Equine discounts: A real-life case study

ADVERTISEMENT

Equine discounts: A real-life case study

Sometimes discounts can do wonders for veterinary practices. Other times, they fail miserably. One equine practitioner has experienced both scenarios.
source-image
May 28, 2009

A discount that worked for me

Our equine clinic offers a wellness program with a 10 percent discount for clients who prepay. The program includes vaccines, a wellness exam, a dental float, a fecal exam, and a customized deworming program for each horse. Clients can enroll from November to February, and we schedule services throughout the rest of year. We advertise the service on our Web site, as well as send letters to clients. In addition to encouraging quality treatment for these horses, this program means our clinic receives all the money ahead of time. This is especially nice because we receive these payments during what is typically a slow time.

A discount that flopped

I occasionally offer volume discounts, such as a reduced rate on multiple castrations. Every time I do, I regret it. It seems like I should be able to go to the farm, set everything up, and perform routine equine surgeries without problems. It almost never works out, as there’s usually some type of problem or extra care needed. Revenue from the extra time and effort spent on these surgeries comes directly out of my pocket, and I rarely get extra visits out of these services. In other words, I don’t get back what I discounted.

Dr. Erica Lacher is an associate at Springhill Equine in Gainesville, Fla.

Hot topics on dvm360

Follow dvm360 on Twitter, Facebook, and Pinterest

For quick updates and to touch base with the editors of dvm360, Veterinary Economics, Veterinary Medicine, and Firstline, and check us out on Twitter, Facebook, and Pinterest.

Sell veterinary clients on your service

But you don't have to have butler-style service to win new clients and keep existing clients happy.

Why veterinarians should be more like a Louisiana shoeshiner

If my veterinary clients feel half as good as I did after visiting the 'Michael Jordan of shoeshines,' I'll be thrilled.

Texts from your veterinary clinic cat

If your clinic cat had a cell phone and opposable thumbs, what would he or she text you?

Learning goodbye: Veterinarians fill a void by focusing on end of life care

Veterinarians dedicating their careers to hospice and euthansia medicine may be pioneering the profession's next specialty—at clients' request.