As a holistic veterinarian and mentor for other veterinarians around the country, I’m part of a lot of online forums and groups for our profession. There is a common frustration.
Veterinarians (as employees and also as practice owners) are enduring:
- Painfully long work weeks. (Some are even too busy to have pets — or children — of their own. No time, no time, no time.) Many are working 7 days a week.
- Harried and hectic work environments. One of the top pains of the holistic veterinarian is that typical vet clinics aren’t conducive to more zen or more holistic treatments. Too rushed. Too noisy. Too hectic.
- Too little trust from their clients. Every suggestion is challenged and — rather than become acrimonious with a client — they often acquiesce to the pet owner’s demands… wishing so badly they could do what they NEEDED to do to give the pet the relief they deserve.
In short, veterinarians are increasingly becoming more dissatisfied with the job. They want more. They want to have great life balance. They want to make a greater impact on pet health. They want to be paid what they’re worth. (After all, “vet school” isn’t exactly a 2-year certification program.) Quick note: We’re talking all things “practice building” in our new Facebook group, which you can join for free and with no obligation.
Many question whether it’s possible to be an independent veterinarian who chooses to forego the 8-late schedule, refer out the emergencies, and have a truly profitable “niche” or boutique practice that provides IDEAL health options for discerning pet parents.
They question if it’s possible.
(Short answer: yes.)
They question if it’s possible for them.
(Short answer: yes.)
They question if it’s possible for them where they live.
(Short answer: yes.)
Is it EASY?
No.
Is it simple? And can it be done by any veterinarian in any location?
Yes.
Here are the 6 strategies you MUST have in place in order to build the exact practice you want:
- A Well-Choreographed First Visit Experience. You must prepare and welcome them in a way that builds trust. You must put some thought into how you present treatment options and how they — and their pet — are treated in their first (and subsequent) experiences with you. Your first visit experience MUST BE deliberately designed to get your relationship off on the right foot… or paw.
- A Working Knowledge of Sales Psychology. This isn’t about manipulation, but trust and education.
- Multiple Income Streams. While I personally choose not to sell food or leashes or grooming or boarding, all veterinarians can choose (or create) income streams that align with their brand and preferred niche. (Note: as important as what you DO sell is what you DO NOT.)
- A Niched Approach to Building Both Income and Influence in your community. No matter how small, rural, big or urban.
- An Education-Based Marketing Plan. You are a doctor, yes. But, you are also a pet health educator. Education should not only be a part of your marketing campaign, but also part of every client visit, your online content and your social media presence.
- A Plan for Growing Your Existing Client Base into Ideal Clients. This also comes back to education and visit choreography and marketing. But, it is important that you’re looking for ways to transform your current clients into those who are IDEAL for your specific practice.
If you are in a veterinary career that you no longer enjoy, email me at TheCaringVet@gmail.com and let’s talk. I can help.