How to make it more convenient for clients to do business with you

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How easy is it for a client to do business with your practice? How convenient are your appointment times? How many steps does it take to request a medication refill? How often does your client play phone tag with your customer service representatives? Truth be told, your practice may not be very easy to do business with. So, how do your clients spell convenience? Going one step further, do you spell convenience the same way?

How to define convenience at your practice

What at your practice qualifies as convenient? Do your clients or your team value it?

In September 2022, the Veterinary Hospital Managers Association Insiders’ Insights reported a survey about what clients want. Interestingly, most of the veterinary responders thought that clients come to their practice for quality medicine (57%), followed by customer service (27%), with convenience receiving only 6% of the votes.

The line of thinking is that convenience is not a top desire—note, this is what the veterinary professionals thought, not what their clients said. An article by Vetsource on what consumers want offered what may be the crux of the problem: There are “limited data on what pet owners want specifically in terms of the client experience.” But there is data from surveys of US consumers, and the key factors are, as follows:

• Speed
• Convenience
• Helpful employees
• Friendly service

Does your practice check all those boxes? You may deliver exceptional medical care, but are you losing clients due to excessive waiting room times, difficulties scheduling appointments, or too many steps to request medication refills? Often, we don’t know what we don’t know.

How to find out what your clients want

Take a multisource approach to find out how convenient your practice is. Ask clients via a quick survey, review comments on social media, ask your team what clients tell them, track what clients are looking at on your website, and study the competition. Convenience comes in many forms, and today’s convenience economy offers many options for a veterinary practice to become more convenient.

How to become more convenient

The following are strategies to make doing business with your team more convenient for clients:

• Online appointment scheduling: Implement an online booking system that allows pet owners to schedule appointments easily through the veterinary office’s website or a mobile app.
• On-demand services: Taking a cue from other on-demand services such as Uber and DoorDash, offer on-demand appointments (as offered by some de novo and alternative care business models).
• Subscription models: Today’s clients are used to subscription-based services (eg, Netflix and Birchbox), and veterinary practices can offer similar services.
• Telemedicine services: Offer telemedicine consultations for nonemergency issues. Virtual appointments can save clients time and reduce the stress of transporting their pets.
• Automation and technology: The convenience economy heavily relies on automation and technology to streamline processes and reduce the need for manual labor. Artificial intelligence may help.
• Mobile apps, pet health monitoring apps, and patient portals: Develop a mobile app or a patient portal that allows clients to access their pet’s medical records, schedule appointments, request prescription refills, receive reminders, monitor their pet’s health metrics, etc.
• Text and email notifications: Send text or email reminders for upcoming appointments, vaccinations, and medication refills.
• Digital communication: Use email, social media, and messaging apps to keep clients informed about clinic updates, health tips, and promotions. Encourage clients to communicate with the clinic electronically for nonurgent inquiries.
• E-commerce and online prescription refills: Enable clients to request prescription refills online and offer a mail or delivery service for medications and pet supplies.
• Curbside service: This service was beneficial during the COVID-19 pandemic, and many want it to continue. Implement a system in which clients can check in, communicate with staff, and receive their pet’s care without leaving their vehicle.
• Extended and flexible hours: Consider extending your clinic’s hours, including evenings and weekends, to accommodate clients with busy schedules via your team or a third-party provider.
• Payment options: To streamline the billing and payment process, offer multiple payment options, including online and contactless payment processing.
• Home visits: Offer home visit services for pets that require medical attention but may have difficulty traveling. Check your area for third-party providers of this service.
• Education and resources: Provide online resources, articles, and videos on pet care and common health issues.
• Loyalty programs: Implement loyalty programs that reward clients for their continued patronage and referrals.
• Personalization: To enhance convenience, leverage data and algorithms to personalize your products and services. For example, some clients may want to consider pet DNA testing.

The convenience economy reflects the changing preferences and lifestyles of clients who prioritize time, efficiency, and ease of use. Businesses that successfully cater to these preferences can thrive in this economic environment, while those that don’t may face challenges in meeting client (and team) expectations.

Explore how your business being more convenient can help attract new clients who value the convenience and efficiency of the services provided, as well as team members who desire to practice medicine but get tied down performing multiple manual steps. By implementing these convenience-focused strategies, a veterinary office can improve client satisfaction, enhance the overall client experience, and build long-term relationships with pet owners.

Reference

DeWilde C. Vetsource. 2023 trends in veterinary client experience and customer service. Accessed October 16, 2024. https://vetsource.com/blog/2023-trends-in-veterinary-client-experience-and-customer-service/