Breed-specific marketing is one way to customize care, says Dr. Peter Weinstein, MBA, owner of PAW Consulting and co-founder of Veterinary Success Services. Like other client retention programs, such as senior care, breed-specific marketing focuses on your existing clients. The goal, Dr. Weinstein says, is to “get clients to come in, accept the needed care, and feel so special that they’d never go anywhere else.”
A simple way to decide what to focus on is to make a spreadsheet. Enter the words “Needs,” “Tests,” and “Conditions” in the lefthand column and age ranges across the top, then fill in each field appropriately. Try to identify one or more conditions that a particular breed is at high risk of exhibiting in its lifetime. Do this for each breed you see at your practice, starting with the most common.
Click here to download an example of the breed sheet Dr. Weinstein shows his clients and plug in your own patients.