practice manager presentation jan 2012
TRANSCRIPT
![Page 1: Practice Manager Presentation Jan 2012](https://reader033.vdocuments.us/reader033/viewer/2022060122/5595740d1a28ab575c8b4692/html5/thumbnails/1.jpg)
Steve Birkett& Ed Fegan January 11, 2011
Getting the Phone to Ring
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Steve Birkett& Ed Fegan January 11, 2011
So the Door
Swings
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Steve Birkett& Ed Fegan January 11, 2011
And the Cash Register
goes‘Ka-Ching’
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Steve Birkett& Ed Fegan January 11, 2011
Increasing the number of
Patient Visits
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Steve Birkett& Ed Fegan January 11, 2011
Recent Study Findings
1. Owner-Pet Bond Compliance
2. Cats
3. Recession
4. Fragmentation
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Steve Birkett& Ed Fegan January 11, 2011
Recent Study Findings
5. Internet
6. Clients not understanding need
for preventive care
7. Sticker Shock “Perceptions and Attitudes of Pet Owners: The Impact of the Bond” BNR Research May 2007
Bayer Veterinary Care Usage Study“The Decline of Veterinary Visits and How to Reverse the
Trend”©2011 Bayer Healthcare
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Steve Birkett& Ed Fegan January 11, 2011
Our Goal:
To clearly and consistently
communicate what we do so we
obtain and retain clients and
their pets.
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Steve Birkett& Ed Fegan January 11, 2011
Benefits & Value
Value=Benefits
Cost
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Steve Birkett& Ed Fegan January 11, 2011
Benefits & Values
Benefits
Understand difference between
Features & Benefits
Client must know it’s a Benefit
Not every client values benefits the
same
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Steve Birkett& Ed Fegan January 11, 2011
Benefits & Value
Value
Value must be > 1
Value of service must exceed
alternatives, especially when
client has limited funds
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Steve Birkett& Ed Fegan January 11, 2011
Planning Factors
Why Do They Come?
Who Comes?
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Steve Birkett& Ed Fegan January 11, 2011
Why do they come?
Veterinary Services
Sick/Injured
Preventive Care
Elective Surgeries
Consultations
Other
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Steve Birkett& Ed Fegan January 11, 2011
Who Comes? – Patients
Species
Breeds
Needs
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Steve Birkett& Ed Fegan January 11, 2011
Who Comes? - Clients Demographics
Psychographics
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Steve Birkett& Ed Fegan January 11, 2011
Patient/Client Lifecycle Returning Patients
New
Pet Dies
Patient/Client
Lifecycle
Reactivate
Leave
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Steve Birkett& Ed Fegan January 11, 2011
Returning Patients
Easier and less expensive to get
patients to return than getting
new patients
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Steve Birkett& Ed Fegan January 11, 2011
Returning Patients
1. Educate Clients on services
you offer
2. Reminder System
3. Make it easy to contact you
4. Stay in contact with Clients
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Steve Birkett& Ed Fegan January 11, 2011
New
1. Location, Location, Location
2. Referrals
3. Employees
4. Phone Book
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Steve Birkett& Ed Fegan January 11, 2011
New
5. Internet
6. Advertising
7. Publicity
8. New Patient/Existing Client
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Steve Birkett& Ed Fegan January 11, 2011
Why clients leave
Move
Unhappy with price (value)
Unhappy with service/product
Unhappy how they were treated
Failure to communicate need
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Steve Birkett& Ed Fegan January 11, 2011
Reactivating Patients/Clients
Have a system
Don’t wait too long
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Steve Birkett& Ed Fegan January 11, 2011
Patient Dies
How we can influence pet longevity
Preventive Veterinary Care
Importance of our lifestyle
recommendations
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Steve Birkett& Ed Fegan January 11, 2011
Communicating
Location, Location, Location
Sign
Landscaping
Maintenance
Other
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Steve Birkett& Ed Fegan January 11, 2011
Phone Book
Why still relevant
Internet
Standing out from the crowd
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Steve Birkett& Ed Fegan January 11, 2011
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Steve Birkett& Ed Fegan January 11, 2011
Internet
Website & Landing Pages
+ SEO – Search Engine Optimization
+ Conversion Architecture
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Steve Birkett& Ed Fegan January 11, 2011
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Steve Birkett& Ed Fegan January 11, 2011
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Steve Birkett& Ed Fegan January 11, 2011
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Steve Birkett& Ed Fegan January 11, 2011
Internet
Social Media
+ YouTube
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Steve Birkett& Ed Fegan January 11, 2011
Internet
+ Reminders
+ Newsletters
+ Targeted mail
+ Follow-ups
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Steve Birkett& Ed Fegan January 11, 2011
Sample Email Newsletter
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Steve Birkett& Ed Fegan January 11, 2011
Advertising
Direct Mail
Newspaper
Television
Radio
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Steve Birkett& Ed Fegan January 11, 2011
Brochures, Business Cards and
Educational Materials
General Brochure
SpecialBrochures
Business Cards
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Steve Birkett& Ed Fegan January 11, 2011
Education
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Steve Birkett& Ed Fegan January 11, 2011
Publicity
Community Involvement
Tours
Seminars
Press Releases
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Steve Birkett& Ed Fegan January 11, 2011
Sample Plan
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Steve Birkett& Ed Fegan January 11, 2011