Office Management

Is an integral part of the success of a practice

2-3% of a monthly budget should be allocated to marketing.

Some types of marketing are done without conscious thought. Client education Clean facilities Dedicated and caring staff

Goal of the practice is to offer high quality medicine regardless of the specials that may be offered by the companies.

Marketing techniques and specials should be analyzed to ensure they are in line with the practice’s mission, goals and practice philosophies.

Marketing strategies must be analyzed on a yearly basis, making changes where needed.

S=strengthsW=weaknessesO= opportunitiesT= threats

Can help a practice determine what makes it unique.

Product Includes both professional services and products

that the practice sells. Place

Should be conveniently located with easy access Price

Should offer products and services at competitive prices

Promotion Mechanism used to promote products and

services within and outside the veterinary practice

May include advertisements, newsletters, etc. Need to let public know what makes the clinic

or practice unique.

Directed at current clients Postcards Callbacks Reminders Rechecks Welcome kits/DVDs Contests/competititions Photos in clinic of clients and pets Bandanas, etc

Defining the practice with a logo, phrase and/or hospital name.

Want a clear association between brand and clinic.

Should be placed on every item that has practice name.

Focuses on clients clinic already has and establishes a confidence in the team.

Should be done only after a cost vs. benefit ratio has determined that cost of marketing will be covered by return business.

Client education and client education materials is key in indirect marketing.

Maintaining a clean facility Wearing name tags or having board showing

credentials. Addressing clients by name Client communication Target marketing

Dental month Weight control Heartworm awareness, etc

Veterinary community has been slow to adopt.

Techniques must be kept fair and ethical as per AVMA code.

Advertising Feedback mechanisms can be used to

determine effectiveness of marketing techniques.

Clinic participation in community events may also serve as a marketing tool.

Newspaper articles.

Many organizations will seek donations.

Set aside a specific amount of money to be utilized for this.

Gift certificates may not be utilized or may be utilized by a non-client so more effective for clinic.

Increasingly become a vital link to veterinary practice

Provide information on practiceCan be fun, educational, and

engaging.Should always appear professional

and be updated frequently.

Used when clients are placed on hold to convey messages while the client is holding.

Can be programmed to meet clinic’s specific needs.

Marketing techniques will not overcome the effects of poor client relations within a practice.

The exam room is the center of marketing efforts.

Repetitive, consistent information must be provided to clients to increase client compliance.

Listening to clientsPositive body languageClient communicationClient education

http://www.youtube.com/watch?v=reWMJA4sXi8&feature=related