What makes your practices are different?
Toronto is a very pet-friendly city. Torontonians have lots of disposable income, and they spend a fortune on their pets. Few cities have as many high-end pet stores, Groomers and other luxury services.
Of course, Toronto also has a lot of professionals who provide care for pets and veterinary services. The local customers are very picky because they have a lot of options, and the cost of switching is zero. For this reason, the emotional factors that weigh heavily. The veterinary medicine is one of the few areas where doctors brand and marketing play an important role.
That is why it is important to remember Rule 80 20, when promoting their business. The rule states that 20% of their customers generate 80% of revenues. And 20% of the funds from their clients take 80% of its resources.
Take a moment and step back. Look at the picture for a moment. Try to determine which of its customers are the most lucrative, and what their characteristics are. In this way, you can choose their most lucrative market, and cater exclusively to them.
Is the cat owners? Can all live in a particular area? Are all jobs in a particular industry? (Imagine being the official veterinarian of Toronto medical community. You could have exclusive reign on every doctor in town.)
Every year, you must shoot the bottom 10% of its customer list in order to make room for a better quality of customers.
Another advantage of catering exclusively to customers better is that these people tend to have like-minded friends. Word of mouth spreads quickly and you create a name for yourself as the best veterinarian for this market segment.
The best way to improve customer loyalty is to make them feel at home. Give them a place where they can be around like-minded people. A place that is “just for them.”
Of course, in the end it all comes down to one thing: More money for less work.
Focus on being the best, highest paid veterinarian in Toronto. Let others worry about low pay difficult customers. In any competitive market, differentiation is the key. Toronto veterinarian and the market is no different.