24 Covetrus
|
ph:
855.724.3461
|
fx:
888.329.3861
|
northamerica.covetrus.com
What's the one promotion that works?
Use lab work as a financial carrot to get clients to commit.
Doctors and technicians frequently discuss preventive
screens during checkups where pets' dental disease also is
diagnosed. When clients accept preventive screening, the
test serves a dual purpose as a preanesthetic test for the
dental procedure. If doctors follow a protocol that lab results
are applicable within 30 days, clients may forward book the
procedure today. Because clients will pay for tests today,
the price of procedures will be perceived as less, and you'll
reduce risk of no-shows because pet owners have prepaid
part of their pets' dental procedures.
Among practices who continue to discount, staff tell clients
that they must schedule the procedure within 30 days of the
doctor's recommendation. The incentive is offered year-
round rather than during February. Instead of a percentage
off, a survey participant said his practice gives clients a $50
credit toward the procedure if clients schedule within 30
days. If clients don't schedule at checkout, enter callbacks in
your practice-management software. One week before the
promotion will expire, follow up with a courtesy call.
Say this: "Dr. asked me to call you about scheduling
dental procedure. Your savings
will expire next week. We can perform 's dental
procedure on or . Which do you prefer?"
If your hospital will promote National Pet Dental Health
Month, get back to its original intent: Education. Use these
teaching techniques to get clients to accept preventive
dentistry:
Avoid the wiggle word of "recommend."
Clients may hear that they can wait because the procedure
is just a recommendation and is not medically necessary.
Instead, use the action word of "need."
Use photos to increase understanding.
Research shows 65% of people are visual learners.
3
They
understand best when shown an image, model, or graphic
that demonstrates the problem or treatment. Use photos
two ways:
1) Document and share your diagnosis. Use a smartphone
to take dental photos that help clients see problem areas.
Markup, enlarge, and crop images to show clients what
you see. Save images in patients' electronic medical
records to visually document your diagnosis and share
photos with clients by text or email.
2) Explain procedures with slideshows. Take photos of your
team performing preanesthetic testing, taking dental
radiographs, using surgical monitoring equipment, and
doing other steps of procedures. Build a PowerPoint
presentation branded with your logo. Write captions for
each photo. Export the presentation as jpegs and play
the slideshow on exam room computers or digital photo
frames. Share the same slideshow on your website and
social media.
Provide treatment plans on the
day of diagnosis.
After hearing diagnoses, pet owners want to know, "What
should I do next?" Give clients information to decide and
schedule the procedure today. A treatment plan serves four
purposes:
1) Gives you legal permission to treat
2) Lists services and products in the procedure
3) Shares expected cost of care
4) States payment policies
Treatment plans will have a high and low range. Don't call it
an "estimate" or you risk making the conversation "all about
the money."
