Market plan

Marketing Plan

Katie’s Kritters Veterinarian Clinic

Analysis of the Products(s) Provided by the Practice

Benefits/Value List

Following are the products and services provided by this practice and the value each has to the pet and/or the owner. Every staff member must be aware of these values and speak about them first and foremost when discussing the product or service:

Product/Service	Feature	Benefit/Value	Sales Target

Note: This worksheet is included in FORMS, Practice Management Templates from Lifelearn Inc.

Industry affiliations:

Company	Representative	Products	Resources	Comments

Customer Service Strategies

Referral Plan:

Health Care Team Member Responsible:
Scale of Thank You to Clients
Number of new clients referred	Gift or thank you we provide them
1 new client per month
1 new client per week
2 new clients per week
2 new clients per month
3 new clients per week
3 new clients per month
4 new clients per week
4 new clients per month
5 or more new clients per week

Product and Service Targets:

Product/Service	Target

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Marketing Plan

Katie’s Kritters Veterinarian Clinic

Analysis of the Practice: Practice SWOT Analysis for Katie’s Kritters Veterinarian Clinic:

Strengths
Weaknesses
Opportunities
Threats

a. Economic Environment:

Item	Description
Local economy	Veterinarians, grocery stores, gas stations, pharmacies, flower shops, fast food restaurants, human urgent care, mechanic shop, apartment buildings and homes
Factors to consider that may impact local economy	Businesses closing, no jobs available, road construction, building construction, weather, more older people than younger people, traffic

Use of veterinary service:

Service used	% of clients	Revenues
Acute/Emergency Care
[ ] Heavy use	10%
[ ] Moderate use	10%
[ ] Light use	80%
Preventive/Routine Care
[ ] Heavy use	60%
[ ] Moderate use	20%
[ ] Light use	20%

Age Demographics:

Description of cohorts	Range of years	Estimate of client base (%)
Depression era senior citizens	1930 to 1939
World war II senior citizens	1940 to 1946
Baby boomers	1947 to 1966
Baby bust – generation Next	1967 to 1979
Baby bust – Echo generation	1980 to 1995
Digital generation	1996 to present	Obviously not clients – yet

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Marketing Plan

Katie’s Kritters Veterinarian Clinic

5. Telemedicine Strategies

Item	Our Strategies
Our Practice Imaging Capabilities: [ ] Radiography [ ] Ultrasound [ ] Endoscopy [ ] Ophthalmology [ ] Cytology [ ] Other
Our Practice Scanning Capabilities: [ ] Radiographs [ ] Other
Telemedicine Site(s) we work with: 1. _________________________________________ Contact : ________________________________ Site Name: ________________________________ Phone : ________________________________ Fax : ________________________________ E-mail : _______________________________ 2. ________________ Contact : ________________________________ Site Name: ________________________________ Phone : ________________________________ Fax : ________________________________ E-mail : ________________________________	Process:
Budget/Costs
Administrative Issues

6. Practice Database Worksheet for Website Text

Slogan: _____________________________________________________

Practice Color(s): _____________________ _____________________

Data Sheets on Staff (Code to specific photo’s):

Name: _______________________________

Title : _______________________________

How long with the practice: ______________

My background: (education, credentials, etc.)

_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

My pets:

Type of Pet (dog, cat, gerbil etc.) Breed Name Cute Feature

__________________________ ____________________ ____________________ _____________________

__________________________ ____________________ ____________________ _____________________

__________________________ ____________________ ____________________ _____________________

__________________________ ____________________ ____________________ _____________________

__________________________ ____________________ ____________________ _____________________

My Interests (hobbies – animal related or special things about you):

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Comments about Animal Care:

__________________________________________________________________________________________________________________________________________________________________________________________

Comments about The Hospital (History, interesting facts, etc.):

____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

_____________________________________________________________________________________________

7. Photograph checklist – Website and/or Virtual tours

A. Exterior

[ ] Shots of the Clinic from several angles (note sunlight and shadows)

[ ] Shots of the sign at the road (note sunlight and shadows)

[ ] Shots of the front exterior of the clinic entrance (clinic door if relevant)

[ ] Shots of the landscape – anything distinctive, relevant

B. Personnel

[ ] Dr. _________________________________________

[ ] Dr. _________________________________________

[ ] Dr. _________________________________________

[ ] Office Manager: ______________________________

[ ] Each Technician: ______________________________

_______________________________

_______________________________

[ ] Each Receptionist: _____________________________

_____________________________

_____________________________

_____________________________

[ ] Clinic Cats & Dogs: ____________________________

____________________________

____________________________

____________________________

Note: These photographs can be ‘candid’ rather than ‘portrait’ so that there is a friendly and active feeling to the site (and because you almost need a professional photographer to do effective portrait shots).

C. Client Animals

[ ] Interesting (and successful cases) – include a short story about the case

[ ] Pets of staff (include the names, short story about them)

[ ] Client pets – with names and short story

[ ] Client Horses or other Farm Animals (farm/mixed practices) – with names and short story

Note: If clients are in the photographs get their permission to use their image – get them to sign a waiver that allows you to do so or you cannot use the picture.

D. Hospital Tour: Make the tour ‘personal’

[ ] Waiting room – e.g., a cat sitting on a chair beside an aquarium if you have one

[ ] Reception – e.g., a receptionist greeting a client at the counter (client could be a family member for purposes of the shot but you still need written permission)

[ ] Exam room – Veterinarian and client with a pet at the table

[ ] Kennel Room – shot of a cute dog or cat in a kennel

[ ] Radiology – shot of the act of taking an x-ray if possible rather than just a shot of the equipment

[ ] Surgery – shot of a surgery under way rather than just a shot of the table

[ ] Laboratory – shot of a technician running a test at a machine (include pet’s name, type of test, why, etc.)

[ ] Going home – shot of a happy pet going home (name of pet, reason for being there, etc.)

E. Farm Service/Equine

[ ] Shot of the farm service vehicle (ideally with a vet just getting in or out)

[ ] Shot at a farm call

[ ] Shot at an equine call

F. Other

Include any special interest photographs relative to the practice or the practitioners – e.g., do you provide any special treatment regimes or care for specific species (e.g., acupuncture, exotics etc.)