{"id":23099,"date":"2023-02-01T21:59:40","date_gmt":"2023-02-01T21:59:40","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=23099"},"modified":"2023-02-01T21:59:40","modified_gmt":"2023-02-01T21:59:40","slug":"practice-smarter-0223","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/practice-smarter-0223\/","title":{"rendered":"What Kind of Practice Do You Actually Have?"},"content":{"rendered":"

What would you say if I asked about your veterinary practice\u2019s strengths and weaknesses? Hundreds of hospital owners, managers and associate veterinarians over the years usually responded to my question by describing the quality and excellence of their medicine and surgery. That\u2019s great. Next, people told me about their team members \u2014 the wonderfulness of their \u201c10\u201d employees and the problems with their \u201c1s\u201d and \u201c2s.\u201d It amazes me that most practice owners and managers have excuses as to why their \u201c2s\u201d are still employed. The discussion then moves on to the clients.<\/p>\n

Most practice leaders think they\u2019re doing a good job on client service but aren\u2019t sure. For example, I normally get a blank stare when I ask about a practice\u2019s bonding rate. The bonding rate measures the return of clients within 18 months of their last visit, which is an important gauge of how satisfied they really are. I also inquire whether the practice obtains client feedback through questionnaires and online reviews, for example. Naturally, some do those things, and others don\u2019t.<\/p>\n

Next, I ask team members about their practice\u2019s strengths and weaknesses. Do I get the same responses as I did earlier? In most cases, the answer is no.<\/p>\n

Culture Check<\/strong><\/h3>\n

Determining the culture of a practice<\/a> is very important. Every clinic has one \u2014 some amazing and nurturing, others toxic. It\u2019s said that culture drives revenue and that anything that destroys culture affects profits. When you determine the culture of a veterinary hospital, you cannot ask only the practice owner and manager. They have their opinions, but so does the health care team. Many times, the opinions conflict.<\/p>\n

When I talk culture at practices, I like to start with a discussion of niche marketing. The best way to understand niche marketing is to look at the hotel industry. Almost any city has several hotel chains. The two I like to focus on are Marriott and Motel 6.<\/p>\n

A night at a Marriott hotel, for example, might cost $200 to $300 or more. The hotel interior is beautiful, the exterior is attractive, and the landscaping and overall aesthetics are excellent. When you enter a Marriott, you usually see a spacious lobby nicely appointed with marble and granite, glass elevators, and a friendly desk clerk who will register you and hand over a room key. Your room is spacious and nicely decorated. The bathroom might be luxurious. The Marriott also will have a restaurant, pool, and fitness and business centers.<\/p>\n

Down the street is a Motel 6 charging perhaps $49.95 a night. You won\u2019t see a lot of landscaping, and the building is designed simply. Upon entering, don\u2019t be surprised if you must ring a bell to get someone\u2019s attention. The lobby will be basic and maybe contain a few chairs. After getting your key, you\u2019ll find a small room containing a bed and TV, and perhaps a remote control bolted to the nightstand. The bathroom will be stocked with paper-thin towels and a bar of soap so small that you might not find it again if you drop it in the shower. Motel 6 normally doesn\u2019t have a restaurant, pool, or fitness or business center. It\u2019s a basic motel.<\/p>\n

Choose Your Niche<\/strong><\/h3>\n

Here\u2019s an interesting fact about both hotel chains: They\u2019re each very successful and frequently sell out. Travelers who want a Marriott go there and spend $200 to $300 a night. Those who want Motel 6 go there and pay $49.95. There is no right or wrong, no good or bad. It is simply the way of the world and is called niche marketing.<\/p>\n

Every day, consumers choose which niche on which to spend their money. The concept applies to hotels, restaurants, hair salons, optical stores and so on. And guess what? The concept also applies to veterinary hospitals.<\/p>\n

So, let me ask you a question. If I explained niche marketing to your team members and had them rate their practice as either a Ritz-Carlton, Marriott, Holiday Inn or Motel 6, what would they say? I ask the question of team members all the time, and I love to hear the responses. The team members often agree with each other, and sometimes, they\u2019re far apart.<\/p>\n

My next question, and maybe the most important one, is, \u201cHow do you, the practice owner or manager, view your clinic? Does your hospital best equate to a Ritz-Carlton, Marriott, Holiday Inn or Motel 6?\u201d<\/p>\n

It\u2019s important to understand two things here:<\/p>\n