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Ten Tips to Increase Veterinarian Sales

Posted by Joe Gargiulo | Fri, Jan 29, 2016 @ 11:00 AM
Pet owners across America vary in lifestyles and personal philosophies, but most would agree that their dogs and cats, and for some — horses, goats, sheep and potbelly pigs — are in fact, family members. The love and protective instincts shared by pet owners provide one degree of separation between them and those who believe “they’re just animals.” 

Love of pets is simultaneously a blessing and a curse to clients and veterinarians alike. Pets can bring enormous joy to humans, but their relatively short lifecycles place caring people in the position of having to make tough decisions.

veterinarian salesVeterinarians can greatly improve their sales by integrating a plethora of “best practices” starting with a few of the basics aimed at assisting clients and their pets.

1. Reduce Client Stress

One of the most gut-wrenching and helpless moments is when doctors phone clients with test results indicating a life-threatening or terminal illness. During those times, pet owners are best served by vets who help reduce stress for them and their pets. Clients want to know all of the options and costs before they make a decision. Overcome with emotion, even the most linear-thinking client may have trouble absorbing medical terminology and scenarios, so it’s critical to briefly explain each procedure, the reasons for it, and the potential results. If necessary, explain it a second time — it’s that important.

Clients appreciate vets who spend the time to reach clarity while a warm “bedside manner” can establish favorable product differentiation between one practitioner and another. Following serious procedures, staff members should make two or three follow-up calls to confirm a successful recovery.

2. Improve Office Communications

Observing a well-synchronized medical office can be like watching a world-class ballet or an auto-racing pit crew in action. Clients may not be conscious of the nuts and bolts, but they certainly appreciate promptness and efficiency. Such attention to detail begins and ends with excellent internal communications among all of the departments. Establish procedures for verbal and documented communications; fine-tune them for your practice’s specific needs; and improve them as needed. Feedback from the entire staff in this realm should always be welcome.

Using software such as evetpractice.com is essential in today’s fast-paced business climate. Several of its components are geared toward internal and external communications (e.g. customer service, multimedia reminders, and a client portal), and it will help everyone in the practice do what they do best — provide TLC for pets and pet owners.

3. Improve Public Presence

This area could certainly qualify as an entire article or even a book, but for the purpose of brevity, start with the basics such as the company website and social media.

Is the website easy to navigate? Is the information current? Can clients find contact info during a crisis? Does the site express the heart and soul of the organization? Does it mention the features, benefits, and advantages of special services or instruments? Is it static or is there an active presence such as a daily or weekly blog article written by one of the veterinarians? Does it have an employee section highlighting your most valuable resource?

Increase veterinarian salesOn the subject of a blog, can it double as a monthly column in a local newspaper? Of course, not everyone is qualified to write for the media, so be sure to consult with a professional to make sure the article is journalistically sound and has a compelling lead paragraph.

In the realm of social media, does the office have accounts with Facebook, Twitter, LinkedIn, Pinterest, YouTube and Instagram and is a qualified person making regular entries? Post successful animal updates on Facebook; create different breed boards on Pinterest; capture tail-wagging, face-licking moments on Instagram; and use LinkedIn to make professional connections. FYI: animal videos are one of the top search categories on YouTube.

4. Client Education

An ongoing client education program is a great way to keep the channels of communication open and embellish the dialogue between doctor and client. Perhaps there are areas of expertise that the veterinarian(s) can share with clients during well-promoted educational clinics. Find out their needs by using surveys offered on the website or via email or postcard, or target a need that everyone shares such as “How to Trim Claws and Remain Friends with Your Cat.”

Produce annual open houses and invite all clients and their friends. Include a few scheduled events for those wanting structure (such as a facilities tour), but be sure to make it casual for clients wanting less formality. This would be a great time to introduce partners in alternative medicine (see below).

5. Good Nutrition Equals Good Medicine

Feeding pets is part of every client’s daily routine, but how often do vets ask, “What type or brand of food are you giving your animals?” This can be a sensitive subject for clients purchasing the least expensive pet food, but there is certainly a tactful approach to suggesting holistic products that provide better nutrition sans harmful ingredients such as preservatives or food dyes. The learning curve can be overwhelming, but it is rewarding. Sites such as The Dog Food Project provide a solid foundation for education and sharing.

6. Alternative Medicine

From acupuncture to chiropractic or massage therapy to homeopathy, many areas of the US have practitioners specializing in alternative pet medicine. The rationale, of course, is that the services work for humans, so why wouldn’t they help pets?

This approach presents a great opportunity to partner with a specialist in a cooperative marketing venture. Include a list of specialists on the company web site, and keep their brochures in the waiting room or lobby. They should reciprocate the gesture. Invite one or two specialists to each open house for them to conduct demos or brief treatments.

7. Offer Free Exams to New Rescues

This is great opportunity to reach new clients and underline the practice’s commitment to serving the community. Post this service on the company web site and spread the word to all local shelters and rescue orgs via email and phone call. It would be beneficial to deliver a two-side rack card (4”x9”) featuring this service to all of those orgs as well.

8. Special Rates for Non-Urgent Emergency Visits

veterinary practice salesFaced with the specter of paying full price for questionable office visits, many clients apply a “wait and see” approach to minor ailments such as redness between claws, skin irritations or bug bites. Consider offering a discounted rate for a list of minor ailments to encourage office visits.

This is a win-win for clients, pets and vets. Clients receive peace of mind as they find out the degree of the problem; pets receive proper care, whether it is minor or serious; and vets provide a needed service for minor injuries with the potential of increasing sales should the situation warrant greater treatment.

9. Discounts for Referrals

A referral from an existing client is a compliment representing years of potential revenue. Sometimes a “thank you” is not enough, so showing appreciation with a discount coupon or free service is a great way to spread the love and encourage subsequent visits.

10. Offer Payment Solutions to Clients

A huge part of the client stress attached to serious pet ailments (see 1. Reduce Client Stress above) is the high cost of testing, surgical procedures or hospitalization. During times of need, some clients may be left with the burden of not being able to afford such treatments, so presenting creative payment solutions is essential.

CrossCheck’s Multiple Check service provides payment options that will encourage them to accept your recommended services as needed, particularly in emergency situations. Download our free guide to increase sales in your office.

Topics: Veterinarians, Increase Sales

Written by Joe Gargiulo

Marketing Specialist Joe Gargiulo has 25-plus years in marketing, communications and copy writing. As a writer, he enjoys connecting story leads to all aspects of the human experience.