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I'm the proud owner of a 20-year-old Trakehner gelding named Pan. Pan came into my life ten years ago through one of those rare, right-place-at-the-right-time moments—and soon became my dream dressage horse. Level-headed, sensitive, and talented enough to compete at larger dressage shows, Pan and I built a successful partnership. As an older horse, I knew some health concerns would eventually arise. So when my equine dentist expressed concern during a routine exam this spring, I wasn't entirely surprised. But what he found was completely unexpected. "I think Pan may have EOTRH." "Um…what?" Until that moment, I had never heard of EOTRH—a dental condition that primarily affects older horses. What is EOTRH in Horses?EOTRH (Equine Odontoclastic Tooth Resorption and Hypercementosis) is a progressive dental condition most commonly seen in older horses, typically those 15 years of age or older. The exact cause of EOTRH is unknown, although some theories suggest a link to bacteria frequently found in the mouths of horses with EOTRH. Age and genetics may play a role, as the condition is common in older horses, particularly Warmbloods and Thoroughbreds. In horses with EOTRH, the roots of the incisors—and sometimes the canine teeth—begin to dissolve in a process called resorption. As the roots weaken, the body produces cementum, a calcified tissue that tries to stabilize the tooth. This results in hypercementosis — an overproduction of this calcified tissue— often visible as bulbous swellings around the roots of the affected teeth. As the condition worsens, the teeth become increasingly unstable. In more advanced cases, infections, abscesses, and tooth fractures occur. These changes often develop gradually, making them easy to miss until the condition becomes more severe. Signs and Symptoms of EOTRH in HorsesHorses with EOTRH often show few obvious signs early on, making the condition easy to overlook. In my horse's case, nothing seemed unusual in his behavior. As the disease progresses, however, noticeable signs can develop. One of the earliest is a reluctance to bite down on hard treats like carrots or apples. Other signs may include:
This is part of what makes the condition so challenging to identify early—clinical signs tend to lag behind disease progression. For this reason, imaging plays a crucial role in early diagnosis. Diagnosing EOTRH in HorsesBecause EOTRH in horses begins beneath the gumline and early clinical signs are minimal, it often goes unnoticed in its initial stages. As a result, EOTRH is often first identified during routine dental examinations. This is exactly how my horse's diagnosis unfolded this spring — the dental exam raised the concern; without it, I would not have recognized a problem. During an oral examination, a veterinarian or equine dental practitioner looks closely at each tooth for subtle changes, such as tiny, pinprick-sized lesions along the gumline or the early signs of hypercementosis. While these findings may raise suspicion, they are not always definitive. Dental radiographs are essential for confirming the diagnosis. They allow the practitioner to evaluate changes below the gum, including tooth root resorption, abnormal cementum deposits, and the extent of disease progression. In many cases, radiographic changes are present before clinical signs develop. Treating EOTRH in HorsesEOTRH is a progressive condition that cannot be reversed, so treatment focuses on managing pain and improving quality of life. In most cases, the most effective approach is extraction of the affected teeth, either all at once or in stages. A veterinarian typically performs the procedure under heavy standing sedation, using regional nerve blocks to keep the horse comfortable. Post-operative care generally includes several days of pain management, and riding with a bit is usually restricted for about two weeks to allow the gums to heal. Horses tend to respond very well to tooth extraction. During recovery—often four to six weeks—they can transition to soft feeds such as mashes before gradually returning to normal forage. Many horses show a noticeable improvement in comfort and attitude once painful teeth are removed and can return to pasture grazing. Even without incisors, horses can grasp forage with their lips and tongue and keep chewing with their cheek teeth. For horse owners, the idea of tooth extraction can sound extreme—but in the case of EOTRH, it is often the step that brings the greatest relief. My Experience with EOTRHAs expected with the progression of this disease, my horse, Pan, is scheduled for tooth extractions shortly. Because his radiographs showed minimal to moderate resorption in most of his incisors, the current plan is to remove his two lower outer incisors. EOTRH progresses differently in every horse, so I'm hopeful Pan's progression will be slow—but, as with many conditions like this, time will ultimately tell. In the meantime, my equine dentist has recommended a proactive management plan, including biannual exams and annual radiographs, unless any behavioral changes suggest the need for earlier intervention. What this experience has reinforced for me—both as a horse owner and as an animal health copywriter—is how quietly conditions like EOTRH can develop, and how important clear, early, informed communication can be. Until this year, I had never heard of EOTRH. Now, I'm actively managing it with my horse. That shift—from unfamiliar term to real-world concern—is one I know many animal health companies are trying to bridge for their audiences every day. And like many equine health conditions, the earlier those conversations start, the better the outcome—for both horses and the people who care for them. Frequently Asked Questions About EOTRH in HorsesHere are answers to some common questions horse owners ask about EOTRH. What causes EOTRH in horses? The exact cause is unknown, though bacteria, age, and genetics may play a role. Is EOTRH painful for horses? Yes—especially in advanced stages, when tooth instability and infection develop. Can horses eat normally after tooth extraction? Most horses adapt very well and return to normal grazing after recovery. Suzanne Quigley is an animal health copywriter specializing in long-form content for distributors, vendors, and pharmaceutical companies. Learn more about her work at Suzanne Quigley Copywriter. To discuss a project, contact her at [email protected] or call 508-277-4929.
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 Regional limb perfusion.
Thermo-neutral zone. If you’re a veterinarian, these technical terms are part of your vocabulary. But the average reader who’s not a veterinary professional, will that person know their meanings? Chances are they won’t, and if you fail to define or explain technical terms in your content, you could be losing out on building or growing your customer base. If your aim as an animal health business or veterinarian is to offer a product or service to non-technical consumers through your content, sharing your knowledge is essential. That includes getting your audience up to speed with veterinary jargon. Why Explaining Technical Veterinary Terms Matters for Non-Technical Audiences Technical veterinary terms are unavoidable when writing about animal health, which isn’t a problem if veterinarians are your primary audience. However, technical language can create confusion and frustration when your audience isn’t part of that group, making your content less valuable. Bridging the Knowledge Gap Animal owners and caretakers constantly seek information to educate themselves on how to better care for their animals. When you include jargon like “regional limb perfusion” or “thermo-neutral zone” in your writing without explanation, it can leave readers bewildered. Explaining these words in less technical language bridges the gap by translating expert terminology into everyday understanding. This transformation enlightens the layperson audience by offering a more digestible, relatable depiction of their topic of interest. With this fuller comprehension, they can make better health decisions about their animals. Building Trust and Credibility Readers appreciate precise communication - it builds credibility. If you’re viewed as credible, the audience is more likely to trust your advice. Explaining complex terms demonstrates your conviction to educate so they can achieve a sufficient grasp. And they recognize that you’re not just in it to showcase your expertise. Enhancing Engagement and Retention Understandable, helpful content will likely be read, shared, and remembered. Simplifying technical terms is one way to keep readers reading rather than clicking away in frustration. It also makes them more likely to return for future content. How to Simplify Without Oversimplifying
In short, explaining technical veterinary terms is essential for making animal health information valuable, worthwhile, and educational. Doing so ensures that your less technical or scientific audience will walk away informed, confident, and ready to provide the best care for their animals. And ready to do business with you. Thank you for reading this post! If you need a non-veterinary “expert” to decode your prose, have questions about what I do, or are ready to collaborate, please get in touch with me at [email protected] or 508-277-4929.  GMHA 2024 - Suzanne & Pan It's been a while since I've shared my thoughts here, so let me reintroduce myself.
I'm Suzanne Quigley, a copywriter who 'gets the word out' for animal health companies in a straightforward, clear, and unambiguous style. Whether you're developing a vaccine, creating nutritional supplements, or conducting research to help livestock producers better manage and care for their animals, I aim to clarify what you're doing, why you're doing it, and why it matters to the people who need your solutions most. The animal health industry is crowded and competitive, with stringent regulations. These challenges can become obstacles and interfere with your ability to connect with your customers. That's why no-nonsense communication is essential. This is where I come in. I know that discussing the efficacy of a new antimicrobial isn't the same as writing about a trendy equine product. I also know how important it is to connect with audiences on their level, whether scientific, informational, or emotional. I'm also a firm believer in using detail in writing and being willing to explain things. There's no such thing as too much information for the right audience. Any experienced copywriter knows the adage, 'Specificity sells.' And why does it sell? Because it demonstrates that you know your stuff! Banal generic writing is weak and, frankly, uninteresting. Crisp, clear writing that explains, educates and enlightens is information gold to the appropriate reader. And in the animal health realm, information gold stands out from the rest. (For that matter, it stands out in any realm!) Do you want your content to be pure gold instead of mediocre gold-plated? Whether it's a refresh of website copy or compelling articles to establish your expertise, introduce your product or service, or explain research findings, I can help. What are your content goals? Do you want to highlight your breakthroughs or drive meaningful connections with your audience? Does your content need to be updated to be more user—and brand-relevant? Maybe you don't know your content needs, but if I've piqued your interest, let's talk! Thank you for reading this post. If you have questions about what I do or are ready to collaborate, please get in touch with me at [email protected] or 508-277-4929.  This month’s newsletter discusses a little pet peeve of mine (so humor me, please).
This minor annoyance became rooted in my background as a technical writer. As a tech writer, I wrote a lot of software user manuals, mainly the sections instructing users how to use the software. I had to document every. single. step. Drilling down to that level of detail was crucial because otherwise, leaving out the tiniest fragment of information would frustrate the user. I mean, these days, who hasn’t been confronted with assembly instructions that aren’t even specific to the product in front of you? You make your best guess, and keep your fingers crossed! Having had this experience more than once taught me never to assume my audience had a certain level of knowledge and to fully and clearly explain EVERYTHING. As a copywriter, I find in-depth explanations essential, especially if the content is supposed to be educational and informative. So, as you endeavor to explain a concept, idea, procedure, or whatever in your writing – and here’s my gripe -- don’t forget to define any acronyms or initialisms. There, I said it. And now I feel better. What’s an acronym? It’s when the first letters from a phrase or group of words are strung together and then pronounced as a word. Two well-known examples are SIRI (Speech Interpretation and Recognition Interface) and NASA (National Aeronautics and Space Administration). Initialisms are similar in structure to acronyms but differ because each letter is pronounced separately. An example is PCR (polymerase chain reaction), pronounced pee-see-are. It may not seem like a big deal, but it can ruin the moment as readers stumble across these acronyms or initialisms and don’t know what they stand for. If you intend to teach with your content, don’t hold back on sharing your knowledge! Suzanne Quigley is a copywriter specializing in veterinary, equine, and animal health markets. If you need a copywriter experienced in blogging, case studies, white papers, web content, SEO, and more, contact her at 508-277-4929 or [email protected].  As I write this blog post, 2023 has dwindled to a matter of hours. And most likely, by the time you read it, 2024 will have pushed 2023 aside to assume the spotlight. Happy New Year! So, my question is: Did you keep your 2023 New Year’s resolutions? You know, the ones related to marketing your veterinary business? Like stepping up your content marketing. (Uh oh, your silence speaks volumes …) Don’t feel bad if you’ve failed to follow through with your marketing resolutions; my point isn’t to scold you. My point is to nudge you into awareness that you should make them. Just like you would personal ones. That is, assuming you’re one of the 41% of Americans who do make New Year’s resolutions. If you want your veterinary business to grow and thrive, promoting it is a must-do! Start Small with Simple Resolutions First things first, though, before you dive in, define your goals.
What are you looking to achieve with content marketing? Increase brand awareness? Attract more clients? Educate pet owners? Or promote services? Clarifying your goals will help develop your strategy. Since content marketing is long-term, your best approach is to start small. You’ll risk being overwhelmed and accomplishing nothing if you're too ambitious. For example, you could resolve to start a blog and aim to post once a month. I recently created a content-writing checklist. These ten tips guide your content creation process, especially if you’re stuck on blog post ideas. Maybe you’ve been considering an email newsletter. 2024 is your year! Email marketing is a cost-effective way to market and build lasting relationships. You can share helpful information about your products and services and promote exclusive deals. Even better, you can personalize email content to targeted segments of your clients. Here’s a post that explains how to write an email that gets results. As 2023 winds down and the new year awaits, everyone thinks about that fresh start. Why not resolve to make 2024 the year content marketing finally gets the attention it deserves? That gym membership can wait until next year! Suzanne Quigley is a copywriter specializing in veterinary, equine, and animal health markets. If you need a copywriter experienced in blogging, case studies, white papers, web content, SEO, and more, contact her at 508-277-4929 or [email protected]. |