Open house fun
"The secret to a successful open house," says Christy Johnson, CVPM, practice administrator at Pampered Pet Health Center, "is to make it fun. Have lots of things for clients to see and do, and serve plenty of finger food. Involve your staff, distributors, and drug representatives. And get the word out."
"The secret to a successful open house," says Christy Johnson, CVPM, practice administrator at Pampered Pet Health Center, "is to make it fun. Have lots of things for clients to see and do, and serve plenty of finger food. Involve your staff, distributors, and drug representatives. And get the word out."
The team at Pampered Pet Health Center should know—the Port Charlotte, Fla., practice has hosted three open houses, with attendance ranging from 200 on a Wednesday evening to more than 500 people on a Saturday. Among the fun activities the practice scheduled were children's games; a pet photographer; giveaways of magnets, pens, canned-food lids, and bandanas; a pet communicator (for which people lined up); and a fly-ball demonstration by a group from Sarasota, Fla.
"There were also educational events," says Johnson. "We demonstrated microchipping, acupuncture, and grooming. Our doctors did dental exams with disclosing solution. We offered hospital tours; organized demonstrations by a local search-and-rescue squad; and raised awareness of pet first aid with the American Red Cross. And local shelters staffed booths to promote responsible pet ownership."
The clinic promoted its open house by sending invitations to more than 4,000 clients; calling its top 100 clients; and announcing the event on the clinic's sign, Web site, and posters in the hospital.
"The most important thing," Johnson says, "is to decide why you're having an open house. We've raised money for the American Cancer Society and for local shelters. Otherwise, we worked to show off our staff members and facility."
Among the benefits: The events generated significant business—and goodwill. "Many clients brought friends who became clients. A surprising number of pet owners made appointments for microchipping, dental procedures, spays, and neuters. And the events gave our staff members a chance to bond with clients. We've received numerous referrals, and most gratifying, thank-you notes from clients who truly appreciated what we did."
Veterinary Economics Editorial Advisory Board member Bob Levoy is a seminar speaker based in Roslyn,N.Y., who focuses on profitability and practice growth, and the author of 101 Secrets of a High-Performance Veterinary Practice (Veterinary Medicine Publishing Co., 1996.)
