Session 10 Marketing Flashcards
(192 cards)
1
Q
What is advertising in the context of marketing?
A
Advertising competitively promotes a product or service through paid public announcements directed to existing and potential customers.
2
Q
How does marketing function in veterinary hospitals?
A
Marketing strengthens client bonds through communication, education, and trusting relationships.
3
Q
What are the 4Ps of marketing?
A
- Product
- Price
- Promotion
- Place (Distribution)
4
Q
Deciding on how to manage the four Ps is directly related to your
A
Demographic search results
5
Q
Why is it important to know the economic environment of your region?
A
It helps understand what businesses are moving in, scaling down, or moving out.
This knowledge can inform strategic decisions in marketing.
6
Q
What is the significance of knowing the demand for veterinary services?
A
It indicates how much service is needed and helps in planning resources and marketing efforts.
Understanding demand can lead to better service offerings.
7
Q
What types of competition should be considered for the animal care dollar?
A
- Other veterinary practices
- Pet stores
- Farm stores
- Animal trainers
Recognizing all potential competitors allows for more effective positioning in the market.
8
Q
What market segments can be analyzed in veterinary marketing?
A
- Households
- Personal income
- Species
- Breeds
- Average education
ETC
Segmenting the market helps define customer needs and tailor offerings.
9
Q
What is demographics?
A
Defining your market
It is important to know the details of your country and your region
10
Q
When researching demographics, what are some questions to ask?
A
Economic environment of your region
Demand for veterinary services
Competition for the animal care dollar
Median age of the population
11
Q
What is the definition of the marketing matrix /4 Ps
A
The traditional theory that believes, although we cannot control consumer habits, we can control the four Ps that help us meet the perceived need
12
Q
What demographic characteristics should an effective practice know about the local population?
A
• Rate of movement of the population
• Rate of growth or decline
• Municipal government influences
• Industrial/manufacturing influences
• Income levels of the community
• Single family housing vs multi family housing
13
Q
What factors should be assessed when evaluating competition?
A
• Distance from your practice
• Number of doctors
• Impression of facility (new, old, large, small, etc.)
• Number of clients (a guess)
• Probable gross revenue
• Strengths
• Differences in fees or perception of fees
It helps to measure the strength of a competitor to assess whether the same elements or strengths or weaknesses in your own practice
14
Q
What is indirect marketing?
A
A marketing technique used by practices on a daily basis that includes:
• Client education
• Confident and consistent messaging from every team member
• Clean, organized and odor free facility
• Professional, clean and friendly employees
• Professional, yet warm relationships with clients
15
Q
What is direct marketing?
A
Centers on bringing new clients into the practice and expanding services to current clients, delivered in countless ways.
16
Q
Fill in the blank: Client communication is the key to increasing _______.
A
[compliance, retention]
17
Q
True or False: An effective practice does not need to understand the income levels of the community.
A
False
18
Q
What are some aspects of a facility that can influence client perception?
A
• Cleanliness
• Organization
• Odor-free environment
A well-maintained facility contributes to a positive client experience.
19
Q
What role does the impression of the facility play in competition assessment?
A
It influences how potential clients perceive the quality and professionalism of the practice.
A positive impression can attract more clients.
20
Q
What is the importance of understanding the rate of growth or decline in a population?
A
It helps practices anticipate changes in demand for services and adjust their marketing strategies accordingly.
Knowing demographic trends can guide resource allocation.
21
Q
What types of housing should be considered in demographic analysis?
A
• Single family housing
• Multi family housing
Housing types can affect the client base and service needs.
22
Q
What are some considerations in marketing and situational analysis?
A
Demographics
Client and patient base
Assess the competition
23
Q
What is the primary focus of internal marketing?
A
To retain current clients
24
Q
methods of client retention in internal marketing.
A
- Recalls for every patient that has visited the practice
- Surgical recalls the evening of the surgery and three days later
- Reminders via text, e-mail, or postcard
-newsletters, welcome cards, postcards or report cards
-telephone etiquette, warm greetings, or always running appointments on time
-Staff enthusiasm
-Anything that makes the client patient experience better
25
What is the recommended timing for sending postcards for forward booked appointments?
4 weeks in advance
## Footnote
This timing helps to remind clients of their upcoming appointments.
26
How far in advance should text messages and email reminders be sent for appointments?
2 weeks out
27
What should appointment reminders include to enhance convenience?
A direct confirmation button or link on e-mail or text reminders
28
What are some examples of materials used in internal marketing?
* Newsletters
* Welcome cards
* Postcards
* Report cards
29
What role does telephone etiquette play in internal marketing?
It includes warm greetings and running appointments on time
30
Why is staff enthusiasm important in internal marketing?
It enhances the client/patient experience
31
What are key elements of the practice brand in internal marketing?
* Exceptional customer service
* Efficiency
* Excellent medicine
* Client education
* Clear, concise, and honest communication
* Treatment plans for every client
* Following up as promised
* Practice culture
32
Name technological tools used in internal marketing.
* Two-way texting
* Pet portals
-practice apps
-Telehealth
-online pharmacy
-online booking
33
Fill in the blank: Internal marketing includes the use of _______ for online booking.
[practice apps]
34
What is an example of a service that can enhance internal marketing through technology?
Telehealth
35
True or False: Online pharmacy is a component of internal marketing.
True
36
Example of protocol for surgical recalls
Surgical recall the evening of surgery and three days later
37
What are some elements of unintentional Marketing?
* Parking Lot - free of debris
* Signage - clean and modern
* Smells - offensive odors are off-putting
* Audio - what do clients hear when they enter?
* Relationships - we are in the relationship business
* Listening - clients want to know they're heard
* Professional, well-groomed staff
* Compassion and empathy
38
What is the primary goal of External Marketing?
To advertise services to potential clients
## Footnote
Key is to determine the perspective, clients and patience and determine the best method to attract them.
39
methods of External Marketing.
* Social media
* Websites
* Digital advertising
-practice tours
-Community, speaking and service events
-Blogs
-billboards
-outdoor signage
-direct marketing to new homeowners, new subdivisions, or local papers
40
What does Search Engine Optimization (SEO) involve?
Improving website visibility in search engines
## Footnote
SEO techniques help increase the chances of appearing higher in search results.
41
What should be included in SEO strategy for a website?
* Keywords woven through the website frequently
* Internal hyperlinks within the website
* Inbound hyperlinks from other businesses
* External hyperlinks to reputable sites (AVMA, AAHA, VIN)
* Frequently updated content
* Increased webpage traffic
* Paid space targeting specific areas
* Claim the business on Google and update details
## Footnote
These practices enhance a website's search engine ranking and visibility.
42
True or False: Internal hyperlinks strengthen SEO.
True
## Footnote
Internal hyperlinks help improve the website's navigation and SEO performance.
43
Fill in the blank: _______ should be woven through the website frequently to enhance SEO.
[Keywords]
## Footnote
Keywords are essential for improving search engine rankings.
44
Types of internal marketing
-the practice brand
-Technology
-Unintentional marketing
45
What is target marketing?
Specifically directed at a particular group
## Footnote
Allows managers to determine the distinct needs of a group and tailor marketing efforts accordingly.
46
List examples of target marketing.
* Specific breed conditions or treatments
* Species focus
* Preventive care/wellness
* Diseases or conditions
* Ages; puppies/kittens, seniors
* Environments; outdoor pets, indoor only pets, kennels, boarding barns, urban
47
What is a key benefit of using social media in marketing?
Super versatile and clients appreciate recommendations from social media friends
48
What should client education materials include?
Professional, error-free, easy to read, and always include practice information and QR code
## Footnote
This ensures that clients have accurate and accessible information.
49
What are the characteristics of effective business cards?
Clean and eye-friendly
## Footnote
Every team member should have their own business cards to promote the practice.
50
What is the purpose of on-hold messaging?
Market your practice while clients are on hold
51
What should be developed as part of a marketing strategy?
A donation budget
.
52
Fill in the blank: Gift certificates can be given to _______.
[charity fundraisers]
## Footnote
This can help promote goodwill and community involvement.
53
What is the importance of marketing techniques in relation to client relations?
Marketing techniques will not overcome the effects of poor client relations
## Footnote
Emphasizes that strong client relationships are foundational to effective marketing.
54
Where are client relationships primarily built?
In exam rooms
55
What should employees be trained in to enhance marketing?
Assertive marketing techniques
## Footnote
These techniques help provide clients with necessary information to accept practice recommendations.
56
Additional marketing strategies include
Social media
Client education materials
Business cards
Magnets
On hold messaging
Donations
Gift certificates
Marketing and training programs for employees
57
What is the best insurance for managers to maintain awareness of new reviews?
Setting up alerts
## Footnote
Alerts help managers stay informed about reviews in real-time.
58
What are the first two steps to take when addressing a negative review?
1. Investigate the complaint
2. Create a planned response
## Footnote
Engaging with staff and understanding the issue is crucial.
59
What should a response to a negative review include?
Empathy, an apology, and an invitation to discuss the grievance
## Footnote
This approach helps to address the client's concerns effectively.
60
What should you do if you cannot reach the reviewer after a negative response?
Post a statement indicating your attempt to reach out and encourage them to contact you
## Footnote
This shows ongoing commitment to resolving the issue.
61
What is a proactive measure to avoid negative reviews?
Create a positive culture in the practice
## Footnote
A positive environment can lead to better client experiences.
62
What does SWOT stand for in the context of creating a marketing plan?
Strengths, Weaknesses, Opportunities, Threats
## Footnote
This analysis helps identify key areas for improvement and growth.
63
What defines 'Strengths' in a SWOT analysis?
Accomplishments that set the practice apart from others
## Footnote
Recognizing strengths helps leverage them in marketing strategies.
64
What are 'Weaknesses' in a SWOT analysis?
Areas that need improvement, such as protocols, technology, or client service
## Footnote
Identifying weaknesses is essential for development.
65
What are 'Opportunities' in a SWOT analysis?
Ways to evolve to better meet the needs of clients and their pets
## Footnote
This encourages innovative thinking and client-focused improvements.
66
What defines 'Threats' in a SWOT analysis?
Real-world worst-case scenarios that may negatively impact your practice
## Footnote
Recognizing threats helps in contingency planning.
67
What are the five components of setting objectives in a marketing plan?
Specific, Measurable, Action Items/Accountability, Resources, Timebound
## Footnote
Each component ensures that objectives are clear and achievable.
68
Fill in the blank: Objectives must be ______ to clearly define the goal to be achieved.
Specific
## Footnote
Specificity helps in understanding the exact goal.
69
What does 'Measurable' refer to in the context of objective goals?
Creating a baseline and a system for measuring results
## Footnote
This allows for tracking progress toward the goal.
70
What does 'Action Items/Accountability' mean in setting objectives?
Defines who will carry out each action item leading to the goal
## Footnote
Accountability ensures tasks are completed effectively.
71
What does 'Resources' refer to in the context of objectives?
What resources are needed to achieve the goal
## Footnote
Identifying resources is crucial for successful implementation.
72
What does 'Timebound' mean in setting objectives?
Target end date with check-in points
## Footnote
This keeps the team on track and focused on deadlines.
73
Negative reviews and what to do
Take time, investigate the complaint and plan a response
Try and reach client to discuss
Promote good reviews
74
What is the first strategy of goal setting?
Objectives
75
What is the final step in the marketing plan process?
Measuring results of the Marketing Plan
## Footnote
It is crucial to measure results and adjust strategy as necessary to avoid wasting time.
76
What is the significance of a 6:1 ratio in client metrics?
Indicates significant growth
## Footnote
A higher ratio reflects successful client acquisition relative to client loss.
77
What does a 3:1 to 1:1 ratio indicate in client growth?
Poor growth and needs to be aggressively researched
## Footnote
This suggests that immediate action is required to improve client retention and acquisition.
78
How is the number of lost clients calculated?
Active Clients Last Year + New Clients This Year - Active Clients This Year
79
Define Public Relations in the context of business.
The art of developing reciprocal understanding and good will between a business and the public
## Footnote
Effective public relations can enhance reputation and stakeholder relationships.
80
What are some benefits of a successful public relations strategy?
* paves the way for the sale services and products
Increases morale
* Builds productivity
* Enhances job satisfaction
* Provides an early warning system for potential issues
* Protects reputation during crises
## Footnote
A strong public relations strategy can lead to long-term business success.
81
What approach should be taken when planning a public relations strategy?
Take a long-term approach
## Footnote
A long-term strategy helps in establishing credibility and awareness and competitive distinctions.
82
What can public relations help to establish within a community?
Credibility, increase awareness, and build competitive distinctions
## Footnote
These elements are essential for maintaining a positive public image.
83
What are some things to measure to see how your marketing rising is going?
Number of new client
Number of invoices
Average client transaction
Number of appointments
Compliance report based on recommendations made versus acceptance
Net new clients
** include measuring the ratio of new to loss clients monthly
84
What is the significance of a 5:1 to 4:1 ratio in client metrics?
These investigation for the reason for the lost client and or the slow growth of new clients
85
What is the mission of the Fear Free Experience?
To alleviate fear, anxiety, and stress (FAS)
86
What is the guiding principle of Fear Free?
Pets need veterinary professionals to look after their emotional well-being as well as their physical well-being
87
List four key concepts in implementing Fear Free protocols.
* Communication
* Considerate approach
* Gentle control
* Touch gradient
88
How should FAS techniques be used in veterinary practice?
In every facet when developing and carrying out both Internal and External Marketing Plans
89
What does FAS stand for?
Fear, Anxiety, and Stress
90
What type of marketing plans should incorporate FAS techniques?
Both Internal and External Marketing Plans
## Footnote
This ensures that all aspects of the veterinary practice are aligned with Fear Free principles.
91
What is customer experience in the context of client services?
The sum total of all the ingredients that clients experience as they interact with your practice and your team.
92
How can client loyalty be enhanced?
Know your top 20% and overwhelm them with service.
93
What is the relationship between reputation and profitability?
Businesses with powerful and positive reputations are more profitable.
94
What is one way to engage clients in the practice?
Make the client an active partner.
95
What should be constantly improved among the team?
Communication of the entire team.
96
What is important to consider for the last impression during a client visit?
Make a great last impression by minimizing the invoice and maximizing the bond.
97
What should be evaluated regularly in client services?
Evaluate your practice image.
98
What is the significance of word of mouth in client services?
Word of mouth is all about the client experience.
99
What should be created to enhance the client experience?
Create a framework for each step in the client experience.
100
What happens if any part of the client experience is corrupted?
The client can be lost to a competing practice.
101
What should be the goal of the client experience at every step?
Outline an experience where the client says Wow, at every step of the visit.
102
What is the recommended response time for answering phone calls?
Answer by the 2nd ring.
103
What should the receptionist do when answering a call?
Give the caller their name.
104
What is the ideal practice regarding putting callers on hold?
Do not immediately place on hold - ideally not at all.
105
What qualities should the receptionist possess?
Credible, confident, and competent.
106
Tips for creating a memorable client experience: the phone call
Answer by the second ring
Receptionist give his name
Do not immediately place on hold
Make the experience, friendly and helpful
The receptionist is credible, confident and competent
Meet the clients needs
107
Examples of the ingredients to client experience
Client loyalty
Business reputation
Make the client an active partner
Improve communication of the entire team constantly
Demonstrate your love of the animals
Develop pet loss strategies to help clients through grief
Create bonds with the clients
Personalize the practice experience
Make a great last impression
Evaluate your practice image
108
What is the first action a receptionist should take when a client arrives?
Immediate eye contact
## Footnote
Establishes connection and sets a welcoming tone
109
What should the receptionist do to establish likeability?
Greet the client and the pet
## Footnote
Likeability is established within 90 seconds
110
What is important about the reception area?
It should be free from animal messes and odors
## Footnote
Cleanliness contributes to a positive experience
111
What should be offered to clients and pets upon arrival?
Refreshments for clients and treats for pets
## Footnote
Enhances the welcoming atmosphere
112
Why is it important to use the names of the client and pet?
To create a personal connection
## Footnote
Using names repeatedly helps establish rapport
113
What should the reception counter be like?
Uncluttered and organized
## Footnote
A tidy environment promotes efficiency and professionalism
114
How can efficiency be increased during client appointments?
Have the doctor and the technician take the history together
## Footnote
Streamlines the process and reduces redundancy
115
What role does a scribe play in appointments?
To streamline the appointment
## Footnote
Helps document information efficiently
116
What should technicians do before the client checks out?
Forward book the next appointment in the room
## Footnote
Ensures continuity of care and service
117
What is one way to enhance the checkout experience?
Consider checking the clients out in the exam room
## Footnote
Provides a more personal and less rushed experience
118
Why should the invoice be reviewed with the owner?
To give value to the services performed
## Footnote
Reinforces the importance of the care provided
119
What should be done to assist the client after their appointment?
Assist the client to their car
## Footnote
This gesture shows care and enhances the client experience
120
What are the skill components of a message in communication?
Verbal, paraverbal, and non-verbal
## Footnote
Each component plays a role in effective communication
121
Describe a memorable client experience at the reception counter
Immediate eye contact made
Receptionist greets the client and pet
Liability is established within 90 seconds
The reception area is free from animal messes and odors
Client is offered refreshments and pet is offered a treat
Names of client and pet are used
Counter is on cluttered and dust is organized
122
Creating a memorable client experience the exam room to check out
Increase efficiency by having Dr. and tech take history together
Utilize a scribe to streamline the appointment
Text should forward book the next appointment before checkout
Consider checking the clients out in the exam room
Review the invoice with the owner to give the value to the services performed
Assist the client to their car
123
What is the preferred term for 'shots' in client communications?
Vaccinations
## Footnote
Using the correct terminology enhances professionalism.
124
What phrase is more pleasant to use than 'No problem'?
My pleasure
## Footnote
This phrase improves client interaction.
125
What type of exam should be referred to as 'Nose to tail physical exam'?
Physical examination
## Footnote
Using precise terminology helps clients understand services better.
126
Why is it important to role play answering frequently asked questions?
To improve verbal skills and prepare for client interactions
## Footnote
Role playing can build confidence in staff.
127
What should be acknowledged about clients' knowledge bases?
Clients don't have the same knowledge base we do
## Footnote
Understanding this helps in effective communication.
128
What is a useful resource for improving client service?
A client service manual
## Footnote
This resource provides guidelines and procedures for staff.
129
What does a lower and deeper tone of voice project?
Confidence
## Footnote
Tone of voice can significantly impact client perceptions.
130
What type of tones can project immaturity and insecurity?
Higher pitched and quiet tones
## Footnote
Awareness of tone can improve communication effectiveness.
131
How can recorded phone calls be utilized in client services?
To let team members know how they sound
## Footnote
This helps in identifying areas for improvement.
132
Which nonverbal skill involves body posture?
Nonverbal communication
## Footnote
Body language can convey confidence or discomfort.
133
What does folded arms typically indicate in nonverbal communication?
Defensiveness or discomfort
## Footnote
Body posture can significantly affect client perceptions.
134
What aspects of nonverbal skills should be monitored?
Eye contact and facial expression
## Footnote
These elements are crucial for effective communication.
135
Why is it important to role play answering frequently asked questions?
To improve verbal skills and prepare for client interactions
## Footnote
Role playing can build confidence in staff.
136
What is a useful resource for improving client service?
A client service manual
## Footnote
This resource provides guidelines and procedures for staff.
137
What does a lower and deeper tone of voice project?
Confidence
## Footnote
Tone of voice can significantly impact client perceptions.
138
What type of tones can project immaturity and insecurity?
Higher pitched and quiet tones
## Footnote
Awareness of tone can improve communication effectiveness.
139
How can recorded phone calls be utilized in client services?
To let team members know how they sound
## Footnote
This helps in identifying areas for improvement.
140
Which nonverbal skill involves body posture?
Nonverbal communication
## Footnote
Body language can convey confidence or discomfort.
141
What does folded arms typically indicate in nonverbal communication?
Defensiveness or discomfort
## Footnote
Body posture can significantly affect client perceptions.
142
What aspects of nonverbal skills should be monitored?
Eye contact and facial expression
## Footnote
These elements are crucial for effective communication.
143
What is the first C of Client Relationship Management?
Consistency
## Footnote
Consistency minimizes contradictions in messaging from team members, helping to build trust.
144
What does Compassion in Client Relationship Management reflect?
The practice's love of animals
## Footnote
Compassion should be evident in all actions and communications of the practice.
145
Why is Customer Service critical in a practice?
Clients are the lifeblood of the practice; minor lapses can lead to costly losses
## Footnote
Retaining an existing client costs five times less than recruiting a new one.
146
What does Convenience refer to in Client Relationship Management?
Making business interactions easy for clients
## Footnote
Convenience enhances the client experience and encourages loyalty.
147
What is meant by Competence in Client Relationship Management?
The skill level of the practice as perceived by clients
## Footnote
Highlighting team accomplishments can enhance client appreciation.
It is difficult for clients to appreciate the level of skill and they will make judgments on what they know and feel
148
What does Cost signify in the context of medical services?
Medical services are value-driven purchases
## Footnote
Clients prioritize the value of services over retail items.
149
What defines High Touch Practices?
High quality service and ambiance that leaves a lasting impression
## Footnote
High Touch Practices often retain more clients.
150
What are characteristics of High Tech Practices?
* Advanced imaging
* Diagnostics
* High-end computer systems
* Client education tools
## Footnote
High Tech Practices appeal to clients seeking the best for their pets.
151
What is Client Retention?
A key performance indicator for the number of clients retained between two dates
## Footnote
Understanding and exceeding client expectations is crucial for retention.
152
What percentage of clients does a small animal practice typically lose each year?
10% - 15%
## Footnote
The goal should be to retain 70% - 75% over a 3-year period.
153
What are the 3 Rs of Client Retention?
* Recall
* Reappointment
* Reminder
## Footnote
Each client should be scheduled for one of these follow-up events to enhance retention.
154
Fill in the blank: To retain clients, the practice must understand client _______.
expectations
155
The six Cs of client relationship management
Consistency
Compassion
Customer service
Convenience
Competence
Cost
156
High touch practices....
Often retain more clients
Offer clients options and decision-making concerning patient care
Creates a comfortable space for client and patient
Respects clients wishes, fears, and feelings
157
High tech practices are
Highly technical practices that seem way above the ordinary and attractive to clients who want the absolute bus for their pets
Closer to what a client experiences with their own healthcare
May include advance, imaging, diagnostics, high-end computer, system, cameras, video equipment, including client, education, tools
158
What percentage of information do clients retain from what they are told?
20%
159
What percentage of information do clients retain from what they read?
30%
160
How many times does an average person need to hear about a product or service before purchasing it?
7 times
161
What must client education materials appear as?
Professional and error free
162
What type of language should client education materials contain?
Language clients can understand, short, simple, and easy to read
163
What information should all client education materials include?
Practice contact information
164
How many pieces of client education material should each client be sent home with?
At least one piece
165
What should be done with all documents sent home with a client?
Recorded in practice management software in the patient medical records
166
Why is written client education important?
It ensures the same information is provided to every client regardless of which doctor or team member is involved in the case or how hectic the day may be
167
What does quality client education materials reflect?
A professional and competent team
168
How does written information affect patient care and compliance?
It increases them
169
What protective benefit does documenting client education in medical records provide?
Helps protect the practice from liability
170
What are some tools used for client education?
* Information sheets about specific diseases or conditions
* On-hold dialogue that educates instead of music
* Practice brochures and newsletters
* Product brochures supplied by vendors/manufacturers
* Business cards for every team member who interacts with clients
* Exam room Power Point presentations
* Models of body systems
* Videos available online
## Footnote
These tools help convey important information to clients effectively.
171
What is a caution to consider regarding client education materials?
Review all materials regularly for necessary updates
## Footnote
Regular updates ensure that the information remains accurate and relevant.
172
True or False: It is better to give out poor copies or reproductions of educational materials than to not provide any materials at all.
False
## Footnote
Providing poor quality materials can lead to misinformation and confusion.
173
What should be considered when providing educational materials to clients?
Different clients will have different learning styles and preferences
## Footnote
Tailoring the education approach can enhance understanding and retention.
174
What are some tools used for client education?
* Information sheets about specific diseases or conditions
* On-hold dialogue that educates instead of music
* Practice brochures and newsletters
* Product brochures supplied by vendors/manufacturers
* Business cards for every team member who interacts with clients
* Exam room Power Point presentations
* Models of body systems
* Videos available online
## Footnote
These tools help convey important information to clients effectively.
175
What is a caution to consider regarding client education materials?
Review all materials regularly for necessary updates
## Footnote
Regular updates ensure that the information remains accurate and relevant.
176
True or False: It is better to give out poor copies or reproductions of educational materials than to not provide any materials at all.
False
## Footnote
Providing poor quality materials can lead to misinformation and confusion.
177
What should be considered when providing educational materials to clients?
Different clients will have different learning styles and preferences
## Footnote
Tailoring the education approach can enhance understanding and retention.
178
When it comes to marketing, what is the key to increasing compliance and retention?
Communication
179
________ marketing tells the client what to do and why it's important
Push
180
_____ marketing targets, a particular need, ads value by raising awareness of the characteristic of a specific disease and offers a next step for the client to solve that problem for their pet
Pull
181
Social media, open house, community classes, and websites are an example of what kind of marketing
External
182
What is the percent of revenue budget for marketing in the first few years of planning?
3 to 6%
183
What is the percent of revenue budget for marketing during maintenance phases?
One to 3%
184
The sum of total of all ingredients in a client experience as they interact with your practice, and your team is called
Customer experience
185
Involve the entire team and mapping the current customer experience every step of the way, then strategize on how to improve that experience, train on the updates until they are automatic and then perform the process over and over again as time goes on is instrumental in creating what
Frictionless client experience
186
Client acknowledgment, reminders, staff, identification, telephone etiquette, professional appearance, clean, and pleasant, smelling office, and timely rep replies to client requests are all examples of
Internal marketing
187
What is the first step in calculating the Trade Area Full Time Equivalent?
Deciding your trade area
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What does FTE stand for in the context of Trade Area Full Time Equivalent?
Full Time Equivalent
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What is needed to calculate the percentage of trade area overlap?
The number of FTE DVMs in the trade area and other practices' overlaps
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How do you estimate the number of DVMs in the trade area?
Multiply the number of FTE DVMS by the percent of the overlap
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What does the calculation of Trade Area Full Time Equivalent (TA FTE) help to determine?
Share of the aggregate household income
Potential client per veterinarian
Potential revenue per veterinarian
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Calculation of the trade area full-time equivalent. (TA FTE)
Deciding your trade area
How many FTE Dvm's are in that area
Calculate the percentage of trade area overlap of the other practices
Then for each practice multiple live their number of FTE space Dvm by the percentage of the overlap (give you an approximate estimate of the number of Dvm's in the area, providing similar services and who are available within your trade area to offer those services to your clients
