Would You Ever Treat a Pet Without a Diagnosis? Then Why Would you Do Marketing Without One?

The first step in treating any pet is the diagnosis.

• What is causing any visible symptoms?
• What are the underlying reasons that the pet is behaving a certain way?
• What do we need to treat?
• And how are we going to treat it?

These are the questions that any veterinarian would want to see answered before treating a pet.  Because without taking the time to diagnose the underlying cause of a pet’s illness, you are simply trying different treatments that may or not hit the mark.  Correct?  Additionally, you would be wasting time and risking the health and wellbeing of the animal.  True?

Then why would any practice consider going forward with marketing efforts without first conducting a diagnosis?

In the case of a practice, marketing without a diagnosis assumes similar risks.   Efforts that may or may not hit the mark.  A waste of time.  Risk to the ability to maintain and grow the practice.

For marketing to be effective, what do we diagnose?  It depends.  As in the case of a pet, what symptoms are you seeing?  Slowed growth?  Clients not coming back?  Per visit revenue on the decline?

So just like in the case of a pet, the diagnosis start with the SYMPTOMS, as well as understanding obvious environmental influencers that might might have caused the symptoms.  For the pet: Did  he or she get into something?  Did you change laundry detergents?  What do you use to clean your floors?  For the practice:  Have you made any staff changes?  Is there new competition?  Are you seeing a decline in certain service areas?

First you look at the obvious.

Then you look further.  So does marketing.  But instead of looking at blood levels or radiographs, we take  a close look at what may influence a pet owner to choose / not choose your practice.  This includes:

• Local pet owner perceptions
• Thought leaders and influencer perceptions
• Why clients left
• Why new clients came
• Market segment analysis
• Your competition
• Local market dynamics

There are numerous diagnostic tools that are used for gathering the above information.   And like using ultrasound versus x-rays, each gives a different window into what is really happening.

Instead of blood values, we are looking at how clients DEFINE value.  Instead of the strength of a heartbeat, we are looking at the strength of client relationships.   But the bottom line is the same.  We are trying to get to the BOTTOM of what is causing the  practice to experience what it is in the first place. 

Without this understanding, marketing becomes an exercise of “just trying stuff.”  You would not risk being off target like this in  treating a pet.  Would you risk it on your practice?

To schedule your FREE one-hour marketing consultation, contact Linda Wasche at LindaW@LWmarketworks.com or 248-253-0300.

Do you have a particular marketing question or dilemma that you would to see addressed in  a future blog?  Email LindaW@LWmarketworks.com.

Finding the marketing SWEET SPOT is a game changer

There is nothing like 18 holes on a fall afternoon.  But I was playing sloppily.  My balls were going all over the map.  My friend – a scratch golfer and champion at his club – told me to stop and rethink the basics:  “Find the sweet spot.  Align your ball.   The club will do the rest.”  He was right – I had to go back to that basic premise.  I started  hitting much better.  Not like a pro – but pretty darn good!

Of course, in golf the “sweet spot” is the spot or place on the face of the club where it delivers the maximum energy and momentum to the ball. 

Marketing is no different.  You also have to find the “sweet spot” to get the right momentum and maximum leverage for your efforts.

In marketing – as in golf – the sweet spot is the right place for targeting your marketing efforts.  It’s where your ball is in alignment with your target.  It’s where your marketing efforts are in alignment with the marketplace.  Without knowing the sweet spot, your marketing – like my golf game – will be sloppy and all over the map.

And – like in golf – you will use your time and energy, but fail to hit your mark.  And it will be frustrating.
So how do you FIND YOUR SWEET SPOT IN MARKETING?  It’s simple.    But first you have to know WHERE YOU ARE HITTING. 

• Know your market.
• Study the competition.
• Segment the market.
• Find the OPPORTUNITY.

Without knowing where you are hitting –  your balls – or marketing efforts – will be all over the map. Once you know where you want your “ball” to go, its time to concentrate on where to make your hit.  
   
In marketing, the OPPORTUNITY is everything.  Now all your practice has to do is connect. 

So for example, let’s say that you have studied your local marketplace and found that you have an active sports dog market – dogs play fly ball, they go camping, they hike, they run, they go boating and they go fishing. And because of it, they get injured, they get into bad stuff and they face risks that lap dogs do not.  Your practice happens to have veterinarians who are good at diagnosing and treating pet sports injuries, arthritis and joint problems.  If this sounds like your market – and your practice – you may have found a sweet spot!

It’s where you bring together:

• The target
• The need
• Services that meet the need (deliver value)
• The right timing

Start your marketing by finding your sweet spot and you will hit your target.  Better aim.   Better alignment.   A real game changer.

To schedule your FREE one-hour marketing consultation, contact Linda Wasche at LindaW@LWmarketworks.com or 248-253-0300.

Do you have a particular marketing question or dilemma that you would to see addressed in  a future blog?  Email LindaW@LWmarketworks.com.

Engage pet owners instead of just TELL them – they might even start listening!

“Remember to get your dog’s teeth cleaned.”  “Don’t forget to schedule your pet’s wellness exam.”  These are a few of the messages pet owners often get on reminder cards, in emails or in a practice’s advertisement. 

But simply TELLING pet owners what to do doesn’t cut it among today’s message-bombarded consumers.

Today’s consumers are better informed and more skeptical.  Plus they have unprecedented access to information and resources.  Its not unusual for them to consult multiple sources – friends and neighbors, bloggers and fellow pet owners or on-line chats  -- before making a decision.   Unless a pet owner is ENGAGED, its unlikely that they will listen to your message and do what you TELL them.

How to ENAGE them?

• First, get their attention by making information RELEVANT to them.  When messages are overly BROAD – in an attempt to reach everyone – you will end up missing everyone.
• Segment messages to make them meaningful to your target. 
• Convey the REASON they should act – what is the dilemma or problem?  In other words, are more dogs getting prostate cancer?  Are more cats becoming diabetic?
• Share the BENEFITS of their actions.  For example, “Detecting diabetes early means it can be managed.  This will save you money on vet care and save your pet’s life.”
• Make sure you are a credible source of the information.  Why should they come to you in this dilemma versus the practice down the street?  (Again – it NOT be just because you TELL them so!)

Engage pet owner by making information MEANINGFUL and RELEVANT to them.  Make them WANT to act.    And then keep the “I told you so” to yourself!

To schedule your FREE one-hour marketing consultation, contact Linda Wasche at LindaW@LWmarketworks.com or 248-253-0300.

Do you have a particular marketing question or dilemma that you would to see addressed in  a future blog?  Email LindaW@LWmarketworks.com.

Reception desk may be sending wrong message to pet owners

Before I start working with a practice, I like to call the receptionist. I pose as a pet owner – often calling about a variety of situations. 

These phone “mystery shops” are often an eye opener for the practice.  I have made more than 500 calls – and see a lot of similarities in what I hear.  With the exception of ONE -- MAYBE TWO PRACTICES (YES – ONE MAYBE TWO IN 500) the bottom line is that, for whatever reason, practices have forgotten how to listen to pet owners.  

In most cases, when I ask about the practice, I get a disjointed list of services and equipment that the practice has to offer.  Typically something like:

“What do you want to know?  We have four vets – two are male and one is female.  Dr. Smith has been here for 5 years, but Dr. Jones is leaving next month to set up her own practice.  We do surgery – but only on Mondays and Wednesdays.  We’re open 6 days – drop off starts at 8 a.m. – but not on Thursdays and Fridays.  We’re open Saturdays but only until 1:00.  We do dental, x-rays and have a really good orthopedic surgeon.  We have boarding and grooming.  Not sure what else you want to know.”

How can you ENGAGE the caller when you don’t know a thing about them?

• The receptionist doesn’t know if I have a dog, cat, horse or iguana.
• What if my pet has a serious condition or health problem?
• What if I have an exotic pet (which I do!)?
• What if I live too far away?
• What if yours if not the best practice for me?

Many veterinary websites say that the practice cares about pets and their owners.  If you care, then why didn’t you ask my name?  Or my pet’s name?  Or why didn’t you get my email address so you can stay in touch?

How can a practice ENGAGE the caller?  Ask questions.  Listen.  It will SAY MORE than you know.

To schedule your FREE one-hour marketing consultation, contact Linda Wasche at LindaW@LWmarketworks.com or 248-253-0300.

Do you have a particular marketing question or dilemma that you would to see addressed in  a future blog?  Email LindaW@LWmarketworks.com.

“Dumb down” marketing for vets?

Connecting with pet owners is essential.  To do this, practices have to speak their language – and make services and information meaningful and relevant to pet owners.
When I talk about this, the reaction I sometimes get is, “Oh, we have to 'dumb it down'.” My response:  “No. There is no party here that is dumber or smarter.  This is about UNDERSTANDING YOUR AUDIENCE and what will resonate with them.”
For example, as a marketing professional, I could say to practices:

• Would you like to try a market assessment today? 
• How about letting me conduct an external analysis followed by a content analysis of your front desk telephone interactions? 
• Or, I would like to conduct experiential study of your staff’s interaction with pet owners exercising a set of predetermined pet owner variables.

Ready to sign on?
Probably not.  Because the above list of marketing practices doesn't mean a thing to most practices.  But I would NEVER suggest that we need to “dumb down” marketing for veterinarians.  I wouldn't do this any more than I would suggest that we need to “dumb down” veterinary medicine for pet owners.
Instead, let’s be mindful that different disciplines have their own language and buzzwords.  The smart marketing pro and the smart veterinarian know that the first rule of any type of meaningful interaction is to KNOW YOUR AUDIENCE and ADAPT your MESSAGE to THEM.
Instead of “dumbing down”, let’s smarten UP – by reaching out to our audience in a way that they can understand us. 

To schedule your FREE one-hour marketing consultation, contact Linda Wasche at LindaW@LWmarketworks.com or 248-253-0300.

Do you have a particular marketing question or dilemma that you would to see addressed in  a future blog?  Email LindaW@LWmarketworks.com.

Human healthcare embraces patient-centered model

What are the applications to veterinary medicine?
I have been reading a lot about patient-centered healthcare – a concept actually developed more than a decade ago, but one that has taken years to be put into practice by many healthcare providers.  As a patient myself, I am seeing bits and pieces – practitioners who are embracing the new model full speed ahead – and others – including entire institutions -- that are lagging.
For those not yet familiar with the concept of patient centered care, it means – in a nutshell – focusing on the whole being and not just the illness, full disclosure of medical information, partnering with the patient for improved outcomes and patient empowerment through information / education.  The goal, of course, is to boost partner compliance and participation in preventive care and ultimately reduce human healthcare costs and medical errors.  If you are not already familiar with this concept, you might want to read Crossing the Quality Chasm:  A New Health System for the 21st Century (available from Amazon.com.)
As a patient, here's what I am seeing among those physicians embracing the concept:

• Continuous care --  via phone and email to answer questions and make me smarter about my health.
• Access to my full medical records information via online portals.
• Information sharing through emailed articles and booklets.
• Helping the patient prepare for appointments and tests with questionnaires, checklists and other such tools.
• Individualized care in which my health concerns are discussed openly, options given and it’s made clear that decision is mine.

During the past 4-5 months, I have “fired” 3 doctors who, for whatever reasons, chose not to follows these standards.  I have been interviewing new doctors based on these principles.  What am I finding?  The docs who embrace patient-centered medicine are doing it “gung ho” – finally.  And the changes are obvious and very valuable to someone who – in my case – appreciates -- and demands -- being an active part of her healthcare decisions.
What patients want from their healthcare providers is changing – and I believe that with this will come changes in what pet owners come to expect from their veterinarians.  In any case, patient-centered care is something that all veterinary practices should take a close look at – along with applications to their own client services.  As more pets are considered part of the family, it only makes sense that their humans will come to expect human-quality care.
Stayed tuned to this blog for more on patient-centered care.

To schedule your FREE one-hour marketing consultation, contact Linda Wasche at LindaW@LWmarketworks.com or 248-253-0300.

Do you have a particular marketing question or dilemma that you would to see addressed in  a future blog?  Email LindaW@LWmarketworks.com.