professional marketing 1

ETHICAL PRACTICE MARKETING

Dennis M. McCurnin, D.V.M.Diplomate, ACVS

Louisiana State University

MARKETING: COMMUNICATION OF PROFESSIONAL

SERVICES AND PRODUCTS

MARKETING

IF YOU WANT DIFFERENT RESULTS IF YOU WANT DIFFERENT RESULTS YOU MUST DO SOMETHING YOU MUST DO SOMETHING DIFFERENT! DIFFERENT!

DARE TO TAKE RISKSDARE TO TAKE RISKS WEBSITE ( 75%)WEBSITE ( 75%) E-MAIL NEWS LETTERE-MAIL NEWS LETTER

E-MAIL REMINDERSE-MAIL REMINDERS

MOST IMPORTANT MANAGEMENT SKILL:COMMUNICATIONS

COMMUNICATIONSNeeds Needs vs Recommendations vs RecommendationsScheduleSchedule next appointmentnext appointment at the end of at the end of

the visit vs Calling when neededthe visit vs Calling when neededConfirmConfirm the appointment several days the appointment several days

before by phone ( not a Reminder )before by phone ( not a Reminder )TreatmentTreatment PlanPlan vs Estimate vs Estimate InitialInitial paymentpayment vs Deposit vs Deposit Progress ExamProgress Exam vs Recheck vs Recheck

TRENDS FamilyFamily LifestyleLifestyle GrayingGraying

FAMILY CHANGES Starting laterStarting later

Single parentsSingle parents Smaller familiesSmaller families Multiple wage earnersMultiple wage earners

LIFESTYLE CHANGES Smaller Dogs ( 78 Million)Smaller Dogs ( 78 Million)

More Cats ( 94 Million ) More Cats ( 94 Million ) More exotic pets More exotic pets

GRAYING CHANGES Spending Power / AttachmentSpending Power / Attachment

Active lifestyleActive lifestyle Growing populationGrowing population Multi-family housingMulti-family housing More money than timeMore money than time

MARKETING IS A PHILOSOPHY

DRIVEN BY CLIENT NEEDS

MARKETING for DVMs

Oprah: Sells lifestyle “ Go for it !”Oprah: Sells lifestyle “ Go for it !”

Martha: Sells lifestyle not magazinesMartha: Sells lifestyle not magazines

Starbucks: Sells atmosphere not coffeeStarbucks: Sells atmosphere not coffee

DVMs: Sells lifestyle/wellness/protectionDVMs: Sells lifestyle/wellness/protection

OUR CLIENT IN COMPANION ANIMAL PRACTICE ? FEMALE ( family caregiver )FEMALE ( family caregiver ) 30 -65 years old ( mean 46 )30 -65 years old ( mean 46 ) College educated / professional / own homeCollege educated / professional / own home Income $70K plusIncome $70K plus DINK 22% ( dual income-no kids )DINK 22% ( dual income-no kids ) Want cutting edge technology with Want cutting edge technology with

compassionate carecompassionate care Want clean, neat, odor free, modern facilityWant clean, neat, odor free, modern facility Refreshment center, flowers, windows, art, clean, Refreshment center, flowers, windows, art, clean,

displays, music, professional atire.displays, music, professional atire.

MARKETING CONCERNS…

PhysiciansPhysiciansDentistsDentists

AttorneysAttorneys

“EVERYONE LIVES BY SELLING

SOMETHING”

-Robert Lewis Stevenson

ROLE OF EVIDENCE

““Seeing is believing”Seeing is believing”Backroom treatment vs Backroom treatment vs

Examination room.Examination room.

MARKET BENEFITSNOT PRODUCTS

CLIENT EDUCATION IS PART OF OUR BUSINESS ALONG WITH SERVICE

“WE ARE TEACHERS”

VETERINARIANS MUST TREAT AND PREVENT

MARKET CONTROL (THE 4 P’s)

1. Product (Prof. Service )1. Product (Prof. Service )2. Promotion2. Promotion3. Place3. Place4. Price4. Price( Political power)( Political power)(Public opinion)(Public opinion)

CONSUMERS ARE PRICE SENSITIVE

PRICE IS IMPORTANT WHEN

End results sameEnd results same

Results unimportantResults unimportant

PRICE VS. VALUE VS. BENEFIT

LACK OF CONSUMER EDUCATION REDUCES

CHOICES TO PRICE

NOT SELLING A VACCINATION BUT A

HEALTH CARE PROGRAM

EXPAND INTO NEW SERVICE AREAS1. Nutrition1. Nutrition

2. Medical supplies2. Medical supplies3. House calls / Hospice3. House calls / Hospice4. Boarding4. Boarding5. Grooming5. Grooming6. Cremation6. Cremation

EXPAND INTO NEW SERVICE AREAS

7. Grief counseling7. Grief counseling8. Pick-up/delivery8. Pick-up/delivery9. Health insurance9. Health insurance

10. Laboratory10. Laboratory11. Imaging11. Imaging12. Behavior12. Behavior

HOW CAN YOU ATTRACT AND RETAIN

CLIENTS?

PROFESSIONAL MARKETING

INTERNAL MARKETING

How skillfully you deal with How skillfully you deal with people will determine how people will determine how

many cases you will many cases you will actually treat.actually treat.

“HOW” YOU SAY THINGS IS MORE IMPORTANT

THAN “WHAT” YOU SAY

PICTURE IS WORTH - -

HANDOUT MATERIALS

HANDOUT MATERIALS Hand directly to clientHand directly to client

Mail as follow-upMail as follow-up Mail as reminderMail as reminder Provide when askedProvide when asked Provide prior to examProvide prior to exam Owner picks-upOwner picks-up

REMINDER CARDS

Black & white card:Black & white card:

Full-color card:Full-color card:35% response rate35% response rate

45% response rate45% response rate E-mail + card 56% E-mail + card 56%

(Vetstreet.com)(Vetstreet.com)

30% of clients return on 30% of clients return on their own their own ( NCVEI )( NCVEI )

TELEMARKETING VS. MAIL REMINDERS 78% wanted phone reminder if over due.78% wanted phone reminder if over due.

AAHAAAHA Only 52% received a call.Only 52% received a call.

REMINDERS Entered at dismissalEntered at dismissal Vaccines, Physical Exs, Wellness Testing, Dental Vaccines, Physical Exs, Wellness Testing, Dental

Exs, Intestinal Parasite Tests, Heartworm Tests, Exs, Intestinal Parasite Tests, Heartworm Tests, Product Refills, etc.Product Refills, etc.

All rechecks (Med. Progress ) scheduled at All rechecks (Med. Progress ) scheduled at dismissal.dismissal.

Email, then card, then phone. ( do this on weekly Email, then card, then phone. ( do this on weekly basis so ¼ per week & keep appoints steady). basis so ¼ per week & keep appoints steady). Mail Mondays & Email on wednesdays.Mail Mondays & Email on wednesdays.

SEND THANK-YOU CARDS FOR EACH REFERRAL

REWARD REFERRALS

Only 40% 0f practices reward client Only 40% 0f practices reward client referrals.referrals.

60% Do 60% Do notnot have reward programs. have reward programs.

NCVEI NCVEI

PROFESSIONAL ADVERTISING

Social Media (Buzzing)Use social media sites to connect to Use social media sites to connect to current clients and potential clients:current clients and potential clients:

Facebook, Linkedin, Myspace, Twitter, etc.Facebook, Linkedin, Myspace, Twitter, etc.

Use social media sites to provide information Use social media sites to provide information about veterinary medicine, news alerts, new about veterinary medicine, news alerts, new

findings, humor, practice updates, etc.findings, humor, practice updates, etc.

IN-HOUSE MARKETING USE SIGNS AND HAND-OUTS ( ie. To USE SIGNS AND HAND-OUTS ( ie. To

inform clients about dentistry have a sign in the inform clients about dentistry have a sign in the reception room reception room “ PETS LIVE UP TO 4 “ PETS LIVE UP TO 4 YEARS LONGER WITH DENTAL CARE”YEARS LONGER WITH DENTAL CARE”) ) and follow-up with a nice take- home brochureand follow-up with a nice take- home brochure

Always have the Always have the “teacher”“teacher” hat on hat on We always accept new patients: send us your We always accept new patients: send us your

friends!friends!

CROSS-MARKETING

41% of dog owners 41% of dog owners own a catown a cat

46% of cat owners 46% of cat owners own a dogown a dog

AVMAAVMA

LOGOS

REFRIGERATOR MAGNETS

PROFESSIONAL DISPLAYS

Displays DISPLAY CREDENTIALS OF DVM’S DISPLAY CREDENTIALS OF DVM’S

ANDAND STAFF IN THE RECEPTION AREASTAFF IN THE RECEPTION AREA

ALWAYS HAVE WALL HANGINGSALWAYS HAVE WALL HANGINGS MATTED AND FRAMEDMATTED AND FRAMED

DECORATIONS SHOULD BE DECORATIONS SHOULD BE ATTRACTIVEATTRACTIVE TO OUR FEMALE TO OUR FEMALE CLIENTS (CLIENTS ( 80% are female)80% are female)

PRODUCT PUSHING TACTICS

PROFESSIONAL IMAGE

TOTAL PREVENTATIVE HEALTH CARE

Biannual physical Ex.Biannual physical Ex.

VaccinationsVaccinations Parasite controlParasite control Dental careDental care Proper nutritionProper nutrition

NUTRITIONAL EXPERT?

KNOW YOUR CLIENTS

KNOW THEIR NEEDS

PROFESSIONAL IMAGE

Neat and clean displayNeat and clean display

Prices clearly markedPrices clearly marked Supervised locationSupervised location **Professional information**Professional information

VETERINARY SUPERVISED BOARDING

INTERNAL MARKETING

High speed Internet Connection and High speed Internet Connection and Computer in Reception area ( Use your Computer in Reception area ( Use your website as home page )website as home page )

Cordless phone in reception area for local Cordless phone in reception area for local callscalls

Fresh flowers, Fresh baked cookies/coffee?Fresh flowers, Fresh baked cookies/coffee? Free vaccines ( with Exam ) promotionFree vaccines ( with Exam ) promotion $5 coupon for Ex w/ web drug purchase $5 coupon for Ex w/ web drug purchase

(Vetstreet.com)(Vetstreet.com)

E-NOTES AND NEWSLETTERS

EXTERNAL MARKETING

BEST ADVERTISING IS A SATISFIED

CLIENT

BRANDING

If your practice is sending out the right messages If your practice is sending out the right messages about what people can expect when they visit the about what people can expect when they visit the

practice, they will practice, they will travel furthertravel further, , wait longerwait longer, ,

pay morepay more, , make more referralsmake more referrals and and remain remain more loyalmore loyal. ( Bob Lavoy, PhD, 2008 ). ( Bob Lavoy, PhD, 2008 )

The GAP vs Nordstrom ( Cool vs Quality)The GAP vs Nordstrom ( Cool vs Quality) Marriott vs Motel 6 ( luxury vs Budget )Marriott vs Motel 6 ( luxury vs Budget ) Location, appearance, equipment, technology, etc.Location, appearance, equipment, technology, etc. Banfield 760 locations with Petware / Wellness Banfield 760 locations with Petware / Wellness

20% OR MORE OF A VETERINARIAN’S NEW

BUSINESS COMES FROM “WORD OF MOUTH”

(LOCATION # 1)The big 4 ways clients choose

DVMs: 1. Location, 2. Fees, 3. Hours,

4. Recommendations. JAVMA 233:9,1410-1411, 2008

ASK for REFFERALSSign in reception area

“ PLEASE SEND US YOUR FRIENDS ”

ATTRACTING ATTENTION

Sign on the street / building ( lit at night)Sign on the street / building ( lit at night) Stone dog at the edge of side walkStone dog at the edge of side walk Attractive Building and groundsAttractive Building and grounds Topiary near the streetTopiary near the street Large US flagLarge US flag

OPEN HOUSE

Institutional AdvertisingAdvertising by national, regional or local Advertising by national, regional or local

commercial companiescommercial companiesNational Pet Dental Month ( February ) National Pet Dental Month ( February )

AVMA / Hill’s Pet NutritionAVMA / Hill’s Pet NutritionNational Pet Wellness Month ( October ) National Pet Wellness Month ( October )

AVMA / Fort Dodge Animal HealthAVMA / Fort Dodge Animal HealthFlea / Tick / Heartworm TV Comm.Flea / Tick / Heartworm TV Comm. ( Product information and see your DVM)( Product information and see your DVM)

COMMUNITY EDUCATIONDVM and VTDVM and VT

COMMUNITY ACTIVITIES

Service clubsService clubs Church groupsChurch groups College alumniCollege alumni Country clubCountry club School boardSchool board City governmentCity government

PROFESSIONAL MARKETING WILL BENEFIT

1. Patient1. Patient2. Client2. Client3. Practice3. Practice

QUESTIONS