Session 10 Quiz Flashcards
(18 cards)
When it comes to defining your local demographics in order to create a marketing campaign that will be more likely to succeed; what are some of the metrics you may want to quantify?
- What is the economic environment of your region? What businesses are moving in, scaling down, or moving out?
- What is the demand for veterinary services?
- What is the competition for the animal care dollar? Consider other veterinary practices, pet stores, farm stores, animal trainers, etc.
- What is the median age of the population?
- Be aware of market segments in marketing. Segments can be households, personal income, species, breeds, average education etc. Breaking down the market into segments can help define the potential in a market and the needs of each segment - your potential customers.
What are at least three ways to increase search engine optimization on your website?
- Keywords: the keywords likely to be chosen by potential clients should be woven into the website and the more often the keywords appear, the higher the SEO.
- Internal hyperlinks: linking other pages within your website strengthens SEO.
- Inbound hyperlinks: other businesses linking to your website increases SEO.
- External hyperlinks: linking other businesses on your website also increases SEO.
- Update webpage content frequently.
- Increase webpage traffic.
When it comes to marketing; what is “the key” to increasing compliance and retention?
Communication
Define the 4 P’s of Marketing
- Product - what services will be marketed in the plan.
- Price - evaluate the appropriateness of fees for new and existing services.
- Promotion - decide on internal and external marketing.
- Place - determine if programs or services will be offered at specific times.
Describe the difference between “push” and “pull” marketing.
Push marketing tells the client what to do and why it’s important.
Pull marketing targets a particular need, adds value by raising awareness of the characteristics of a specific disease and offers a next step for the client to solve that problem for their pet.
Social media, open house, community classes and websites are an example of what kind of marketing?
External
What is the percent of revenue budget for marketing in the first few years of planning?
3-6%
What is the percentage of revenue budget for marketing during maintenance phases?
1-3%
Calculating the Trade Area Full Time Equivalent is a somewhat complex formula that begins with deciding your trade area, how many FTE DVMs are in that area, and calculate the percentage of trade area overlap of the other practices. Then for each practice multiply their number of FTE DVMs by the percent of the overlap and that will give you an approximate estimate of the number of DVMs in the area providing similar services and who are available within your trade area to offer those services to your clients. That calculation or number is called Trade Area Full Time Equivalent (TA FTE). Once we calculate the TA FTE we can then use that number to help calculate three different metrics. What are they?
- Share of the aggregate household income.
- Potential clients per veterinarian.
- Potential revenue per veterinarian.
The sum total of all the ingredients that clients experience as they interact with your practice and your team is called _______?
Customer Experience
Who is responsible for customer service?
The entire team
Involve the entire team in 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 again as time goes on - is instrumental in creating what?
Frictionless Client Experience
List the Six Cs of Client Relationship Management
- Consistency
- Compassion
- Customer Service
- Convenience
- Competence
- Cost
In general, a small animal practice will lost ____% to ____% of their clients every year.
10-15%
The goal should be to retain ____% to ____% of your clients over a 3 year period.
70-75%
Client acknowledgement, reminders, staff identification, telephone etiquette, professional appearance, clean and pleasant smelling office, and timely replies to client requests are all examples of:
Internal Marketing
List 3 reasons why Client Education is important.
- The person in the exam room may not be the only person who cares for the pet.
- Quality client education materials reflect a professional and competent team.
- Written information ensures the same information is being provided to every client, regardless of which doctor or team member is involved in the case, or how hectic the day may be.
- Patient care and compliance is increased.
- Giving clients information in writing, and documenting what you gave in the medical record, helps protect the practice from liability in certain situations.
In regards to Client Education, what are the three cautions to be aware of?
- Review all materials regularly for necessary updates.
- It is better to not give materials out than to give out poor copies or reproductions.
- Be aware that different clients will have different learning styles and preferences.
