Referral relationships build client base

Forty percent of referrals to Deer Creek Animal Hospital in Littleton, Colo., come from pet stores, breeders, shelters, and rescue groups—that's 140 new clients a month.

The practice gives a 50 percent discount on medical treatments to pet stores (which generate four out of five referrals to the practice), breeders, shelters, and rescue groups. And by actively educating pet stores about such issues as vaccination protocols, deworming protocols, and hypoglycemia, the practice improves the care that pets in these facilities receive.

In return, the practice's partner organizations encourage new pet parents to visit the practice within five days of adoption for a free health check, a $42 value. "We provide the animals with any treatments they need and clients with basic puppy and kitten education," says co-owner Dr. Markee Kuschel.

The return on investment: In the first year, a new client typically spends $84 for a series of three vaccinations, an average of $225 for spaying or neutering, $29.50 for a fecal test, and $57 for a first-year rabies vaccination and wellness exam, generating $395.50 per pet. That's more than $664,000 a year in revenue for the practice.

Dr. Brod established many of these partnerships with organizations more than 20 years ago. His advice: If you choose to establish relationships with these contacts, be selective. "Find a pet store with a reputable owner and, more important, an individual you can work with."