Whats your veterinary hospitals wow factor?

On my first day of veterinary school our dean told my class there would always be enough room for a “good” veterinarian. I suspect the same is true about a “good” veterinary hospital. But what does it take to run a “good” practice in this competitive environment? I suggest you look to some nonveterinary businesses in your area for ideas.

In my town of Ann Arbor, Michigan, two local businesses come to mind when I think of excellence in product and service: The renowned Zingerman's Deli (one of Oprah's favorite sandwich shops) and the lesser-known Michigan Power Rodding. One stop at Zingerman's and you're hooked on the quality of ingredients and preparation, combined with the unique ambiance that comes with it. The owners of Zingerman's search the globe for each product they carry, selecting only the very best products. You can also join them on their ventures as they visit the creameries, farms and ranches their products come from. They know each vendor personally and proudly tell you they are the most expensive deli-but well worth it. If you're interested you can take baking classes with them or even business classes at their business management institute, the “Zing Train.” Be prepared for the hour wait in line-or order ahead, as I do.  

How does the plumbing company Michigan Power Rodding make my “wow” list? With prompt, courteous service and extended hours as well as referrals from other plumbing companies, great communication and sincere follow-up. At my time of emergency, when all other local plumbers are not available, this company is there to serve 24 hours a day. And their attention to detail is awesome-keeping you updated of when their arrival time is really going to be. The plumbers are professional in dress and demeanor. The day after service you're called to make sure all went well and an additional call back is not unusual to make sure all is OK a week or two after the visit. They strive to standout and be known as the best, this is apparent from aggressive marketing with a barrage of catchy TV advertising and equally savvy social media marketing. This is not your ordinary plumbing company-they are out to impress. These two companies thrive because they're different and better than the local competition and it starts from day one with the first impression and it is lasting!

As a multiple-practice owner, I ask my managers to share with our other managers - their location's secrets to success-specifically, what their hospital's special extras are. The truth is, it's not the one, two, or three things that you do well that make you unique and special-it's the combination of many little things that creates an unforgettable experience for the client.

Some clients are happy with a next-day follow-up call. Others love the comfort station that offers treats and goodies for human clients during their wait. Maybe the pet owner is wowed by the small discount you give clients for “patiently waiting”. When you're clicking on all cylinders, clients understand the culture of your clinic and see the proof that you aim to please.

We know that when clients are thrilled with our services they reward us with referrals through social media or by telling friends, family, and neighbors about us. Yes, there's competition out there, but if you raise the bar and set your sights on delivering “extras” on a daily basis and build a culture geared toward exceeding client expectations, then you'll excel and outgrow those that provide run-of-the-mill veterinary care.

Do you agree with Dr. Rothstein that “wowing” pet owners is the way to go? Share your “wow”-worthy practices in the comments below!

Veterinary Economics Editorial Advisory Board member Dr. Jeff Rothstein is president of the Progressive Pet Animal Hospitals and Management Group.