{"id":3443,"date":"2018-08-01T00:00:50","date_gmt":"2018-08-01T07:00:50","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=3443"},"modified":"2022-03-09T18:47:32","modified_gmt":"2022-03-09T18:47:32","slug":"how-to-communicate-value","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/how-to-communicate-value\/","title":{"rendered":"How to communicate value"},"content":{"rendered":"

For as long as I can remember, our profession has stressed the importance of communicating the value of our services and products to pet owners. Dad and I talked about it when I was growing up and working at his veterinary hospital. Practice management speakers discussed it with my senior veterinary class. In 2011, the Bayer Veterinary Care Usage Study reported that one of the reasons for declining veterinary visits was that pet owners didn\u2019t understand the need for routine examinations. Today, some practices are still experiencing a decline in patient visits and new-client acquisitions.<\/p>\n

The conclusion continues to be that veterinary teams need to do a better job of communicating the value of our services. If we could just do that, pet owners would surely say \u201cyes\u201d to treatment recommendations. Right?<\/p>\n

While conveying the value of our services and products remains highly relevant, we need to look at the big picture: What has changed with respect to what pet owners value in their relationship with veterinary providers? What do clients value today that\u2019s different from years past?<\/p>\n

It\u2019s no longer enough to talk about the value of a particular treatment recommendation. Today, practice teams need to communicate and deliver to clients the value they want.<\/p>\n

Here are five ways to communicate value to today\u2019s client.<\/p>\n

1. Adopt a Holistic Approach to Pet Health Care<\/h3>\n

The human-animal bond has never been stronger. I recently stayed at a Ritz-Carlton and was surprised to see how many people brought their dogs. As part of its five-star service, the hotel chain clearly recognized that one way they needed to cater to guests was by allowing them to bring their pets on vacation.<\/p>\n

So, if pets are important to people, why don\u2019t they come in regularly for preventive care and say \u201cyes\u201d to all our recommendations? One possible answer was proposed by Banfield\u2019s 2015 State of Pet Health Report, which found a disconnect between how pet owners and veterinarians define preventive care.\u00a0 While veterinarians primarily focus on vaccines, spays and neuters, and parasite control for preventive care, pet owners considered a pet\u2019s diet, exercise, play and emotional well-being as part of preventive care<\/a>.<\/p>\n

Since pets are an integral part of the family, it\u2019s important for veterinary teams to discuss all aspects of the animal\u2019s life. Not only will these conversations reveal critical information about the pet\u2019s health, this holistic approach will reinforce the role of the veterinary team as a trusted adviser.<\/p>\n

Here are action steps designed to provide more value with your client communications:<\/p>\n