Client loyalty has changed over the last couple of years. Generally speaking, a client will no longer feel the loyalty to the veterinary practice or specific veterinarian that they felt a few years ago. If they are unhappy they will simply move to a new practice, with or without telling you how they feel. They buy their food and tick & flea treatments online or at a vet shop. So, how can you get the clients back into your practice? The aim is to increase the frequency at which they visit your practice as this provides an opportunity to discuss their pet’s health and to encourage purchases at your practice!
How can nurse clinics help with this? These consultations, or rather interactions with the client, help build relationships, provide high quality information customized to their pet’s needs, generates extra income for your practice and enhances customer loyalty.
What clinics can you run at your practice?
- The “Golden Oldies” Club (support group for senior pets)
- Weight Clinics
- Puppy Socialization classes
- Caring for your Rabbit 4-week course
- Caring for Cats in a Multi-Cat Household
- Blood Bank
- Dental Clinics
- And so many more!
Why do we need Nurse clinics?
The benefits to the pets and clients are endless. I always ask people: “Do you remember what it was like before you knew what you know today?” Nurse clinics are the best way that pets will receive better quality care from their owners and the owners will have the information needed to take care of their pets who have specific needs. You can sell products associated with the advice that you give them, and owners become less sensitive to the costs associated with treatments if they see the benefits in their pets.
What do you need to run a successful nurses’ clinic?
1. An Enthusiastic Nurse
Some nurses love the extra time that they get to spend with the clients. Others prefer to interact with the pets in hospital when the owners are not around, but do not communicate well with clients. Look for the nurse in your practice who is enthusiastic, a go-getter and has a passion for people. This nurse will grow these clinics beyond what you think is possible! Some of your senior nurses may be great, however do not overlook more junior nurses who have a great way with clients yet may need some guidance.
If you expect your nurse to work extra hours or have more responsibility, look for ways that you can incentivize them. Can you help by coming up with a commission structure, offer time off in lieu or pay for CPD courses that they would like to attend to help make these clinics successful? This will help your nurses be more inclined to get involved.
2. Help from Corporates
The corporate companies (especially pet food companies) have excellent platforms, tools and support material that can help you run your nurse clinics. The offerings to the clients help keep them motivated, accountable and even offers rewards. Talk to your Representatives or Territory Managers as they will be delighted to help you find creative ways to recommend their products. There are often great benefits to both the practice and the assisting staff member. Accept the help and work with the company that you, as a practice, most often recommend. Be consistent – choose one company per category to work with as it confuses clients when the brand recommendation changes from one visit to the next.
3. Buy-in from every staff member at the practice
The only way that a nurse clinic will succeed is if every staff member understands why you are doing it and what benefits it will have to the pet owners. Train your reception staff to promote this to your clients and have veterinarians mention it to clients during consultations. It will reinforce the message and clients will feel that the entire veterinary team is on board to best help their pet. Often a client needs several discussions before making a commitment and this is a great way to hear a consistent message from different staff members.
4. A Promotion Strategy
You can have the best programs or nurse clinics, but if your owners don’t know that you offer the service, they will never sign-up. Promote it on different channels – use your social media page, make a poster, have flyers at reception or send out emails or SMS’s to relevant clients on your database. Look for pets who are over 8 years of age and send out communication regarding the Golden Oldies club. Ask your vets to discuss weight clinics in a routine consultation. Have your receptionists start conversations with pet owners who are first time bunny owners – and get their details so that the nurse can contact them.
Communicate the “so what” factor – what are the benefits to the client and the pet, what will you get if you join, e.g.
- Do you want to make the last years of your dog’s life the best years? Join our Golden Oldies Club managed by our veterinary nurse and join other pet owners from our practice to learn how to best manage age-related illnesses.
- Did you know that, on average, a pet who is on an ideal weight outlives an overweight pet by 2 years? Let us help you get more healthy and happy years with your four-legged friend! Join our Weight Clinic today!
5. Offer Holistic Services
When a pet comes in for their weight check-up – look at the teeth and discuss possible dental scale and polish. Invite clients to look at toys, healthy treats that you sell at the practice, tick and flea treatments and dewormers. If the pet is not losing weight at the rate that he/she should, suggest blood tests and a consultation with the veterinarian. Look at opportunities of how a client can make their purchases at your practice!
What are your thoughts? Do you enjoy nurses’ clinics? Do you run them at your practice? Do you charge for a nurse’s consultation or are several programs offered free? Do you get commitment from owners if it is free? We’d love to hear your thoughts!
