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that they are being out-paced by their local competitors, without even knowing how to keep up...
Here are a few proven techniques that can help you to successfully implement a marketing strategy that’s built for the twenty-first century and beyond. Using these techniques, while making adjustments that allow you to customize the strategies to benefit your specific veterinary practice, will allow you to retain your current clients, expand your outreach in order to gain new ones, spend your marketing dollars far more effectively and enhance the way that your veterinary practice operates each day. By following and implementing these simple rules, you can set your veterinary practice up for total success, with the tools needed to keep improving each day:
MEASURE CLIENT SATISFACTION
1.) The importance of measuring client satisfaction cannot be overemphasized. Every client that leaves your practice without giving feedback on services
and their overall experience is a lost opportunity to improve and gain invaluable information from the most important person to your veterinary practice: your client.
In order to measure client satisfaction successfully, you may want to focus most intently on clients that have recently visited your practice, preferably within the last one or two days. Their visit with you is still in recent memory, and any feedback and/or critique can easily be garnered at this stage. You can complete this step by sending out surveys via email, or even handing out a final form once the client is making payment and scheduling a future appointment.
Techniques for the client survey can vary, but should effectively monitor satisfaction and ensure that you’ve provided good service that will render future visits and references. You may try asking questions with a “One
to Ten” level of response to most effectively gauge
the services that can be improved by your veterinary practice. Use this strategy to measure the promptness of the visit, friendliness of the staff, knowledge of the primary veterinarian, etc. You can design surveys to be anonymous or to even enter the client into a contest
as incentive for completion. For example, “Tell us what you think and you can win a $100.00 gift card!” Different clients have different ways of rendering their experience in total candor, so you may want to experiment with different incentives and techniques here.
You can also measure which techniques of giving a survey yields the most results, I.E. sending out an online survey the same day or the next day after a client appointment and/or giving out a physical survey which can elicit an on-the-spot response.
The technique you choose to use is of course up to
your veterinary practice, but should allow for honest feedback to be gauged, analyzed and recorded by your veterinary practice, resulting in room to improve service and consequently ratings, for future appointments. Even the most successful veterinary practices have room to improve and measuring client satisfaction is one of the best possible ways to do this.
TRACK YOUR RETURN ON INVESTMENT
2.) It can be tempting to start plugging money into marketing techniques that are polished, newly released and seem exciting. Why not spend $100.00 to promote a cute Facebook post or $50.00 on a new Facebook advertisement? Well, the truth of the matter is that you should not spend money on marketing without putting the necessary tools in place to track your return.
ROI is a term that you should learn inside and out. Simply put, it means Return On Investment. Unless
you know that a specific advertisement is bringing new patients directly through your front door, there is no way to ensure that you’re effectively advertising. Ineffective advertisements can actually do more harm than good, causing your veterinary practice to spend money and direct attention to a specific medium, without actually garnering results. Practices that do not implement a proper infrastructure to measure their return can blindly spend money, without ever achieving the results that they desire. This can actually be trickier than you think. For example, if you do spend $100.00 on Facebook and get plenty of replies and shares, this may seem like a successful campaign! The post may even lead more people to visit your website or to follow your Facebook account. Still, if the visitor is not contacting your veterinary practice directly to schedule an appointment, you may be spending more money on web-traffic and your online promotion, than you are actually securing
a new client! There are however, ways to distill your marketing efforts and ensure that dollars spent, result in dollars earned:
One great place to start is with CallRail.com; a tool that records incoming calls and determines where the client came from before calling you directly. For example, if a client finds you on Facebook (a very common example) and proceeds to your website before calling you, CallRail will allow you to gain valuable insight on the process, noting which lead resulted in the call (in this case, Facebook) and other important data about their process. You can then distinguish if the call came from a targeted Google search, Google AdWords, Facebook, Twitter, etc.
One of the largest advantages of our digital age, is the ability to leverage new tools and analytics to derive more data than ever. While the process of caring for your clients and delivering impeccable service may stay more or less the same, the process of tracking leads, traffic and growth has changed more than ever before.
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