Customize your veterinary clientele through marketing—and soul searching

Customize your veterinary clientele through marketing—and soul searching

Dr. Kathryn Primm says you can get the clients you want and only the clients you want.
Nov 17, 2017

Think of your favorite clients—the ones who love it when you practice the best way you know how. Now imagine an entire client base populated with pet owners whose ideas of service are aligned precisely with what you have to offer.

That’s exactly what Fetch dvm360 conference speaker Kathryn Primm, DVM, did when she opened Applebrook Animal Hospital. She consciously selected for her customers—even against the advice of her own business-minded parents:

"They wanted me to just see anybody that came in the door. My dad said, ‘If they have a dollar, let’s do it—let’s get ’em in.’ But that was not commensurate with what I felt like I was building as my practice culture,” she says.

So how did she do it? Her first step was to realize that, regardless of the underlying medicine, “client handling” is not a one-size-fits-all proposition. Then it became a matter of reflecting on what she found most rewarding.

“[It] was really almost like a self-exploration of what I like to do and what makes me feel good at the end of the day,” she says.

Then it was a matter of messaging. Dr. Primm says she shapes her marketing to reflect her style of care: thorough, passionate, in-depth.

Watch the video to hear more.