The more a practice can deliver to a client, the greater the depth of the relationship with that client. A practice that offers
related services and products positions itself as a client resource on multiple levels. The practice plays a greater role
in the pet's life and has more influence in its care. Clients benefit from going to a trusted single source.
Take boarding, for example. Providing this service is an opportunity for a practice to leverage the trust it has already built
with its clients. It also makes it convenient for clients to obtain routine pet health services—nail clips, vaccinations,
and other offerings—at the same time. Convenience is a huge issue.
As consumers are more strapped for time and gas prices continue to rise, one-stop shopping is becoming the norm. Large pet
supply retailers are already on the bandwagon with grooming and veterinary services. Smart veterinary practices will constantly
look for ways to build loyalty, add convenience, and command a larger share of customers' pet care dollars.
Linda Wasche is president of LW Marketworks, a marketing firm in Bloomfield Hills, Mich.