Today’s veterinary industry is quite competitive, from finding and retaining new DVMs and support staff to client retention. It can be a struggle to keep your bottom line in the black. Common recommendations include strategic fee increases, fostering a culture that encourages staff retention, and verifying that your pricing is competitive for your area.

Unfortunately, the clinic less than a mile down the road from you is most likely doing the exact same things. Do you look like your next-door neighbor in a cookie-cutter house? Or do you resemble that beautiful, well-maintained Victorian home that draws everyone’s attention? In this competitive field, setting yourself apart is imperative! So, how do we accomplish this task? The answer: It will look different for everyone, and that is the idea.

If you are an emergency or rehab facility, or receive referrals for ortho or advanced imaging services, you are already a step ahead. These services, by default, set you apart. But for the GPs who currently do not offer these services, finding your niche can be helpful. A “niche” is defined as: “A specialized segment of the market for a particular kind of product or service”. If your practice is not “naturally” set apart, defining your niche can be a bit more challenging. It will take a little work, but it is not impossible and can be engaging for the entire staff.  

Start with a detailed investigation of your current DVM staff. Explore their passions and hidden strengths. Do they have a strong interest in alternative medicine, reproduction, dermatology, or dentistry? Is there an area where they can progress with a little investment? This creates a win-win situation: Not only can you expand your revenue stream and create a niche, but this will empower and encourage your DVM staff, which can lead to improved DVM retention. When marketing these services without board certification, emphasize that your doctor has a “passion” or a “deep interest” in this area but is not board-certified.

You can also use this strategy with your support staff. Having a CSR at the front desk who is passionate about nutrition, or an assistant who enjoys educating clients about whelping or queening, can be a great asset to your practice. Again, this empowers the staff, especially when you invest in them by providing appropriate education on their chosen topic. Trust me, word travels fast, and being known as the local clinic that will assist with those abandoned kittens says volumes to your community.   

Here are a few more ideas to get you started.

• Do you offer PennHIP certification? Reputable breeders will travel a good distance to utilize this service. Marketing PennHip through your local dog and breeder clubs can be very valuable.
• Do you offer at-home end-of-life services? Many clinics do not offer this sought-after service. With proper protocols in place, allowing “non-clients” to use this service can spread widely through word-of-mouth marketing, and their next puppy or kitten very well might be your new patient.  
• Offering free “community participated” events, such as monthly “How to” demonstrations (i.e., brushing your pet’s teeth, Co-operative Care Training, etc.) will connect your community to your practice. Additionally, it will engage staff as they participate and even lead some of the training sessions.   

How do you start? Have a brainstorming session at your next staff meeting. Guaranteed, the team will come up with several possibilities that you would never have considered, and they will appreciate being involved. It’s time to start on your “services renovation project” and set your practice apart.  

Written by Cecelia Shelton