Animal Health Archives - Page 14 of 15 - Technology for Animal Health

26 January

Improving Workflows in Veterinary Clinics

January 26, 2023August 25, 2023adminAnimal Health, Customer Engagement, TechnologyNo Comments

Technology is constantly changing, and with it, the workstyle of veterinary and medical clinics. But in order to capitalize on these advancements, it is important to design and adopt a functional organizational workflow.

Why is Workflow Management important in the Veterinary Industry?

Veterinarians are key players in the ecosystem of animal ownership. In this system, every moving part is interconnected. Often a practice will have vulnerabilities that vary based on individuals, leadership, and environmental factors. Recognizing these vulnerabilities is essential before taking the initiative to strengthen them.

According to a survey from July 2022, tedious administrative tasks are a primary pain point. Ewan McNeill, Director of Vetlife, a support-mechanism and life-line to many veterinarians in the UK, stated that “More than 40% of all veterinarians surveyed said that administration was their main problem, whilst 20-40% cited various other reasons, including workload and stress, along with poor income and client willingness to pay.”

What is Workflow Mapping?

This is formatting every activity into a process from the point of origin to the end result. Each node and its responsibility can then be assigned to a particular department. It helps one to understand the core and critical activities. These can then be examined to find inefficiencies or bottlenecks may be obstructing or hampering their completion. In fact, workflow mapping may be seen as the first step in overcoming performance challenges in clinics.

How to Improve System Analysis

Focus on Critical Processes

Focusing on improving core processes can lead to significant improvements in overall efficiency, effectiveness, and competitiveness of the clinic. Without these, the hospital’s ability to meet pet needs and owner expectations at the optimal capacity would be crippled. Errors and inconsistencies in secondary functions may not be ideal, but one must understand the opportunity cost of diverting limited resources. If a manger finds themselves conflicted between the former and the latter, perhaps outsourcing should be considered.

Include your Team in the Charting Process

Assumptions about what will likely be included in the process do not encapsulate its true extent. But each member of a veterinary team, from the veterinary nurse to the technician, is specialized in their own role. To ensure that the details of the process are accurately captured, input from the entire team would be preferable. Taking input from individual employees would also emphasize that they are valued and heard. And when they are involved in the process, they are more likely to comply with the workflow stages.

Ivan Zakharenkov, CEO of Galaxy Vets, gave us a very interesting example during our recent Webinar on Mental Health in the Veterinary Community. He says: “I’d come into the hospital and ask ‘can you walk me through the check in to the check of the patients and tell me where there are opportunities in your process’, and people would immediately go ‘this is a stupid paper; we don’t need it.’, ‘we do this step and it’s nonsense; we’ve been doing it for ten years and I hate this step.’ Then we’d remove the stupid and the hate and sell them software that mimics those steps.” Really, the veterinarians themselves are aware of the “pebbles in their shoes” as Beth Davidow, CEO and Co-founder of Timberline Veterinary Emergency and Specialty, puts it.

Clarify the Domains and Responsibilities

Gold and Silver Chess on chess board game for business metaphor leadership concept

Too frequently, veterinarians are burdened with tasks that they are not trained to perform, which distract from their primary roles. This is a central cause for Role Overload, which over time leads to burnout. The limits of each employee’s responsibility should be well-defined so that they can focus on providing care. Any work outside that category should be delegated, unless absolutely necessary. Furthermore, having such transparency will ensure that targets will be met because there is accountability.

Be as Intricate as Possible

If your workflow map looks generic enough to be applied to any veterinary clinic, then it isn’t detailed enough. Every step will have sub-steps. From comprehensive titles to sub-processes to alternative approaches, everything must be considered. Even inputs such as suppliers and equipment manufacturers to outputs should be considered. Sub-processes help break down complex processes into more manageable steps. When the individual components are isolated, informed decisions are to be made to optimize or even scale them appropriately. Troubleshooting problems can be simple when the root cause isn’t hidden under layers of vague headings.

Benefits of Workflow Management

By exploring the process, the managerial personnel can expand their knowledge about the integral processes that keep the clinic afloat. Often this can unveil new and better approaches to the task that only someone performing it would think of.

Boosting Efficiency

According to Charles Cox, a Principal at Firefly Consulting, “As people work at a job, they develop workarounds or shadow processes. Often, these workarounds are unconscious. As you research a workflow, be certain to drill down on tasks because people may not intentionally hide them and may not be aware of how they’re performing a job. When you compare the workaround to the SOP, it may be a more efficient path. And, by the way, workarounds hide even more easily in office transactions, because the activity happens and is done.”

It even makes up for discrepancies as the veterinarian and the practice manager are on the same page. Hence, the manager can develop a more complete knowledge of the causes for delays, lapses in performances, etc.

“The cost of problems grows the further

problems get from the origin”

~ Charles Cox

Nipping the Issues in the Bud

When it comes to certain problems, the impact is cumulative. Excessive workload, for example, can quickly lead to burnout and emotional exhaustion. Issues generally go unresolved either because the addressal was delayed or because they were overlooked. A thorough process walkthrough can really bring these bottlenecks to light before they escalate. Remember that a stitch in time saves nine.

Provides Clarity

A workflow map replaces speculation and assumptions with reality and accuracy. Internal strategies are more communicable within the clinic and it’s easier to address pet concerns within a system. Documented procedures for complex processes make for tedious reading material and therefore tend to be bypassed by busy vets. A workflow map can be an effective visual alternative that is easier to understand at a glance. This makes life easier for both you and auditors verifying compliance.

Identifies the “Why” before the “How”

Scott Chaiken, a Lean Program Manager at the Michigan Manufacturing Technology Center, expresses the need for considering the primary problem before you look for the quick fix. He says, “Before you start throwing software at [the problem], you absolutely have to understand the purpose of your proposed activity… Otherwise, as I like to say, you’re making dumb decisions at the speed of light.”

Technological “solutions” can come with their own complications. During the Webinar, Zakharenkov explained “(The sophistication of the clinical tools) creates a great opportunity for more learning but it also creates a great opportunity for more errors and with the sophistication of the equipment, the failure of the medical procedures increases as well, if you don’t deploy it properly.”

So workflow management can ensure that prior to investment in supporting infrastructure, the most efficient path is utilized. When you work with Celeritas Digital, you no longer have to worry about the burden of complicated workflow. Our team will examine your clinical structure and develop software that aligns with your precise needs. Use our Workflow Management App to determine the stages and steps that should be included in the Sheet. Then track the movement of inventory such as medication, vaccines, and medical devices. Also track the patient journey between exam rooms, labs, boarding, play areas, grooming, etc. all with the aid of one integrated app.

A Great Example Patient Intake Cycle

This patient intake cycle made by Smartsheets used different colors to highlight stages of service, from Intake and Triage to Examination and Diagnosis to Billing and Record-keeping.

How Optimized Workflow can Benefit Workers and Animals

The workflow process solidifies how the care team can meet the goal of improving veterinary service quality. Platforms such as Televet Flow smoothen out the creases via chats, voice and video calls. Using technology, a technician may be alerted of the prescription order filled out during the exam. They can then prepare the medication beforehand and have less pressure when the client comes in for pick-up.

The clinic can also employ high-density scheduling. In this alternative, the doctors are scheduled in exam rooms one after the other, with ten minutes in between. This means the client can be catered to on time, without the need for long waits. Plus, the veterinarian can attend to four times as many animals as usual.

With the help of our V-Clinic App, complex scheduling patterns can be utilized without creating confusion and dysfunction. It allows veterinary professionals to attend sessions and perform their best wherever they are.

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26 January

Supporting Mental Health in the Veterinarian Profession

January 26, 2023July 13, 2023adminAnimal Health, Customer Engagement, TechnologyNo Comments

In the last few decades, mental health has arisen as a prominent and undeniable portion of the health industry. Different segments of the demographic have been identified that exhibit immoderate levels of mental illness or distress. Among these, veterinary professionals stand out. A recent study^[1] showed that veterinary professionals were inclined to express higher rates of mental distress, depressive thoughts, suicidal ideation, and other psychologically concerning notions.

Recently, more clinics and animal medical facilities have been addressing and implementing change and that is very heartening to see. It is not enough, however, to simply take minor shifts in the awareness level and social climate for granted. Rather, attention to healthy mindsets in the veterinary environment must be further prioritized and normalized.

Here are a few tips on how you, as a veterinarian or a manager in the veterinarian field, can remove your mental burdens and alleviate the tension in your workspace.

Some Facts about Mental Health in the Veterinarian Field

A study by Merck Animal Health (MAH) found that only 50% of veterinarians with mental health inconsistencies were receiving any form of solid support^[2].

Overall, the veterinary profession suicide rate was much worse than that in the dental and medical professions ^[3] and quadruple the general population^[4] rates. Furthermore, younger workers in this field were found to be more susceptible to cognitive agitation. Their rates – 8.7% of those between 18 and 34 years and 9.1% of those between 35 to 44 years – were critically higher than that of those in the 65 and older age group (0.7%)².

If you’re thinking: those are some strong numbers, you’re right. It’s tough to take in. And here are some reasons why:

High student debts.
Compassion-fatigue: exhaustion resulting from over-exposure to trauma, loss, and emotional or physical pain.
Long hours leading to burnout.
Grief over the loss of patients.
The “Emotional Paradox”: vets require high levels of empathy to function well in their roles. Conversely, this also means they react strongly to grief and loss. Vets absorb emotional distress and it can be difficult to keep working through it.
Toxic teams because of common stress levels.

With the average 2021-22 veterinarian tuition being above $34,000 and $53,000 for in-state students and out-of-state students respectively, it certainly isn’t hard to understand their financial grievances.

How can Veterinarian Managers Help Improve Mental Health Conditions?

The kind of social atmosphere the above issues can create in the workplace is cumulatively detrimental to both employees and clients. Here are some strategies to encourage a better culture and show your crew you care for them.

Provide access to a Mental Health Crisis Center

There is such a variety of options for internal/external aid, that it is almost neglectful not to have such a service available. Most general businesses provide EAPs (employee assistance programs). EAPs’ many benefits include the option to confidentially call for a counselor or therapist, alongside a few free sessions.

Another great initiative is the NAFTA Wellbeing Task Force. Its mission is to “help veterinarian team members create a life and career that is fulfilling, rewarding, and sustainable.” They sound like a suitable team to address psychiatric issues, don’t they? We think so too. Here’s^[5] where you can contact a speaker to start a healthy discourse with your veterinarian group immediately. You can also receive appropriate manager-employee communication training if you’d like to competently handle the situation yourself.

What if you don’t have the energy to act as a counselor, but you’d prefer to oversee the function in-house? The solution is clear: hire a Behavioral Health Specialist. They could, as a member of your small team, intuitively determine the group dynamic and office nuances and tailor their council to each member.

Have Break Times and actively encourage Outdoor Exposure

We know what you’re thinking: I can’t just let my entire staff outside at the same time! Yes, we know there are constant emergencies in the veterinary field. That’s why you need to have break shifts. What that means is that different teams or team members get to take breaks during specific time slots. Implementing this and being supportive of a change of pace and surroundings will give your nurse staff a vital cool-down they definitely need. It will improve performance and customer satisfaction too^[6], so everyone wins!

Have monthly rewards for Social Performance

Vets exposed to a constant inflow of sick poodles, kitties, and other miscellaneous pets could do with a serotonin boost. Delivering unwelcome news and interacting with stressed-out pet parents can curdle anyone’s mood. Moreover, vets tend to have a bad work-life balance because of the long work hours and lack of time to mentally detach.

Rewarding a vet with public praise for maintaining a good lifestyle sends a message to other employees that prioritizing their personal health is supported here. You can also:

give a shout-out to anyone who spreads positivity instead of toxicity or contributes to the environment.
provide “Employee-of-the-Month” benefits to those who uplift spirits instead of those who function faster or put in more hours.

This will help your over-workers to understand that their well-being and good attitudes are valued above struggle and sacrifice. But let us just clarify a few very important points:

participation should be non-mandatory.
it doesn’t have to be a formal process, especially in a small clinic.
It’s better to let people improve of their own accord than due to peer pressure- a practice that can have adverse effects.

Provide Healthy Options at the Cafeteria

Studies show that one’s diet can have a strong impact on their mood and outlook. It would be highly beneficial if the cafeteria provided foods that favorably impact health. Contact a dietitian or nutritional specialist about the kind of food that will complement a fast-paced job. You should also take into consideration the physical and movement aspect and the high-stress nature of the job.

We would advise you not just to have the cafeteria offer healthy options, but

have a greater variety and more attractive display of nutrient-and-protein-rich food.
encourage employees to maintain a regular and energy-boosting diet.

Gift them Sleep-Monitoring Equipment

Continuing on the same theme, we also know that mental health and sleep cycles are strongly correlated. Yet a lot of veterinarians, who need good amounts of sleep to deal with the hectic demands of their field, suffer from sleep deprivation.

There are many services for sleep improvement. You could have them download an app, use a website, or even buy them a device. Our advice is to gift them a sleep tracking device upon joining the company after completing an internship, training, or probation period. The best affordable sleep tracker is Withing’s Sleep Analyzer, which tracks sleep independently and is disturbance-free. If you prefer a less complex and more affordable choice, just add a sleep tracker to your company app, or have them use an app like Relax Melodies to get 6 hours of uninterrupted sleep.

What Should You Take Away?

Remember, it isn’t just the job of the behavioral specialist to show empathy towards the veterinarians. If your subordinates feel like the counselor doesn’t have your support, then they will not take his or her advice seriously. Furthermore, the help you are providing should not feel obligatory. If employees feel that you are simply going through the motions, they will be reluctant to take advantage of the facilities you offer. So, if you want an appealing atmosphere that is inducive to productivity, then make sure you have an attitude to match it.

[1] Nett RJ, Witte TK, Holzbauer SM, et al. Risk factors for suicide, attitudes toward mental illness, and practice-related stressors among US veterinarians. J Am Vet Med Assoc. 2015; 247:945–955

[2] Merck Animal Health Veterinary Wellbeing Study. Feb 2018.

[3] Halliwell REW, Hoskin BD. Reducing the suicide rate among veterinary surgeons: How the profession can help. Vet Rec. 2005; 157:397–398

[4] Bartram DJ, Baldwin DS. Veterinary surgeons and suicide: Influences, opportunities and research directions. Vet Rec. 2008; 162:36–40

[5] mailto:info@nafta.net

[6] Tork, 2018, p. 1

” Elianne Liong is a staff writer for Celeritas Digital. She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

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9 January

The use of Virtual Reality for Veterinary Training

January 9, 2023July 13, 2023adminAnimal Health, B2B, TechnologyNo Comments

Every veterinarian student undergoes a combination of laboratory courses, classroom-based lectures, and clinical experience as part of his or her education. The latter is usually considered most difficult as it requires not only thorough understanding of the subject, but the ability to apply knowledge, situational awareness, discipline, and empathy, among many other traits. So, is Virtual Reality a good tool to help students to exercise these qualities and skills in preparation for the real challenge?

Let’s take a look:

Issues faced by Veterinary Students during Externships

Tackling Emotionally Challenging Situations

Working with wounded or anguished animals and their distraught owners can be emotionally destabilizing. Veterinary students often find it difficult to cope with the emotional toll of these situations. Some beginners take time to develop strategies for managing their stress and coping under pressure.

Effective Time Management

Clinical experiences can be demanding and often even require multitasking. Balancing clinical responsibilities with academic responsibilities can be cumbersome when working long hours with a heavy workload. This will only become more incommodious when they work at specialist hospitals or with referral centers.

Client communication

Veterinary students may need to communicate with the client about the health and treatment of their animals. This may sound straightforward, but clients aren’t always receptive to advice, sometimes being stingy, other times skeptical. This can be difficult to handle for those with little experience in customer service.

Applying Knowledge in Real-world Settings

Veterinary students may need to adapt their own approach to fit the needs of individual animals and their owners. Very often, being a good vet is about making good decisions under pressure, despite high stakes. A very necessary practice to cultivate is seeking support from mentors and colleagues when overwhelming concerns and challenges arise.

How can Virtual Reality Help in Training?

Virtual reality (VR) can be a useful tool for veterinarians in training, as it allows them to practice procedures and techniques in a simulated environment without the need for real animals or cadavers. This can be especially beneficial for procedures that are rare or difficult to perform, as it allows veterinarians to gain experience and confidence before performing them on live patients. The benefits of VR in training can include:

Response under pressure

During an emergency, one wrong decision can lead to catastrophe. Recreating the immense stress of being in clinics and subjecting the students to it in a risk-free simulation acclimates them to the precarity of the situation. They can practice on this platform to regulate their anxiety and trepidation and foster a rational, collected approach to dangerous circumstances. It also gives them the option to disengage if they initially feel overwhelmed.

Simulation of common procedures

VR can be used to simulate veterinary procedures such as spaying or neutering, patient sedation, and wound care. This creates a safe and controlled environment for practice before performance on live patients. This also enables monitoring and evaluation by instructors, so the common, recurrent mistakes can be pointed out and avoided.

Training for rare or difficult procedures

Post-graduation, veterinarians who join remote branches of veterinary practice would be required to perform advanced or complex diagnostic and surgical procedures. Vets that opt to work in unconventional locations such as zoos and wildlife reserves, where they are exposed to unfamiliar species and genera could benefit from relevant preparatory training. Simulating rare or difficult procedures on exotic animals might only be an option using VR. This can be especially useful for veterinarians who do not have access to a large number of cases in their practice.

Familiarity with new equipment

The use of veterinary equipment takes time to master, as moving with precision and confidence does not come naturally to all. The risk of errors cannot be taken on live patients. Hence, acquaintance with the strength of the medical supply or the flexibility needed when using an instrument is imperative.

Collaborative training

This virtual tool would be accessible to students across distances and facilitate collaborative training, allowing veterinarians to work with other professionals or students in a simulated environment. A common issue students face these days that many pre-clinical and clinical placements were cancelled during the pandemic. The rising fuel prices are making it difficult for students to fulfill 26 weeks of work experience. With a setting highly analogous with a clinical rotation training, the simulation should provide adequate immersion and engagement, as well as being an affordable alternative.

Overall, the use of VR in veterinary training can provide a valuable supplement to traditional methods of education and can help veterinarians to gain hands-on experience and improve their skills in a safe and controlled environment.

The Risks and Limitations of using VR in the training of Vet Students

Recreating the visual and aural cues simultaneously present at the trauma bay is no easy task. The consequences of implementing a substandard program that fails to capture the true nature of emergencies can produce unqualified veterinarians. And substituting the real-world experience with a low-stakes, pretend scenario will have its drawbacks as well.

Emotional Desensitization

While acclimating students to emergencies, the university does run the risk of inducing apathy in them. Students that view their patients and clients as artificial entities may find it difficult to empathize with them. In a simulation where every step can be reversed and every scenario can be re-attempted, students may not develop a clear sense of the real-world consequences of their mistakes.

Limited Tactile Feedback

Virtual systems may not provide the same level of tactile feedback as performing the procedure in the real world. This can make it more difficult for veterinarians to develop the dexterity, agility and skill needed to perform the procedure accurately. Additionally, the VR software does not represent textures, thickness of hides, pressure, etc. very well. Haptic feedback is still in development, but is not as of yet commercially available. Hence, injecting a rhinoceros in real life would be a massively different experience from doing it in a Virtual setting.

Limited application

While VR can be useful for training in certain procedures or scenarios, it may not be suitable for all aspects of veterinary education. For example, it may not be possible to use VR to replicate the experience of working with live animals or surgeries that require precise and steady hand movement. There tend to be lags, glitches and minor incongruities in Virtual settings that can create discrepancies between live procedures and artificial ones.

We also have to keep in mind that the most difficult portion of a veterinarian’s experience is not physical, but emotional and sociopsychological. Euthanizing an animal is never easy; dismissive clients can be frustrating; and handling vulnerable and abused pets calls for patience and sensitivity. These are subjects that cannot be adequately addressed in a classroom. Moreover, the complex and oft-times overwhelming nature of veterinarian work environments cannot be simulated in a virtual reality setting.

While VR can be a valuable tool for veterinarian training, it is important to carefully consider its limitations and to ensure that it is used in conjunction with other forms of education and training.

Successful Development of VR for use in Veterinary Training

Back in 2018, the American Veterinary Medical Association offered Clinical sciences Professor Pedro Boscan and a small team a grant for the creation of a proof-of-concept virtual reality prototype for an anesthesiology machine. Two years later project VetVR was launched for the development and testing virtual educational tools for veterinary medicine. Since the last two years a virtual model to simulate training in anesthesiology basics has been in development.

Students have been voluntarily taking virtual anesthesiology exams to test the VR tool. Lynn Keets, a third year DVM student collecting data from VR trainees says, “I think it offers a novel approach, a different learning pedagogy system … Not everyone is adapted to sit in a classroom, so in that way, it does add value.”

The Royal School of Veterinary Studies’ Digital Education Unit has been using “Immersive Media”, including Virtual Reality, Augmented Reality and 360^ovideos to enhance clinical education.

“Once you’ve done the preparatory work to create a 3D model, you can actually do quite a lot with it beyond print it. You can put it into a virtual space for students to explore, you can label it, you can create layers,” says Brian Mather, Senior E-Learning Developer. At the moment the VR environment is viewable but not interactive. But even accessing VR versions of complex techniques can enable students to move more confidently in their practical usage of machinery.

Mathers further comments, “VR is becoming far more affordable and accessible. We are also very close to a stage where technologies merge and gaps are filled. Phone/communication/entertainment/teaching devices all fit nicely into your pocket, and if that device became your virtual reality headset too, that’s when things start to get really interesting.”

We must remember that in everything, the spirit of the veterinarian must remain intact. It is well known that veterinarians are viewed as more approachable, patient, understanding, sympathetic, and sensitive than other medical professionals. This is in part because of the nature of their work, but this mindset and attitude should be fostered and respected. And if virtual reality can help to augment the performance, lower the burden on, or alleviate emotional distress to help veterinarians combat mental health and wellbeing related issues, then such program will need more research, development, and social support.

” Elianne Liong is a staff writer for Celeritas Digital. She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

LET’S CHAT

Thinking about how to tap a strategy opportunity, or solve a tactical business problem, using technology? We can brainstorm with you.

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Phone (US): (646) 374-0260 Ext: 711

OUR ADDRESS

Address: 157 Columbus Avenue, 4th Floor New York, NY 10023

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30 December

Can Hydrogen still drive us toward a Clean Energy Future?

December 30, 2022July 25, 2023adminAnimal Health, B2B, TechnologyNo Comments

Last year, the universe of renewables was shaken by the exposure and downfall of a billion-dollar EV company, Nikola. The debacle shocked Wallstreet and raised many questions about the feasibility of Hydrogen as a potential path to a carbon-zero future. We can say without much meandering that there is no clear answer to those questions, even a year later as the trial has just played out. But there are factors to consider and we endeavor to provide our readers with some perspective on the matter.

Hydrogen: an Old Dog in a New Game

Up until a few years ago, hydrogen was a relatively obscure option as a fossil fuel substitute, overshadowed by the success of solar panels and hydropower plants. In reality, hydrogen has an extensive history as a fuel for jets and rockets, starting from way back in the early 19^th century. For over two centuries, it has been studied, experimented with, and applied in impressive ways. Now, with the escalating global push towards decarbonization and a carbon-zero future, hydrogen has emerged from the shadows as a viable contender in the renewables arena.

Given its position as the most abundant element in the world, it comes as little surprise that it is being considered renewable. Hydrogen is usually found accompanied by two ultimate rivals: oxygen and carbon. Hydrogen combines with two oxygen molecules to form water or teams up with various proportions of carbon atom to form methane, ethane, and propane.

A Hydrogen Rainbow over the Renewable Waterfall

A chunk of the questions around hydrogen involves its production. How hydrogen should be extracted is a matter of no small debate. Given that it is meant to lower carbon emissions, it wouldn’t do for it to be the cause of emissions itself. The so-called “hydrogen rainbow” has been extensively discussed and dissected. But let us briefly review the most common hydrogen production methods to build a clear idea of what is preferable and feasible in today’s economy.

Steam Methane Reforming constitutes around 50% of world hydrogen extraction. It involves the use of a catalyst to accelerate the chemical process. High-temperature steam is used to split the hydrogen and carbon apart. This is an example of Grey Hydrogen production because the carbon dioxide escapes into the atmosphere, defeating the exercise’s purpose.

This carbon can be captured, converted into CO2 and, via sequestration, be stored underground and prevented from worsening the climate change crisis. Hydrogen extracted this way is called Blue Hydrogen.

There are quite a few alternatives for biogas-based hydrogen production, including Partial Oxidation Reforming (POR) and combinations such as Auto-Thermal Reforming (ATR). For full insight into their individual requirements, consumption, and cost, you can visit https://assets.researchsquare.com/files/rs-457836/v1/624beb21-1a29-4d05-b1f9-fb5a08736158.pdf?c=1631884212. One should note, however, that the cost of other procedures such as coal gasification ($17.45/GJ) is considerably higher than SMR ($10.26/GJ) and POX ($12.43/GJ).

Another molecule-splitting method produces Green Hydrogen. Here, instead of carbon-based molecules, one uses water. The water is run through an electrolyzer; the electrical current relies on a cathode and anode, like a battery. The water is split into two streams of high-purity elements. Electrolysis is not a new concept by any means and was mentioned in literary works as old as Jules Verne’s The Mysterious Island in 1874.

Other forms of hydrogen generation can be explored at https://www.woodmac.com/news/opinion/decoding-the-hydrogen-rainbow/

The Perfect Fit: why Pastoral Farms should make the Switch

At Celeritas, our focus is on providing insights on animal health services and the technologies that can improve their operation. So, is hydrogen the right fuel for a livestock farm? And if it is, what factors should a cattle-rearing operation take into consideration before they make their decision?

There are multiple reasons for which to switch away from gas or diesel engines. Hydrogen engines would require less fuel, needing just 0.02mJ to ignite, has a higher flame velocity, and generally runs at higher efficiency than gas or diesel engines. In essence, it hs the highest energy content by weight of any fuel. Natural gas run engines are also compatible with and require minimal modifications to run on hydrogen (H₂) or H₂ and natural gas combinations. Testing and development are ongoing to expand the application of this to other appliances.

Another reason is the clear and present threat of wildfires, which evidence shows are chiefly sparked by the overheated and damaged exhaust systems in the engines of farm machinery. According to insurance-specialist, NFU Mutual, more than 800 fires have been sparked on farms by machinery. Putting aside the $20 million in property loss and the cost of burnt crops, the fires also cause 50 to 60 serious injuries every year. To worsen matters, we know that 70% of agricultural methane emissions arise from ruminants via eructation.

We discussed in an earlier article how there are two renewable sources that can be easily implemented to critically enhance the production on a livestock farm. Solar Farms create minimal hindrance, provide a source of shade to regulate livestock body temperatures, and act as an additional source of income. Methane converters can change animal waste into biogas, which is a source of energy and electricity. This is ideal for farms where large-scale methane emissions are a regular source of conflict between agricultural corporations and environmental activists. That biogas, however could prove much more profitable and environmentally friendly if first transformed into hydrogen and used as a fuel or sold to a centralized hydrogen production plant.

Bake the Cake and Eat it too?

Let us first discuss the complexities of hydrogen production verses hydrogen outsourcing.

Converting methane to hydrogen is a complex procedure that involves many stages. From collection of animal waste for centralized recycling, to the ultrasonic treatment to the purification of biogas. All these processes are costly to perform on a singular farm,

At the same time, converting all farm equipment to work on hydrogen-based engines is a huge step. Farmers would understandably be reluctant to implement technological changes and convert to hydrogen without assurances about the longevity of the project. And external sourcing also depends on the existence of infrastructure to support the national transportation and distribution of hydrogen.

On-site Hydrogen Conversion

The procedure of on-site generation of hydrogen using steam methane reforming involves: livestock manure, food waste, and crop residue is collected for centralized recycling, mixture, and ultrasonic treatment. An anaerobic digester is then used to extract biogas, which is further compressed, scrubbed of impurities such as hydrogen sulfide, and then converted with an SMR at a temperature of 1073 K and a pressure of 1 atm^[[1]] into hydrogen. Steam Methane Reformation (SMR) is renowned for its high hydrogen yield efficiency (~74%), energy efficiency of 80 – 85 % in a large-scale facility^[[2]], and cost effectiveness.

According to the American Biogas Council, there are more than 2200 biogas production sites in the US, with 250 of those on farms, and 652 landfill gas projects. 14,958 sites have been evaluated as ripe for development, including 8,574 dairy and poultry farms. However, biogas plants come at exorbitant costs. A study by the National Institute of Renewable Energy in 2013 discovered the cost of a digester for food waste was USD 561.00 per ton, excluding the operation and maintenance costs. In an analysis in which an SMR was integrated with an alkaline electrolyzer (AEL), the water-cooling costs were around $1000/kW, while the steam cycle CAPEX was calculated around M$6^[[3]]. This analysis outlines a myriad of studies conducted over a span of years and locations.

Nanomaterials specialist and space station engineer Dr. Vivek Koncherry has been working on a system that can be retrofitted to tractors. This system will involve hydrogen fuel cells, tanks, a small battery, and an electric motor to create a fuel-cell electrical vehicle. These technologies will replace combustion engines and eliminate toxic emissions, replacing them with water. Hydrogen’s low mass generally allows the machine to have more fuel onboard, reducing the rate of refueling runs while offering the same refueling time.

Cyclic Redox Processes, a.k.a Chemical Looping (CL) are the currently available option to address the need for small-scale hydrogen generation for decentralized distribution. The CL operations involve a reduction phase during which the separation is done using an oxygen-carrying metal oxide instead of steam. It must be kept in consideration that some materials vary I durability, recyclability, toxicity, and formation of coke (carbonaceous deposits). This technology is, however, in development and lacks extensive study on the cost component of the hydrogen produced hence.

There is, therefore, general consensus on the fact that efficient hydrogen production would favor large-scale plants and facilities. Condensing the multidimensional operation would have effects on both efficiency and cost. Moreover, the promise of a carbon-zero fuel depends on the capture of said carbon for sequestration, which is a cost prohibitive approach. Flexible generation also requires quick start-up capabilities and advanced control systems in order to adjust to variable demand^[[4]]. Small scale on-site could be employed in the short run, but would not be compatible with long-term decarbonization. Thus, hydrogen conversion would depend on a swift transition to a hydrogen economy.

Hydrogen Outsourcing

The obvious alternative is the use of centralized industrial facilities on a national level, connected to the national energy grid. But in order for the adoption and modification process to begin on the consumption end, there needs to be a clear indication of the intensity of the government’s commitment to this renewable fuel alternative. The main constraint to the incorporation of hydrogen is the lack of a foundation to support its distribution and usage. This creates a Catch 22-esque circumstance where these interdependent parties are at a stalemate.

On this basis, let us inspect the pillars that shall concretize a hydrogen-fueled future: infrastructure and safety regulations.

Infrastructure

Green hydrogen production, conversion and end uses across the energy system Image: IRENA

The delivery of hydrogen as a fuel involves a dedicated network of pipelines, storage facilities, compressors and liquification plants, and dispensers, all of which have their own specifications with regards to hydrogen. As of December 2020, there were 1,608 miles of hydrogen pipeline in the United States. The microscale of Hydrogen – standard density 0.09 kg/m3 – means its propensity to escape confinement through cracks, joints, or seals is higher when using typical storage materials. The kind of complex alterations necessary are the primary barrier when considering a large-scale adoption. The threat of hydrogen embrittlement^[[5]] only intensified the need for an infrastructural overhaul from the current natural gas and petroleum supporting framework.

One option is the use of pristine graphene in the engineering of the storage containers^[[6]] or cylinders lined with high-density polyethylene (HDPE)^[[7]]. The latter is the world’s most recyclable material, accepted at most recycling centers globally. HDPE can be be reused in the form of rope, furniture, benches and trash cans, as well as building materials such as plastic lumber, piping, decking, plastic fencing.

Using graphene though, provides a two-fold advantage. Even though it is not as common, graphene is now cheaper to produce using flash Joule heating. Carbon-based materials such as single-use plastic containers, coffee grounds, discarded furniture, and biodegradable food waste are heated at 5000^o F to reassemble the carbon into flakes of graphene. The process makes use of waste material which would’ve otherwise been emitting greenhouse gases from landfills.

Further complicating matters is the low volumetric energy density of gaseous hydrogen, which means that hydrogen must either be compressed or liquified for transportation. The issue with the former is the energy penalty of conversion – compressed hydrogen is stored at 35 or 70 MPa, which consumes 14.5 and 18 MJ per kg respectively. Alternatively, hydrogen can be liquified, a state achieved at – 252.9o C, with a process requiring 3.2 kWh/kg^[[8]], doubling its volumetric energy density in comparison to its room temperature state at a higher pressure level. In this state, cryogenic tankers or tube trailers are typically needed. While higher volumetric energy density translates to better fuel quality, the temperature would be difficult to consistently maintain. If not maintained, however, the liquid hydrogen will evaporate, a phenomenon known as boil off, and as such, the closed reservoir would require venting. To combat this, tanks can undergo precooling ^[[9]^], or cryo-compressed hydrogen storage can be employed, which curtails the pressurization and boil-off losses^[[10]]. Click here to access links related to DOE-Funded Hydrogen Delivery Activities.

Safety and Regulation

If the hydrogen economy is to take off, solid policy guidance shall be its fuel. Coordination between the public and private sector with regards to planning, financing, and implementation will be necessary to make this possible. Accordingly, some states have signed into law aggressive measures such as the Clean Cars 2030 bill in order to phase out the consumption of gas and diesel.

The first priority is addressing the safety concerns and threats posed by hydrogen transport and distribution. Hydrogen is not easily containable, highly flammable upon contact with oxygen, with a wide flammability range (the flame speed for hydrogen increases 25% as you shift from E class to H class and newer systems). A large-scale induction would depend on development of flame speed regulation techniques, requiring the sustained parallel enforcement of a strict safety code. The ISO Technical Committee 197 is responsible for the development of international standards for hydrogen application. Thus far, there are standards for certain portions of the value chain but there exist gaps which can lead to hazardous substitution and ad hoc countermeasures.

With the incoming of the Biden-Harris administration, the foot of the US government is on the pedal of acceleration when it comes to climate-focused bills and laws. The $1 trillion Bipartisan Infrastructure Law signed last year can help alleviate doubt on the government’s commitment to making actionable changes to facilitate the transition to renewables. The question remains on the transportation safety and the scalability of hydrogen. While there is widespread agreement that previously-mentioned transition is necessary, there is as yet no industry-wide consensus on the ultimate adoption of hydrogen.

Key challenges that need to be addressed from the operational and legal angle, include

precise definitions of regulatory regime, ownership, and infrastructure sharing,
the synchronization of ramped-up demand, production build-out, and infrastructure availability and
ensuring the energy supply remains uninterrupted during the transition process

This would give manufacturers, distributers and end users a level and regulated field with clear market structures to stimulate much-needed investments from the private sector.

Technological Solutions to drive Hydrogen Investment

Digital Twin Analysis

Consideration of an optimal solution always involves the investigation of alternative systems, cost-return analysis, and compatibility with their current approach. Usually, this process would be a major hurdle as there do not yet exist many scenarios, studies, or research about the implementation of hydrogen on different scales and locations. However, utilizing the concept of digital twins, multiple modes and designs can be modelled, taking into account various variables and externalities to optimize the for highest return and minimal risk. According to estimates, digital twin analysis can optimize capital expenditure (CAPEX) by 10-15%.

IoT Monitoring

As discussed, the safety standards and precautions involved in the storage and distribution of hydrogen must be meticulously enforced and monitored to minimize the danger and risk. IoT systems on farms can provide instantaneous anomaly detection using pressure sensors, leakage controllers, alarm systems and cloud-based remote monitoring of both physical infrastructural conditions and KPIs. This can result in cost contraction of up to 20% via energy consumption reduction and a streamlined workforce.

Is the Balance of Power still in Favor of Hydrogen?

Hydrogen offers an opportunity for decarbonization across the chemical, agricultural, industrial, and transportation sectors. But the optimism surrounding the implementation of hydrogen shall not suffice to drive its mainstream adoption across the nation. Further research is needed to determine the trade-offs between the production, transformation, and delivery of hydrogen as a whole value chain and development into the most feasible and cost-effective infrastructural modifications will be necessary. Increased investment, engineering advancements, technological enhancements, a capable and competent workforce, and the support of the government combined will determine whether hydrogen truly becomes the fuel of the future.

[1] J.V. Karaeva, Hy-drogen production at centralized utilization of agricultural waste, International Journal of Hydrogen Energy, Volume 46, Issue 69, 2021, Pages 34089-34096, ISSN 0360-3199,

[2] IEA 2005 Small Scale Hy-drogen Production from Metal-Metal Oxide Redox Cycles. OECD Publishing

[3] Mary Katebah, Ma’moun Al-Rawashdeh, Patrick Linke, Analysis of hydrogen production costs in Steam-Methane Reforming considering integration with electrolysis and CO2 capture, Cleaner Engineering and Technology, Volume 10, 2022, 100552, ISSN 2666-7908

[4] M. Zanfir, 5 – Portable and small-scale stationary hy-drogen production from micro-reactor systems, Editor(s): Angelo Basile, Adolfo Iulianelli, Advances in Hydrogen Production, Storage and Distribution, Woodhead Publishing, 2014, Pages 123-155, ISBN 9780857097682,

[5] Lynch, S. P. (2011-01-01), Raja, V. S.; Shoji, Tetsuo (eds.), “2 – Hydrogen embrittlement (HE) phenomena and mechanisms”, Stress Corrosion Cracking, Woodhead Publishing Series in Metals and Surface Engineering, Woodhead Publishing, pp. 90–130

[7] A Study of HDPE in High Pressure of Hydrogen Gas – Measurement of Permeation Parameters and Fracture Criteria, Sompong Prachumchon, University of Nebraska-Lincoln,

[8] Hydrogen storage in hydride-forming materials, P. Millet, in Advances in Hy-drogen Production, Storage and Distribution, 2014, 14.2.3 Liquid hydrogen storage

[9] Reducing Hy-drogen Boil-Off Losses during Fuelling by Pre-Cooling Cryogenic Tank, by Fardin Ghaffari-TabriziORCID, Jan Haemisch *ORCID and Daniela Lindner ORCID, German Aerospace Center (DLR), Institute of Space Propulsion, D-74239 Langer Grund, Germany

[10] Henrietta W. Langmi, Nicolaas Engelbrecht, Phillimon M. Modisha, Dmitri Bessarabov, Chapter 13 – Hy-drogen storage, Editor(s): Tom Smolinka, Jurgen Garche, Electrochemical Power Sources: Fundamentals, Systems, and Applications, Elsevier, 2022, Pages 455-486, ISBN 9780128194249,

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16 December

Using Decarbonization for Energy-Efficient Cattle Production

December 16, 2022July 25, 2023adminAnimal Health, Learning and Development, TechnologyNo Comments

The state of our globe is deteriorating – suffocating at the hands of our consumption-based society and pollution-heavy industries. According to the Intergovernmental Panel on Climate Change (IPCC), the world is now in extraordinarily dangerous territory. The U.S. temperatures have been rising by twice their previous rates since the 1980s, leaving the emerging generation miring in disillusionment. In these conditions, the need for transformative action has never been greater. That’s where decarbonization comes in.

Why is Decarbonization important in Livestock Farms?

There is mounting pressure on commercial and large-scale pastoral communities due to the backlash over their contributions to the worsening climate conditions. Farmers are already facing the consequences of highly unpredictable weather and, recently, high costs due to cost-push inflation. Without the implementation of AI technology or the Internet of Things, farmers’ ability to foresee and attenuate potential threats may be severely crippled. Furthermore, certain breeds of cattle are more susceptible to rising average temperatures and may require additional facilities to help moderate their internal temperatures.

What is Decarbonization?

Decarbonization is a massive modern field that seeks to address the gigatons of carbon and other greenhouse gasses being released into the atmosphere every year. Also known as carbon management, it influences everything from electronic vehicles to newer forms of renewable energy. From Eco-wave power to kinetic energy generation, decarbonization is building a pathway to a sustainable future.

There are three main strategies involved in the decarbonization process:

Reducing or avoiding annual carbon emissions
Using renewable energy to supplement or substitute fossil fuels
Sequestering or offshoring carbon

Climate Mitigation through Energy Efficiency

The value of energy efficiency began to be truly appreciated in the 1970s when it was found to be responsible for a 60-75% increase in energy production across the U.S. Nowadays, the perpetual state of the Russian war on Ukraine is placing an increasing emphasis on the advancement of such technologies. And this has translated into alternatives applicable to every field, including Agriculture.

Idling machinery is said to use up to 20% of total fuel. Heat pumps simply transfer heat from the outside of the vehicle to the inside. These actually provide more energy than the battery produces, making it quite energy efficient. This is especially workable in the lower states, as the temperatures don’t plummet as extremely there during the winter months. Regular maintenance can also improve the machine’s longevity while simultaneously saving fuel.

Field-driven equipment is actually one of the biggest causes of environmental concern. Livestock farms host a variety of such vehicles, such as trucks, all-terrain, and utility-terrain vehicles (ATVs & UTVs). Using ultra-low sulfur diesel (ULSD) fuel, which contains less than 15 ppm of sulfur, reduces the emission of sulfur dioxide. Advanced emission control devices can dampen the levels of hydrocarbon, nitrous oxide, and particulate matter discharged.

Housing facilities and barns can also be easily improved by creating natural ventilation pathways and insulation. Instead of expensive industrial heating or ventilation systems, belts of trees planted on the windward side of the building can act as a buffer against the draft and cold winds. The use of compact fluorescent lighting can additionally lighten the energy load.

All these methods do come under Precision Livestock Farming and in fact, the benefits of full implementation of PLF are game-changing.

Renewable Energy Usage

Between 2015 and 2018 the number of cities sourcing more than 70% of their energy from renewable sources went up from 42 to 100. The momentum of sustainability adoption is steadily accelerating, as showcased further by Greece’s landmark achievement last month. In October, Greece’s entire electrical grid was carried by a myriad of renewable energy sources. The scope of these and other alternatives are constantly being researched, from wave-powered energy-producing floaters to thermoelectric generators embedded into roads.

What is there, then, to stop cattle ranches from upping their game to keep up with the overwhelming advances? It doesn’t make sense to look at every single possibility that a farm can implement because the profits of primary producers are limited anyway. Let’s instead look at the most feasible options which ranges can switch to.

Solar Farms

Overall, solar energy is ideal for livestock farms. The panels are, on average, at a 7-foot elevation and do not hinder the grazing or severely obstruct the pathways of cattle. Poultry and micro-livestock like rabbits and small pigs need a combination of sunlight and shade to lower the internal temperature. It is even beneficial for larger mammals to have a source of shade mid-grazing, for rest.

Based on the US’s ambitious goal of reaching net-zero emissions by 2050, the share of land fueled by renewable energy would have to increase drastically ^[][1]. Meeting existing energy demand would require a further 240,000 square km of land, according to the U.S. Energy Information Administration, n.d. This could either be in direct conflict with future agricultural production or a huge opportunity for producers since 63% of the land in the lower 48 states is used for agricultural purposes.

When shale oil was discovered underneath American soil, mineral development and fuel production became a significant secondary income source for farm operators^[][2]. In mid-2021, the payments in Pennsylvania and North Dakota averaged $150,000. This extensive and consistent option can be of massive value to smallholder farms, whose operation is strongly linked to off-farm sources of income.

Not only would the ranch be able to fuel its own energy consumption needs, but export the excess for a further profit, at very little cost to themselves besides initial costs.

Methane Converters

Enteric fermentation is a process by which animals’ digestive tracts produce methane, a potent GHG and air pollutant. While the emission of this gas can be reduced by genetic modification and feed management (via additives), there is also the potential to convert this ill into a gain. Anaerobic or methane digesters can decompose manure, wastewater, and other food slops into biogas, making it 34 times less potent. Biogas can act as a source of electricity, vehicle fuel, or renewable natural gas.

As we speak, sustainable energy solutions are in high demand and are being widely implemented. Given the expansive gains to be realized from these endeavors both in the long-term, it would be foolish to ignore the writing on the wall at this point.

Sequestering or Offshoring

Carbon sequestering refers to the storing of atmospheric GHGs in alternative sinks such as oceans, forests, geological formations, or the soil. It is a naturally occurring phenomenon but can be artificially sped up by securing the carbon in stabilized dissolved forms.

In the last decade, the adverse effects of cattle rearing and beef consumption have been hotly debated. Activists have criticized the livestock industry for the mass emission of methane gas which is 80 times as detrimental to the health of the globe as CO2. Cows have been painted as destructive environmental forces which denude the landscape and weigh on botanical biodiversity.

Conversely, however, it has been found that cattle rearing can help to rejuvenate the grasslands. When left uncovered, invasive weeds begin the land recolonization process within weeks. Cows graze on these destructive species and clear the path for good plant growth. These plants convert atmospheric CO₂ into carbon-based compounds, such as sugars, organic acids, and vitamins in the soil. On cattle farms, the waste material washed off the central shed forms a slurry that is sprayed over the cleared land. This organic material, especially when mixed into compost, excellently promotes the fertility and microbial biodiversity of the soil. Soil aggregates with diminished diversity tend to be more sensitive to environmental changes. The slurry also acts as a substitute for chemical fertilizers, which release nitrous oxide (a powerful GHG). Hence, the soil at dairy farms has been found to hold dense amounts of carbon and have regular nutrient cycles.

The modifications required to stimulate such growth, such as pasture rotation or high-density cell grazing, are quite inexpensive and unobstructive. This type of holistic management can diminish the need for fertilizers and minimize soil exhaustion.

To Conclude

The conversations around carbon management are critical to the commitment of society to meeting the goals of our nation and those set forth in the Paris Accords. Every step and effort directed towards carbon neutrality, whether a change in mindset or systems, should be encouraged and facilitated.

Agriculture is a unique field in that it is both a contributor and a victim of the GHG effect on climate – both a cause and an effect. And unfortunately, there is no silver bullet to eliminate the emission levels entirely – not without additional time, labor, finance, and other alterations. Yet with nation-wide pressure on industries to adopt certain best practices, it is easy to feel overwhelmed by the momentum of and the expectations around newer techniques.

Yet agriculture is a living dynamic system; hence it is difficult to determine the right balance of inputs to maximize productivity. Often farmers have spent decades perfecting a system that suits the needs of their herds; technology and change can therefore seem like more of a disruption than an enablement. It is important for policy makers to allow for a technology neutral approach, where commercial projects are given the independence to select the technology which is suitable to their developmental needs.

^[1] (Larson et al, 2020, 1-345)

^[2] (Hitaj and Suttles 2016, 1-47)

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13 December

Using SEO to attract pet owners for your Veterinary Practice

December 13, 2022July 25, 2023adminAnimal Health, B2B, Customer Engagement, Digital, Life Sciences, TechnologyNo Comments

Search Engine Optimization is one of the most important digital marketing practices used to reach patients effectively. Now that it has become an increasingly important tool to drive traffic and conversions, marketers of animal health services are looking for a competitive edge in their marketing strategies. With search engine optimization, veterinarians can reach potential clients across the web through pet-friendly content that is well-optimized. SEO is as important for a health organization as it is for any other customer-facing industry. Continue reading to find out why.

Why is SEO Important for the Veterinary community?

We all are aware of the fact that SEO is the driving force behind any successful internet marketing campaign. Without it, a website will get lost in the crowd, among all the other websites. If clients and pet owners cannot find you, then you need to rethink your marketing ideology. With SEO, marketers can reach their potential target market with well-optimized content that can address their queries. One major issue faced by specialist vet clinics is that the niche that they are catering to are unaware of them and therefore settle for substandard treatment. Multimodal optimization of search engines produces more customers, attracts visitors by drawing more relevant traffic, improves brand recognition, service, and product experience, and increases offline and online sales.

Benefits of SEO for Animal Health Marketers

People are using the internet now more than ever to keep their health in check and find a suitable solution for specific medical conditions. This is the reason marketing teams around the world have put a lot of effort into finding better ways to improve their digital services. Better SEO and digital presence not only increase the traffic to your website but also bring in the high-intent users who are most likely to convert into customers. SEO benefits for animal care facilities are more than enough to testify to its importance. Some of these benefits include:

Generating More Sales

As soon as people find what they’re looking for on your website, they are more likely to buy from you because your content has won their trust in the product they were seeking online. When website visitors find value in what you offer through search engine optimization, they’ll be much more likely to return and become an active lead you have been waiting for all this time.

Increasing Traffic

Using quality keywords in your website content improves search engine rankings and can boost your website traffic visits organically. This will allow you to reach more potential customers looking for relevant product information online.

Creates an Irreplaceable Brand Identity

With high-quality content on your website and the relevant keywords that are mindfully-placed throughout the text and not excessively, your page will gain authority in the search engine pages. This effort helps to increase your brand’s visibility and search rankings.

How can you improve your website Ranking through SEO?

First and foremost, you need to understand keywords. Attracting quality customers en masse to your website requires selecting the best keywords.

After great keyword research, it’s time to introduce these words and phrases into the content. Create well-groomed and informative content planned around your keywords, and remember, a well-crafted content strategy is a key to driving traffic to your business’s website.

Effective headline creation works as a stepping stone for the bigger journey that awaits. A great headline will capture your visitors’ attention and convince them to read more.

A backlink is a booster for your content. It is a link from one website that points to a page on your own site. When Google sees multiple websites linking to your site, it automatically assumes your authority and prowess, and ranks you higher in the search results.

While going through SEO optimization, you must ensure the page is set up well. Check your on-page SEO. If the page is not properly optimized, Google might not know exactly what your page is about. So, please pay attention to your on-page SEO features.

If you are a veterinarian marketing team member and require assistance with SEO for your brand, you can always reach out to Celeritas. Our team of professional content creators and digital high-rankers is always ready to assist you.

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1 December

The Animal Health Portal: A Veterinary Lifesaver

December 1, 2022July 13, 2023adminAnimal Health, B2B, Customer Engagement, Digital, Life Sciences, TechnologyNo Comments

In America, the percentage of households that own or adopt animals is rising every year. A survey conducted by the APPA in 2021-22 showed that 70% of households owned a pet. Additionally, as knowledge of potential threats spreads, veterinary appointments are now part of a pet owner’s routine. The demand for and willingness to spend on extensive care, pet health plans, etc. are also on the rise. All this translates to better, more in-depth treatment for pets than could be expected a few decades ago. However, two of the greatest concerns in the veterinary field are the understaffing of veterinarian clinics and the lack of urgent care available to pets as a result. That is where the Animal Health Portal comes into play. These online systems are solutions to the pressure on animal health providers and pet owners alike.

What is an Animal Health Portal?

Owners need timely access to their animal’s medical information on a regular basis. When entering a dog park, they’d need proof of immunization; when visiting an animal pharmacy, they would benefit from having the prescription; and if they shift to a new locality, they would need the EMR and medical history records of charge. Providing certain files and documents falls on the shoulders of the data coordinator, who must receive the email, review a release form, or gain permission from a manager before reverting back. Often, these regular delays can frustrate both the client and the provider and put a strain on their relationships with veterinarians.

An Animal Health Portal provides this information immediately and at the tip of the client’s fingers. It is an online platform where animal caretakers can remotely access lab results, contact their care provider, request prescription refills, manage payments, and more 24/7. But the benefits far exceed convenience and really impact the quality of care provided and the patient experience.

Features of an Animal Health Portal

Online portals can perform a variety of functions that make life easier for both vets and their clients. It can help a veterinarian to establish a closer and more consistent bond with the animal and its human partner. A pet parent could put up a query at any time and the appropriate personnel could respond promptly and pertinently. At times, a pet owner may not be available during the visitation, especially during an emergency, but needs a way to remain accurately informed about their pet’s condition. All relevant updates could be communicated via the vet portal, whether that is test results, treatment procedures, or shifts between departments – everything can be synced and tracked from a remote device.

When shifting to a new local veterinary clinic, consideration of the animal’s previous medical conditions, allergies, or medications is crucial before diagnosis or a new regimen can be ordered. Hence conflicting treatments can be avoided. For this, medical history must be up-to-date, and the pet owner must be able to provide verified data. The portal would regularly collect all necessary information, efficiently organize it, and provide authentication that can then be checked by the next center.

Veterinary centers are busy organizations with a shortage of staff and an abundance of functions to complete. And animal owners often have their hands full while at the clinics, keeping an eye on their little dependent. This complicates and distracts from other tasks, such as filling out forms, providing feedback, refilling prescriptions, or making payments. Using an Animal Health Portal allows them to complete a myriad of tasks from the comfort of their home.

Benefits of this technology to a Veterinary Organization

Streamlined Workflow: an integrated, all-inclusive system that eliminates overlap and discrepancies; the Animal Health Portal facilitates fast-paced communication, decision-making, and procedural efficiency.

Rapid Growth: AHP automates many manual and repetitive tasks, improving time management, reducing workload, and freeing up the staff to perform assistance and supportive roles to both patients and veterinarians.

Patient Engagement: improves interactions by automating unnecessary, cumbersome procedures. It also provides reliable and pertinent awareness and encourages owners to participate more in their pet’s healthcare.

Improved Medical Outcomes: The online platform reduces miscommunication, misdiagnosis, and other clinical errors. It offers veterinarians the chance to check sets of symptoms for consistency with other illnesses.

Conclusion

Animal Health Portals create value for animals, their caretakers, and veterinarians. They connect patients and their care providers, making it easier to handle any situation, whether a minor disturbance or an emergency. This improves relationships between the owners and their care providers and facilitates better treatment. It also opens doors for owners to make better choices for their pet’s diet and lifestyle since it’s much easier to implement.

When all staff is geared away from menial, distracting tasks and directed towards the better ministration of the animals, pet lovers can feel confident in the care of their friends. In a way, it makes repeat calls and visits redundant, as every function conceivable is now conveniently available right where it is needed.

” Elianne Liong is a staff writer for Celeritas Digital. She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

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7 November

The Value of Precision Livestock Farming (PLF) in 2022

November 7, 2022July 13, 2023adminAnimal Health, Big Data, Digital, Life Sciences, TechnologyNo Comments

Also known as agriculture 4.0, Precision Livestock Farming (PLF) focuses on maximizing profitability and sustainability by providing the specific treatment needed to optimize production. It uses advanced sensor systems to collect data and then assesses that data to identify the ideal combination of inputs and systems. This process reduces wastage and increases yield.

We should clarify that while Precision Farming is often used synonymously with Smart Farming, the former is a subset of the latter. SLF focuses on data capture and analysis to maximize productivity and efficiency; PLF relies on precise measurements and precise application to accomplish the same goal.

In this article, we will be discussing the use of Precision Livestock Farming (PLF), which includes its technological requirements, applications, and potential. Precision agriculture relies on certain common technologies such as automation, sensors, AI, and analytics software.

AUTOMATION AND ROBOTICS

From monitoring the physiological condition of cows to feed regulators, automation is an undeniably useful feature of precision agriculture on dairy farms. Automation is valued for its quality maintenance, efficient performance, and time-saving capability across industries. Automation on a dairy farm comes at two levels of complexity:

Physical Robots

These are the simple machines that perform menial tasks in and around the farm.

Automated dairy installations adapt the milking frequency to lactation stages by identifying and adjusting themselves to individual herd members. They may also be programmed to allow the animal to enter the milking station without having to wait for milking time, which reduces the stress on the livestock caused by holding uncomfortably large volumes of milk.
Automated weighing systems can utilize software in the cameras to calculate the accurate mean weight spontaneously and unintrusively.
Automated feeders may use Variable-Rate Technology to regulate intake to reduce obesity and meet nutritional standards. They can also create optimal mixtures based on the animal’s specific needs.
Automated cleaning systems improve hygiene to lower the risk of infection and facilitate the ease of access for waste removal machinery.
3D printers can allow commercial livestock farmers to fully adopt capital-intensive systems by 3D printing machine replacement parts.

Drones

The drone services market size is expected to grow to $63.6 billion by 2025. Let’s explore the potential of adopting this widely available technology on cattle ranches in the US.

Drones help to locate cattle over vast distances, which saves time and effort for the herders.
In conjunction with tags, facial expression readers, or electromagnetic RFID tags, drones can monitor the health indicators of individual herd members. This includes weight, heart rate, grazing rumination, mobility, etc.
UAVs can even compel the cows to move away, hence acting as a valuable resource for efficiently rounding up the herd in the face of an impending storm.
Observer UAVs are utilized to distinguish between animals and other objects, identifying a sick cow or a broken fence.

Robotic Process Automation (RPA)

RPA is the next stratum that goes beyond performing tasks to enabling machinery to carry out repetitive or strenuous tasks. Using software bots, it automates tasks such as loading and unloading materials and products, slaughtering, packaging, and cattle monitoring. Sometimes RPA works in conjunction with Intelligent Automation which utilizes AI to develop software and processes that can adapt and improve independently.

The cattle and beef industry generally faces the challenge of complex processes. However, much of the labor can be easily redirected toward areas that require creativity and human intervention. RPA is easily integrated with existing IT systems and requires no prior programming expertise to operate, making it relatively easier to adopt.

Discrete Event Simulation (DES) is a subclass of RPA that segments systems into separate processes. DES can be used on a livestock farm to identify the events affecting the fluctuation of yields such as lactation stage, weather events, diseases, or feeding practices. Hence, DES can aid in the modification and optimization of processes used to assuage inconsistencies.

SENSORS

From satellites to mounted ear tags, sensors can be used for spectral, spatial, and radiometric applications across pastoral land.

Satellite-based monitoring

The satellite-based monitoring of cattle has been gaining traction in the last 3 years, especially among large-scale Australian cattle ranchers. From basic data-collection systems such as ARGOS and GPS to advanced software developed by LoneStar and Moovement, tracking tags can now perform a variety of functions. Monitoring and analysis of special and temporal data on cattle location, movement, and interaction can provide benefits such as

Checking their current physical condition
Determining which animals are high-performing
Measuring stress levels and how they can affect production and fertility
Getting better financial and insurance options because of more accurate and reliable animal tracking.
Faster data sampling: Precision Hawk’s agricultural drones can “gather data on 500 to 1,000 acres in less than a day.”

Ground-based Platforms

Near-infrared spectroscopy can instantaneously decipher the composition of raw materials, assess digestibility, and perform chemical and technological analysis of milk.
Infrared thermal imaging technology can even be used as a screening technique to identify foot-and-mouth disease-infected animals.
- It was found that the longevity of cows negatively correlated with the yield level, and intervals between calvings. Cow health must be retained until they reach optimal maturity and production, hence the causes for culling, such as disease and injury, should be reduced.
- Data such as this can also be used to develop genetic selection models.
Heat sensors in cameras at the milking station can also help monitor traits like body composition, metabolism, lactation, fertility, etc. Based on this, they may alert the farmers of inflammation and potential infection.
Milk monitoring sensors can now evaluate the quality of the yield by scanning for pathogenic life forms that could cause diseases such as bovine mastitis. This function is often part of an Internet of Things-based system that can determine the spoilage of milk. A salinity and level sensor can also ensure the appropriate packaging of milk.

Mounted Devices

Other sensors include pedometers, accelerometers, pressure sensors, and temperature sensors which are often integrated into foot tags to detect estrus, ill health, and weight gain and connected to a network to establish an Internet of Things.

ANALYSIS

Let us delve into the applications of various modes of data analysis on pastoral farms. There are 4 main types of Data Analytics:

Descriptive Analytics: The process of

discovering similarities between symptoms to create a disease model
identifying datasets to assist in tracking herd populations and the propagation of infectious agents
separating abnormalities and ensuring a relatively heterogenous pastoral resource.
finding correlations between variables
identify the optimum feed time and release food accordingly, as is done by Tassal, a Tasmanian salmon producer.

Predictive Analytics

This involves leveraging artificial neural networks and machine learning techniques to:

Categorize animals and herds by their future performance rates.
Estimate the likelihood of disasters, opportunities, and the extent of their destruction or benefits given the farm’s current infrastructural condition.
Uncover insights regarding vaccine and inoculation responses.

Prescriptive Analytics

this is an advanced function whose focus is converting theoretical data into practical methods, such as

The optimization of grazing rotation, transportation cycles, protocols for curbing the advance of outbreaks, etc.
Minimize excesses and shortages or dispose of waste in an environmentally beneficial manner.
Utilize by-products such as gelatin, leather, and internal organs most efficiently and profitably.
Finds ways to assuage delays in the supply chain by improving transparency and harmoniously managing inventory.
Using the sensing system to solve problems that improve the agricultural ecosystem, as done by Australian agtech company, the Yield.

Benefits of Precision Livestock Farming

Heightened Profitability

High-value AI-driven drones and equipment can harvest inputs with greater accuracy, leading to higher productivity and a significant drop in expenditure. This method can also eliminate losses from deadly diseases like anthrax, white muscle disease or bovine spongiform encephalopathy (BSE).

Improved Understanding of In-Season Yield

The precise imagery and sensor collected data can provide insights into areas of improvement and weakness, potential opportunities for growth, or upcoming threats. The yield forecasts can help a farmer plan ahead and address upcoming spikes in dairy demand.

Enhanced Sustainability

Precision livestock farming is a flexible mechanism that can be used to target a multiplicity of factors, depending on the goals of the user. Sustainability is a rising concern today, given that soil maintenance is an important aspect of animal husbandry, and the rising social opposition against large-scale cattle rearing is methane emissions and contributions to climate change. One can mold the structure to reduce wastage and carbon footprints by identifying carbon mitigating techniques.

Factors affecting the Adoption of PLA technology

Performance Expectancy

The perceived usefulness of the overall system will affect the farmer’s likelihood of transitioning to the new style of pastoral agriculture. In order for the adoption to go smoothly, the extrinsic benefits, such as yield, profit, time, and sustainability, should be clear. The provision of a competitive advantage over other dairy suppliers also plays a major role in the considerations.

Effort Expectancy

This regards the perceived complexity involved in the operation of the system. The extent to which this interconnected technology will affect their daily routines and the difficulty they face in completing cumbersome tasks.

Social Influence

The farmer will also take into account the effect of the installation of complex artificially driven systems on his reputation. On a traditionally labor-intensive farm, there may be a stigma against technology that has the potential to replace human functions. Furthermore, there may be personal agreements and relationships that farm managers may be reluctant to forego. This decision may also impact the kind of workers and suppliers he chooses because complacency and tardiness are not preferable on a precision livestock farm.

” Elianne Liong is a staff writer for Celeritas Digital. She specializes in researching and publishing content related to a range of topics in the animal health and veterinary industry, including technology transformation, business processes, HR, data science, and advanced analytics. “

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31 October

How Livestock Farmers are Using IoT for Animal Management

October 31, 2022July 25, 2023adminAnimal Health, Big Data, Digital, Life Sciences, TechnologyNo Comments

The precipitous rate at which the industrial revolution is prompting the pioneering and implementation of new technology is simply astounding. The transformation in the landscapes across nations and industries has reached unfathomable heights. Ideas that existed purely in science fiction movies like Minority Report (driverless cars) and Star Trek (3D printers) are being integrated into reality. No profession, sector, or part of the world is beyond the reach of these incredible changes.

And as we watch, the practice of agriculture is changing to become unrecognizable. It will not be more than a few decades before the current techniques will be recorded solely in the history books among the obsolete methods of our ancestors. From vertical farming to aquaponics being done in warehouses a tenth of the size of a small-scale farm, humans are now finding more sustainable and efficient methods to manage ourselves and our intake.

In this article, we will dive into the usage of IoT technology that is either currently available or in the process of development to improve the practice of commercial livestock farming. We will also discuss current platforms and processes which can be integrated to support IoT in the future.

What does IoT involve?

The Internet of Things is the interconnection and interaction of multiple devices and systems, independent of human intervention or stimulation.

Think of a livestock farm that is virtually self-automated. On such a farm, artificial intelligence will maintain regular processes, schedule bot or machine duties, check and identify flaws, and monitor all the animals, atmosphere, and elements for signs of deviation, disruption, or other malfunction. Sensors will collect data that will be requested by the AI at regular intervals. This data will be transferred, via a gateway to a central system, where it will be stored in a database. Subsequent refining and analysis will equip the AI to make calculated decisions. To implement those decisions, it will send commands to multiple machineries, pieces of equipment, and systems to begin or cease operation in a precise fashion. Inventory trackers will ping the central system when inventory is low and a new order will be placed with the suppliers. When the next batch of products is ready, the AI will hire transport or reach out to the distribution head to send another self-driven vehicle to collect the batch. Everything will be loaded, transported, managed, and tracked by intelligent systems which will report all information to a central overseeing system. This information will then be accumulated and reanalyzed in a database to identify potential improvements. Those improvements will be reviewed, designed, and executed by the central system, without the need for human involvement.

This entire process can be broken down into a few main functions: Data Collection, Transferal, Storage, Analysis, and Implementation. These self-management capabilities are not as futuristic as they may seem. Let’s discuss the current technology that has been and is being developed to support this capability in the future.

Cattle Data Collection and Monitoring

Precise results and good decision-making rely on the collection of consistent, high-quality data. The systems can identify physiological parameters which are indicative of certain conditions. These preliminary surveillance processes allow for data classification, orientation, and optimization.

Checking their current physical condition
Determining which animals are high-performing
Measuring stress levels and how they can affect production and fertility
Getting better financial and insurance options because of more accurate and reliable animal tracking.
Faster data sampling: Precision Hawk’s agricultural drones can “gather data on 500 to 1,000 acres in less than a day.”

In many cases, particular animal movements can suggest diseases, medical conditions, and weakness. If the values collected exceed the regular parameters, this may reflect ill health or injury. In the case of lethargy, or minimal movement patterns, the system can alert animal caretakers to injuries, excessive weight, or the need for special attention. Furthermore, the GPS tag acquires information regarding the exact coordinates of the animal as well as the surrounding temperature, and stores it within the tag or collar. This is then downloaded with a wireless transceiver and transmitted to a central location.

Electronic detection systems installed at the milking stations can also recognize and monitor individual cows’ milk flow and yield. Heat detection systems such as Afimilk can even measure the electrical conductivity of milk. Based on this, they can alert the farmer of inflammation and potential mastitis. Pedometers are often integrated into foot tags to detect estrus, ill health, or weight gain. Infrared thermal imaging technology can be used as a screening technique to identify foot-and-mouth disease-infected animals. Digital decision support systems may also play an integral role in alerting farmers about suspected illnesses and advising them on response options.

Gateways

Put simply, IoT gateways connect all these above devices and systems and act as midpoints between the external hardware and the cloud (or other) network. This is useful as it allows farm managers to access and edit data from a single, central location while conveniently synchronizing the information. This is especially important as animal tags have a limited range in which to transmit information.

Being able to connect to a gateway allows for maximum battery life as the tag no longer requires a great deal of additional storage space.
Gateways facilitate data caching and streaming to heighten ease of access. Advanced versions can even perform edge computing which involves data optimization and pre-processing – summarizing, deduplicating, and cleansing of collected data – to improve its quality and functionality.

There are a variety of networks gateways can operate on, such as cellular, Wi-Fi, Bluetooth, ZigBee, or LPWAN, among others. While each of these has its benefits and drawbacks, it is important to look at which one is best suited for pastoral farms, which often span hundreds of square meters.

Bluetooth, Wi-Fi, and ZigBee all have a maximum network range of around 100 meters. In this, LPWAN acutely outpaces them by providing long-range communication over 10 – 40 km in rural areas. Cellular networks can also reach as far as 45 miles, although they require more power and consequently higher battery life. LPWANs are similar to WSNs (wireless sensor networks) as they both require little infrastructure and are scalable. However, while LPWANs are low-powered, WSNs are constrained in terms of power resources. They have a short lifespan because of the size of their battery. Despite using optical communication allows a lower SINR (signal-to-interference-plus-noise ratio) as compared to LoRa, WSN maintenance demands due to hardware constraints make them a less-than-ideal choice. LoRa (a subset of LPWAN) is a good choice as it adopts a star-shaped topology around devices and can be served by a single base station. Furthermore, it has the advantage of minimum investment and maintenance costs. The high MCL (maximum coupling loss) reached by LoRa and NB-IoT is of no consequence when applied in remote, open cattle ranches. It should be noted, however, that LoRa has this range because it utilizes unlicensed bands and its AES 128-bit encryption is much lower than the 256-bit 3GPP encryption that NB-IoT is built on. You can learn more information about IoT gateways here.

Storage

The primary and most widely-adopted server is the cloud. Private clouds are commonly used to store and manage corporate data. Using the cloud as a central system is beneficial for multiple reasons, one of which is the dual function of storage and analytics (which we will discuss further down).

The data stored here is safely separate from the data within the system. This means that if the internal farm system is compromised, the cloud-encased data will be secure and vice versa.
A farm is not the ideal location to house the massive infrastructure and hardware required for a data center. Data centers often warrant a great deal of energy consumption. The cloud server slashes all these unnecessary costs.
A common issue that often arises from multiple entry points is the duplication or disharmony of data. All the raw data must be compiled, systemized, and synchronized so that it can be understood by unspecialized users.
More specialized clouds even perform the advanced functions of a Database Management System (DBMS). This includes managing and presenting the information in a smooth and navigable format. Currently, DBMSs have the ability to self-improve – i.e., to review weaknesses, identify areas of improvement, and self-medicate to reduce the risk of cyberattacks, information masses, or other internal malfunctions.

Alongside cloud computing, edge computing is a viable and widely-adopted option.

What is Edge computing?

Edge Computing is a sub-set of IoT operations, which works alongside the Cloud. However, the bulk of the processing, usually done at the center, within the cloud analytics system, is transferred to the edge. The idea is for the computation to be performed as close to the source of the data as possible. This eliminates excess transmission load on the network and consequently reduces latency, allowing urgent insights to be deduced instantaneously. It also facilitates more accurate real-time responses since the lower network bandwidth often results in reduced image sizes and sample rates, or skipped frames in videos, when received by the centralized cloud. Edge Computing is deployable at remote locations with limited internet connectivity, such as in an open field, meadow, or cattle ranch, especially when having to transfer large datasets. It is ideal for cattle farms that gather in-depth information and make urgent, location-specific decisions.

Granular data like the respiratory rate, heart rate, grazing rumination, mobility, temperature, and milk quality can help farmers make decisions to improve resource allocation, recognize conservation opportunities, or prepare for upcoming disasters. With further capabilities, the farmer would soon be relieved of such decision-making burdens, as we will see in the analytics section.

Analytics

Weather patterns and climate disasters are becoming more and more unpredictable and unavoidable as a result of climate change. But the rate of human information processing is far outpaced by the learning ability of AI and deep neural networks (DNNs). While it takes time for predictions to disseminate among farming communities, AI might be able to accurately and keenly foresee the storm and the damage it will cause and take preventative measures before it even begins to form. This is because data collected and organized into datasets by database management systems are directly fed into the analytics software.

Let us delve into the applications of various modes of data analysis on pastoral farms. There are 4 main types of Data Analytics:

Descriptive Analytics

The process of:

discovering similarities between symptoms to create a disease model
identifying datasets to assist in tracking herd populations and the propagation of infectious agents
separating abnormalities and ensuring a relatively heterogenous pastoral resource.
finding correlations between variables
identify the optimum feed time and release food accordingly, as is done by Tassal, a Tasmanian salmon producer.

Predictive Analytics

This involves leveraging artificial neural networks and machine learning techniques to:

Categorize animals and herds by their future performance rates.
Estimate the likelihood of disasters, opportunities, and the extent of their destruction or benefits given the farm’s current infrastructural condition.
Uncover insights regarding vaccine and inoculation responses.

Prescriptive Analytics:

This is an advanced function whose focus is converting theoretical data into practical methods, such as

The optimization of grazing rotation, transportation cycles, protocols for curbing the advance of outbreaks, etc.
Minimize excesses and shortages or dispose of waste in an environmentally beneficial manner.
Utilize by-products such as gelatin, leather, and internal organs in the most efficient and profitable manner.
Finds ways to assuage delays in the supply chain by improving transparency and harmoniously managing inventory.
Using the sensing system to solve problems that improve the agricultural ecosystem, as done by Australian agtech company, the Yield.

Implementation

As previously discussed, the most impressive and advanced aspect of IoT technology is its ability to act on the conclusions it has drawn and adaptively respond to rapidly evolving conditions. This would have to be done in conjunction with an AI system. What does this look like on farmland?

Corteva Agriscience’s fleet of drones can “offer immediate insights to diagnose agronomic, disease, and pest concerns.” Robotic animal herding systems are being developed to direct large groups of cattle over vast distances to designated locations such as shelters or barns during storms.

Upon discovery of the presence of contagious diseases, the central server will send instructions to command-based robots, which will quarantine infected animals. These command-based robots use actions defined by subsystems to execute instructions.

Re-fertilizing and cultivating grazed fields are massively important aspects of pastoralism. Exposed soil can be subject to soil erosion, which will impair its regenerative process and require more fertilizer in the long run. AI can act on grazing rotation forecasts by performing mulching as soon as herds move off a certain tract of land.

AI systems are also being developed to perform confirmatory diagnostic testing and create detailed disease maps. This means that without having to alert their human counterparts, AI would be capable of scheduling vet appointments and deciding on the best, most financially viable treatment option.

When it comes to decision-making, modeling of data and simulations can be performed to paint a clearer picture in the mind of the farmer. Scenarios may be simulated based on user-defined scenarios to reveal e.g., the average mass deviation of cows or the ideal design and feeding strategies.

To Wrap Up

It is clear that the growth of IoT technology has vast potential in the commercial agricultural and pastoral industries. There is so much more that we could further discuss, from self-sufficient dairy installations and feeder machinery to the predictive systems which can self-regulate farm operations. The bounds to which IoT can take farming production are practically limitless and only the future can unfurl this incredible capability to its full extent.

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24 October

An MSL guide to Veterinarian Meeting Strategy

October 24, 2022July 25, 2023adminAnimal Health, B2B, Customer Engagement, Digital, Pharma Marketing, Sales and MarketingNo Comments

What is the role of a Medical Sales Liaison (MSL)

An MSL is a medically specialized representative for pharmaceutical companies. By outlining the product specifications, advising, and educating, they act as a bridge between pharma companies and their clients. MSLs maintain relationships with clinicians, researchers, and other KOLs in specific therapeutic fields, from biotechnology to medical devices. This aids them in positively conveying the benefits of a company’s drug or device. While MSLs usually aim to portray a company favorably, it is their ultimate objective to provide accurate and unadulterated information. Furthering the pharmaceutical company’s interests is not their primary responsibility; rather it is to promote their concepts and developments.

MSL Meeting Strategy does depend on a few key factors, however. For one, the direction of the approach depends on the position and significance of the stakeholder in question. Before meeting clients, it is imperative to conduct stakeholder mapping to categorize stakeholders according to their influence. You can then create an engagement plan to cater to each particular group more effectually.

How an MSL should Prepare for KOL Meetings

To start, nailing down the format of the MSL presentation is essential to making an impact. Generally, about 30% of the presentation delves into the general industry landscape and the rest explains the company strategy and its penetration into this landscape. However, intricate details are often excluded, although these are key.

Use Other MSL’s previous work as a Guide

One clever trick is to reach out to your mentors and close colleagues for examples of their best designs. These resources have already been refined and perfected for maximum efficacy. Therefore, all you’d have to do is input your data into a meticulously produced template. Simultaneously, it reduces the redundant task of planning out a demonstration from scrap.

This allows you to focus your effort on the meat of the preparatory process: background research.

Background Research

Upon assignment, an MSL is usually provided with an article to use in the development of their material. This, however, contains a minimal amount of information. To truly establish yourself in the industry, it is best to consult alternative sources. Being well-researched in every single aspect of your subject and therapeutic area raises your success rate and grants you an edge over other presenters.

Scan through the company’s investor section for detailed, up-to-date, and accurate information. This can provide an extensive base upon which to build your case. Also, pay attention to the tone and word choice used in press releases and public statements. The phraseology will give you a better insight into the company’s angle and positioning. The better you understand their message, the better you can relay that to the clients when asked.
Thoroughly familiarize yourself with the target opinion leader or organization. Focus your search on commonalities between your base company and the target organization. Ask yourself: how do their goals, intentions, or interests align? Are they a good cultural fit? Highlight those aspects during the address.
You also want to explore recent research releases and news related to the topic, such as on pub-med or medical news sites. Referencing an article from the New York Medical Journal, even if you’re reusing notes, will lend a fresh, relevant flavor to your work.

Anticipate and Accommodate Every Outcome

Remember that, as an MSL, you may be addressing a marketing team or a panel of specialists in the subject you’re detailing. This means that during the Q&A session, you may face a myriad of intricate medical, functional, or operational questions.

Anticipating questions and creating slides based on past FAQs can showcase your energy and devotion to the project. A Medical Science Liaison’s job is to build relationships, so distinguishing yourself in these ways is paramount.
Prepare yourself to mold your explanation to the audience you face. Be flexible enough to effectively convey your message, whether to a top epidemiologist or a businessman. Familiarize yourself with the pertinent jargon, but you should not be rigidly dependent on it. Improvisation is the key to leading productive sessions regardless of the type of attendees.
It does help to loosely script out the presentation, including structure and order. Use this when practicing and present it to an experienced MSL to understand the intricacies of delivery techniques. They might disclose important guidelines, such as the inclusion and exclusion criteria.

The level of forethought invested into each meeting will certainly be noted and appreciated by your medical colleagues and KOLs. Their good opinion will go a long way, not just with the current assignment, but in future sessions as well.

How to Ace Meetings with Key Opinion Leaders

For a Medical Science Liaison, having medical knowledge is a given necessity. But an often-overlooked attribute is the skill of communication. All sales representatives have access to data, statistics, and expository resources. What sets an MSL apart is not the presentation but the delivery.

MSLs must regularly interact with both internal and external stakeholders in a myriad of organizations across the veterinary segment. The burden of identifying these stakeholders also falls upon them. But what determines which members of the medical community will be valuable to approach for any given proposition?

Who are Key Opinion Leaders (KOLs) in the Veterinarian field?

It’s important to first identify all actors who will play a part in the pharmaceutical distribution process. Accordingly, distinguish and prioritize these based on their level of influence.

Primary

For general-purpose antibiotic, antibacterial, or anti-inflammatory medicines which are commonly prescribed for primary animal care, disseminating information to veterinarians is vital. These may include

Doctors of Veterinary Medicine (DMVs)
Primary Care Vets
Veterinary Practitioners
Small practice vets

Secondary

These are specialists who will ultimately determine the lifecycle and success of advanced treatments, diagnostic tools, and medications. Complicated patient cases are attended by them. They are the ones who will benefit from the product, contribute to its improvement, and give feedback on its performance.

Specialist veterinarians
Clinical managers at Veterinary Centers
Veterinary pharmacists
Veterinary surgeons who are in charge of leading teams of vets.

Central (Key Opinion Leaders)

Those who determine not just the usage, but dictate the trends in therapeutic niches. They have extensive experience, established themselves in their industry segment, and are followed by many other industry experts.

State Veterinarian Medical Board Director
Influential experts in the veterinary field
Senior veterinarians,
Faculty heads in schools of veterinary science
Faculty heads in colleges of veterinary medicine
Key researchers in veterinary research journals
Directors of veterinarian councils, medical associations, and centers
Key Speakers at veterinarian councils and events

Medical Science Liaisons should plan out their entire session to cater to the distinct expectations and needs of each stakeholder group.

The Story behind the Product

People are drawn to stories and vivid images more than banal facts and figures. So, manipulate your words, statistical data, and the composition of the information to portray a compelling image. When telling a story, the audience cannot be overlooked. Connect the generic material to real-world hospital occurrences which would resonate with the M.Ds. Personalize the presentation by delving into the origin of your passion, incorporating it in an engaging and not indulgent manner. This should help you to differentiate yourself from other MSLs while simultaneously building a relationship with future clients.

The Value of the Product

The value of the product must be distinctly tailored to each stakeholder. It is essential to intuit what motivates and excites them: what their goals, preferences, and perceptions are. Also, pay attention to their moods and mental capacity for retention. On this basis, one can highlight the unique benefit of the treatment or procedure to an individual’s practice or therapeutic specialization. No matter how polished the presentation is, if it does not directly address their need, it will not make an impression. Provide objective evidence to back up every claim and to cement their confidence in your offering and company. Don’t get too caught up in the engagement to address their real concerns, such as availability, logistics, convenience, etc. Explore the industry landscape to address the current alternatives and how your product outpaces those.

The Drawbacks of the Product

Elaborate on both the positives and the negatives. Doctors always know that drugs and medications are incomplete without side effects. Overselling the treatment method will only create skepticism and lower their perception of your reliability. So do what most professional salespersons do: emphasize the advantages, and mention the potential downsides. Then illustrate how the benefits outweigh the costs. This is a balanced and judicious manner in which to establish the superiority of the drug.

Key Takeaways

Conducting extensive background research allows the MSL to smoothly present to and engage any set of stakeholders.
It is highly worthwhile to prepare separate strategies to target different stakeholder groups.
Be attentive to the meeting attendees: glean their expectations and requirements and regulate the meeting accordingly.
Present your information in an attractive format but don’t forget to place emphasis on the functional features of the solution as well.
It is just as important to touch on the negatives as it is to showcase the positives.
In everything, make sure that your performance is spot on.

Keep in mind, your goal isn’t just to instill a favorable perspective of the medical consumable, but also to establish yourself as a capable MSL.

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Why is Workflow Management important in the Veterinary Industry?

What is Workflow Mapping?

How to Improve System Analysis

Focus on Critical Processes

Include your Team in the Charting Process

Clarify the Domains and Responsibilities

Be as Intricate as Possible

Benefits of Workflow Management

Boosting Efficiency

Nipping the Issues in the Bud

Provides Clarity

Identifies the “Why” before the “How”

A Great Example Patient Intake Cycle

How Optimized Workflow can Benefit Workers and Animals

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Some Facts about Mental Health in the Veterinarian Field

How can Veterinarian Managers Help Improve Mental Health Conditions?

Provide access to a Mental Health Crisis Center

Have Break Times and actively encourage Outdoor Exposure

Have monthly rewards for Social Performance

Provide Healthy Options at the Cafeteria

Gift them Sleep-Monitoring Equipment

What Should You Take Away?

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Issues faced by Veterinary Students during Externships

Tackling Emotionally Challenging Situations

Effective Time Management

Client communication

Applying Knowledge in Real-world Settings

How can Virtual Reality Help in Training?

Response under pressure

Simulation of common procedures

Training for rare or difficult procedures

Familiarity with new equipment

Collaborative training

The Risks and Limitations of using VR in the training of Vet Students

Emotional Desensitization

Limited Tactile Feedback

Limited application

Successful Development of VR for use in Veterinary Training

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Hydrogen: an Old Dog in a New Game

A Hydrogen Rainbow over the Renewable Waterfall

The Perfect Fit: why Pastoral Farms should make the Switch

Bake the Cake and Eat it too?

On-site Hydrogen Conversion

Hydrogen Outsourcing

Infrastructure

Safety and Regulation

Technological Solutions to drive Hydrogen Investment

Digital Twin Analysis

IoT Monitoring

Is the Balance of Power still in Favor of Hydrogen?

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Why is Decarbonization important in Livestock Farms?

What is Decarbonization?

Climate Mitigation through Energy Efficiency

Renewable Energy Usage

Solar Farms

Methane Converters

Sequestering or Offshoring

To Conclude

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Why is SEO Important for the Veterinary community?

Benefits of SEO for Animal Health Marketers

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