Does your veterinary practice have an image gap?
Sometimes it pays to tell clients why you're out of the office.
When asked to guess the number of postgraduate courses their veterinarians have taken in the past six months, most of the pet owners we've surveyed say they "have no clue." Such perceptions are disappointing, but not surprising given the fact that most pet owners are never told about their veterinarians' continuing education. So, they have no way of knowing why your team is out of the office on a regular basis.
If your practice is suffering from an "image gap"—your clients don't have the same regard for the time you spend learning—and you're looking to project a reputation for clinical excellence, why not tell clients why you or a team member isn't around, especially when it's to improve the care for clients' pets?
Consider posting on your website the dates you or team members will be away to attend postgraduate courses. For added impact, include the topics—dermatology, periodontal disease, the role of food in health maintenance, laser therapy, and more.
This information will help educate clients as to the full scope of your practice and its services and, best of all, prompt some inquiries. It will also explain your absences from the hospital in the best possible way and substantially enhance your image of clinical excellence.
Veterinary Economics Editorial Advisory Board member Bob Levoy is the author of 101 Secrets of a High Performance Veterinary Practice and 222 Secrets of Hiring, Managing and Retaining Great Employees in Healthcare Practices.
