For hard working veterinarians who are just starting out, getting clients is job one. While every location is unique, there’s no need to reinvent the wheel. It’s all about developing a multi-pronged outreach strategy. Long-term success follows those practitioners who focus on delivering excellent service to every customer. What’s the short version of a win-win game plan?
It begins with financing that clients need for typical treatment and care expenses. Affordable services attract customers in any market. Another component of the master plan is about community outreach in the form of free checkups at public events and busy shopping malls. There’s no better way to demonstrate commitment to the community and put your practice on the map.
A few more tactics make the effort even more effective. Email marketing remains a viable strategy, so it’s prudent to invest in a list and distribute weekly newsletters to those who subscribe. Customer engagement can take time, but it pays worthwhile dividends in the long run. Likewise, partnering with nearby shelters and groomers helps connect you with first-time pet owners and establish a solid referral network. Finally, use special offers, discounts, and giveaways to create buzz about the new business. Here are the details about each one of the tactics.
Commonsense Financing Options
Few consumers purchase vehicles or big-ticket retail items for cash anymore. Those days are long gone. In an age when vet bills can reach well past the $1,000 mark, it’s essential for practitioners to offer simple, easy to apply for financing plans. That’s why so many successful DVMs turn to third-party providers like Cherry, CareCredit, and other respected names in the lending industry.
Over the course of a decade or two, it’s not unusual for consumers to spend a substantial amount on their furry and feathered friends. Just imagine how difficult it would be to sell a car or new refrigerator to someone if they had to pay the full cash price at the time of purchase. Splitting large bills into manageable monthly installments turns a potential problem into a benefit.
It’s a win-win when you can let first-time customers know that they have budget-friendly options like monthly payment plans from Cherry and others. That way, they can give their beloved household pets the very best care and essential treatments. With Cherry payment plans, clients can get rapid approval for amounts up to $35,000 and pay over time. This smart financing is an instant solution to one of the main reasons people sometimes perceive veterinary care as being out of reach.
Email Campaigns
Step one for building a powerful email campaign is buying a list from a reputable seller. Make sure the product is targeted to your local area. That way, the emails will reach prospective customers who are more likely than not to need your services. Then, be diligent about following up by sending out a weekly opt-in newsletter that includes worthwhile information. Consider a section on tips for owners, vet industry news, and promotions. A regular newsletter is the ideal way to keep the audience fully engaged and informed.
The point of every mail piece you send is to encourage people to visit your clinic. Enlist the aid of family and friends who can share your business details on their social media accounts. Plus, their personal networks have the potential to bolster your marketing efforts and add names to a growing email list. Brand awareness is the payoff, but it takes time to create an authentic sense of community around your practice.
Free Consults at Public Events
Attend and rent booth space at events like dog and jog fun runs, July 4th gatherings, community picnics, and local park celebrations. All those spots are pet friendly, and people tend to be in a welcoming mood. They are the perfect places to connect with owners and soft sell your services. Consider giving away free items like calendars, key chains, fridge magnets, and flea collars. People love freebies, and handing them out is a fun, personal way to attract attention to what you do and make a long-term impression.
Other ideas include offering coupons for free 30-minute in-office consultations, giving out bumper stickers, offering discount packages for repeat visits, and providing on-site health assessments to showcase your talent and build trust at the same time. Finally, craft a full menu of public event marketing strategies that you can use on a revolving basis. Avoid trying to do everything at every event. Instead, build long-term relationships one at a time as you become more visible in the community.
Strategic Partnerships
Build a network of partners that includes, at least, local groomers and owners of pet shelters. Consider organizing a power breakfast once per month when the three or four of you exchange ideas about how to grow your businesses. Referral networks take time to build, so be patient and don’t expect to see measurable results for about six months.
Shelter owners are excellent resources for making connections with first-time pet owners who care deeply about their animals. Groomers are already linked to a large group of owners and can hand out your business cards and make direct referrals to your clinic. Don’t negate your efforts by partnering with other vets who will likely be your main local competition.
Business cards can be a powerful, low-cost way to make face to face contact with prospective clients. Start by printing at least 1,000 to snag a volume discount. Then, hand them out at places where your target demographic congregates, like dog and cat play areas and pet friendly outdoor events. To build lasting connections, distribute them personally whenever possible, even while walking your own four-legged friends.
Invest in high-quality cards after getting a referral from your network. Take time to study what other providers’ cards look like, and don’t stray too far from the norm. It’s okay to be unique but avoid the urge to offend with designs that are too brazen, in poor taste, or appear gimmicky. Consider enlisting a few trusted friends or relatives to give your cards to prospective customers, and make sure they always have a fresh supply.
