Dr. J, a young veterinarian, and her husband set out to build their own clinic early last year. While building a practice from the ground up can lead to numerous rewards and a great deal of independence, it can come with countless challenges.
The young couple had dreams of building a multi-faceted practice, supplementing their regular practice with a variety of services (kennel space, pharmacy services, etc.). However, like many practitioners before them, they found their greatest challenge in building and maintaining a stable client base.
Traditional marketing yielded mixed results for Dr. J. Most promotional deals and coupons led to one-time visits, and did little to increase loyalty. At the same time, many potential patients in the community found the cost of caring for their pets increasingly difficult to manage. Pet owners often prioritize price over loyalty, as a Bayer study showed, while also revealing that pet owners overwhelmingly want quality veterinary care for their pets. Many pet owners find themselves bouncing between lowest bidders for each procedure, instead of creating a lasting relationship with a particular doctor.
In a community with mixed incomes, Dr. J needed a financing option that created customer loyalty, while ensuring pets got the care they needed. By employing a wellness plan module, she established monthly membership plans for pet owners. The plans gave pet owners access to everything from regular check-ups to larger procedures, including many visits not covered by traditional insurance, for a moderate monthly fee. The plans provided better care for pets, a more budget-friendly financial commitment for pet owners, and greater customer loyalty for the practice.
But they didn’t stop there. Because of the customizable nature of the wellness plan module, the Dr. J was able to create a variety of care plans that fit the needs of her community. This included puppy plans, feline plans, senior plans, and much more, each uniquely suited to the needs of different pets. Furthermore, each plan included customizable access to the practice’s kennel space, spa services, and other services, further ensuring patient loyalty and supplementing the practice’s revenue.
Within 8 months, the new practice had 180 pets on wellness plans, creating the necessary financial stability to keep the clinic afloat and forming strong relationships with the pet owners in the community.