Midmark approached the owners and staff of the five veterinary hospitals who participated in ourstudy and asked how they were doing in the dentistry department of their practice. To a person, theresponses spoke favorably of their dental case load, the number of cases they were doing daily andweekly. In fact, some exclaimed they were “booked out” for weeks. In order to accurately measurethe impact of the improvements we were making as part of our proposed program, we asked forspecifics: exactly how many dental procedures did you perform last year? What was your dentalrevenue? How did it compare to practice revenue?
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