Client Relations & Marketing

Acres Animal Hospital in Dartmouth, Nova Scotia, has found a way to help both the practice and its clients see green.

E-mails you send to clients to inform them of new offerings or to update them on practice happenings could be considered spam under the Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM). To stay on the right side of the law, follow these guidelines, set forth in the CAN-SPAM Act, for commercial e-mails to existing and potential clients:

I own a feline-exclusive practice. Our prices are comparable to others in the area, except for our physical exam, which is $6 to $14 lower than most of my colleagues'. I've been thinking of raising it by $6 or $8, but several members of my team think our lower-priced office visit gets clients in the door. Once they're here, they rarely decline any additional recommended services. My team feels that without the enticing exam price, potential clients might be tempted to go elsewhere. What should I do?

You know the product or service you're recommending could help your patients. The problem is holding clients' attention long enough to explain the benefits.

With the advent of e-mail, it's easy to jot a disjointed note and send it off to clients or colleagues. But a slap-dash approach may lead you to say things you'd never consider appropriate if you were using a pen and paper. Keep out of trouble with these e-mail etiquette tips:

Think you're communicating--and selling--your services effectively? Here are some key points to consider to help you make powerful and persuasive recommendations to your clients

Welcome new associates to your practice with some functional fanfare that simultaneously introduces them to the public. Running an announcement ad in your local paper provides increased visibility for your practice and establishes the new associate as part of the community.

For years, veterinarians practiced reactively, primarily treating illnesses and administering vaccinations. Not anymore. According to the 2004 AAHA Pet Owner Survey, 94 percent of respondents take their pets to the veterinarian for regular checkups to ensure their quality of life. In fact, 58 percent of respondents visit their pet's doctor more often than they visit their physician.

My office manager suggested that we discount hard-to-collect, 90-day-past-due accounts as an incentive to encourage patients to pay at least something. We'd offer up to 25 percent off the bill, depending on how much the patient pays. We'd require the patient to adhere to a payment schedule until the debt's paid off. Is this a good solution or does it contribute to the problem?

Is it legal to leave a message on a client's answering machine saying that you received a returned check? What's the best way to handle this situation?

Use this list of benefits to guide conversations with clients about spaying and neutering pets. (PDF)

This sample phone script shows the kind of professional, accurate answers you can develop for team members to use in all their interactions with clients. (PDF)

What does your receptionist say to a client who claims to have forgotten his or her checkbook? Or how does your technician respond to an angry client? In such cases, is everyone following a similar script? Is what they're saying the best response? If not, role-playing may help.

Your team members may find it takes some practice to stay calm and collected when unexpected situations arise. According to Ethics4Everyone, by Eric Harvey and Scott Airitam (Performance Systems Corp., 2002), it's best to prepare staff members for difficult events by playing the "what if" game.

A Pennsylvania veterinarian's public reprimand by the State Board of Veterinary Medicine was overturned by a Commonwealth Court panel, according to the Associated Press.

One hospital and its clients help a family stunned by tragedy pick up the pieces and begin a new life.

I tried to explain that six years and 60 pounds alters a lot of things. He was not in agreement.

What message does the appearance of your clinic send? And what message do the doctors, technicians, and support staff members send when they interact with clients? For a real eye opener, ask your clients these questions, using surveys, focus groups, and casual conversations during appointments. And don't forget to ask new clients and staff members why they chose your clinic. Their fresh eyes can offer valuable insights into the first impressions your practice makes.

Sure, Brownie's not as spry as she used to be," says your slightly indignant client, petting her basset hound's bowling ball stomach. "But that doesn't mean that she's not a healthy, happy dog, Doctor."

Pets that passed away during the year get their wings during the holiday season at Companion Animal Hospital of Selinsgrove in Selinsgrove, Penn. Assistant office manager Laura Bickhart suggested making angel wings to hang on the hospital's Christmas tree in the reception area to honor patients who had passed away.

I have an elderly client who I don't think can properly care for her pet any longer. How should I approach her?

A patient complained that my office manager quoted a fee of $250 for a procedure, but he was billed $300. It turns out the procedure was done a few days after our new fees went into effect. Should we refund the difference?

Is it reasonable to charge a holiday surcharge for boarding pets? Hotels charge more during holidays. I want to be fair to my clients, but I also want my clients to be fair to us!

Your white coat holds timeless symbolism that reinforces your medical authority and recommendations to your clients.

A three-ring binder in your lobby can be a valuable client-education tool, suggests Dr. Melisa Hicks of Blue Cross Veterinary Hospital in Long Beach, Calif.

What should I say when clients answer their cell phones during their pets' exams? I think they'd be irritated if I stopped exams to take personal calls.

In their new book, Trading Up: The New American Luxury (Portfolio, 2003), Michael Silverstein and Neil Fiske found that today's consumer is willing to spend more, or trade up, for goods and services with higher perceived quality levels.

Value statements are tools you can use to communicate the value of your services to clients and to their pets.

Colorado forces owners to implant identification chips as New York lawmakers consider a similar measure for companion animals

Veterinarians should chart the progression a cat may experience while on the diet.