Know-How Exchange : Strategy

tmacbeth...

Not my specialist area, I must admit, but my daughter is currently studying veterinary medicine in the UK and she pointed me to a couple of websites that specialise in web marketing for vets in the UK:

https://www.vetsite.info/

https://www.vetclick.com/practice-website/

I don't know how relevant they are to the Canadian situation, but you might find them of interest.

Good luck,
Bob

I've had the pleasure of working with several Veterinary practices and would ask why you're seeking to attract 'new' clients rather than 'up-sell' and 'cross-sell' the existing clients of this practice?

In my experience, there are so many missed opportunities for additional revenues in the existing clientbase that seeking to attract 'new' prospects when "there's gold in them thar files" just flies in the face of reason.

One thing I've found quite helpful is to set up a promotional calendar based on all the service capabilities of the practice and then use that to target communications -- educational more than promotional -- to those clients who can best appreciate, value and respond to the practice capabilities.

For example, dogs and cats over 7 years old are technically 'geriatric' and additional blood work is indicated to identify and forestall a host of complications that can be so easily avoided and so costly if they are not.

A timely mailing (or, as Olivier rightly suggests!) a permissioned email, sent just prior to the next routine visit can stimulate a discussion between the client and doctor about this kind of service.

Or, take a common procedure -- e.g. dental prophy (cleaning) which is extremely important and often not discussed, delivered and, therefore, not healthy for the pet or profitable for the practice. Cleanings are one of the 'up-sell' / 'cross-sell' opportunities that is really a good profit-center and one of the best investments a client can make in keeping their pets healthy, too. Win-Win all around. But, often not done because docs don't talk about it and clients don't ask.

Remember that clients are ignorant and docs aren't comfortable selling! Thus, facilitating communication and awareness with clients is almost an ethical requirement to fulfill the professional's obligation to the patients and their clients.

I have other ideas for you -- feel free to contact me if you like.

You might also check out Veterinary Economics: https://www.vetmedpub.com/ve/.

In the US, this is THE monthly practice publication and chock-full of great ideas on Veterinary practice development and staff management. I've subscribed to it now for some years and find it's ideas are so transferrable to other kinds of professional practices and service firms that it's been one of the best investments I've made in my business.

Good luck with that Canadian client of yours . . . Veterinary medicine is a noble calling -- get the word out and the pets in . . . to the clinic! ;-)

Bill