Having a few less-than-fully-booked days is common and sometimes welcome. But when the visits trend downward, it’s time for adjustments to ensure your veterinary practice stays healthy. Here are quick fixes and critical workflows to investigate to get more patients into your hospital.
Review Reminders
The first step is to review your client reminders. Are they personable and current, or do they still contain pandemic-era language and warn of long wait times? Update the reminders with correct messaging, reinforce the importance of preventive care and add a personal touch. Include all the methods available for booking appointments. For instance, if your practice schedules visits over the phone and via a mobile app and online portal, highlight the three options and provide web links.
Test the Workflow
Particularly vital for practices using online booking tools is to ensure the workflow works. Try scheduling an appointment for your pet and determine whether the process is simple. Consider removing barriers, such as complicated deposit steps and openings for existing clients only. Clinics that schedule by phone should have someone ghost-call to ensure the experience likely results in a booked appointment.
Even if you don’t have an online booking solution, a simple request form allows pet owners who are unable or unwilling to call during business hours to request an appointment 24/7. That’s 168 hours of access a week.
Low-Hanging Fruit
The first and often easiest option for filling the appointment calendar is to contact clients your practice hasn’t seen in over 18 months and whose pets are overdue for an exam and preventive care. According to the American Veterinary Medical Association, the number of lapsing patients per practice has jumped over the past three years.
If your clinic doesn’t have a program targeting lapsed patients, implement one now. Third-party services can do it for you, but your practice information management software almost certainly can run reports on patients you haven’t seen in awhile. When reconnecting with clients, look at their communication preferences and try multiple options, such as sending a text or calling if an email yields no response.
A Look Ahead
Similarly, run a report on patients with veterinary care coming due in one or two months. I like to alert their owners that, as existing clients, they have priority access to the most preferred appointment times. Use language demonstrating that your practice rewards them for staying on top of their pets’ care.
As far as the messaging goes, try something like: “Hello, Mrs. Smith! Fluffy is due for her annual exam and vaccinations on February 14. Because we often book up quickly, we’re contacting you as a VIP client to ensure you get the appointment day and time that works best with your schedule. Can we help get it on the books for you? Just click to call us at [phone number], respond to this email with your preferred days/times or feel free to book online at [website] so we can make sure Fluffy stays up to date and healthy!”
Social Media Posts and Ads
This wouldn’t be a Socially Acceptable column if I didn’t mention digital marketing as a way to encourage patient bookings. Practices using platforms such as Facebook and Instagram should post booking notices at least twice a month. Use photos or videos from your practice and end all captions with a call-to-action statement and clickable link (for Facebook posts). On Instagram, be sure followers can access online request forms or booking portals from your bio links.
Some practices succeed with informal posts, such as “Additional availability opened for this Thursday. Schedule now!” However, I recommend infrequent use of those posts and removing them once the date passes to avoid the appearance of desperation.
A more aggressive strategy involves paying for Facebook or Instagram advertisements, especially when a “Book Now” button can lead directly to confirmed appointments at practices with an online portal. The ads should include a photo or video of actual team members and convey the importance of good pet health or your practice’s key features. You can target either:
- People in your area with a confirmed interest in dogs, cats or pets.
- A custom audience. (Learn more at bit.ly/4aEtFqS.)
It’s Not All Social
Relying on social media exclusively for marketing purposes is ineffective, especially when you want more appointments. Instead, capitalizing on your email list and using text, app or push notifications are affordable ways to connect with existing clients quickly. Send a mass email about available appointments, and while you’re at it, set up email templates to communicate monthly about common pet health issues your team can help with.
Staying top of mind and sending regular communications can strengthen the bond clients have with your practice.
Check Your Online Listings
Now is a great time to optimize online business registries, such as your practice’s Google Business dashboard. In addition to confirming that the most accurate information and photos are present, be sure to enable the booking icons if your practice uses an online request form or portal.
Google Business also allows clinics to post messages. They appear in the right-hand frame of search engine results and, like with social media posts, can contain photos, videos and call-to-action statements. Best of all, unlike paid ads, clickable buttons like “Book Now” are free, and the posts stay relevant and visible for up to six months.
While you’re doing that, scan your Nextdoor and Yelp pages. Confirm that your practice’s information and links are correct, and update with recent photos showing your clinic and team members. Verified Nextdoor profiles can include posts visible only to your neighbors.
Your practice must evolve to meet the changing preferences of pet owners, who increasingly value convenience and digital engagement. We can navigate slower periods by staying adaptable, empathetic and forward-thinking.