practice manager presentation jan 2012

Steve Birkett& Ed Fegan January 11, 2011

Getting the Phone to Ring

http://www.google.com/imgres?hl=en&sa=X&rlz=1T4ADSA_enUS445US447&biw=1821&bih=855&tbm=isch&prmd=imvns&tbnid=cMiKj5vgg1Xj8M:&imgrefurl=http://www.heathsidevets.co.uk/62/veterinary-nurses&docid=XSGLJ3b5_UdcuM&imgurl=http://www.heathsidevets.co.uk/userfiles/image/staff/staff-nadine-sills.jpg&w=360&h=393&ei=rscFT5nHGoXo0QG1r5ypAg&zoom=1


So the Door

Swings

http://www.google.com/imgres?q=dog+entering+veterinary+hospital&start=358&um=1&hl=en&qscrl=1&nord=1&rlz=1T4ADSA_enUS445US447&biw=1821&bih=855&tbm=isch&tbnid=lYkYSAuQogclVM:&imgrefurl=http://www.avma.org/onlnews/default_110901.asp&docid=ZYecuSPDjX5WgM&imgurl=http://www.avma.org/onlnews/javma/sep11/images/index_lead_110901.jpg&w=175&h=216&ei=m8sFT7LUC6T00gGp4cjKDA&zoom=1&chk=sbg&iact=rc&dur=467&sig=107391007193823918243&page=11&tbnh=144&tbnw=114&ndsp=36&ved=1t:429,r:3,s:358&tx=26&ty=70


And the Cash Register

goes‘Ka-Ching’

http://www.google.com/imgres?q=cash+register+clip+art&um=1&hl=en&qscrl=1&nord=1&rlz=1T4ADSA_enUS445US447&biw=1821&bih=855&tbm=isch&tbnid=k1eor6gNDeCfFM:&imgrefurl=http://www.clipartheaven.com/show/clipart/money/cash_register_1-gif.html&docid=4Vzqyr2JABW3CM&imgurl=http://www.clipartheaven.com/clipart/money/cash_register_1.gif&w=490&h=405&ei=VcwFT53mN4rt0gH0o6m9CQ&zoom=1


Increasing the number of

Patient Visits


Recent Study Findings

1. Owner-Pet Bond Compliance

2. Cats

3. Recession

4. Fragmentation


Recent Study Findings

5. Internet

6. Clients not understanding need

for preventive care

7. Sticker Shock “Perceptions and Attitudes of Pet Owners: The Impact of the Bond” BNR Research May 2007

Bayer Veterinary Care Usage Study“The Decline of Veterinary Visits and How to Reverse the

Trend”©2011 Bayer Healthcare


Our Goal:

To clearly and consistently

communicate what we do so we

obtain and retain clients and

their pets.


Benefits & Value

Value=Benefits

Cost


Benefits & Values

Benefits

Understand difference between

Features & Benefits

Client must know it’s a Benefit

Not every client values benefits the

same


Benefits & Value

Value

Value must be > 1

Value of service must exceed

alternatives, especially when

client has limited funds


Planning Factors

Why Do They Come?

Who Comes?


Why do they come?

Veterinary Services

Sick/Injured

Preventive Care

Elective Surgeries

Consultations

Other


Who Comes? – Patients

Species

Breeds

Needs


Who Comes? - Clients Demographics

Psychographics


Patient/Client Lifecycle Returning Patients

New

Pet Dies

Patient/Client

Lifecycle

Reactivate

Leave


Returning Patients

Easier and less expensive to get

patients to return than getting

new patients


Returning Patients

1. Educate Clients on services

you offer

2. Reminder System

3. Make it easy to contact you

4. Stay in contact with Clients


New

1. Location, Location, Location

2. Referrals

3. Employees

4. Phone Book


New

5. Internet

6. Advertising

7. Publicity

8. New Patient/Existing Client


Why clients leave

Move

Unhappy with price (value)

Unhappy with service/product

Unhappy how they were treated

Failure to communicate need


Reactivating Patients/Clients

Have a system

Don’t wait too long


Patient Dies

How we can influence pet longevity

Preventive Veterinary Care

Importance of our lifestyle

recommendations


Communicating

Location, Location, Location

Sign

Landscaping

Maintenance

Other


Phone Book

Why still relevant

Internet

Standing out from the crowd


Internet

Website & Landing Pages

+ SEO – Search Engine Optimization

+ Conversion Architecture


Internet

Social Media

+ Facebook

+ YouTube

+ Twitter


Internet

Email

+ Reminders

+ Newsletters

+ Targeted mail

+ Follow-ups


Sample Email Newsletter


Advertising

Direct Mail

Newspaper

Television

Radio


Brochures, Business Cards and

Educational Materials

General Brochure

SpecialBrochures

Business Cards


Education


Publicity

Community Involvement

Tours

Seminars

Press Releases


Sample Plan