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=strengths  W=weaknesses  O= opportunities  T= 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 practice  Can 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 clients  Positive body language  Client communication  Client education

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