Marketing Flashcards
1
Q
Dietary
A
A regulated daily food allowance.
2
Q
Direct Marketing
A
A type of advertising campaign that seeks to elicit an action (such as an order, a visit to a store or Web site, or a request for further information) from a selected group of consumers in response to a communication from the marketer.
3
Q
Diversity Marketing
A
Promoting new products of services to new markets
4
Q
External Marketing
A
Written or verbal communication that is aimed at attracting new clients.
5
Q
Client Survey
A
Customer polling to identify their level of satisfaction with an existing product, and to discover their express and hidden needs and expectations for new or proposed products and services.
6
Q
Compliance
A
Measure of whether pets actually receive the care that has been recommended by their veterinarian.
7
Q
Demographics
A
Description of the vital statistics or objective and quantifiable characteristics of a population.
8
Q
Business Image
A
A company’s reputation. The “image” is what the public is supposed to see when the company is mentioned or comes to mind.
9
Q
Client Complaint
A
An expression of dissatisfaction on a consumer’s behalf to a responsible party.
10
Q
Client Correspondence
A
Communication between a client and a veterinary professional including letters, email, newsgroups, postings, Internet forums, and blogs.
11
Q
Client Education
A
The process by which health professionals and others provide information to clients to expand their knowledge base so they can make informed decisions about their pet’s healthcare.
12
Q
Advertising
A
Communication that uses various forms of media to influence or persuade an audience.
13
Q
After-Hours Program
A
A plan or schedule of activities taking place after the normal business or legal closing time for business.
14
Q
Analytics
A
The review of data, typically looking for trends. Helpful in business decisions such as marketing and strategic planning.
15
Q
Behavior Programs
A
Veterinary services that revolve about pet behavior
16
Q
Call to Action
A
Persuasive words that urge the reader, listener or viewer to take a specific action. Most frequently used in market. Example: Call Now!
17
Q
Public Health
A
The health of the population as a whole, especially as monitored, regulated, and promoted by the state.
18
Q
Public Relations
A
The art of developing reciprocal understanding and goodwill between a business and then public.
19
Q
Pareto Principle (80/20 Rule)
A
80% of effects result from 20% of the causes. Example; 80% of your revenue comes fro 20% of your clients. 20% of your inventory accounts for 80% of the sales revenue.
20
Q
Point-of-sale interaction
A
The location a sales transaction is completed such as the reception counter. Technology is often used to process transactions at the point of sale, such as credit card terminals.
21
Q
Search Engine Optimization (SEO)
A
The process of affecting the visibility of a website or a web page in a search engine’s unpaid results–often referred to as “natural,” “organic,” or “earned” results.
22
Q
Target Marketing
A
Identifying select consumers in order to direct marketing efforts specifically towards those consuemrs.
23
Q
Four P’s of Marketing
A
The four P’s of marketing are the categories that can be controlled in the marketing of a good or service; product, price, place, and promotion
24
Q
Focus group
A
A group of clients who are asked to participate in a discussion about a particular topic or issue. The information from the group is used to develop programs, improve service, or solve problems at the practice.
25
Hypertext Markup Language (HTML)
The set of mark-up symbols or codes inserted in a file intended for display on a World Wide Web browser. The mark-up tells the Web browser how to display a Web page's words and images for the user.
26
Veterinary Paraprofessional
A person to whom a particular aspect of a professional task is delegated, but who is not licensed to practice as a fully qualified veterinary professional.
27
Pay Per Click (PPC)
Online advertising payment model in which advertisers are charged each time a user clicks a specific link.
28
Hospital Tour
The act of walking an existing or potential client through the veterinary practice, highlighting the services available, along with the facilities.
29
Indirect Marketing
The indirect marketing strategy focuses on channels where there is no direct communication with customers by the companies.
30
Internal Marketing
Efforts to increase utilization of services by existing clients, and efforts by the practice to train and motivate staff to work together as a team to better meet the needs of clients.
31
Meta-Tags
Pieces of HTML code that are imbedded in a website, but not visible with web browsers.
32
Marketing Mix
The marketing mix helps you define the marketing elements for successfully positioning your market offer. One of the best-known models is the 4Ps of marketing options in terms of product, place, price and promotion
33
Economy of Scale
The reduction in cost per unit that results when operational efficiencies allow increased production. Thus, there is an increase in savings because as production increases, the cost of producing each additional unit decreases.
34
Economy of Scope
The reduction in costs of operations when a company enters two or more markets where the operations in one market can be used to make operations in another market more efficient.
35
Buyer Journey
A framework that acknowledges a buyer's progression through a research and decision process, ultimately culminating in a purchase.
36
Meta Description
A snippet of text that summarizes a page's content, used primarily for search engine results purposes.
37
Sales Funnel
The system or process that companies lead customers through when purchasing a product or service.
38
What are the steps in the buyer's journey
Search and Discovery
Consideration
Action
Cementing The Bond
39
What is the CRAFT formula for compliance as deemed by AAHA?
```
C = R + A + FT
C = Compliance standards of care
R = Recommendation
A = Acceptance
FT + Follow-Through
```
40
Customer Relationship Management (CRM)
Strategy for managing all a practice's relationships and interactions with customers and potential customers. It helps to improve a practice's profitability.
41
Quantitative and Qualitative Research
Quantitative research generates numerical data or information that can be converted into numbers, whereas qualitative research generates non-numerical data.
42
Net Promoter Score
A management tool that can be used to gauge the loyalty of a practice's client relationships. It serves as an alternative to traditional client satisfaction research and is correlated with revenue growth.
43
Loyalty Programs
Structured and long-term marketing efforts that reward and encourage loyal buying behavior from the client.
44
High Tech
Refers to practicing on the cutting edge, using highly technical or advanced equipment and procedures.
45
High Touch
Refers to high-quality service and ambiance
46
What are the five basic components of marketing?
```
Product/service attributes
Marketing communications
Market Research
Customer Service
Sales Management
```
47
What are Dr. Lowe Ackerman's six C's of Client Relationship Management
```
Consistency
Compassion
Client Service
Convenience
Competence
Cost
```
48
Internal Marketing
Marketing efforts to employees as well as existing clients to support a positive brand experience.
49
Target Marketing
Selecting and developing offerings to meet the needs of a specific market segment.
50
Segmentation
A marketing term referring to the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action. Market segmentation enables businesses to target different categories of consumers who perceive the full value of certain products and services differently from one another.
51
Market Segment
A piece or part of the overall market that shares similarities in its demographic traits, attitudes, or views that lead it to experience similar needs or desires.
52
Marketplace Opportunity
An identified reason to pursue and reach out to a particular market segment as a result of unmet needs, dissatisfaction, inadequate delivery systems, or other weaknesses affecting the segment.
53
Situational Analysis
Review of the current environment, including competitors as well as social, political, economic, and legal conditions. For established veterinary practices, the situational analysis includes looking carefully at the current state of affairs for the practice in terms of its ability to meet client needs.
54
Diversification
Promoting new products to new markets
55
Market Development
Promoting existing products to new markets
56
Market Penetration
The extent of sales of existing products and services to existing clients
57
Market Segmentation
Process of dividing the total market for a product or service into smaller, more manageable subsets or groups of customers.
58
Product Development
Developing new products or services for sale to existing clients.
59
SWOT Analysis
Common tool of marketers, and offers a quick glance at the Strengths, Weaknesses, Opportunities, and Threats for a practice.
60
SMART Goals in regards to Marketing
```
Specific
Measurable
Achievable
Realistic but challenging
Time-bound
```
61
What is the GOST format?
Goals, Objectives, Strategies, Tactics
62
Search marketing
Subset of digital marketing strategy, consisting primarily of search engine optimization.
63
What are the six steps to performing a market potential analysis?
```
Define the practice's market
Collect data on the area
Estimate the demand for your services
Estimate the current supply within the trade area
Calculate the market potential
Final assessment
```
64
Demographic
Describing the various characteristics of a specific population
65
What is the most important step to performing a market analysis?
Defining your market. It provides the focus for the remainder of your analysis.
66
Formula for share of the aggregate household incomes
(Aggregate Household income)/(Trade Area Full Time Equivalent)
67
Potential Revenue per Veterinarian formula
(Number of pet households)/(Trade Area Full Time Equivalent)(%clients seen)(Average client sales)
68
Client or Market Niche
A subset of a client or market segment that possesses like characteristics. An example of a client or market niche is pet owners who go camping with their dogs.
69
Client profiling
Understanding a practice's existing client base by grouping together pet owners based on a variety of like traits and attributes. These resulting client segments are then assumed to have similar needs and wants based on these attributes
70
What are the different methods of segmentation?
```
Geographic Location
Demographic Characteristics
Psychographic Characteristics
Usage Traits
Influencers
```
71
What are psychographic characteristics?
Lifestyle traits. Include personal beliefs, values, and outlook, as well as likes and dislikes when it comes to activities and pastimes.
72
Commodity
Services and goods are easily interchanged due to a lack of perceived differences among targets. When services or goods become viewed as a commodity, consumers shop on price alone because they view everything else as equal.
73
Positioning Strategy
Defining a practice and creating a market identity that is in alignment with the needs and desires of the practice's targets. A practice's positioning is conveyed through every way in which it interacts with pet owners, including the practice's facility, visual devices and symbols, people, services, and service delivery. All these elements work together to create an understanding of what pet owners can expect when they walk in the door.
74
Service Mix
The selection of services practice offers. This should be in alignment with, and reflective of, the needs of its targets. When services are structured around the needs of a target, it is easier for the target to understand the benefit or advantage they will gain from using the service.
75
Customer Insights
A window into how consumers think and the motivation behind their needs and wants in a given product or service category. Used to predict future customer behaviors.
76
Customer Value
How well a service provider or product manufacturer does at satisfying customers' needs at any point in a transaction. A customer can assign value, beginning with pre-purchase information through to post-purchase service and follow-up.
77
Pull Marketing
The opposite of push marketing in which marketers seek to engage and connect with consumers through relevant and compelling content with the goal of consumer engagement leading to sales.
78
Push Marketing
Promotional efforts that rely on aggressive advertising campaigns to disperse often one-sided information on products and services with the goal of consumer sales.
79
What are the steps to pull marketing?
Gain client insights
Segment
Deliver valuable content
80
What are the benefits of practice positioning?
Build a distinguishable market identity and presence
Stand out from the competition
Attract and engage desired targets
Send a clear and consistent internal and external message
Stand for something
81
Identity Elements
The various ways in which a practice conveys who it is. This includes everything from the facility in which a practice is housed, to the behaviors of its people, to its manner of service delivery, to its visual identity (logo, icons and symbols), to its messaging. Practices all convey some sort of identity - whether or not it is conscious or a reflection of how the practice wants to be seen.
82
Market Identity
The results of position; the way in which a practice is perceived or understood by pet owners and in the marketplace. All practices have a market identity. Often the identity that the marketplace has is not in alignment with the desired reality of the practice.
83
Perception Gap
Sometimes a practice wants to be understood or thought of in one way, but the marketplace has a different view. The result is a perception gap - the desired reality and the actual relatiy are not in alignment.
84
Practice positioning
Defining how a practice wants to be understood in the marketplace; the space the practice seeks to occupy in the minds of pet owners. Positioning essentially determines how a practice will "look and talk" in the marketplace.
85
What factors should be considered before positioning your practice?
```
Market Conditions
Gaps in the market
The Practice's targets
Needs and preferences of the targets
The competition
Realities of the practice
```
86
What steps should be taken when trying to position a practice?
1. Look for opportunities
2. Identify Targets
3. Develop a positioning strategy
4. Apply and implement the strategy.
87
What should a written position strategy include?
Identification of targets: who they are and what the practice has learned about them.
How the practice will define itself to appeal to these targets.
Where the practice fits into the competitive landscape; what distinguishes it and sets it apart.
Practice position goals and how the practice wants to be perceived and understood in the marketplace.
How the practice will achieve the above goals. This includes the addition of any new or revised services, staffing, approaches and standards of care, service delivery, service pricing, and other considerations.
88
Brand
The idea your market has about your business. A brand is more than a logo or business name - it is your client's perception of your practice.
89
Branding
A consistent, distinctive marketing message and practice image. Branding includes logo, name, and promotional material, as well as your staff behavior, services, premises, communications, and interactions with your clientele.
90
The 5 P's of Marketing
```
Product
Place
Promotion
Price
Position
(Effective Marketing Manual pg 14)
```
91
According to Stowe (Marketing Manual) what have the 5 P's been transformed to?
```
Emotion (Product)
Virtual (Place)
Experience (Promotion)
Value (Price)
Excel (Position)
```
92
What are the five basic ways in which people adopt or decide to buy a brand, product and service?
```
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
```
93
What is an Innovator?
Usually, know about new products first. Tend to do research and buy new products very early on.
94
What is an Early Adopter?
People who respond well to word-of-mouth advertising because they take much less convincing. They enjoy being among the first of the "sensible" buyers of brands, products, and services. They will buy on respected recommendations or from those influences that are part of the Innovator group.
95
What is the Early Majority?
The early majority is a group of people who purchase or try new products -- typically technology -- after a much smaller population of innovators and early adopters have done so.
96
What is the Late Majority?
The late majority is the 34% of the population and will adopt a new product only after the majority does. The late majority is typically older, less affluent, and less educated than the early segments in the technology adoption lifecycle
97
What are the laggards?
In marketing, about 16% of consumers are laggards, a group of purchasers who are concerned with low cost and reliability when making purchases. They typically avoid change and may not be willing to adopt a new product until no traditional alternatives are left
98
What questions should be asked when determining the economic climate of a local region?
What is the economic environment of your region? (Local politics and local economics)
What is the demand for veterinary services?
What is the competition for animal care dollars? (List all veterinary practices within a reasonable driving distance of your practice)
99
Emotional Branding
The practice of building a brand that appeals directly to a consumer's emotional state, needs, and aspirations.
100
Sensory Marketing
Marketing that engages the consumer's senses and as a result affects their perception, judgment, and behavior.
101
During branding what are 5 aspects to consider for the practice's image continuity?
```
Practice Name
Tagline
Logo
Colors
Typeface or Font
```
102
Differentiation
The process of distinguishing your hospital, products, and services from others, to make them more attractive to your target market.
103
Omnichannel Consumer
Consumers looking for a consistent marketing message, both online and offline.
104
What are the three types of communication styles and what percentage of a conversation do they make up?
Verbal - contributes to 7% of the message and incorporates the words used to deliver the message.
Paraverbal - contributes to 38% of the message and incorporates the tone of voice and enunciation of words.
Nonverbal contributes to 55% of the message and incorporates all nonverbal communication s(facial expressions, body posture, actions, and behaviors.
105
Byline
The line in a publication that denotes the author
106
Tip Sheet
A document containing the latest information or 'tips" for a particular topic
107
Publicity
The act of delivering information of news value as a means of gaining public attention or support
108
Reach
The total number of different people or households exposed to a medium during a given period of time.
109
Earned Media
Publicity gained through invitation to participate in media events, rather than paying for themm.
110
Opportunity Cost
A benefit that could have been realized, but was not, because an alternative was selected instead.
111
Word-of-Mouth Marketing
Recommendation of an organization by a satisfied customer to a prospective customer.
112
Beacons
Hardware transmitters that enable smartphones, tablets and other devices to perform actions when in close proximity. Beacons use Bluetooth low energy also known as near field communication and are reliant on the client having turned on the functionality.
113
Cookies
A cookie is a small amount of data generated by a website and saved by your web browser. Its purpose is to remember information or preferences about the userm
114
Customer Relationship Managment (CRM) Platforms
Systems used by veterinary practices to manage and analyze client interactions and data throughout the pet lifecycle to improve relationships with clients, deliver personalized healthcare, assist in client retention and drive sales growth. CRM systems are designed to compile information on clients across different channels which could include the PMS, practice website, LiveChat, direct mail, marketing materials and social media. They can also give client-facing team members detailed information on pets' personal information, medical history, buying preferences, and concerns.
115
Lifetime Value
A metric that represents the total net profit a veterinary practice makes from any given pet.
116
Pay-per-Click
A model of internet marketing in which advertisers pay a fee each time on of their ads is clicked. Essentially, it is a way of buying visits to your site, rather than attempting to "earn" those visits organically.
117
According to Heinke, what is the most important aspect of marketing?
The concept of brand and brand management.
118
What is the first and most important aspect of brand management?
Reputation
119
During branding what are 5 aspect to consider for the practice's image continuity?
```
Practice Name
Tagline
Logo
Colors
Typeface or Font
```
120
On average, what percent of your gross revenue should your marketing budget be?
2% to 3%
121
What is the most successful form of free marketing?
Positive word-of-mouth referrals.
122
What are the most common things that are price-shopped?
Routine surgeries, dental prophylaxis, examinations, preventative medications, and vaccinations.
123
What is the mechanism used to recommend products and services within and outside the veterinary practice?
Promotion
124
How often should a marketing strategy be analyzed?
Yearly
125
True or False:
| In a SWOT analysis, threats are always externally related.
False. Threats can be both internally and externally related
126
What is one of the most valuable marketing assets to a practice?
Practice Brand
127
What percentage of information do clients retain when they visit a practice?
20%
128
What is the most popular form of marketing?
Direct Marketing
129
Client education, reminders, recalls, and appointments are what type of marketing?
Internal marketing
130
Which type of marketing is directed toward current clients with a special breed, species, or age of animal and/or on with a particular disease or condition?
Target Marketing
131
What form of marketing is social media?
Internal and external marketing
132
Websites, office tours, phone directories, business cards are all what types of marketing?
External Marketing
133
What is the ideal length for a blog so that client's attention is maintained?
400 to 600 words
134
What is the goal of a practice brochure?
State the mission of the practice, introduce the doctors (and staff if space allows) and list the professional services the practice offers.
135
Define Frequency regarding marketing
The average number of times that the targeted audience is exposed to the message in a given period of time.
136
What are the 3 Rs of client retention
Re-Call
Reappointment
Reminder
137
What are the steps in designing, creating, and implementing a marketing plan?
```
Determine the goals of the practice
Create an analysis of your practice
Determine your marketing objectives
Develop strategies to implement these objectives
Create an action plan
Execute the action plan
```
138
What is the first rule of selling?
Know the emotional process for the decision to purchase
139
What is the first principle of the selling relationship?
Make sure that a relationship with the client is established before any selling is done.
140
What is active income?
Income generated directly by the veterinarian
141
What is passive income?
Income that can be generated by a veterinary practice without the direct involvement of the veterinarian - income that can be generated by the rest of the staff.
142
What are the marketing rules of etiquette that apply to the telephone?
Smile
Avoid rushing
Answer the phone no longer than at the third ring
143
What are the elements of a telephone greeting?
> Thank you for calling (practice name)
> This is (your name)
> How may I help you?
144
What are the four types of messages regarding signs?
> Health Care messages
> Messages designed to suggest that clients call their veterinarian
> Inspirational or ethereal
> Simply Humorous
145
What are the specific objectives of a practice brochure?
> To provide essential information to new clients
> To compel new clients to consider loyalty
> To establish relationship values with the client
> To establish a sense of trust in the hospital and its staff
> To establish a sense of partnership - a feeling that the client must be loyal to this hospital because they work with me rather than just for me.
146
What should be included on the front page of a practice brochure?
Name
Logo
Slogan/Missions Statement
147
What should be located inside a practice brochure?
Who
What is the key benefit statement
When can the veterinarian/practice be accessed
148
What should be located on the back page of a practice brochure?
Where is the practice and how can the client contact it.
149
What are the 4 p's of creating an effective newsletter?
Picture
Promise
Practical
Proof
150
What are effective parameters of a client survey?
Brevity
Committal
Room for Comment
Getting the right answer
151
A practice strategy incorporates what two components of a media promotion strategy?
Periodic appearances
| Opportunity strategies
152
What are the 4 N's that Stowe says should be used when sending e-Newsletters?
Notices
Notables
Notions
Niceties
153
What is the objective response rate of an e-Newsletter?
20% response rate.
154
What are important internet-oriented principles regarding emailing clients?
Privacy
Courtesy
Soft Marketing (more targeted information)
KISS (Keep it short and simple)
Security
Follow-up (if there is barely enough time to create a newsletter - then don't even start)
155
What is Pareto's rule?
The top 20% of our clients are responsible for 80% of our income.
156
What is a practice's reputation?
The generally considered assessment of the qualities and character of someone or something. Like loyalty, it takes time and effort to create and is easily dismantled in the wink of an eye.
157
What are the strategies for the image of a bond-centered practice?
> Develop partner strategies (make the client integral to the health care plan.
> Improve communication skills of the entire health care team
> Show compassion and empathy
> Develop pet loss strategies
> developer the image of the bond
> create a bond with every client who enters the hospital
> personalize the practice visit experience
> make the last impression a bond-impression
158
How much new business does word of mouth advertising account for?
Approximately 60%
159
What is the most important marketing strategy your practice can develop?
The Client Experience
160
What is Customer Experience Management?
A proactive process of creating an experience that is positive and memorable
161
What is Customer Relation Management?
A proactive process of gathering data about client preferences and activities to better target products and services relevant to their needs.
162
Who in the animal hospital is responsible for providing great customer service?
Every member of the team.
163
What are the techniques involved for telling clients what they dread to hear?
```
> Prepare the client ahead of time
> Personal Accountability
> Tone of Voice
> Positive attitude
> Self-disclosure
```
164
What characteristics of a practice determine whether or not you should have retail space in your clinic?
> Your Vision
> Image
> Space
165
What is micromarketing?
One-on-one marketing that allows the business to sell exactly what the individual is interested in.
166
What are the essential elements to effective retailing?
```
> Assign a designated driver
> Train Staff
> Address facility needs
> Veterinary recommendation
> Assumptive sale
> Advertising/promotion
> Unique retailing
> Market products - don't just put them on the shelf
> Accommodate children
> Show Products in Use
> Return Policy
> Know your pricing advantage
> Display Strategies
```
167
What are the four basic pricing strategies for retail products?
> Unique
> Value-added
> Value-based
> Volume
168
What is the resistance principle?
The fact that for any price there will be resistance from clients.
169
What are the display strategies that make sales far more effective?
> No product higher than 5' and no lower than 1' from the floor
> Group products for convenient comparison for the client
> Keep displays open and uncovered
> Keep products in view of receptionists to reduce theft
> Keep products stocked and avoid single on the shelf
> Display area near invoicing for impulse buys
> Price products and ideally shelves
> Create product reviews
> Consider seasonal promotions
170
What elements must be included in a marketing plan for retail items?
```
> Positioning
> Market knowledge
> Flexibility
> Dramatic difference
> Exceed client expectation
> 80:20 rule
> Conviction
> Appeal to the right brain
> Establish brand
```
171
What should the annual review of your marketing strategy cover?
> A SWOT analysis
> Assessment of client loyalties
> Review of the Client Experience
> Review of Medical Protocols
172
What KPIs should be measured when determining a situational analysis?
> Determine the average transaction fee for the practice and individual doctors and set targets for increasing it
> Number of transactions per year per doctor, begin with 5,000 per year per doctor as a reasonable guideline
> Number of visits per year per client, aim for 10 visits or more
> Number of active clients per year per doctor, aim for 1000 clients
** The numbers above are benchmarks to use to compare your practice productivity to other practices and to measure before and after outcomes of marketing initiatives.
173
What factors should be considered when assessing the competition to determine a marketing plan?
> Distance from your practice
> Number of doctors
> Impression of the facility (new, old, large, small, etc)
> Number of clients (usually a guess)
> Probably gross revenue
> Strengths
> Differences in fees or perception of fees
174
What factors should be considered when determining the client and patient base for a marketing plan.
```
> Rate of movement of the population
> Rate of growth or decline
> Municipal government influences
> Industrial/ manufacturing influences
> Income levels of the community
> Single family housing vs multi family housing
```
175
What is a designated driver of a retail marketing plan?
A specific employee who has the time and takes the effort to assess the retail area regularly and is responsible for
> The retail space
> The products
> Strategies used to sell the products
176
What are the common aspects of SEO?
> Keywords: the keywords likely to be chosen by potential clients should be woven into the website and the more often the keywords appear, the higher the SEO
> Internal Hyperlinks: linking the pages within your website strengthens SEO
> Inboud Hyperlinks: other businesses linking to your website increases SEO
> External Hyperlinks: linking other businesses on your website also increases SEO
> Update webpage content frequently
> Increase webpage traffic
177
What is the formula to determine the cost per client of a marketing campaign?
(Gross Revenue/# of clients) x % of cost
178
What are some examples of marketing metrics to measure?
```
> Cost per client
> Revenue per FTE veterinarian
> Net income
> Income per client
> Shopper call conversations
> Net new clients
> service and inventory sales
```
179
Steps to take during a phone call to help create a memorable client experience
> Answer by the 3rd ring and the receptionist gives the caller their name
> Do not immediately place on hold - or ideally not at all
> Make the experience friendly and helpful
> the receptionist is credible, confident, and competent
> Meet the client needs
180
What are the steps to take at the reception counter to help create a memorable client experience?
> There should be immediate eye contact
> Receptionist greets the client and the pet
> Likeability is established within 90 seconds
> Pre-prepared packaged information is ready as a result of the initial phone call
> Client is offered refreshments and pet is offered a treat
> Names of client and pet are used repeatedly
> the counter is uncluttered and the desk is organized.
181
What are the steps to be taken regarding the facility to help create a memorable client experience?
> Landscaping is excellent and ideally includes a pet park
> there are visiting hours and a visiting room
> There is a comfort Room
> A pet care library
> there is a retail section and/or a pet boutique
> There is a learning center for children - proactive prevention of animal bites as well as responsible pet ownership. The majority of clients visiting the practice are female with 1.5 children and welcome distraction or care for their children
> Includes a weight loss clinic and dental clinic
> Separate entrances and waiting areas for dogs and cats.
182
What services should be considered when trying to create a memorable client experience?
> Pick-up and drop-off services
> Large print materials for senior clients
> a house call service and ability to transport products
> a pet school, not just obedience, and it should be part of the practice
> Extended hours according to the needs of the clients
> Multiple ways to contact the practice: e-mail, phone, fax, website, etc
> Pet adoption center
> A self serve bathing area with assistance if needed
183
What details regarding patient care should be considered when trying to create a memorable client experience?
> Personal possessions are encouraged to help comfort the pet in a strange environment.
> Encourage pet visits for treats and play so pets look forward to visiting
> Embrace and demonstrate comforts for hospitalized pets such as warm blankets, constant care, and close circuit video.
> Pet boarding is advertised as a pet B&B
> Cats are not caged, they have large rooms with condos and sunshine
> Dogs go to day trips in the country
184
What details regarding meeting the needs of clients should be considered when trying to create a memorable client experience?
> Large and comfortable holding cages for hard to handle pets in reception
> Complimentary cat carriers
> Complimentary leashes with clinic name, address, and contact information
> Water bowls for thirsty pets
> Pet sitting and dog walking services
> New client kits with brochures, how to use veterinary care effectively, including a complimentary leash or cat toy
> Discharge instructions that are clear, concise, verbal and written
185
What is a high-touch practice?
Highly quality service and ambiance that leaves a lasting impression on clients
> Often retains more clients
> Offers client options in decision making concerning patient care
> Creates a comfortable space for client and patient
> Respect client's wishes, fears, and feelings
186
What is a high-tech practice?
Highly technical practices seem way above the ordinary and attractive to clients who want the absolute best for their pets
> Closer to what a client experiences in their own health care
> May include advanced imaging, diagnostics, high-end computer systems, cameras or video equipment, including client education tools
187
What percentage of information do clients retain from what they are told?
20%
188
What percentage of information do clients retain from what they read?
30%
189
How many times does a client need to hear about a product or service before they purchase it?
5 times
190
Why is written client education important?
> The person in the exam room may not be the only person who cares for the pet
> Quality client education materials reflect a professional and competent team
> Written information ensures the same information is being provided to every client, regardless of which doctor or team member is involved in the case, or how hectic the day may be
> Patient care and compliance is increased
> Giving clients' information in writing, and documenting what you gave in the medical record, helps protect the practice from liability in certain situations.
191
1) What are the Four Ps of Marketing?
a. Product, profit, promotion, place.
b. Product, price, promotion, place.
c. Product, preparation, price, place.
b. Product, price, promotion, place
192
2) What is a reasonable beginning goal for number of transactions per year per doctor?
a. 5000
b. 5500
c. 7000
a. 5000
193
3) What Net to New Clients ratio indicates healthy growth of the practice?
a. 6:1
b. 8:1
c. 10:1
a. 6:1
194
1) ____________________________ is a proactive process of gathering data about client preferences and activities to better target their services and products to client needs.
a. Customer Experience Management
b. Customer Relation Management
c. Customer Preservation
b. Customer Relation Management
195
2) The goal should be to retain ___% - ___% of clients over a 3 year period.
a. 85% - 90%
b. 65% - 75%
c. 70% - 75%
c. 70-75%
196
3) Each client who presents to the practice should be scheduled for at least one of the 3 follow-up events so that the practice automatically contacts each client In the future.
a. Recall, reappointment, reminder
b. Recall, reminder, recheck
c. Reminder, reappointment, referral
a. Recall, reappointment, reminder
197
1) Clients retain only ________% of what they hear.
a. 20%
b. 25%
c. 15%
a. 20%
198
2) The average person needs to hear about a product or service around ____ times before they purchase it.
a. 10
b. 5
c. 7
b. 5
199
3) Client reference and education materials should always be branded with the mission of the practice.
a. True
b. False
b. False
200
When it comes to defining your local demographics in order to create a marketing campaign that will be more likely to succeed; what are some of the metrics you may want to quantify?
* What is the economic environment of your region? What businesses are moving in, scaling down, or moving out?
* What is the demand for veterinary services?
* What is the competition for the animal care dollar? Consider other veterinary practices, pet stores, farm stores, animal trainers, etc.
* What is the median age of the population?
* Be aware of market segments in marketing. Segments can be households, personal income, species, breeds, average education, etc. Breaking down the market into segments can help define the potential in a market and the needs of each segment – your potential customers.
201
What are at least three ways to increase search engine optimization on your website?
1. Keywords: the keywords likely to be chosen by potential clients should be woven into the website and the more often the keywords appear, the higher the SEO.
2. Internal Hyperlinks: linking other pages within your website strengthens SEO.
3. Inbound Hyperlinks: other businesses linking to your website increases SEO.
4. External Hyperlinks: linking other businesses on your website also increases SEO.
5. Update webpage content frequently.
6. Increase webpage traffic.
202
When it comes to marketing; what is “the key” to increasing compliance and retention?
Communication
203
Author JD Stowe updated “The Four Ps” of marketing, to what five realistic strategies?
1. Emotion – clients want comfort. Comfort is our core product, our remaining services are part of the expected package.
2. Value – practices can compete on price or quality. The target market for each is specific to that strategy with little overlap.
3. Virtual – technologies are ever changing and creating new normals for practice.
4. Excel – create an extraordinary experience for every client with every visit.
5. Experience – clients want to be treated well and the practice creates the experience.
204
According to JD Stowe, how we tell people, what we promise to give them each and every time they visit our practice is called ___________.
Marketing
205
Social media, open house, community classes and websites are an example of what kind of marketing?
External
206
What is the percent of revenue budget for retail marketing according to JD Stowe?
1 to 3%
207
Regarding knowing your retail pricing advantage; the four basic strategies are value-added, unique, volume, and ________.
Value-based
208
Calculating the Trade Area Full Time Equivalent is a somewhat complex formula that begins with deciding your trade area, how many FTE DVMs are in that area, and calculate the percentage of trade area overlap of the other practices. Then for each practice multiply their number of FTE DVMs by the percent of the overlap and that will give you an approximate estimate of the number of DVMs in the area providing similar services and who are available within your trade area to offer those services to your clients. That calculation or number is called Trade Area Full Time Equivalent (TA FTE). Once we calculate the TA FTE we can then use that number to help calculate three different metrics. What are they?
> Share of the aggregate household income
> Potential clients per veterinarian
> Potential revenue per veterinarian.
209
The sum total of all the ingredients that clients experience as they interact with your practice and your team is called ______________?
Customer Experience
210
Who is responsible for customer service?
The entire team
211
_______ is a pro-active process of gathering data about client preferences and activities to better target products and services relevant to their needs
Customer Relation Management
212
Involve the entire team in mapping the current customer experience every step of the way, then strategize on how to improve that experience, train on the updates until they are automatic, and then perform the process over again as time goes on - in instrumental in creating what?
Customer service standards
213
List the Six Cs of Client Relationship Management
```
Consistency
Compassion
Customer Service
Convenience
Competence
Cost
```
214
In general, a small animal practice will lose ___% to ___% of your clients every year.
10 to 15%
215
The goal should be to retain ___% and ___% of your clients over a 3-year period
70 to 75%
216
Client acknowledgment, reminders, staff identification, telephone etiquette, professional appearance, clean and pleasant smelling office, and timely replies to client requests are all examples of ___________
Internal Marketing
217
List the reasons why Client education is important
> The person in the exam room may not be the only person who cares for the pet.
> Quality client education materials reflect a professional and competent team.
> Written information ensures the same information is being provided to every client, regardless of which doctor or team member is involved in the case, or how hectic the day may be.
> Patient care and compliance are increased.
> Giving client's information in writing, and documenting what you gave in the medical record, helps protect the practice from liability in certain situations.
218
Regarding client education, what are the three cautions to be aware of?
> Review all materials regularly for necessary updates
> It is better to not give materials out than to give out poor copies or reproductions.
> Be aware that different clients will have different learning styles and preferences.
