The team at Lodi Veterinary Hospital in Lodi, Wis., beat out more than 75 other U.S. practices to take first place in the 2009 Hills Pet Dental Awareness Contest. As the contest winners, the team will receive a check for $2,000 to help continue its pioneering efforts in pet dental health. The team's main focus is client education, says Jennifer Borgen, CVT. "This is the true key to our success," she says. Another notable key: free dental exams, year-round.

"The exams get pet owners, especially phone shoppers, excited to meet the staff, and it gives us a chance to raise their awareness about the importance of pet dental health," Borgen says. The complimentary tooth checks significantly increased the number of dental cleanings—and thus healthy pets—and also were a big draw for new clients. "We were easily able to make up the cost of our complimentary dental exams with the revenue produced from our dental treatments and increased client base," Borgen says. "The offer is a win for everyone."