Practice Promotion

Re: Practice Promotion

Leigh Hinsley RVN NCert(BDev) MBVNA — Sun, 27 Feb 2011 13:35:25 GMT

Sounds like you know you're stuff already then. I'm hoping to convince our practice to invest in some pop up banners and other professional display tools so we can just rock up to community events and sell our wares so to speak. Ooo, also, something we've been doing which has proved REALLY popular is client education evenings. The only ones we've done so far have been equine ones about laminitis and gastric conditions and dental management - but each have had over 100 clients attend for a £3 charitable donation on the door. Drug companies love to sponsor these events so we rarely have to pay for room hire in the end and the clients LOVE them - they get to casually chat to the vets after and other clients with animals with similar problems. So we're rolling them out amongst small animal clients - probably on a smaller scale to start, but we're thinking arthritis, hyperthyroidism, diabetes, weight management. Even if its just to 20 or so clients, they feel they're really involved in their pets care and they're willing to spend more money once they understand the condition fully and how they can help with treatment.

Give it a go! Ooo we also have a pet health plan scheme where people pay monthly for worming, flea and injections and get discounts on other things for being a member. I must confess it hasn't took off as well as we hoped but I think thats down to poor structuring and marketing. People on my course said the schemes they run have been an over whelming success - you just need to get a structure that really sells itself!

Good luck! x

Re: Practice Promotion

Emma Purnell — Sun, 27 Feb 2011 12:46:41 GMT

Bonding clients is something the people at work are getting sick of hearing from me, it is something I am passionate about! I often seem to be on my way out and a client asks me a question in reception and the next thing I know it is half an hour later and we have a happy client who feels like the staff are going over and above (however exhausted said staff member is!!).

We are looking to start a discount scheme to help with those caring bonded clients, now I just need to find avenues to show the clients how much we care and what we do that they don't see - hopefully I can get some press publicity to show people all the bits we do above and beyond so that more clients can see it! We have done a few community events in the past but definately need to do more.

Re: Practice Promotion

Leigh Hinsley RVN NCert(BDev) MBVNA — Sun, 27 Feb 2011 00:45:35 GMT

[quote user="shelly jefferies"]

Word of mouth is the most important thing so making sure recpetion staff are polite and pleasant, also the small things like having pots of treats behind reception and giving visiting dogs a bit of fuss goes down well with owners and they will spread the word quickly.

[/quote]

I agree whole heartedly with this. Creating a bond with existing clients in order to reach out to knew clients should not be underestimated.

I'm going to go a bit technical here - I'm studying the nurses cerificate in business development and they said there to be careful with money off this and freebe that promotions because the majority of people attracted are in for the cheap stuff and won't come back when prices return to normal. The bulk buy discounts seem to be the best because that client must want to make an investment for the future, not just because its on special offer!

The course explains the difference between attracting any client and attracting good quality client i.e. responsible owners who believe in preventative healthcare and will want to buy from you, not the local pharmacy. To attract them - its all about quality of service. vet service is never usually the question unless you have poor vets, but its the staff around them that make a pleasent experience and make a client feel bonded to the practice.

Its always good to be seen within the community, so local events, fairs, carnivals, where you can have a stall, interact with potential clients as well as showcasing your practice away from the surgery is always a good idea.

And i think the fund raising things are always a good selling point - clients like practices with real heart, no just a building and set of people that are there to take their money!

Re: Practice Promotion

shelly jefferies — Sat, 26 Feb 2011 12:46:41 GMT

We have just started stocking proplan food and they do great loyalty schemes with collection cards, puppy and kitten packs with vouchers for free 3kg bags of food, loads of freebies at the moment we have car hammocks, towels, memory games and non-slip bowl holders do promotions with these and clients love it, we have doubled our lifestage food sales.

Trying to get in the paper can be difficult especially when seen as promoting self, I have found far more willing to include you with good story such as stray cat, impressive surgery etc and this in turn gives a good impression to potential clients. April is lungworm month by bayer and will supply you with press release equipment to go in local paper and newsletters.

Puppy parties are a good way to bond new clients, have you thought of trying to get local dog trainer or behaviouralist on board with you? We have our local behaviouralist cme to week one of our puppy classes she also runs training classes and most people sign up to classes with her to follow on after puppy parties, she also answerrs any specific questions on the night and in turn she recommends us to clients who register for her dog training classes.

Re: Practice Promotion

BengalcatRVN — Fri, 25 Feb 2011 16:15:18 GMT

[quote user="Emma Kerry"]

We struggle to get the local press to print anything about us currently, so I was thinking maybe running a series of events to try to get us into the public mindset... just need to try to pull up events!

[/quote]

The press can be a hard thing to get in to, but keep sending them stuff, and follow it up with phone calls, hopefully doing fundraisers and promotions and practice open days will mean you'll get in at some point, but you have to bug them endlessly! Went on a PR talk with my rotaract club and saw a good version of a press release.

We are currently doing "buy a years supply of flea/worming tx, get 10% off" and have a loyalty scheme with the food, buy 7 bags, get the 8th free. They have cards we stamp each time as well as it going on the records.

Get in on your local area's summer fates/community days and things, or local area have a community day, and I hope to get the clinic a stand this year as we are part of the community.

Sounds like your doing the right thing.

Re: Practice Promotion

Sarah Nicholas — Fri, 25 Feb 2011 14:32:57 GMT

We have had great feedback from our website as well as facebook page and twitter! I also do monthly newsletters which include our introduce a friend vouchers.

It's always worth making sure your website is up to date and easy to find etc...

Re: Practice Promotion

Emma Purnell — Fri, 25 Feb 2011 11:25:32 GMT

Thank you both!

We do most of those things already, I run all our clinics, write all our handouts (covered with the logo!) and we do offers on our worm and flea treatments although the food we currently don't - I will work on that! We also try to have monthly themes and offers, we need to press that more! I have also just set up puppy parties, so I am trying hard!

Re: Practice Promotion

julie cozze — Fri, 25 Feb 2011 10:07:39 GMT

Monthly promotions always work well too. Each month have a different thing ie 10% off microchips or wormers/neutering etc. Make sure you promote them well in the local paper and on your notice board. Good luck

Re: Practice Promotion

Geniverger — Thu, 24 Feb 2011 22:05:43 GMT

Reward schemes are always good. For example buy a 6-month supply of spot-on parasite treatment and get the worming tablet free, buy 5 bags of food get the 6th free, recommend a friend and get £10 off your next consult, that sort of thing. Financial incentives are always popular.

You could also run some puppy/kitten clinics for new clients - A double-appointment packed with everything they need to know and they have time to ask any and all questions about their new ball of fluff (and there are always lots of these!) If they get a great deal at their first appointment they're more likely to keep coming back. Puppy/kitten packs are also really good for client loyalty. Hills do samples of Vet Essentials which are perfect if you stock them.

You could also put together a welcome letter for new clients explaining who you are, a bit about the company, what services you offer, contact details etc. We started doing these a year ago and have had a lot of positive feedback.

You need to think of your practice's unique selling point. Is the new practice purpose-built, white and clinical-looking and yours is a converted building? Promote your practice as a friendly, comforting, homely environment. Other way around? You're a new, modern, purpose-built surgery! Promote any extras your staff are knowledgeable in, like acupuncture, nutrition, behaviour/training, things like that. Anything that will give you an edge.

Also, getting your company's logo one every letterhead, fax, post-op/pre-op form, nutrition recommendation and such will have an effect on promotion - It will give the impression your company is organised, well-run and proud to put its name to all of its literature. Small things like that have a real impact. Subliminal advertising, innit!