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TIP:
Review
the websites of most veterinary practices and you will see
the standard list of “our services.” It usually includes
surgery, radiology, dentistry, wellness exams, laboratory,
nutrition counseling, echocardiogram and perhaps other types
of diagnostics and care. These practices may think that by
providing a comprehensive list of what they offer, they are
increasing their chances that clients will go through the
list and be motivated to use more of their services. In
reality, these lists are doing little to motivate clients.
Practices
that list services in this fashion are missing at least
two opportunities:
First,
they are putting themselves in the same “box” with other
practices. They are doing nothing to differentiate their
services or to stand out from the competition. The services
provided by most practices are basically the same.
Second,
these lists of services, as they stand, offer little that is
meaningful to pet owners. They are just lists of “stuff”
that the practice hopes will get clients’ attention.
Instead,
practices should consider how they can PACKAGE
services to add meaning, gain client understanding and
ADD CREDIBILITY to the practice. |
