Office Procedures Block 3 Flashcards
Strict guidelines for marketing/advertising as per the ABVMA
1) must not play on public fears
2) must not claim product or service superiority
3) must not offer to diagnose, prescribe or offer treatment without exam
4) must not exaggerate or guarantee results
5) information must be true and valid
Professional marketing may include
1) physical appearance of clinic
2) courteous and polite staff
3) sending reminder calls/emails/phone numbers
4) staff dressing and acting in an appropriate matter
5) sending sympathy cards
6) senior month (November)
Goal of professional marketing
1) clients looking for quality and value
2) clients judge the level of communication
3) veterinary services are a “people service” business
Various ways for veterinary clinics to market themselves
1) marketing the practice as a “one stop shop” for pets needs
2) marketing professional services offered
3) marketing grooming (attached to clinic)
4) marketing training and behaviour (puppy class)
5) acknowledging everyone that walks in (smile/nod head)
6) hold pet/occupy children while they shop
How to market/advertise services; how to keep/gain clients
1) telephone
2) Advertising
3) promotions
4) client handouts
5) reminders
Telephone
Every call is an opportunity to keep/gain clients
Price shoppers are very common- always mention exactly what is included in the price / explain why accurate quote can’t be given over phone for certain procedures
Advertising
Have good clinic website
Consider Facebook page
Set up booth at local events or in clinic
Phone book ads, newspaper (older clientele)
Newspaper ads around neighborhood
Promotions
Senior month (November)
Dental month
Puppy classes/socialization/work shops
First aide training
Client handouts
Improves clients retention of information and often results in better health care for the pet
Reminders
Vaccine boosters
Annual exams
Spays/neuters
Reasons for selecting a particular clinic
1) finding/choosing a veterinary clinic is one of the most important things owners can do for their pets health
2) find a vet they can trust/relate to on a long term basis
Where to look for a vet
1) referral from a friend, family member, neighbor
2) internet/yellow pages/ advertisement
3) newspaper/ local fund raising event/ tv and radio
4) your current veterinarian
If a clients veterinarian has left a multiple veterinarian clinic:
1) vet has moved away, left for another practice, bought their own practice
2) other clinics may be concerned about losing their clients ; may advise staff to recommend another veterinarian with similar practice style
When to look for a veterinarian
1) before getting a new pet
2) find a vet before their pet actually needs one
What to look for when finding a new vet
1) office hours
2) professional staff
3) fees and payment options
4) services offered
5) facility
6) location
7) emergency care
8) professional affiliations
Office hours
What days/hours is the clinic open
Is it appointment only or are walk ins available
Professional staff
Are the staff polite/informative over the phone ?
Is everyone friendly / helpful
Do you feel welcome both over the phone/in person
Fees/payment options
Do they offer common forms of payment (credit card, interact, cash
How do the clinic fees compare to other clinics in the same area
Services offered
What medical and surgical services offered?
Any special services?
Facility
Is building clean and presentable?
Any debris or foul smells
Location
Is the clinic in a convenient location
Emergency care
Does clinic offer emergency care during the day / after hours
Professional Affiliations
1) are they members of the CVMA (Canadian Veterinary Medical Association)
2) Are they members of the AAHA (American Animal Hospital Association)
3) are they members of the CAVM (Calgary Academy of Veterinarian Medicine)
4) Are they members of the ABVMA (Alberta Veterinary Medical Association)
The veterinary facility
1) waiting room
2) exam room
3) possible diagnostics
4) surgery
Waiting room
Acknowledge pet owners upon arrival
Chairs, chime on doors
Entertainment for owners and children
Exam room
Private area
Presenting complaint/examinations done here
Possible diagnostics
Radiographs (chest, abdomen, limbs, spine)
Blood/urinalysis
Fecal testing
Surgery
Routine/routine surgeries are done
Merchandising
Selling any non professional service (pet foods, supplements, medications, leashes/collars, toys)
Belief of merchandising
Staff needs to believe in product in order to pass on its merits to the clients
Choose favourite item for each category of product
Staff needs to be UTD on all products
Passive marketing
All veterinary clinics will have OTC products (flea/tick control, food/shampoos)
Goal of passive marketing
To educate clients about the products carried in your clinic in a low pressure matter
Make the product sell itself
If the client is not interested, leave it at that
Only mention 1-2 products
Use items on your pets
Passive marketing benefits everyone involved
Patients recieve benefits of product
Hospital benefits from improving patient welfare, keeping clients happy, generating income
Staff benefits from showing management they are valuable employees
Pricing / merchandising
Routinely shopped items( dewormes, flea/tick medication, pet supplies require lower cost or else client will shop elsewhere)
Pros of merchandising
1) brings clients into clinic more regularly
2) allows us to get to know clients (and their pets) more regularly
3) may increase profits
4) products may generate income
5) one stop shopping
Cons of merchandising
Takes up space in clinic for inventory
This will take time for staff to learn
Takes time to stock/display inventory
How does a clinic decide which products to sell
Available space
Products should work reliably
Signs of success
Goals must be set and achievement monitored
Adjust prices based on product turnover/ how much product is selling
Make sure staff is well trained
Merchandising tips
Carry 1 brand of each product
Have staff try products/trained on products
Easier to discuss products when you have first hand knowledge
Cater to most common species that visit that clinic
Should you every reccomend a pet owner to buy a product elsewhere
Depends how much/how little the veterinary clinic has to offer
Reccomendations to buy products elsewhere usually given when:
Better selection at the pet store
Items not stocked at that veterinary clinic
Owner has no interest buying product at that clinic
External marketing
1) clinical sign
2) business cards
3) educating the community
Clinic sign
Can you see at night, on busy roads, is it professional?
Business Card
Will name/logo appeal to client?
Do all staff have cards available
Is it professional
Educating the community
Does clinic have open house/hospital tours
Does clinic do any fundraising
Info in newsletters to educate the community
Words that unsell
Sold Failure Contract Worry Death Hurt Obligation
Words that sell
Proud Well being Comfort Understand Positive Love
Record keeping
Accurate / complete patient records essential in veterinary medicine
Paper and computer files
What needs to be recorded
Everything
Exam notes, treatment plan, diagnostic tests, surgical/anesthetic records
What to write with when doing paper files
Ink, not pencil
What if a mistake is made on patient record
Draw a line through it, initial, then new entry can be written directly after
Should be initialed and dated after
Information to be recorded
1) owners information
2) animals information
3) communication with the owner
4) all diagnostic procedures done/reccomendd
5) patient diagnoses/ differential diagnoses (DDX)
6) all surgery notes/recommenations - all surgeries done should have notes d
