Cultivating clientele

Q: I'm a recent graduate, and I find that the clients I see have no preference for which doctor examines their pet. How can I develop my own clientele?

“The quickest way to develop a client base is to have the people clients trust the most recommend you—the longer tenured doctors in the practice,” says Veterinary Economics Editorial Advisory Board member Dr. Andrew Rollo, an associate at Gibraltar Veterinary Hospital in Gibraltar, Mich. “A veteran doctor in the practice will refer his or her clients to you if you can develop your own specialty in the practice.” Dr. Rollo suggests studying and becoming proficient in an area the other doctors aren't as comfortable in, such as ultrasound or cardiology. “For example, the newest doctor at our practice, Dr. Lucretia Greear, is very knowledgeable and enthusiastic about oncology. And the other doctors are now sending her clients who wish to pursue chemotherapy,” he says.

Dr. Rollo also suggests that you build a strong relationship with your receptionists. “If your front-office team members feel you're a good doctor and you have good communication skills, they may recommend you to clients,” he says. “So be available to see the staff's own pets when they bring them in. If you do a good job with their pets, they'll be more likely to speak well of you in front of clients.

“Over time, you'll be able to build relationships with those no-preference clients,” says Dr. Rollo. “Keep in mind, you're not going to please every client, so just be consistent in the way you communicate. You'll make a connection with many pet owners—and you'll begin to build your clientele.”