make Vet Answers my homepage
 

Veterinary Business Podcast #2 - Low cost marketing, adding value & working with millennials

Posted in Management @ Mar 3rd 2016 - By Judy Gillespie, Vetanswers
Business Channel 640v2

VETtalk Business Channel #2 28th Feb 2016

Ok, I have a confession to make – I often find it difficult to find the time to listen to podcasts (even though I love taking part in VETtalk’s new Business Channel Podcasts!). I do however spend a lot of time reading posts and information online. So to help out others like me I’ve decided to put together a written version of the above mentioned VETtalk Business Channel Podcast.

Podcast #2 was released on the 28th February 2016 and featured: 

No Cost Marketing – Steve Jensen

You can click here to listen to this segment (5:11)

How do get people to know about YOU and how good you are as a vet when you don’t have a lot of money to spare for marketing?

Steve Jensen from ‘Impact Training’ discussed some of the easiest ways to get your name and the services you offer out to potential clients – low cost, no cost marketing ideas.

  • What is marketing? ……A planned opportunity to create leads
  • What is Advertising? …..Getting the word out there & encouraging interest in what the marketing offer is
  • Marketing has…

o   A marketing campaign

o   Advertising

o   And (very importantly!) a sales & closing strategy

  • Best way to start marketing on a shoe string budget is through a referral program

o   First up, you must have a product & service that people want to recommend

o   For example…..

§  Vet calls clients after visit, checks that everything has gone well, any questions, etc. then asks if the client would recommend them to their friends

§  Explains they have a VIP client list, offers to add them for a 5% discount

§  Asks if they have any friends they think would also be interested in being added to the list & in turn receive a 5% discount

o   Not comfortable asking for feedback about your business? Then you obviously need to tidy it up!

  • Testimonials – another great way to promote your business

o   You can ask clients for testimonials – maybe offer to feature client’s pet on your website along with their success story & testimonial

o   Ask some questions (give them the topics you’d like information about):

§  Why did you come to the vet?

§  What did you expect?

§  How were you treated?

§  Were your expectations met?

§  What did you like most about your visit?

o   Can also video them answering your questions and add video to your website

§  Keep video no more than 2 minutes

§  Change them regularly

Adding value to your veterinary practice – Judy Gillespie (Vetanswers)

You can click here to listen to this segment (5:02)

  • Every possible opportunity that a veterinary practice has to communicate with a pet owner adds value to the relationship
  • Your clients are after high value information that will help improve their relationship or life with their pet or animal

o   For example: I took my dog for her annual vaccination, nothing out of the ordinary, so it was a quick visit. On Monday I received a text message saying “Hi it’s Dr Catherine, I saw Nina for her vaccinations on Saturday, just wanted to check to make sure everything was ok. If there’s anything you’d like to talk to me about, please give the clinic a call”

o   Even though it was probably an automated system that sent the text – it still added value to my relationship with my vet

o   AND it may also help to jog pet owner’s minds if something was a little ‘off’ with their pet and encourage them to call the practice sooner rather than later.

  • Whether it’s sending a follow up text message or using a service such as ‘Pets On Hold’ – these additional forms of communication don’t take very much effort, yet they all add value to the client’s relationship with their vet.

What’s the most popular Vetanswers Resource?

  • Vetanswers resources are constantly being updated but the one that I believe is of the most value is the ‘What’s on in 2016? Veterinary CPD Calendar’
  • Designed in a traditional calendar format that can be downloaded as a pdf document which means it can be printed, shared and highlighted
  • Every month the calendar is updated with information from many, many websites
  • It includes training for EVERYONE in the veterinary industry – veterinarians, vet nurses, practice owners, practice managers

What is success? And working with Millennials – Dr Diederik Gelderman (Turbo Charge Your Practice)

You can click here to listen to this segment (6:34)

What is success?

  • Depends on the practice – some want money, some want lifestyle & some want both
  • So success to one practitioner depends on what they’re after
  • Most practices take 9 – 15 months to achieve their outcomes after getting coaching support
  • Have experienced some amazing turnarounds with some of the practices he has worked with

Working with Millennials

How do you suggest practices manage the millennials – especially those wanting large salaries at the beginning & only wanting 9 – 5 work?

  • There are of course a range of millennials out there & there are many that are prepared to put in the hard work
  • Expert in the area of working with millennials is Jason Dorsey
  • Millennials want feedback but in a different way to other generations, for example:

o   Baby boomers feedback = a gold watch on retirement,

o   Gen X feedback = annual performance reviews,

o   Millennials feedback = want & need feedback every 1 to 2 hours, if they don’t get it they may not perform as well as they could or should

  • As practice owners or managers we need to give them what they need – feedback isn’t just about a pat on the head, it’s also having conversations about what could be improved to get better outcomes
  • Diederik wasn’t always good at giving feedback – learned how to do it by putting a number of coins in his pocket and every time he gave someone some feedback he shifted a coin to his other pocket – aim was that by the end of the day all the coins would have been shifted
  • It’s difficult for Practice owners to give Millennials feedback every 1 to 2 hours but they could start with 3 coins in their pockets and aim to give millennials 3 pieces of feedback every day
  • In general vets & practice owners are terrible at giving feedback, Shawn McVey talks about the need to have ‘difficult conversations’
  • All managers need to learn how to have these ‘difficult conversations’ and after they've had a couple the conversations start to become relatively easy -  once manager have started having them their team starts to improve
  • And this is not just for Millennials but for ALL your staff

~~~~~~

If you'd like to hear the Podcast when they're released, visit VETtalk Business Channel: Videos & podcasts from leading veterinary business services and marketing providers. Keep updated with products, services and the latest industry news. SUBSCRIBE FREE as a Vet-Pro to keep updated 

Comments

There are currently no comments.

Add Your Comments

All comments will be submitted to the administrator for approval.

 
To prevent spam, please type in the code found in the red box to verify you are a real person.
 
  Required fields
 

Blog Categories

 

Recent Blog Entries

 
 
follow us on twitter