Measuring results
Question:
How can you tell if your marketing efforts are effective? What is
the best way to measure results?
Answer:
How a veterinary practice measures results should always be the
first question you ask prior to starting any marketing campaign.
Begin by identifying marketing objectives. How are market shifts and
trends affecting your practice? What does your practice need for a
successful return on marketing investment? How will you define
success? Be specific and avoid the tendency to simply try to “get
your name out there.”
Are you:
-
Trying to attract a certain type
of new client?
-
Increase share of service per
existing client?
-
Increase number of new spay and
neuter patients?
-
Interest clients in new
veterinary services?
-
Increase client retention?
-
Change or strengthen how
clients/ the community perceive your practice?
Your objectives will determine what
you need to measure and how. First establish a performance BASELINE
for comparison. Then:
1. Identify measurables.
How will you know you are succeeding?
An increase in the number of new clients? Perceptions of your
practice versus the competitions? The number of young singles
(considered to be high consumers of veterinary services) that are
attracted to your practice?
2. Choose a measurement tool.
The decision of which of many
measurement tools to use should be based on number two above.
Chose tools that are cost effective, practical to implement and
provide useable data.
-
Use surveys and registration
cards to profile clients.
-
Purchase software to
track/analyze client data.
-
Conduct “blind”
interviews/surveys to gain objective client perceptions.
-
Interview local referral
sources.
-
Track incoming phone/website
inquiries.
-
Use mystery shoppers to test
client service.
-
Hold focus groups for more
in-depth information.
3. Assign responsibility.
While some methodologies are best
left to marketing professionals, others can be delegated to
sharp office staff. Make regular reporting and updates part of
the staff member’s or professional’s job.
4. Establish a process/timeframe.
Determine points at which data
will be reviewed and interpreted. Where possible and
appropriate, test the methodology to make sure you are getting
the type of information you need. In some cases, answers will be
more apparent; for others may take more time to see patterns and
results.
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