Drill down discounts

February is National Pet Dental Health month, a time to raise awareness of dental care. Many practices do so by offering reduced rates for dental cleanings throughout the month. But this may hurt the dental cause more than help it, says Florence Sanford, CVPM, practice manager at Nassau Veterinary Clinic in Nassau N. Y. What message does it send clients when discounts are offered once a month? Instead of encouraging year-round compliance, the limited-time savings gives incentive to clients to wait to act on dental care. Sanford’s solution: Don’t discount. Use February as a springboard for a yearlong program that keeps dental care top-of-mind for clients and team members.