Plot your client base

If you're thinking of relocating your hospital, your current clients can "point" you in the right direction. Post an area map on corkboard in your reception area and invite clients to mark their neighborhood with a pushpin, says Dr. Sue Summers, an associate in Midwest City, Okla.

"Clients enjoy finding their homes, and this exercise also gives them something to do if they need to wait for an appointment," she says. "The map shows how far some pet owners travel to visit your practice, which could be a good marketing tool. And when it's time to focus your marketing efforts--or you're thinking of relocating the hospital--knowing where your clients live helps you make smart choices."

Ready to take your map to the next level? Use color-coded pins to mark the homes of pets diagnosed with such diseases as heartworm, kennel cough, parvovirus, and distemper. "Then laminate educational disease brochures and post them nearby," says Dr. Summers. "This approach heightens clients' awareness of diseases and the dangers posed to their pets."

October 2001 Veterinary Economics