“Do you ring every client two days after their visit just to check on how the pet is doing and whether the client had all their questions answered?”
Understanding the competitive advantage in your practice can be the key to a successful strategy. It can also aid you in defining your target market.
Competitive advantage is a condition or circumstance that puts a company in a favorable or superior business position, making you better in cost, focus and differentiation. This is according to Michael Porter, 1985, in his book that is entitled, Competitive Advantage . How does one achieve this as a veterinarian?
Cost
This is a concept that we can immediately grasp. One way to compete, is by being less expensive than your competitors. However, in order to be less expensive, you need to be incredibly efficient in your operations.
Differentiation
How do you show your clients that your products, services and experiences are better than what others are offering and that it should cost more? This could be in terms of the surgical equipment that you are using in your vet hospital and offering services such as house calls.
Are you available when a client mentions that they would want their pets attended to from the house?
Focus on an uncommon Niche
As a veterinarian, focus on keeping your costs low by being very specific about what you are providing. Look to provide a niche service or a specific product.
Many Veterinarians have ventured into the field of treating Companion animals. As a veterinarian, you could think outside the box and focus on exotic pets as your main area of practice. This makes you outstanding from other competitors.
As a veterinarian, Here are some simple suggestions of where to start, so as to make sure that you are outstanding among other competitors in the industry;
“One way to compete, is by being less expensive than your competitors. However, in order to be less expensive, you need to be incredibly efficient in your operations. ”
Michael Porter (1985), Competitive Language
- Do you always answer the phone of clients who could be interested in house calls?
- Do you always call your clients, customers and patients (pets) by name?
- Do your receptionists stop what they’re doing and greet every client and pet when they walk in the door?
- Do your Veterinarians introduce themselves and acknowledge every member of the family present – even the kids?
- When you see something that is simple and needs to be done, but not part of your job, do you just do it to help out?
- Do you ring every client two days after their visit just to check on how the pet is doing and whether the client had all their questions answered?
- Do you listen to your clients’needs and assist them accordingly?
- Do clients receive a “Relax and get on with your day, everything went well and ‘patient’ is in recovery…” peace-of-mind phone call after any procedure?
- If the client has a problem with a product or a procedure, do you get them to come back immediately and cheerfully fix it or give them another product and/or even a bonus ‘gift’ for bringing it to your attention?
All these are things that matter if you want to stay competitive in the Veterinary Industry. Good Luck!
