Case study: Tours build the bond

Hospital tours attract new clients and cement your bond with existing ones. "We like to take the mystery away," says Dr. Lisa Barlow of Centennial Valley Animal Hospital PC in Louisville, Colo. "We think hospital tours help clients feel better about leaving their pets here."

Centennial Valley gives eight to 10 tours per month to potential and new clients and to school and community groups like Girl Scouts and daycare centers. "For potential and new clients, tours help bond clients to the practice because they see where their pets go and what we do. For group tours it's mainly a community service, but we could potentially attract new clients because of the exposure," Dr. Barlow says. Her team offers new clients a hospital tour on their first visit either before or after the patient sees the doctor.

To organize group tours, team members send out letters to local schools and daycare centers. They schedule the visits during slower times of the day. A receptionist leads most of the tour, then Dr. Barlow finishes it up by answering any questions. (To see a sample letter offering group tours, visit www.vetecon.com.)

The information they provide during and after the tours varies, says Dr. Barlow. "Sometimes groups ask what it takes to be a veterinarian. Other groups want to talk about what their pets need and how to be good pet owners," she says. "I tell them to make sure their pets see the veterinarian once a year, get all their vaccines, take heartworm preventive, and other basic things." At the end of the tour, Dr. Barlow hands out hospital brochures and coloring books.

Clients and community members also can learn about Centennial Valley Animal Hospital at www.cvah.com. A photo tour on the site acquaints clients with the hospital and some of the staff members and patients.