Last time we talked about Price and the role it plays in marketing your veterinary practice. Today I’m going to discuss another of the “5 P’s” of marketing, namely, Product. In veterinary practices, we sell both tangible products (i.e. prescription food) and intangible services (i.e. sick pet visits), though every practice has a different mix of products and services. As few veterinary practices actually produce products, acting more as “resellers” of prepackaged items they purchased elsewhere, the service component of our businesses is by far the most important “product” we offer.
Practice owners need to be constantly growing their business because there is no “treading water”: you’re either growing or dying. And I believe that one highly effective way to grow your practice is to focus on the little things that have an outsized effect on the way your clients and employees view you. That’s right….the way your internal clients (i.e. employees) view you will play a big role in how they act in front of clients. Especially in a service business where clients have a choice of where to go, little things matter. If they see you cutting corners, they’re going to cut corners. If something is not important to you, it won’t be important to them. If you don’t return client calls enthusiastically, it will send a message that client communication isn’t that important.
So what are some other examples of the “little things” that matter? (more…)