This article is sponsored content brought to you by Zoetis.
Opening a new veterinary practice is exciting, but building customer loyalty is essential for long-term success. Here are five effective strategies to help you create lasting client relationships.
1. Embrace Modern Communication
Strong communication builds trust. Use email and text messaging to reduce phone traffic and make it easier for clients to reach out with general questions. This fast, accessible communication helps clients feel heard and valued, and many clients – especially millennials – prefer digital communication.
Ask clients for their preferred contact method and assign team members to monitor and respond to messages. Stay connected with post-visit follow-ups, educational content, clinic promotions, blog links, and pet birthday greetings.
Ensure your website and social media are user-friendly and accessible to engage the significant proportion of the population living with a disability – many of which are invisible or non-apparent.
2. Host Events at Your Practice
Clients value meaningful experiences. Hosting events can build stronger bonds with these clients and showcase your expertise. Offer educational seminars on topics like nutrition, weight loss, arthritis management, itchy pets, and first aid. Pet-friendly classes like puppy and kitten socialisation (held separately!) are also great options.
An open house with behind-the-scenes tours and refreshments can help clients connect with your team to drive loyalty. Promote your events through social media, email, and in-clinic signage.
3. Implement Reward Programs
Reward programs can reinforce client spending habits, celebrate responsible pet ownership, and reduce the chances of clients looking elsewhere for a ‘good deal’. Many pharmaceutical companies offer in-house programs – like Zoetis Rewards – that provide incentives for parasite prevention products such as Simparica TRIO®. These programs can help retain clients and keep them purchasing from your practice.
4. Be an Online Resource
Establish your practice as a trusted source of information. Maintain a blog with relevant topics and share posts via social media and email newsletters. Post regularly on topics that concern your clients, link new posts to your social media channels and email newsletter and encourage clients to follow up their appointments with additional reading and resources on your website.
Boost engagement by asking questions, running polls, and sharing fun facts or infographics. Pharmaceutical and pet nutrition companies can be valuable partners as most produce educational content related to their therapeutic areas, which you can share with your clients.
5. Offer Injectable Medications for Chronic Conditions
In addition to providing effective therapy that helps to overcome compliance challenges, prescribing long-acting injectable medications for chronic conditions can drive returning business and give your practice an advantage over retail pharmacies. Presenting a side-by-side comparison of the benefits can help owners to understand their options and your recommendations.
Recurring injectable medications such as ProHeart® SR-12 for year-round heartworm prevention, Cytopoint® for pruritic dogs and Beransa® or Solensia® for osteoarthritic pets provide an excellent opportunity for return visits and progress exams for pets who may not return after oral prescriptions and can reduce the burden of care for pet owners versus oral treatments.
Utilise client reminder systems that integrate with your Practice Management software, such as the iRecall® platform, to proactively engage pet owners to return to your clinic on time for the next dose of their medication.
In summary, attracting new clients is important, but nurturing your existing client base is the most reliable path to growth and stability. Loyal, engaged clients are more likely to follow your recommendations, proactively manage their pets’ health, and refer others, ensuring your practice thrives.
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