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2. Define/mark your territory
Literally. Determine how you will articulate what the new facility
is and what it represents. What is new? How is it different? Why
should anyone care?
How will you refer to the new hospital? Are its present name and the
descriptors and terms that you will use still accurate? Is your
practice still the Smithfield Veterinary Clinic, or do its advanced
diagnostics, on-staff specialists and regional clientele require a
more sophisticated market identity? Perhaps your practice has
evolved to care for species such as exotics. Or perhaps you have
adopted a holistic care approach.
Take time to develop written definitions and descriptions of the new
facility before you begin marketing or communication efforts.
Determine what changes, if any, you will make in how you describe
the practice to others through:
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Name/branding of the practice
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Taglines and descriptors
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Logo and other graphic elements
such as photos, illustrations and artwork
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Signage
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Website
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Stationery and business cards
If you have considered refining your
practice’s identity or market positioning, your move into a new
facility could be a good time. A word of caution, however. Too many
changes could confuse clients and others. A new name, a new building
could result in “What happened to Dr. so and so? Remember that
communication is a process and that people need to be made aware,
interested and then engaged. If possible “ease” into the change
through a series of messages. This is much more effective and
personal than the singular mailed postcard announcing “We’ve moved!”
3. Get the pack on board
Your staff remains the front line with your clients. If they are
unhappy, this will come across to clients.
Before announcing plans for a new facility, make your staff part of
the process. Your architect does not have to work there, your staff
does and may have suggestions for improving facility design.
Understand sources of staff excitement and especially their
concerns. Does the new facility represent:
More exams rooms to clean
A longer walk to the lab
More hours
Anxiety about cost cutting to pay
for the new facility
Pressure to boost business/cross
sell
Worries about who will clean the big
new fish tank?
Staff members need more than “We sent
you a memo” to become engaged. Communicate frequently to generate
interest and buy-in. Reexamine staff reward and recognition programs
and consider how these might be enhanced and incorporated into the
new facility.
4. Give out lots of kisses
When clients arrive at your new facility, you will want to show them
you are excited to see them – every time!
Opening a new hospital is a good time to reexamine client service
standards and protocols. State-of-the-art equipment or a big-screen
TV in the lobby cannot replace trust, comfort level and emotional
ties.
Personal example. Our home with five cats and four rabbits who
receive regular vet care puts us on the veterinary A-list. We have
been to the high-tech, state-of-the-art new hospital with the nice
big exam rooms close to home. Yet we chose to drive 42 miles ONE WAY
to a 50-plus-year-old out building in the country. Why? It’s simple.
Our vet refers to one of my kitties as, “You little pork chop.” He
emails me with test results and appointment confirmations. And
everyone there is smiling when we enter.
Study every client “moment of truth” meaning every point at which a
client and his/her pet interacts with your hospital. From making the
appointment, coming through the door, check-in, lobby wait and exam
room, to discharge, follow-up and next appointments. Each of these
moments can strengthen or weaken your client relationship.
Keep in mind that for the lay person, that new radio wave technology
that you added to your surgical armamentarium will probably not be
the talk of the town. However, I have told the story no less than 50
times about the vet who kissed my orange tabby on the forehead
following his (the cat’s) tooth surgery.
When it comes down to it, your clients are your best method of
marketing the new hospital. Hands down, no comparison. Their word of
mouth – whether its excitement, gratitude, frustration or
disappointment -- will spread like wildfire. How can you light a
positive spark?
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Find out what clients think of
the new facility – or if you are in planning stages -- what
would they like to see you do differently?
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Make finding the new facility
memorable and easy.
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Improve your use of technology
to strengthen client communication.
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Add value through access to new
information and resources.
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Make clients and their pets part
of the celebration.
5. Get tails wagging!
You are now ready to launch your new hospital. Start by identifying
each audience that could impact or influence the success of your new
facility.
Plan your communications with each of these groups prior to your
move if possible. Orchestrate the TIMING of your messages so that
your communication is as closely tied together as possible. This
will help prevent the spread of incorrect information and also
enable you to be proactive with each group’s message. As stated
earlier, avoid a one-time “we’ve moved” announcement and instead
build anticipation and interest early.
Take a PROGRAM approach in developing a new hospital launch plan.
Create a series of meaningful events, gestures, communications and
initiatives that work together to send a cohesive message to your
target audiences. For example, planning a series of on-site healthy
pet workshops (how to keep your pet out of the vet hospital!) sends
a message that you are concerned about saving clients money, looking
out for their pets, etc. Incorporating a theme and purpose adds
impact, continuity and meaning to your communications.
Once you have developed your approach, determine how to make the
hospital opening attention-getting and interesting to each of your
target audiences. Consider:
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Grand opening events
•
VIP previews
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Tours and demonstrations
• Special introductory services or
promotions
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Contests and drawings
• Tours and briefings for the local
media
• Commemorative gifts
• Donations
• Guest speakers
Where possible, use existing
communication channels (i.e., website, newsletter, email bulletins,
signage, bulletin boards, mailed reminders, statements and upcoming
presentations or events) to spread the word. Since you are using
many of these channels already, they represent economical, but often
overlooked, choices.
Keep your ears up!
Many practices utilize some form of client relationship management
system. Modify or add to your existing program to track results of
marketing and communications initiatives . As your new hospital
grows, you will want to know the best sources of new clients and the
return you are getting for your efforts. Make gathering feedback
from staff and clients a regular practice at your new facility.
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New hospitals
New Hospital with a name change
When the former Independence Animal Hospital in Clarkston, Michigan
decided to move out of its small strip mall location to build a new
state-of-the-art facility across the street, it used this as an
opportunity to rethink its identity and market positioning.
Give that the practice was starting to build a reputation for its
high level of diagnostics in treating tough cases, and based on the
fact that many of its clients came from outside the local community,
a new identity was in order. The clinic shed the part of its name
that linked it to the local township and instead adopted a regional
orientation. The new Advanced PetCare of Oakland elevated the
perceived sophistication of the practice and conveyed its
county-wide coverage. A new tagline, Answers for the life,
health & well-being of your companion, provided an emotional
outreach. These elements were conveyed graphically in a new hospital
logo.
Smartly, Advanced PetCare of Oakland
made it a point to begin the repositioning process before
its move into its new facility. Rebranding and related
communications with clients, referral sources and others started a
year or more before the new facility was completed. In this way the
hospital reduced the possibility of anyone thinking that the old
Independence Animal Hospital had simply gone away. |
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