Statistics about clinical data is lacking in Uruguay. Herein, we present an account of canine behavioral problems recorded from different sources: a) clinical reports on canine behaviour, from 30 veterinary clinics in Montevideo city from 2005 to 2007 (n = 179); b) records of dog attacks to people (n = 992) reported at the Servicio de Atención al Mordido (Ministerio de Salud Pública, same period); and c) conflicts from records of Comisión Nacional Honoraria de Zoonosis (n = 44,000). Based on these data we discus common behavioral problems, types of aggression involved, the frequency of male / female, if they were neutered or not and the age at the onset of the first episodes of aggression. For each record we obtained an aggressive risk factor associated to breed. The results are consistent with international reports, where the aggression was the most common behavioral problem (58.9%), and dominance aggression has the highest proportion (56%). The RDPCC records revealed that the proportion of animals involved in aggression is similar in both genders. However, SAM-MSP records showed that males (71%) were a significantly greater proportion than females (29%). Our data from RDPCC showed that 100% of males involved in aggression towards people were whole, while 38.5% females were castrated. The first signs of canine aggression towards people were observed in first year of life in 56.5% of cases. On the other hand, while the RDPCC record suggests that Cocker breed tended to show more attacks of aggression toward people, the SAMMSP record pointed to the German Shepher as the more aggressive breed. The Rottweiler and Uruguayan Cimarron, occupied the first and third place respectively in the aggressive risk factor rank associated to breed, both in RDPCC and SAM-MSP set of records. This is the first descriptive work on dog behavior problems and aggression in Montevideo, where also is shows the implication of the Cimarron uruguayo race in aggression.

Aggression is the most common dog behavioral problem, with important implications for public health. The aim of this study was to determine the perception of veterinarian clinicians of Montevideo regarding canine aggression, the sex effect, and the main breeds involved. One hundred veterinary clinics of Montevideo city were randomly selected to complete a survey about aggressiveness in dogs. Most veterinarians opined that males are more involved than females in canine aggression and that the Pit bull, the German Shepherd, and Uruguayan Cimarron breeds were the most involved in both types of aggression considered (between canines and towards people), while the Cocker Spaniel breed was involved in aggression towards humans and the Rottweiler breed in aggression between dogs. This work highlights that both veterinarians and other experts within the community identify the Uruguayan Cimarron as being aggressive, which indicates that the behavior of this breed may be of particular concern.

With this chapter, the authors intend to understand the importance of brand management (specifically rebranding) in specific contexts of medical tourism and health and wellness. The case study will include an example of the medical tourism segment in Portugal. This research is particularly relevant for Portugal because it is necessary to ensure the sustainability of the health system, as health expenditures are mostly publicly funded. Models and best rebranding practices will be studied in the health and wellness sector in Portugal (e.g., medical tourism). The chapter starts with a conceptual framework based on branding and rebranding models. From this theoretical base, the concepts and models are derived. This study aims at discussing brand management in healthcare management and medical tourism contexts. From an interdisciplinary perspective, this research brings together inputs from relationship marketing, medical tourism, and healthcare management (service excellence).