Are you communicating added value for your Veterinary practice?
With all the recent findings about vet practice transparency & pricing in the public eye again, with the recent CMA recommendations announcement, something really struck me – with my background in veterinary, pharma sales and marketing and as a specialist trainer in the field, where are we going wrong?
How much are we, as a profession, really communicating added value to our clients, in the wake of much less than positive PR with articles like this: BBC ARTICLE
These might include scenarios like:
1. Longer training to become a vet than a GP!
2. Investment in ongoing CPD and skills training - also as a legal requirement
3. That you can get appointments face to face, how often does that happen in many GP practices?
4. Often, practices have specialist qualified vets and or nurses in certain areas of interest. Anything from head to tail. such as Dermatology, Cardiology. Nutrition, Anaesthesia and more
5. In-house regular blood testing, meaning it doesn’t get sent away, so results are back within the same day, if not hours!
6. Continuity of care of the pet
7. The latest technology for dental, x-rays, scanners, blood pressure measuring, and so much more
What’s your best added value in your practice?
It often doesn’t come easily to most professionally qualified individuals to “sell” the products and services that they offer, be that in verbal or written communications.
Ultimately as Robert Louis Stevenson said “everybody lives by selling something”
Is it time to re look at your external communications strategy and tactics – how do you handle the:
1. New client walking through the door, so they choose you as their practice
2. The established long-standing clients to ensure they remain loyal and can give word of mouth recommendations
3. The newest bit of technology to ensure the greatest patient outcomes
4. Handling the “what is this going to cost? and how much?
5. The comparison in price to the free NHS!
6. Annual vaccinations and health check
7. What does your reception area say when you walk in? when did you as a professional sit in your own waiting room and look around- what did you see, how did it feel? What, if anything, needs to change
8. How do you maintain regular communication with those clients who are fortunate enough to only need routine treatment
9. What does your website and or social media say about the look, feel, and knowledge and experience of your practice and the team within it and all its added value?
The question I teach every person who comes to my traditional sales courses is W.I.F.M?
What’s in it for me! Me being the client. It’s about communicating the benefits of what you offer, linked to the needs of the client and their pet. not features… (my next article will deal with the difference in features & benefit…_
If you need any more thoughts tips, please get in touch at karen@vitalsparkconsultancy.co.uk. We would love to help you define and manage your practice communications.






















