your location? Even if a rehabilitation clinic is within an existing clinic, some portion of referrals will undoubtedly be from outside sources. Existing canine rehabilitation clinics within a 50-mile radius is not a negative, but it is advantageous to determine what services they offer and determine how you may compete.



Business Plan


After determining that a rehabilitation practice is something that can enhance a new or existing practice, a written plan must be drafted. Anyone who has considered a new business is always encouraged to have a well-defined written business plan. Until the plan is in writing you are not fully committed to the business entity.


If you already have your own practice you should be familiar with the need for and structure of a good business plan. If not there are many resources that may be consulted to help in this endeavor. Organizations such as the SBA can help to create the plan or, if preferred, numerous books and computer software are available to guide the process. Many existing canine rehabilitation centers have business plans and they may be able to offer advice and guidance.




Accounting and Legal Support


Two of the most important people to have on any team are a competent business attorney and an accountant with tax experience that specializes in small to medium-sized service businesses. Accounting and legal expertise can save the average business owner thousands of dollars over a 5- to 10-year period. An accountant makes sure bills are paid in a timely fashion, supplies banks with information that is required, such as profits and losses, accounts receivable, and cash flows, and makes sure that a sound accounting system minimizes tax liability. A good attorney can reduce or minimize legal issues related to employees, employment agreements, partnerships, contracts and, to some extent, construction and equipment contracts. If there is an ongoing working relationship with specific individuals, these business associates will help you and your business. These services will be invaluable in making sound business recommendations. The most successful small businesses incorporate tax and legal advice from their inception, making them members of the team and keys to success.



Financing


Financing the venture may be accomplished in a variety of ways. Bank loans are the most obvious avenue to raise funds. Community banks are becoming more creative in their loan practices and may be flexible if there is a good credit history. Alternative sources of funding such as investment partners who provide equity and, in some cases additional business acumen, may present valuable insights. In addition the SBA provides a number of financial assistance programs for small businesses. Credit unions and insurance companies may also provide financing to diversify their portfolios.


Consider segmenting the money needed into startup costs, working capital, equipment financing, and so on. For example an accountant can help determine if a lease is best for acquiring various pieces of equipment needed for the practice. At all costs the temptation to use credit cards for financing, as many small business owners have done, should be avoided. If venture capital funding partners are used, be certain to have an attorney(s) review any repayment agreements. Examine the various costs of rehabilitation clinics and determine the needed equipment. Constructing a needs list and a wants list may be helpful in determining the best financial strategies.



Marketing and Advertising


As the practice and team expand, consider adding someone who can market the practice (whether it is yourself or someone experienced in dealing with customers). One of the most important and sometimes underused focuses for any successful business is marketing. Practically speaking if nobody in the practice has a marketing background, a professional should be sought to assist in marketing efforts. The day-to-day responsibilities of the practice, coupled with the responsibilities as a business owner or manager, leave little time to dabble in marketing. Moreover, with online marketing tools, such as blogs, Web pages, and social media like Twitter, Pinterest, and Facebook, a great deal of time may be required to simply update the electronic marketing presence of the business. In today’s society, Facebook and Twitter are both social media sites that are a must for any small business to market their product.


Marketing does not have to be expensive to be done well. Creativity in industries related to animals is welcomed and appreciated. Your marketing strategy should include most, if not all, of the following elements:



Attributes of each of the elements should include:



• Brochures should be colorful, informative, and uncomplicated.


• Web sites should be innovative, easy to navigate, informative, customer friendly, and dynamic. A static (not often changed) Web page can be more harmful than helpful.


• Web blogs can draw countless people to your Web site. Social media like Twitter, Facebook, and Pinterest allow you to contact numerous people with short, logical updates. Any blog visited should provide the opportunity to comment, which should be used to drive traffic to the practice blog or Web site.


• Target marketing to the consumer helps to define the specialty area and narrows the focus of marketing to particular groups such as clubs that participate in agility, tracking, lure coursing, and so on.


• Print advertising can take many forms, including articles written about the facility and the services performed. This media is probably considered more “promotion” than advertising, but the fact that the facility appears in print is the important point for branding and self-promotion.


• Cable TV is effective and relatively low cost in most areas. Cable companies do a terrific job of targeting the message to the area you specify. The key is to create a commercial that is eye catching and memorable. A professional presentation that focuses on the practice’s strengths draws attention to the services provided. Promotion of the practice will be assisted by creating a commercial that includes a tag line that is memorable. Repeatability is one of the keys to successful television advertising. Crafting your spot to make it adjustable offers much flexibility and gives the most efficient use of money. Placement of the commercial on specific stations is paramount and is based on demographic information for your area. This information should be thoroughly researched before signing a contract.


• Promotion through continuing education is easy and can cost relatively little. Hosting or participating in educational seminars, hosting an open house, volunteering to speak at dog club events about the benefits of rehabilitation, or participating in local pet expos is a great way to get the word out about your practice and promote the amazing things that rehabilitation can accomplish for a client’s animals.


• Advertise your success stories on your Web site, social media, and clinic with many photographs, quotes from owners, and progressions. People love to hear success stories about animals, especially heartwarming stories.


• Word of mouth in the canine world should never be underestimated. Happy clients refer more clients. Each time an existing client refers a client, a personalized letter or card of gratitude should be sent.


• Marketing to referral sources will encompass all of the preceding points. In addition, meetings with referring veterinarians and regular in-service training programs to the staff should be part of the marketing plan. Packets of brochures, referral pads, and other marketing materials such as magnets and pens should be distributed to potential referral sources. Computer software programs may be used to track referral sources and the number of referrals from each clinic. Communication with the referring veterinarians and clinics through evaluation letters, progress notes, and discharge summaries will enhance the relationship.


• Be certain to obtain written permission from the owner before posting any pictures of their animal or information about the patient or owner.




Overhead and Burden


When evaluating the financial implementation of a rehabilitation center, overhead and burden must be considered. Overhead is the cost of doing business and is generally composed of rent/mortgage for the space, utilities, equipment, and staff costs. Overhead costs often overlooked in a rehabilitation setting include increased electricity, dehumidification, water costs for aquatic therapy, cleaning costs for the center, insurance coverage for the clinic inclusive of the aquatic therapy, liability coverage, and workers’ compensation for staff members. Burden, specifically labor burden, refers to the benefits that are paid to employees. It is critical to have the correct personnel in place who are well trained and capable of providing outstanding customer service. Most clients of rehabilitation services are repeat customers because of the nature of ongoing care. In the case of geriatric animals, there is a long-term relationship, and clients appreciate the continued interface with the therapist. Trained personnel who have completed an educational rehabilitation program, such as veterinary technicians or physical therapist assistants, can command salaries that range from $35,000 to $50,000 annually, depending upon experience and skill sets. Physical therapists trained in canine rehabilitation may command salaries between $50,000 and $100,000 annually.


Billing rates for services provided to the customer can range from a low of $50 per hour to $75 or more per hour. The rates vary depending on the facility and location. Additional fees can be recovered through:


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Jul 8, 2016 | Posted by in SUGERY, ORTHOPEDICS & ANESTHESIA | Comments Off on Development of a Rehabilitation Facility for Small Animals and Business Considerations

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