Today's Veterinary Practice provides comprehensive information to keep every small animal practitioner up to date on companion animal medicine and surgery as well as practice building and management.
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Today's Veterinary Practice May/June 2014 72 Peer reviewed PracTice Building tvpjournal.com Beyond the yellow Pages Emerging Technologies for Engagement & Interaction with Clients Part 1: Client Engagement Tools Travis Meredith, DVM, MBA, Diplomate ACT Calico Financial, Philadelphia, PA Affinity Veterinary Center of Malvern, Malvern, PA Christine Meredith, VMD Affinity Veterinary Center of Malvern, Malvern, PA This year's Practice Building column is dedicated to building today's veterinary practice . The goal of this series is to describe the many elements that impact the growth and success of your veterinary practice. Read the first two articles in this series— Moving Forward: Investing in the Future of Your Practice and Lending & Capital: Funding Your Future — at tvpjournal.com . i n the previous two installments of this series, we focused on issues and topics centered on long-term growth of your veterinary practice. We reviewed the foundational strategies behind investing principles, fostering growth, and funding sources. However, as this series continues, our focus moves to tactical actions that make a difference in the everyday practice environment. in this article, presented in two parts, we tackle the issue of how to use new technologies to enhance our communication with clients—to attract them, to foster a relationship with them, and to compel them to action. SO MANY CHOICES There are many new offerings geared toward marketing, but finding the right communication tool—that communicates the right message at the exact time of need—can be challenging. With so many solutions available to small business owners, determining which product/service is most effective at enhancing your customer experience can be difficult to discern. acknowledging that it would be impossible to cover all these products and services, we experimented with several new offerings that are designed to supplement a practice's communication platform, enhance the client experience, and bring clients through the practice doors. Our goals are to: • Highlight some of the tools that we believe will be meaningful contributors to the business of veterinary medicine • Share our experience test driving them in a real-world environment over the past 6 months. in Part 1, we review 3 new client engagement tools—interactive platforms that utilize a 2-way dialogue to foster the bond between a practice and their clients. TVP_2014-0506_PB_Marketing_PART1.indd 72 5/24/2014 11:23:41 AM