Sales reps can help their veterinarian customers choose the anesthesia equipment that best suits the needs of their clinic.

Each veterinary clinic has a unique set of needs with respect to the layout and design of its surgical and treatment areas. Depending on a clinic’s workflow, different anesthesia machine configurations are available. Sales reps have an opportunity to help their veterinary customers evaluate their options by understanding what types of procedures are performed, how oxygen will be supplied, how waste gas will be disposed of, and what monitoring and other peripheral equipment (e.g., dental carts) will be used in the care zone.

For instance, an anesthesia machine that is primarily designated for use in a treatment room may need to be used at several treatment tables. If the oxygen is centrally supplied through outlets, and hoses and floor space is at a premium, then a compact tabletop unit may best meet that clinic’s needs. Or, if oxygen is supplied by a small e-tank, a rolling stand with a single or double yoke block to hold the oxygen tanks may best solve the clinic’s needs.

Quality equipment and patient safety

Recent improvements in anesthesia equipment have led to improved patient safety. For example, the negative pressure relieve valve provides room oxygen to the patient when, in rare cases, the oxygen source is completely depleted. And, the introduction of occlusion valves have made it possible for veterinarians to close the APL valve (used to manage excess waste gas) with the touch of a button. Previously, they would have to turn a dial to close the valve and then remember to open it to avoid over-pressurizing the machine and putting the patient at risk. There have been improvements in anesthetic protocol as well. For instance veterinarians have come to realize the importance of monitoring capnography during a procedure to determine the level of carbon monoxide in the patient’s expired breath.

Still, a number of factors, such as the condition of the anesthesia equipment, the staff’s expertise or the age and condition of the patient, can contribute to the degree of risk involved in sedating animals. Veterinarians can reduce the level of risk to the patient by developing a patient-specific anesthetic protocol as well as providing appropriate vital signs monitoring. They can also minimize post-anesthetic risks by monitoring patients with a vital signs monitor designed to measure parameters such as blood pressure, temperature and oxygen saturation in the blood. Other products that can aid veterinarians in their patients’ recovery include fluid pumps and patient warming devices.

Indeed, when it comes to providing your customers with quality anesthesia equipment, veterinarians get what they pay for. Machines range in price from $1,700 to $5,000, depending on the types of accessories needed and the level of sophistication required for measuring oxygen and anesthetic agents. Higher-priced units generally are constructed of high quality materials that last longer and are less likely to leak, according to experts. And, they often include safety features, technical support and compliance to International Organization for Standardization (ISO) manufacturing standards. But, price aside, a well-maintained machine can last many years. When veterinarians continue to use worn or outdated anesthesia equipment, they risk the safety of their patients and staff. So, covering holes in breathing circuits with porous medical tape is not sufficient to prevent waste gas expired by the patient from leaking into the clinic.

How to sell

In spite of the importance of replacing outdated anesthesia equipment to ensure the safety of their patients, some veterinarians may be reluctant to make the investment. Sometimes, they may not recognize the increased risk the outdated equipment is placing on the patients and staff. In this case, sales reps should help the clinician identify unnecessary expenses his or her practice is incurring due to wasted oxygen or anesthetic agent, or another factor. Reps should also focus on the return on investment associated with new anesthesia equipment.
Similarly, when a veterinarian is considering expanding his or her clinic, sales reps should discuss the potential for increased revenue that a new anesthesia machine could bring. The ability to perform more procedures means additional revenue for the clinic.

Some good probing questions reps may ask their veterinarian customers to initiate a discussion about anesthesia equipment include the following:

• “Doctor, what types of procedures do you typically perform?”

• “Do you find yourself doing more or less of these procedures?” “Why is that?”

• “Have you noticed abnormally high oxygen or anesthetic agent use?” “If so, would you like me to perform a leak test on your anesthesia equipment?”

Even if a leak test does not reveal issues with the veterinarian’s anesthesia equipment, the rep has proven himself or herself that much more valuable to the clinic.

Veterinarians more often than not are looking to provide the best and safest patient care at a reasonable cost. What better opportunity than to improve the safety of their patients and staff, while generating additional revenue for the clinic?

Editor’s Note: Vet-Advantage would like to acknowledge Midmark Corp.’s contribution to this article.