Competing on Quality of Care

Most vets pride themselves on their education, specialty skills, technology and growing knowledge. Unfortunately, to the vast majority of your customers, quality is very difficult to judge. Generally, in healthcare, there are only two possible outcomes.
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Most vets pride themselves on their education, specialty skills, technology and growing knowledge. Unfortunately, to the vast majority of your customers, quality is very difficult to judge. Generally, in healthcare, there are only two possible outcomes.

Does quality matter in veterinary medicine?

The simple answer is “of course”. Most vets pride themselves on their education, specialty skills, technology and growing knowledge. They want to make sure ponies, puppies, and porcupines get the best quality care possible.

Unfortunately, to the vast majority of your customers, quality is very difficult to judge. Generally, in healthcare, there are only two possible outcomes. Either things get better, or death. To a majority of pet parents, if you provide good care, the animal will thrive. Sometimes the animals die or must be euthanized. Luckily, most people understand that this is seldom the fault of the vet. Poor outcomes are usually blamed on the disease or accident rather than the quality of care.

Defining quality care

How do you stand out from the crowd in terms of quality? How can you encourage your customers to believe that the care you provide is distinctly better than the competition?

Specialty medicine – Many vets specialize, but few take the time to promote their expertise. Create specific marketing materials focused on your specialty. Even if few of your customers require that type of specialty care, they will recognize your quality overall.

Latest technology – Do you use a machine, device, or technique that is distinctly better than your competition? Make sure to let customers know that you are uniquely equipped to provide a particular product or service.

News-worthy medicine – Every vet has experiences where they get to play the hero. Whether you deliver a breach calf, mend an eagle’s wing, or do pro bono surgery for a local canine cop, you probably have a few stories that are shared at family dinners and cocktail parties. Don’t be afraid to promote these human interest stories to local news agencies. Every vet is a hero, but few of them get press, and the ones who do are usually the vets who asked for it.

Unique service – Do you have round-the-clock coverage? Do your techs have unique certification? Do you offer house calls? Any service that’s distinctly different demonstrates quality care.

Clearly define your quality, then focus your marketing messages to teach people what you can do!

Mediastead would love to help you establish your competitive advantage and promote it in your community. Call us today at 215-253-3737.

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