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“We also offer extended appoint-
ments,” he says. “My initial is an hour, and all our other initials are 30 min- utes minimum. “We’re not rushing through clients.
We can really take our time and get a decent history.” Spending more time also helps with client education and follow-through. To enhance compliance, P.A.W.S.
offers several wellness programs at a sub- stantial discount. “We have a junior wellness program for pets 6 [years of age] and under,” says Thurston. “It includes the examination and a fecal sample that’s sent to the lab for a flotation, smear and Giardia test. It also includes a complete urinalysis and complete blood cell count. “Normally, that would be around
$300. To entice our clients to do it as a preventive measure, we offer it for about half that price.”
Building a client base for a start-up in the midst of a recession has been a struggle. Aronson has parleyed his outgoing
personality and gift for public speaking to his advantage, however. He attracts most of the practice’s new clients from his Saturday morning, 2-hour radio call- in program. “It’s been my experience that when people can hear your voice and listen to your answers, they get a level of confi- dence,” he says. He estimates the radio program gener-
ates 30% to 40% more new clients than his website, client referrals or yellow pages advertising. “Randy’s radio show helps get the
word out on what integrative care is,” Thurston says. “We don’t want to make ourselves so unique that people think, ‘Oh, I’m only going to go there if I have a really strange problem.’ “There’s a fine line [between] being
everybody’s veterinarian and doing rou- tine, affordable services and also incorpo- rating nutrition, supplements and these alternative modalities when they’re ben- eficial or people are interested in them.”
Trends magazine, September 2011
This unusual blend of clientele can
present challenges to the staff. “We see a fair amount of problem cases and second and third opinions that we’re trying to solve,” Aronson says. “There may be rehab cases that have had surgery and are not doing well. “These clients are very sensitive, and it can be tough for employees because they always have to be on their toes as far as contacting them, giving them infor- mation and not making them wait.” Adds Thurston, “A lot of people who seek some of the alternative options are suspicious of Western medicine, espe- cially eccentric, or have a really sick ani- mal that’s at the end or is suffering from a really difficult medical problem. “Those clients always require a lot
more follow-through, hand holding, education and communication than a puppy visit or just coming in for a rabies vaccine.”
Selecting the right employees and
keeping them trained and motivated are key.
“Getting everyone onboard with our mission and vision is something we work on all the time,” says Thurston. “I think it’s also beneficial that we’re
a newer business, so our purpose is very clear to us. It’s not something that has been muddied over the years and we’re continually reinventing it,” she says. Like many practices, P.A.W.S. con-
ducts working interviews for job candi- dates and relies heavily on team mem- bers’ feedback. New employees are placed on probation for 90 days and are reviewed at the end of each month. “A lot of people we interview are intrigued by the idea of being able to offer some alternative options and that’s exciting to them,” says Thurston. “We look for people who are enthusiastic and who have the ability to educate, explain and show compassion to the client.” However, as most practitioners
know, finding the “right” employees is not easy. “After 30 years of doing this, I still don’t have the answer,” Aronson says.
Impressive Compliance Efforts
“I was impressed by P.A.W.S.’ efforts to improve compliance. They send out thank-you notes when clients accept their recommendations, congratu- lating them on the care they are providing for their pets. I think this is a very good idea. It will help to reinforce the hospital’s recommenda- tions and further bond clients to the practice so they will be more likely to accept future recommendations.” —Karen Burton, member of AAHA Awards Committee
Lola Gets a New Lease on Life
“I took my aging, overweight and lethargic dog, Lola, for a complete exam. I was told by two different parties maybe Lola should be put down. I did not know why she is so lethargic and wished to place her on a better food program to lose weight. She was given various tests, which showed infection in the teeth, a thyroid problem, and also a back and arthritis problem causing back pain and difficulty walking. I was advised to exclude grain from her diet and limit the amount. After 2 weeks on the antibiotic to clear the tooth infection, a pill for the thyroid [problem] and medication for spinal pain, she is already much better, peppier, more alert and even playful. She is fine on the new feeding plan. The lab tests showed she is a very healthy dog as far as the heart, lungs and digestive organs are concerned. I am completely confident in the ‘Pet Vet’ and highly recommend him. The staff is knowledge- able and supportive. They are great. —Client review of P.A.W.S. from
DexKnows.com
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