In these challenging times, with the ongoing cost-of-living crisis, it’s more important than ever to show your clients the true value of your veterinary services. Doing so will build trust and ensure client satisfaction and loyalty. Here are seven effective strategies to help you highlight the value of your veterinary services.
#1 Be transparent with your pricing
Any value discussion naturally has to start with costs and ensuring you’ve got the basics ticked off. The RCVS Code of Professional Conduct for Veterinary Surgeons and related guidance makes it clear that “clients should be provided with clear and easy to understand information about how fees are calculated and what it is they are being charged for so that they are in a position to give informed consent to treatment”.
It’s also important to make sure your clients understand that estimates are just that – estimates and that the costs may increase as the treatment plan progresses. After all veterinary medicine is complicated, it’s not like fixing a car! Indications in test results or an adverse reaction can completely change the original treatment plan, so try to keep your clients updated and involved along the way. The ultimate aim is to avoid a client getting a shock bill when they pick up their animal or get to the front desk to pay.
If you’re getting a lot of questions around pricing, ensure your client-facing team understands your pricing structure and can explain it clearly to a client. If the same questions are cropping up it might be advantageous to put together a FAQ sheet your team can use for some extra support when having difficult conversations about costs.
For example, can your team explain why your practice fees might be higher than a competitor your client has previously used? Or can they articulate how preventive healthcare, such as regular check-ups and vaccinations, can actually save a client money in the long run?
Finally, if you’re not already doing so, consider displaying a price list for routine services in your waiting room and on your website, which can help to manage client expectations on costs. This could show either a fixed price or a price range for everyday services such as a standard vet consultation, prescription fees, neutering services for dogs or cats, individual vaccinations or a course of vaccinations, and microchipping.
The BVA has recently launched some guidance on Transparency and Client Choice which includes advice and guidance around publishing a price list.
#2. Embrace contextualised care
With transparent pricing in place, offering contextualised care becomes much more straightforward and impactful. This approach focuses on encouraging the client to have a completely honest conversation with you about their expectations, the specific needs and welfare of their animal and its overall quality of life. It also brings financial considerations into the mix and beyond that, any other circumstances which may affect the outcome of the treatment options available. For example, the ability or availability of the client to care for the patient at home after surgery or treatment.
The RCVS offers a helpful Conversation guide for delivering contextualised care, which can serve as an excellent starting point if you’re not yet familiar with this approach. Embracing contextualised care not only highlights your commitment to a personalised and thoughtful service for your clients and their animals but also helps to foster stronger, trust-based relationships with your clients.
#3. Get your pricing strategy right
We’ve discussed transparency of costs, but what about your pricing strategy, have you got the balance right? The traditional route of relying heavily on marking up prescription-only medication (POM) is less effective now that clients can easily compare medicine prices online and can also have a negative effect on your client’s perception of the value they get from your practice.
Consider a more value-based pricing strategy which focuses on putting the ‘markup’ on your professional services. Clients will generally understand that a service which requires a lot of your skills, expertise and time will cost more. Admittedly, this can be a harder strategy to follow, but it’s still worth considering this route for a more value-enhancing pricing model.
#4. Focus on education, not selling
Value is all about perception and in this context, you want your client to walk away feeling that you’ve taken the time to educate and inform them about all the viable treatment options, rather than they’ve just been sold the most expensive solution.
Don’t underestimate the power of “because” to explain the reasons behind diagnostics tests, or why the treatment is necessary – “We want to run a complete blood count because it’s important to make sure Charlie is healthy enough to undergo anaesthesia”.
Additionally, supporting clients throughout their pet’s healthcare journey, can not only demonstrate value but also ensure they make the most of all of the services you offer. This could be using the skills and expertise of your nursing team for nurse-led clinics or one-to-one support sessions. It could also be providing relevant and useful information through regular marketing communications such as newsletters, blog posts and social media posts.
#5. Build the right team
It might sound obvious, but It’s important that you hire team members with positive attitudes and personalities who reflect the values of your practice. Your front office team, in particular, should embody these qualities as they are the first point of contact for clients.
If areas of improvement are needed, offer internal training and support through webinars, podcasts, or encouraging attendance at veterinary conferences. A well-trained, knowledgeable, and personable team enhances the client experience and reinforces the value of your services.
#6. Create an unbeatable client experience
Providing a positive client experience is just as important as the services you offer. If you don’t already have one, establish a customer service philosophy or policy and ensure all staff members are aware of and adhere to it. Consider the small gestures, such as greeting clients and pets by name, checking in with clients who have to wait, and thanking them as they leave. They might only be small things, but they can make a significant impact on the overall client experience.
Ensure the appointment time is completely focused on the client and the patient. By capturing as much information as possible in the scheduling call/booking, you should be able to limit the time spent in the appointment on paperwork. At the end of the appointment make sure to ask if they have any other questions or concerns before they leave.
Consider auditing the whole client experience from the first moment they walk through your door to any emergency help they may need. Is there anywhere this could be improved/made easier/simplified? It’s also worthwhile encouraging the team to share their own good and bad customer experiences in staff meetings and discuss what learnings could be taken from them.
#7. Ask for feedback
Gathering feedback from your clients helps you to improve your service and gives the client a voice. Try sending a short survey via text or email after an appointment and ask specific/multiple-choice questions, rather than just ask for general opinions. If you are going to gather feedback, you must ensure to follow up promptly and in person with any clients who raise any concerns or dissatisfactions.
Finally, if you’ve gone through all the hard work of gathering feedback, make sure to display those customer testimonials prominently on your website and in your practice marketing. They’re a fantastic tool to help attract new clients and written confirmation of the value of your services!
For additional insights and suggestions, please speak to your NVS Group Territory Manager.
The article was originally posted in The Cube magazine, June 2024 issue. Click here to read the magazine.
