Find and keep new clients at your veterinary practice

Practicing veterinary medicine in this economy is no easy task. Every day can feel like a struggle to stay afloat. One of my most common requests from veterinarians is for a study to determine whether a practice has any hope of staying profitable in its current location. For some, the results are hopeless — 11 practices in an area that can only support seven. But for most, the results are okay. Owners just need to change some of their management tactics.

The truth is, not everyone shops with loyalty or with savings in mind. In fact, it's becoming popular for consumers to complain more about the quality of your service than about your fees. Consumers are getting savvy and know that if you can't provide the best possible service, then they can always spend their money elsewhere.

I can't stress enough that top-quality customer service is still the No. 1 priority that a client expects. It means much more to them than saving a few dollars. Many people have a favorite restaurant or shop that they will religiously stick to no matter what. A few dollars won't change that.

Detail oriented

Most clients are smart enough to know that not all businesses are scrupulously honest. Recently, my air conditioner broke. I always get three quotes for repairs like this, but my decision to use a company isn't just based on price. In this case, the first repairman told me I needed a whole new system. The second gave me an overinflated price and didn't strike me as professional. The third told me in detail what caused the system to break down, how he would repair it, how long it would take and the price, including a list of what I was paying for. His quote wasn't the cheapest, but I was so taken by his honesty and attention to detail that I gave him the job.

I realize that some businesspeople don't think to give such detail — or may think that a client doesn't want that much information — but it's something you should think about.

Free advertising

Advertising on a shoestring budget means you really have to know your business and its target market. There are people out there right now looking for the services you provide. Are they reading newspapers or checking ads in shop windows — or are they using Google to find a local practice?

It doesn't cost a dime to list your practice on Google, and you don't even need a website. Google Local, Google Places or Google Maps can act as your local directory. Potential clients look for local veterinarians on search engines all the time. The more detail you add to your free listing, the better?— pictures, hours, and more.

Now, because of your Google listing, your practice has gone from being one in 60,000 possible choices (the number of U.S. veterinarians) to one in 100 or even fewer. Google knows the exact location of your practice and will offer your business as a top search result. The closer you are to the person who's looking for your services, the more likely you are to be at the top of this list of practices. In today's business world, this advertising is a must and it's free.

First impressions

So now you've spent zero dollars, and a lot more people know where you are and what you do. When these potential clients call, you need to be ready. Image is important. When they arrive at your practice, it's important that their first impressions of your signage, building and staff are good ones.

Would you recommend a business whose staff was shabbily dressed? Coordinated staff uniforms tell clients that staff members care about their work and, more importantly, you care about how your practice looks to its clients. Don't get me wrong. Many clients may fail to notice coordinating uniforms, but they will notice if the staff looks unprofessional. You only get one chance at that first impression. A lot of what potential clients notice is not what you're doing right but what you're doing wrong. These wrongs are what cost you money and give your competitors an edge.

Professional scrubs are cheaper than ever, and you can add a personalized logo or the practice name as a cost-effective advertisement. The two most powerful scrub colors are maroon and royal blue. Wearing one color on Mondays, Wednesdays and Fridays and switching off on the other days is a practical system.

Final thought

The best client is one who returns again and again. That is much more likely if you have come across as a confident, well-presented, polite and honest person. Word-of-mouth is the best form of advertising, and there is nothing more satisfying than meeting new clients and having them tell you a friend recommended you. No doubt, if you're not completely stressed out by your financial situation, you might even pull off a friendly smile while you're greeting them.

Dr. Snyder, a well-known consultant, publishes Veterinary Productivity, a newsletter for practice productivity. He can be reached at 112 Harmon Cove Towers Secaucus, NJ 07094; (800) 292-7995; Vethelp@comcast.net; fax: (866) 908-6986.

For a complete list of articles by Dr. Snyder, visit dvm360.com/snyder