Most practice owners tell us they are focused on growing their business by getting customers through the door and selling more products and services. At the same time, many admit they struggle to sell enough products, especially with increasing competition from online retailers and pet store chains.
They also think their current approach to marketing is effective. They believe that by sending manual postcards and making phone calls in-house, they’re able to drive appointment activity and sales at a low cost. What they fail to consider is that only 20 percent of their clients respond to these traditional methods of communication, resulting in fewer client visits and poorly educated customers who chose to spend their money elsewhere.
For an average two-and-a-half doctor practice, sending postcards in-house costs approximately 80 cents in staff time, printing and postage per postcard. Sending 500 postcards per month costs $4,800 per year, and only 20 percent of clients will respond. However, even this cost is minimal when compared to the lost revenue that the 80 percent who don’t respond could be bringing into the practice.
According to the American Animal Hospital Association (AAHA), the average charge per visit is $140, so these missed opportunities represent up to $64,000 per month, or $768,000 per year in lost revenue. This doesn’t take into consideration clients who are never reminded and who are missed, or the negative impact these manual tasks have on staff morale.
At Henry Schein Veterinary Solutions, our mission is to help you achieve the freedom that comes from a successful practice. Our AVImark and ImproMed practice management software, Rapport client communications suite, and manufacturer marketing programs provide a comprehensive approach to customer communication. We configure our platforms to your specific needs and help you automate back-office tasks like manual postcards and phone calls. Our services are proven to increase customer compliance and drive more revenue for your practice.