Volume 1, Issue 7

Each issue of Veterinary Marketing Tips provides suggestions for reaching out to clients and prospects with marketing and communications strategies and tactics. Please feel free to email us at Lindaw@lwmarketworks.com if you have questions or would like to find out more about our marketing services. – Linda Wasche/LW Marketworks, inc.

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TIP: In studies conducted by the AVMA, Petside.com and the Associated Press, half of pet owners consider their pets to be family members. As more clients consider their pets part of the family, expectations are changing in terms of what they demand from their veterinarian. As a result, veterinary practices must be prepared to address clients’ growing information needs and the way in which the practice interacts with the pet's family. What has changed? Many families are approaching care for their pet in the same way that they approach caring for a family member. As a result:

• Clients who consider their pets family are often better informed about their pet’s condition or illness. They are more likely to consult multiple sources of information through pet owner discussion groups, social media and various online veterinary sources.

• These clients will do what it takes to get their pet well. They want to know their alternatives and, if your practice does not offer the necessary expertise, they want to know who does.

• Clients who are willing to go to any length for their pet expect respect. As both the emotional and financial stakes grow, so do the client’s expectations of being treated well and with dignity.

HOW: While they can be more work, clients who treat pets as family should be on your A-list – these are clients you want to keep coming back. If you are not doing so already, be prepared to make changes in how you communicate with clients who make it clear that Fido or Fluffy is just as important as their two-legged kids. But keep in mind that not all clients share this perspective.

• Be prepared to provide detailed information.
  The general rule has been to avoid professional jargon and avoid confusing clients with too much medical information. This could be changing. One of the specialty hospitals for which we work received a call from a prospective client whose dog needed an MRI. She wanted to know the size of the hospital’s MRI magnet before she brought her pet in so she could choose the hospital with the biggest and strongest. Clients are doing their research, oftentimes before they come in to see you.

• Offer care alternatives and explain expected outcomes.
  Just as with family members, clients want to know their options, expected prognosis and cost. They want to be part of the decision-making process and make sure that their pet is getting the best option based on his/her condition, age, risks and other factors. Clients who are given only one choice may feel uncomfortable enough to seek other opinions.

• Be specific about follow up care.
  In client surveys we have done, a factor that ranks highly in importance among clients is the degree of thoroughness in giving directions for follow-up care. When done well, clients tend to rate the practice highly; when done poorly it tends to be a point of contention. Clients caring for family members want to know exactly how to provide care to their pet following a procedure, how to administer meds and spot warning signs of a problem.

IDEA: Conduct your own survey to determine how many of your clients view pets as family. Include other factors addressing your clients’ relationship with their pets. Share results with your staff and clients and also with the local media. You may be surprised by the results!

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