ADVERTORIAL
Place 1/4" from top and 1/8" from sides
Increase Client Visits and Transactions with Whole-Practice Branding
It is no secret that the past few years have been tough for the veterinary industry, so reports of modest increases in annual revenue and patient visits in 2011 are welcome news. Do not be fooled, however. These slight gains do not mean challenging times are over. In fact, the opposite is probably true. Here is why:
• During the recession, many pet owners turned to web- sites and online forums for help before contacting their veterinarians. This habit will be hard to break.
• Cost-conscious clients will continue to delay veterinary visits as long as possible, often postponing vital checks until their pets are seriously ill.
• Online pharmacies and national pet product stores will continue to seep revenue from local practices by using bulk purchasing power to offer products at mark-down rates.
• As competition for clients intensifies, practices will need to combine excellent medicine with savvy mar- keting to survive.
For many practices, adding private label products—Sogeval Laboratories manufactures items that carry your hospital’s logo and label—to their retail offerings is a smart, easy way to build client loyalty, boost revenue and even increase compliance.
One practice’s story “I started the Animal Hospital of Polaris in 2002 in a 3,000-square foot clinic located in a strip mall,” says practice founder and owner Nikki Eaton, DVM. “Six years later, we moved to a 15,000-square foot, freestanding building. That was 2008—the middle of the recession.”
Eaton’s practice is thriving today, thanks to a well-deserved reputation for excellent patient care and a whole-practice branding program that positions Animal Hospital of Polaris as the “go-to” resource for clients.
“I sat down with a marketing person when I opened my new clinic,” Eaton says. “He asked what I wanted to be the first
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