Client Relations & Marketing

Use American Humane's Tag Day, April 1, as an opportunity to regroup and refresh your efforts to promote tags and microchips.

Valley Animal Hospital in Roanoke, Va., helped people looking for love as well as abused animals by hosting a "Speed-Dating for Pet Lovers" night. The fundraiser was for the clinic's SPIRIT fund, which defrays veterinary care expenses for abused animals. "We hosted it as a typical speed-dating setup but participants had to have a pet, and the admittance picture had to be of the owner and pet together," says owner Dr. James Poage.

Take one IV bag, stir in a concerned client, and add a dash of helpful team member.

How one practice successfully promotes dental care.

In November, President Bush signed into law an addition to the Agriculture Appropriations Bill that supports the development of open technology so all scanners can read all microchips.

You've seen it before: Sweet little white-haired Mrs. Smith turns into the Queen of Mean when she gets her first gander at her bill.

Consider starting annual, seasonal, or quarterly events to expand your client base and retain current clients. Be creative: Make your promotions fun; make them silly!

Choppers, fangs, incisors-call them what you like, but don't forget to celebrate them this February.

When clients go out of town and leave their pet with someone, suggest that they make a temporary pet tag that lists the name, address, and phone number of the sitter.

A few ill-chosen words can leave your message garbled. So if you see confusion or anger when you expected a smile, rewind your conversation and look for these verbal miscues.

If your dog leaves a treasure on the lawn Place a windmill beside it before you're gone!

... I knew this dog was more than an investment.

I just returned from a practice-management meeting at the Ritz-Carlton in Amelia Island, Fla. It was our 20th gathering, and we wanted it to be special, which is why we chose a Ritz-Carlton hotel. Everyone knows the Ritz represents the gold standard of service in the hotel industry. How do they achieve this lofty goal?

Your clients seek you out because your approach meets their needs.

"Increased customer loyalty is the single most important driver of long-term profitability," say Scott Robinette, Claire Brand, and Vicki Lenz, authors of Emotion Marketing: The Hallmark Way of Winning Customers for Life (McGraw-Hill, 2000).

Ever wonder what surgery is like from the pet's perspective? Your clients do.

A++ clients make appointments the day they get your postcard, call, or e-mail. Here's how to help the others make the grade.

Ever wish pets could schedule their own appointments and bring themselves in for care? The key to stopping client-created stress is to see your clients for the different breeds they are—and adjust your approach accordingly.

What's considered an inactive client, and how often should you purge inactive clients?

Clients judge the quality and value your practice offers during the first three minutes of contact.

It's easy to overlook the problems that come with making clients wait. We think, "Hey, it comes with the territory." We make excuses. And we hedge our bets, knowing most clients only grow dissatisfied when they wait more than 30 minutes. But that approach won't wow clients. In fact, even a short wait may leave clients disgruntled. So it's an issue you should aim to manage.

After recent media coverage of canine influenza, you're likely to get some questions about this illness.

A disturbing e-mail arrived the other day: Hello, Dr. Bellows: I have a 5-year-old yellow Labrador Retriever that I have routinely cleaned her teeth (with enzyme toothpaste and a brush, recently using Sonicare). Despite all best efforts, she is building up tartar and I think may have a dark spot (cavity on a rear molar).

Use this sample as a starting point to develop your own survey.

Solid business ethics can help you establish a profitable, successful practice. And your clients will see your good side, too. Here are seven principles of admirable business ethics:

Here's the best way to learn whether you're making the grade on service: Ask. Consider these issues, then visit www.vetecon.com and click on "Forms" to download the sample client survey.

We tried for years to get you all to share your hospital makeover projects—the progress you made with a weekend of work and a bucket of paint. But to no avail.

"I didn't like boarding my dog in a little cage," says Dr. Henry Inglesby, owner of Suwanee Pet Suites and Animal Care Center in Suwanee, Ga. Assuming other vacationing dog owners also hated the thought of leaving their precious canines in tight quarters, he decided to replace the cramped cages.