Take the fear out of diagnostics
If your procedures leave pets petrified, isn’t it time to try something else?
I vividly remember a Tuesday morning many years ago. I woke up incredibly sore and tired, and I had no recollection of why I felt that way. I hadn’t worked out recently and, although I had two heavy toddlers, the previous days were the same routine — no heavy lifting or theme park toting. And […]
Choose your words carefully
Talk the Talk
Clients don’t respond well to lectures. Strive to partner with them for the good of the patient, and remember to ask open-ended questions to jump-start conversations.
Last summer a friend and I had a conversation about nutrition for her dogs. Well, at the time I thought it was a conversation. She was feeding a boutique brand of food because of the supposed benefits, which to me sounded like nifty marketing rather than real science. Of course, I jumped on the opportunity […]
Raise your standards
Talk the Talk
Authentic, personalized client service will differentiate your practice.
We can all think of a business where an employee told us to “Have a nice day” as we left. Years ago, I imagine, the phrase “Have a nice day” was meaningful. At its best, the phrase conveys politeness and indicates that an employee has had basic customer service training. At its worst, it can […]
The forgotten feline
Too many veterinary practices focus on dogs in their marketing efforts. Cats and their owners deserve your attention.
The relationships we form with animals are something of a spiritual experience. The way they sense our emotions, or how we read their moods just by looking at their eyes, hint at an extraordinary connection. Despite our love of animals and pets, and their constant representation on websites and social media channels, I’ve found that […]
Find the root cause
Fearful and anxious body language is not always behavioral in origin. In some cases, disease is the culprit.
Although this column focuses on the emotional health of our patients and how that can translate into more compliant clients and better business, like many of you I’m a clinician at heart. The better we can use all our diagnostic skills, including recognizing and interpreting canine body language, the more thorough we can be in […]
A dusty old website is a turnoff to visitors, so spruce it up now to connect with potential clients and engage your regulars.
Now that millennials have surpassed baby boomers as the largest pet-owning group, there’s more reason than ever for your veterinary practice to up its online game. Any marketing-savvy practice knows that this objective requires the dedicated resources of a knowledgeable practice team member or a competent outsourced service. But once you have that go-to person […]
Talk the Talk
Confident financial conversations are a team effort and serve to prioritize the pet.
Ten years ago, I gave a conference presentation on the still-relevant topic “Talking to Clients About Treatment Plans and Fees.” The catalyst for this article is what I’ve witnessed recently while working with several excellent practice teams: a focus on giving options to clients and saving money rather than concentrating on patient advocacy and the […]
Make every post count
A passive approach to Facebook won’t win you any fans. You need to engage with your audience through content that is fresh, inviting and enjoyable.
Facebook isn’t just a social media platform, it’s THE social media platform. Despite recent tremors that have invoked fundamental questions as to what responsibility Facebook has to monitor both users and content, Facebook users worldwide have steadily increased every year since 2008. In fact, as of the third quarter of 2018, Facebook had 2.27 billion […]
From critic to coach
Turn hostility into harmony by responding proactively, rather than reactively, when conflict arises.
What if you had the power to turn hostile situations into constructive conversation? You already do. You’re called upon to deliver bad news to clients, reprimand employees, and diffuse difficult people and situations. Issac Newton said, “Tact is the knack of making a point without making an enemy.” As a leader, you want to do […]
Stamp out email
Marketing to in-boxes delivers hideous open rates, so why not do something that is sure to grab the attention of an existing or potential client? Try old-fashioned direct mail.
We’ve all have heard the phrases “You get what you pay for” and “Penny wise and pound foolish.” Whatever expression you prefer, the message is the same: What you put out is what you get back. That being said, emails are free for a reason. Not too long ago, the amount of daily mail received […]