To offer a deeper insight into our approach, values, and the unique aspects of our School, we invite you to join our Open Day Events in Athens on the 21st of June 2023 at the King George Hotel Athens, Syntagma, at 06:30pm, and in Thessaloniki on the 22nd of June 2023 at Electra Palace Thessaloniki, Aristotelous Square, also at 06:30pm. During these events, you will have the opportunity to learn about our 5-year Doctor of Veterinary Medicine (DVM) degree programme designed for high school graduates, meet our professors and members of the admissions department, and get answers to all your questions.

 
Leading the way is the esteemed Dean, Professor Michael Herrtage, an eminent figure in the field of veterinary science who served the Deanship of the Veterinary School of the University of Cambridge for 14 years. With an extensive background and expertise, Prof Herrtage’s vision is to establish our school as a beacon of excellence in veterinary medicine throughout the region.
What sets us apart? Our EU-accredited degree programme guarantees the highest standards of education and opens doors to exciting opportunities across Europe and beyond. From the very first year, students gain invaluable hands-on experience through early exposure to animal care, laying the foundation for a successful veterinary career. Moreover our anatomy laboratory provides hands-on experience, including dissection techniques with fresh specimens, and cutting-edge Anatomage technology for immersive exploration of virtual animal anatomy in incredible detail.

 
Aligned with the rigorous requirements of the Royal College of Veterinary Surgeons (RCVS) of UK, our curriculum emphasizes the acquisition of Day One Skills and Competences. This ensures that our graduates possess the practical knowledge and abilities essential for immediate practice upon completion of their studies. We are excited to share that we have recently signed a Cooperation Agreement with one of the leading institutions in the field of veterinary medicine, the Universitat Autònoma de Barcelona Faculty of Veterinary Medicine, fostering collaboration and knowledge exchange to enhance the educational experience for our students. Additionally, we’ve entered into a commitment agreement with one of the top Veterinary School in US, the University of Minnesota College of Veterinary Medicine, further expanding our network and enriching our educational resources.

 
But that’s not all! At the University of Nicosia, we believe in nurturing the holistic growth of our students. That’s why we’ve assembled a devoted student success team, from personal tutors to career advisors, who provide unwavering support throughout your journey from student to veterinarian. They are dedicated to guiding you towards achieving your goals and unlocking your true potential.
And let’s not forget the incredible advantages of studying at the University of Nicosia. Set against the backdrop of the Mediterranean, this idyllic location boasts more than 300 days of sunshine each year. During your study breaks you can immerse yourself in the great outdoors, enjoy the beautiful beaches, and explore the rich history of this captivating island. The harmonious blend of an exceptional education and an unbeatable environment makes for an unforgettable student experience.
So, if you’re ready to embark on a journey that combines your passion for animals, the pursuit of knowledge, and the promotion of One Health, join our Open Day events in Athens and Thessaloniki and find out more about the School of Veterinary Medicine at the University of Nicosia in Cyprus!

OPEN DAY EVENTS

Athens: 21 June 2023 at King George Hotel Athens, Syntagma at 06:30pm
Register on the link below:
https://www.unic.ac.cy/…/info-sessions-in-greece…/

Thessaloniki: 22 June 2023 at Electra Palace Thessaloniki, Aristotelous Square at 06:30pm
Register on the link below:
https://www.unic.ac.cy/…/info-session-in-greece…/

However, she feels that she has hit a plateau because her business is not growing at the rate she would like. Finding ways to attract new clients is challenging, frustrating and intimidating for her.

She doesn’t really enjoy marketing, and her efforts have been ineffective because she’s uncomfortable promoting herself. She believes that being a good veterinarian should be more than enough to attract new clients to her practice. She relies on word of mouth to attract clients, but with growing competition in the veterinary profession this is no longer enough.

Does Helen’s situation sound familiar? Maybe you are facing similar challenges in attracting more clients and generating the full earnings potential of your business. Vet school did not prepare you for the business world. You had to go through long years of study to obtain the knowledge and skills required to be a good veterinary practitioner. And then you decided to start your own private practice. And this was an entirely new experience. An experience that requires a totally different skill set.

You want to make a difference! You are talented at what you are doing and you love helping your patients. But maybe you’re not attracting as many clients as you would like. You assume it will just happen naturally since you are good at what you do. But this is not always the case and this is why you need a marketing strategy in order to make more people aware of what you are offering, to show how you are better than competition and attract more of the clients that you prefer to work with.

Helen is in exactly this same place! And she too has been wondering what she could do differently with her business.

Let’s take a look at seven common mistakes that Helen makes that prevent her from attracting more and better clients.

1.    She starts with the wrong mindset

Marketing can be particularly challenging. Why? Because there’s always the possibility of rejection. When we put out our message and present our services there’s always a possibility that people might not be interested. This is why Helen, like many other veterinary practice owners, tends to avoid or resist marketing activities.

The first thing Helen needs to realize is that her own mindset is the major obstacle to the growth of her business. Like everything else in life, our attitude and mindset determine how we approach something and whether or not we succeed.

Tony Robbins says that 20% of the obstacles are around the mechanics of running a business and 80% have to do with your psychology – that is, your own fears, limits and stories about why your practice isn’t where you want it to be.

Most people think that they need to change their strategy to make real change. Whilst strategy is absolutely important, it’s not the first element to start with. Take a moment and think about your perceived limitations. They may be the “reasons” why you’ve convinced yourself you can’t achieve something.

Here are some of Helen’s limiting beliefs:

• Marketing is bragging about what I am doing, it feels unnatural. It’s simply not me!
• If I write this article on pet care nobody will like it and I will make a fool of myself
• Clients get so frustrated from prices. They constantly blame me for charging them a fortune.

What does it cost Helen to think in this way? The cost is never moving an inch in her marketing, not attracting clients, and staying indefinitely stuck.

Helen has to realize that these thoughts are blocking her success and are probably not true; she needs to start exploring alternative and more realistic beliefs: “Marketing is about helping my clients learn what I am doing and to make informed decisions” or:  “Some people will like my article and might even think I’m smart for writing it.”

This shift of mindset through working with her marketing coach can have a more profound impact on Helen’s marketing effectiveness than anything else.

2.    She doesn’t realize the kind of business she is in

One of the most important questions Helen has to answer when working with her marketing coach is: “What kind of business am I in?”

This question may sound strange. Isn’t it obvious that Helen is in the veterinary business or the animal health business? What if I tell you that this may not be the case?

A dentist for example may think he is in the dental health business, but he could actually be in the business of creating beautiful smiles, or ‘lighting’ people up. Apple may seem to be in the technology business, but in fact they are in the business of connecting people with their favorite music and photos and with other people.

Helen as a companion-animal veterinary practitioner is in the business of making people happier and emotionally healthier by enhancing the relationship with their pets. And she does this by helping the pets live happier, longer and healthier lives. So when anyone asks her about what she does, instead of talking about the process, she now talks about the value that she brings to her clients and patients.

Remember, people don’t care about the process, they care about what they ultimately get. In order to create a powerful marketing message that will attract more clients you need to focus on the value you bring, not the process you must follow to achieve this result. If people go to the dentist or the doctor, they don’t want to focus on the pain and the process. They want to think about the fact that they are going to get the most beautiful smile of their life.

3.    She doesn’t know who her Ideal Client is

One of the first marketing exercises I had to go through when I was setting up my coaching business was to define the profile of my ideal client. And I was quite resistant to this exercise. Why can’t I coach everyone? Why should I restrict myself to a certain target group? Isn’t this limiting my potential target audience?

But those of you that have been in practice for some time know very well that there are clients that you love working with and clients that can be a real pain.

So how can you attract more of the clients that you love working with? This will make your work more fun and fulfilling and eventually your business more profitable. To be able to attract more of your ideal clients you need to have a clear understanding of who they are.

Helen went through the same exercise. She developed a simple profile of her ideal client. She described her ideal client in terms of demographics—age, sex, family composition, earnings and geographic location – and psychographics – character, values and philosophy.

She also described her client’s needs and pain points. By understanding what her client’s issues are, she has a better understanding of whether or not her services provide a solution. Because every problem her customer has is an opportunity for her to provide the solution

She also determined where her ideal client works, where she networks, what websites she visits, what social media she is using, whether she is reading emails, newsletters, blogs, etc and where and how she can connect with her.

Helen came to realize that her initial lack of understanding of her target client made her marketing message too generic and less powerful. When she described her ideal client in great detail she was able to refine her message in order to speak directly to her client’s heart and mind. She was also able to develop a strategic marketing plan in order to target and to connect with her client though the channels that the client is using.

4.    She doesn’t know her Competitive Advantage

“What makes you different than the other veterinary professionals who do the same as you?” Helen’s marketing coach asked her: “If you’re pretty much the same as everyone else, why should your clients choose you?”

Helen needs to remember that she has competition. She needs to be able to clearly articulate the benefits that she provides and how these set her apart from her competitors.  But she should also have a clear understanding of what her competitors are offering and be able to show how her services provide more value.

There are many ways to differentiate yourself from your competition:

• Your track record and list of clients
• Your unique approach that gets better results
• The targeted market you serve
• The extra value you provide

One of the best and simplest tools you can use to determine what makes you different to competition is the SWOT analysis: strengths, weaknesses, opportunities and threats. Run this process for your business and be honest with yourself, and also very clear about what your competition brings to the table.

By exploring this process you will be able to determine which strengths you can rely on and how to best distinguish your business, and which areas you need to improve.

5.    She underestimates the power of connecting with her clients on an Emotional Level

Helen is an exceptional veterinary professional with an impressive CV. The “About me” page on her website clearly communicates her admirable credentials obtained through long study and hard work. But what doesn’t come through in the description on this page is Helen’s warm and engaging personality, her inspiring presence, her love and dedication to her patients, her strong values and remarkable contribution as a mother, wife, professional and active member of her local community.

Why is it important for Helen to share this information on her website? Because the most frequently visited page in the websites of vet professionals besides the homepage is the ‘About Us’ page. This is the page your clients visit to find out more about you! And this is where you can really connect with them.

Helen needs to share information about herself that proves not only that she can offer the services she promises, but also that she is an interesting and dynamic person. This page should also express her special interests, her values and how passionate she is about her patients and their wellbeing. When she clearly states her values she will be able to attract and connect with people that share the same values, and these are very likely her Ideal Clients!

6.    She doesn’t leverage Success Stories

Helen is a successful vet that has retained lots of happy clients for many years, but she is doing nothing to make sure her future clients know about it. She could use several success stories that prove she delivers what she promises.

Many people choose a veterinary practice based on its track record above everything else. They want to know who your patients are, what you did for them, how you served their unique needs and how you solved problems. They want to know that you are competent, reliable, trustworthy and responsive. If you are all of those things, don’t hide them! Tell your clients in your marketing materials, on your website, Facebook page, your blog or on Instagram. Don’t be afraid to ask your happy clients for testimonials.

How can you get a good testimonial? Ask your clients to describe in their own words the problems they were experiencing with their pet, how things improved after the treatment, what did they appreciated the most from their experience with your clinic. Keep the questions short and simple. It is important that questions are open ended to allow the client to describe in her own words.

Remember stories are powerful and there is nothing better that you can use to persuade someone.

7.    She has no Strategy on Generating Referrals

When I ask vets how they find most of their clients, the answer is almost always, “through word-of-mouth.” That is, clients who are happy and who refer new clients to them.

This is both good news and bad news. It is good news because, if you’re getting a lot of business through word-of mouth, it means you’re doing a great job.  It is bad news because if most of your business is coming from word-of-mouth, you may be taking a rather passive attitude with your marketing.

You’re just waiting for the referrals to come in. You’re not doing much else to generate new business. Now the funny thing about word-of-mouth is that although much of our business comes this way, very few vets have a strategy to increase word of-mouth business.

It is easy to assume that the client will tell others naturally because

they have had a good experience. In reality only 10-20% of your happy clients will take the initiative to tell others without prompting. Most people need to be told what to do!

This is exactly the case with Helen! She feels awkward about asking her happy clients for referrals.  Helen needs the right marketing support to create a system that feels completely natural to implement and is convenient for her client to follow through.

Bringing everything together

In order for Helen to attract more and better clients she will need to:

• identify what keeps her stuck, adopt the right mindset and overcome limiting beliefs and internal obstacles to her marketing
• clearly define her mission and how she is adding value to her clients.
• describe in detail her ideal client and learn how to create a compelling marketing message that speaks to the heart of her clients and connect with them through her personal story.
• articulate how she is better than competitors and leverage success stories and client testimonials
• set up an easy to implement system to actively generate referrals.

Marketing is a game of communication. Learning how to communicate in the most appropriate ways will get the attention and interest of your potential clients. The more you communicate, the more the relationship and trust builds.

If you are facing challenges similar to Helen’s take the above steps and you will be able to greatly elevate your marketing. This will result not only in growing your business substantially, but also working with the clients of your choice, something which will greatly increase your job satisfaction.

Elli Kalemtzaki explains how veterinary practitioners can handle five communication issues that are common with owners of pets that suffer from cardiac disease.

Question: Telling clients that their beloved pet has a serious condition like cardiac disease is difficult. The clients are often emotional and may be confused or even in denial about the long-term prognosis. What is the best way to deliver this type of bad news?

Studies in human medicine show that the way doctors manage bad-news conversations is extremely important to the patient. Your choice of words, where the discussion takes place and how empathetic you are play a very important role in how your client will receive news about the pet’s disease condition and the required treatment.

Here are some tips on how to best communicate bad news.

• Avoid delivering the news over the phone. It is better to have a face-to-face conversation in a private setting.

• Acknowledge the client’s emotions. A statement as simple as, “I can see this is hard for you; It can be very difficult to hear that your beloved pet suffers from heart disease,” shows that you acknowledge the client’s feelings. That can help calm the client and direct his attention to your discussion.

• Be mindful of your body language and tone of voice. Give the client your full attention. Maintain eye contact and keep a calm tone of voice. Turn your body towards them and away from your computer screen or notes. A gentle touch on the arm or a pat on the back may help comfort some clients. Watch the client’s body language to detect any signs of distress. Make sure you pause and ask if the client needs a few minutes before you proceed.

• Ask open-ended questions. Open-ended, non-directive questions allow the clients to express their concerns, feelings and understanding of the subject. It is better to ask, “What are your thoughts on the choices here?” rather than “Are you considering euthanasia?” Open-ended questions can also help assess the client’s knowledge and understanding of the condition. This will allow you to clarify any misconceptions and provide necessary information.

• Listen actively and show the client that what they say is important to you. Use appropriate gestures and nod or shake your head. Avoid interrupting the client. When they have finished talking, demonstrate you were listening by rephrasing what the client said. This will allow you to identify and clarify any misunderstandings. For example, you can ask: “So, you are worried about the cost?” The client may reply “Yes, I am worried that I may not be able to afford the treatment”, or to the contrary, “No, I am not worried about the cost; I just don’t want my pet to suffer”.

Question: It often feels like veterinary professionals and pet owners speak different languages, which can make meaningful communication difficult. How can the veterinary healthcare team present complex, medical information in a way that resonates with owners and motivates them to comply with the doctor’s suggestions?

Veterinary practitioners need to recognize that people have different learning styles, and then provide information in a form or technique that supports those styles.

Scientists have developed numerous models to understand the different ways that people learn best. One popular theory, the VARK model, was developed in 1987 by Neil Fleming in Christchurch, New Zealand. Fleming identified four primary types of learners: visual, auditory, reading/writing, and kinesthetic.

• Visual learners comprehend best when shown an image, model or graphic that demonstrates the problem or treatment. Visual learners may take photos or videos on smartphones, or they may draw a picture to understand a concept.
• Auditory learners benefit the most from a lecture or discussion, and they will often recite information back to the presenter as a way of cementing it into their mind. An estimated 25% of the population are auditory learners. Therefore, if you use words alone, you may not be communicating effectively with 75% of your audience.
• Reading/writing learners respond best to written information, such as handouts, leaflets or articles on your website.
• Kinesthetic learners are hands-on, experiential learners who need to perform tasks before they understand them. Use interactive lessons when showing clients how to administer medications.
If you want to educate different people, you need to know how to engage each of the four different learning styles and have a variety of methods, modes and available materials.

A word of caution, though. Veterinary practitioners will often approach client education methods in the style that they prefer, even if it not the most effective method or the client’s preference. You must be flexible and adapt your communication to the different learning styles of your clients.

Question: During an exam, cardiac disease in combination with adrenergic stimulation may lead to an emergency situation, such as cardiorespiratory arrest. The pet owner may respond with fear, shock and even aggression. How can veterinary practitioners deal with these types of situations?

In human medicine, physicians are required to provide general information about a proposed diagnosis or treatment, as well as information about how the diagnostic procedures and treatment might affect the particular patient. A veterinary practitioner should disclose similar information. Clients who have been educated about the risks and benefits of proposed diagnostic tests and treatments are able to make an informed decision regarding their pet’s care.

Many clients, however, may have a limited understanding of medicine. A veterinary practitioner may find it difficult to strike a balance between too much and too little information.

Here are some tips that you can use to become more effective in helping pet owners understand risks:

• Remind pet owners that all medical interventions are associated with some risk of possible harm.
• Use plain language to make written and verbal materials more understandable.
• Clearly describe the risk in concrete terms, such as the consequences that an illness can have on a pet’s life, or that an illness or treatment plan may carry a risk of death.
• Avoid phrases such as “low risk” and “high risk”, since they are subject to very different interpretations.
• Supplement verbal explanations with numerical data.
• Consider using summary tables that include all the risks and benefits for each option.
• Use a visual aid and verbal explanations to maximize understanding.

Communication between the veterinary practitioner and the client plays a very important role in improving client satisfaction, staff satisfaction and patient safety, as well as in reducing clinical errors.

Question: After performing a cardiology examination, it is important to explain the problem and the treatment to the owner. How can we ensure client understanding without being either too simplistic or too complicated?

We already talked about adapting client education to the different learning styles. You should also be aware that the volume of information may overwhelm an already stressed client and dramatically reduce the amount of information retained. Try to use common words and phrases instead of complex medical terms and acronyms.

Try the following tips to improve communication with your clients:

• Practice explaining procedures in common terms. Students in human medical fields are often encouraged to practice explaining a medical procedure, such a colonoscopy, to a family member to see if they understand.
• Speak slowly and communicate only key points. Most clients will not remember more than three messages.
• Read handouts with the client, highlight and circle important parts, and encourage the client to ask questions.
• Ask clients to repeat instructions back to you. Remember that when you ask clients: “Do you understand?” they may be embarrassed to admit that they do not. Ask clients to put the information in their own words. If necessary, repeat your instruction using less technical terminology. It is important that you don’t embarrass the client. For example, you could say something like: “Mr. Jones, I want to make sure I explained things clearly. I would like to check how clear I was by having you tell me how you are going to give the pills to Fluffy.”
• Use analogies that are easily understood and identified by the client. For example, when you are explaining congestive heart failure to a client, you may use the analogy of the heart to a mechanical pump.
• Draw a picture or use a clinical atlas if clients need to visualize what you are explaining.
• Create written materials using simple words, short sentences in bulleted format and lots of white space. Emphasize what the client should do and avoid unnecessary information.

Question: Clients often fail to understand the complexities of cardiac disease in their pet, and many struggle to comply with recommended treatment and follow ups. As a result, many pet patients are lost. How can we ensure that different types of owners respect our instructions?

One of the most common reasons for treatment failure of any condition is poor client compliance – and cardiac disease is no different. Clients who do not fully understand the pet’s condition cannot and should not be expected to comply.

According to the latest American Animal Hospital Association (AAHA) Compliance study, which was conducted in 2009, the most important communication practices to improve compliance are:

• Invest time in demonstrating treatment and medication techniques
• Write down all the pertinent visit information
• Make follow-up calls
• Give medication reminders

Provide information in a way that matches all four learning styles. Use posters, charts, leaflets, anatomic models and videos for client education. Explain verbally, provide hands-on demonstrations and give the clients reading material so they can continue learning at home. Follow up by phone, text and email.

It is extremely important to follow up once the pet is home. You need to make sure that the pet is receiving the medication, and encourage and support the pet owner during the treatment. Schedule regular rechecks to ensure that the pet owner is following your instructions.

It is important to directly involve the clients in the treatment. Take a consultative approach. Don’t just tell the clients what to do; teach them and involve them. Educate clients about signs they should be aware of. Encourage them to contact you with their observations and concerns.

One of the reasons clients fail to comply is because veterinary practitioners do not address their objections or concerns. There is only one way to overcome this obstacle: Listen to your client! Find out what matters to them and what their underlying concerns are.

Ask open-ended questions, such as: ‘What concerns you about this change?’ or ‘What other questions do you have for me about this?’

Listening invites the client to relax and listen more openly. Listening is your most important communication skill and your most important persuasion tool.

To build your listening skills:
• Focus on the conversation
• Resist the urge to be distracted
• Refrain from making assumptions about the client
• Don’t interrupt
• Respond

Using the above tips can help you enhance client compliance, which is fundamental in improving patient care and client satisfaction.

About the Author
Elli Kalemtzaki, DVM, Certified Coach & NLP Practitioner
With 20 years in the veterinary industry and veterinary marketing in a region of 18 markets and extensive experience in coaching and leading workshops across Central Europe and the Middle East, Elli is passionate about helping veterinary professionals break out of the busy trap, create a more profitable veterinary practice, secure lifelong clients, and enjoy a work life balance.
Elli is a graduate of the Faculty of Veterinary Medicine of the Aristotle University of Thessaloniki in Greece and holds a postgraduate degree from the National School of Public Health in Athens, Greece. She is also a Certified Professional Coach since 2010 and a Certified Practitioner of Neuro Linguistic programming since 2012.

But like many healthcare professionals, veterinarians can be strongly swayed by emotional factors¹ when pricing their services:

• The belief that stiffer competition effectively prevents a veterinarian from asking a higher fee⁴
• The belief that veterinary medicine is not a profession but a calling, such that charging for services feels uncomfortable^1,4
• A lack of confidence from setting unattainably high professional standards for oneself^1,4
• Fear of client perceptions¹
• Inability to calculate the real cost and to attach a real value to a service¹

How you set prices can make or break your veterinary practice, because prices spill over to other features of your business:

• your profit margin per unit sold, with higher prices giving you a higher profit per item
• your sales volume
• your brand, image or position in the marketplace. Your price point sends a message to clients about your business and your services, creating a perceived value
• your market share. The price you set makes you more or less competitive in the marketplace

Price setting your services or products is not just about generating revenue. It is also a marketing tactic that speaks volumes about the quality of your services.³ Clients often perceive high prices as a sign of high quality, especially when the product or service cannot be inspected prior to purchase.³  Understanding clients’ perceptions of the price/quality relationship is particularly important for services, which cannot be tested until used.

From a marketing point of view, an optimal price is the highest that customers are prepared to pay. A good pricing strategy strikes a balance between the price floor (the price below which the business ends up in losses) and the price ceiling (the price at which the business experiences no demand). Price optimization has the strongest impact on increasing profit.²

Four key parameters in setting prices are competition; market demand; brand strategy; and cost of services.

Consider the laws of supply and demand when setting your prices. If a product or service is in high demand, particularly if demand exceeds supply, then the market can bear a higher price. If demand decreases, consumers may not be willing to pay higher prices.

 i.        Competition

Factor in your competition’s prices when setting your own pricing, unless you are the only one in the market providing this service. If consumers perceive your services and your competition’s as having equal value, you may end up losing customers to your competitor if they are cheaper.  This does not mean you should offer lower prices than your competitors, but it does mean you must clearly communicate to your clients the added value you provide.

 ii.        Market Demand

Consider the laws of supply and demand when setting your prices. If a product or service is in high demand, particularly if demand exceeds supply, then the market can bear a higher price. If demand decreases, consumers may not be willing to pay higher prices.

 iii.        Brand Strategy

Remember that price matters for your brand image. Setting your prices without a thorough understanding of your brand objectives can destroy any brand-building efforts. What does your brand stand for? Are your clients expecting high-end  or low-end prices from you? If your prices are not in line with your brand image, you will  likely confuse clients instead of convert them.

 iv.        Cost of Services

Track the costs of your business. Any company that sells services needs to monitor what it costs to keep offering those services.  This is the first step in setting your pricing policy, so that your business remains viable, profitable and competitive.

Costs of services can be direct or indirect. A direct cost is a price attributed entirely to the production of specific goods or services. Other costs, such as depreciation or administrative expenses, are more difficult to assign to a specific product and are considered indirect costs.⁵

If you want to earn a profit, you must charge more than what it costs you to actually produce your service. The exception to this is if you are promoting your service as a loss leader. A loss leader is a service or product that is sold below cost as an incentive for consumers to purchase other services or products at regular prices.

What goes into setting veterinary fees is no simple matter. Establishing the connection between cost of care and value of care is a challenge at all levels of veterinary medicine. This talk will cover the five most frequent traps practitioners fall into when setting fees for their services. It will also provide practical tips to help participants tighten the links between price and value of the services they provide, so they can maximize income and profit.

References

1. Jevring-Back, C. (2006). Managing a Veterinary Practice (2^nd)  Saunders Elsevier.
2. Dolan, R. J. & Simon, H. (1996). Power Pricing. The Free Press.
3. Zeithaml, V. (1988). “Consumer Perceptions of Price, Quality and Value,” Journal of Marketing, vol. 52, pp 2-22.
4. Mercader, P. (2011). Management Solutions for Veterinary Practices. Editorial Servet.
5. Ackerman L. (2006). Blackwell’s Five-Minute Veterinary Practice Management Consult. Wiley-Blackwell.

But those of you that have been in practice for some time know very well that there are clients that you love working with and clients that can be a real pain.

So how can you attract more of the clients that you love working with? This will make your work more fun and fulfilling and eventually your business more profitable. To be able to attract more of your ideal clients you need to have a clear understanding of who they are.

We went through the same exercise with Helen, one of my veterinary clients. She developed a simple profile of her ideal client. She described her ideal client in terms of demographics—age, sex, family composition, earnings and geographic location – and psychographics – character, values and philosophy.

She also described her client’s needs and pain points. By understanding what her client’s issues are, she has a better understanding of whether or not her services provide a solution. Because every problem her customer has is an opportunity for her to provide the solution

She also determined where her ideal client works, where she networks, what websites she visits, what social media she is using, whether she is reading emails, newsletters, blogs, etc and where and how she can connect with her.

Helen came to realize that her initial lack of understanding of her target client made her marketing message too generic and less powerful. When she described her ideal client in great detail she was able to refine her message in order to speak directly to her client’s heart and mind. She was also able to develop a strategic marketing plan in order to target and to connect with her client though the channels that the client is using.

Do You Want More Practice Building Support? Join VetConsultancy Facebook Group here VetConsultancy group or email me: info@vetconsultancy.com

 Helen is an exceptional veterinary professional with an impressive CV. The “About me” page on her website clearly communicates her admirable credentials obtained through long study and hard work.

But what doesn’t come through in the description on this page is Helen’s warm and engaging personality, her inspiring presence, her love and dedication to her patients, her strong values and remarkable contribution as a mother, wife, professional and active member of her local community.

Why is it important for Helen to share this information on her website? Because the most frequently visited page in the websites of vet professionals besides the homepage is the “About Me” page.

This is the page your clients visit to find out more about you! And this is where you can really connect with them.

Helen needs to share information about herself that proves not only that she can offer the services she promises, but also that she is an interesting and dynamic person. This page should also express her special interests, her values and how passionate she is about her patients and their wellbeing. When she clearly states her values she will be able to attract and connect with people that share the same values, and these are very likely her Ideal Clients!

Do You Want More Practice-Building Support?

Join VetConsultancy Facebook Group here VetConsultancy group

Here are 5 key elements to include in your “About Us” page that will help you  effectively connect with your clients:

1. First and foremost, what made you decide to become a vet? Is there a story around this? Was it love for animals? Wanting to make a difference?  What fascinates you about being a vet?
2. Clearly state your values. This will attract people who share the same values—and these are your ideal clients.
3. Humanize yourself. Information  that proves you can offer the services you promise is crucial, but clients want to connect with the person, not just the professional.  Don’t hesitate to share photos of your pets, your hobbies and what interests you besides your work.
4. Shine a light on your proudest professional achievements. What have you accomplished for your patients? Have you any particular models, theories or approaches? Have you written articles or books? Have you been interviewed on radio or TV? If you’re slightly or very famous, talk about that.
5. Of course, include your education and credentials.

Remember! Your objective is to connect with your clients on an emotional level!

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Despite a life that looks perfect from the outside Anna feels that she is lacking fulfillment. She believed she had the recipe for success. Now she is wondering what has gone wrong. Why doesn’t she feel the happiness she deserves? Why does it seem as if she is trapped in a golden cage?

Does this sound familiar? Do you recognize yourself in Anna? Many successful women like Anna are not happy despite their ‘perfect’ lives. They lack the personal satisfaction from doing things that they love, leading a meaningful life with more freedom and quality time for what matters most to them.

So what can keep professional women trapped in an unfulfilling life? In working with clients and during my own journey to self discovery I learned that there are 7 major traps that professional women fall into and that hold them back from living a fulfilling life.

Which of these are true for you?

1. You can be too concerned about other people’s opinion.

Fear of other people’s opinion is one of the most deeply rooted human fears. Not too long ago a human being would be condemned to death if cast away from their tribe. Survival outside of the community was practically impossible.

No wonder people even nowadays are so concerned about what others think. They feel it is safer to comply with social norms. They prefer to follow accepted stereotypes for fear of criticism and rejection. To find out if this is true for you ask yourself if your choices are driven by what you truly wish or by the fear of what others might think. Do you really want this promotion at work? Will it truly make you happier or just make you appear more successful?

At some point in my life I realized that one of the reasons I was afraid to leave a safe job was because people would judge me and disapprove of my decision to become a coach. I no longer wanted to live a life that made me look good from the outside, but actually made me unhappy. I wanted to now make choices based on what mattered to me the most.

Curiously, the opinion of others often reflects our own opinion about ourselves.

If we believe that giving up a safe job is a failure, then this is how it is going to be perceived by others. However, if we are absolutely comfortable with our choices, then other people are more likely to be accepting, and even if they don’t, it will not matter at all.

The key to freedom from the tyranny of the opinion of others, and the first step to a more fulfilling life, is accepting ourselves exactly as we are, with our own unique strengths and weaknesses.

2. You lack clarity about your personal values.

Your values are what you believe are important in the way you live and work. They should shape your priorities, and will probably be your key criteria in assessing if your life is going in the direction you want.

When your decisions and your behavior align with your values you are more likely to be satisfied and content. But when they are discordant with your personal values, then things will feel wrong. This can be a source of stress and unhappiness, which is why making a conscious effort to identify your core values is so important.

For example, if you value spending time with your children but you have to work 60 hours per week, you will soon begin to feel unhappy and stressed. But if you are clear about your own values, then they can be useful for you in helping to make decisions about how to live your life.

At some point I realized that my life may have looked good from the outside, but did not feel good from the inside! The reason was that my life and career did not align with my values. To understand better what mattered to me, I started to think back to the times when I was the happiest and most fulfilled, and to recall the accomplishments I was most proud of in both my career and

personal life.

This helped me to realize what was most important for me: helping others to envisage a more meaningful life and supporting them in acquiring the skills they would need in order to bring it to reality. It was at this point that I decided to make the transition into coaching and training. I now regularly repeat this exercise to help me stay focused on working towards living my values and feeling much happier.

3. You overlook your special talents.

We are not always aware of our full range of talents and skills. We may ignore or underestimate certain skills that we perceive to be redundant or of little value in making a living, such as dancing, singing, painting or writing poetry for instance.

These talents which we may have enjoyed during our childhood, can connect us with our creativity and are a potential source of joy and fulfillment. It may be these special skills were suppressed by our parents who did not consider them essential attributes for earning a living.

When I recalled what I loved doing when I was a child, I discovered that from a very young age I used to enjoy ‘teaching’ my fellow students. When I rediscovered how much I loved teaching I added more of it to my everyday work. I have consequently used teaching and training extensively in my professional

life, and it has become a source of job satisfaction and a potent factor in my career success.

Rediscovering and using long forgotten skills can certainly contribute to a happier and more meaningful life.

4. You lack gratitude for all the good things in your life.

We can sometimes focus too much on what we believe is wrong and missing from our lives, forgetting all the wonderful things that we should feel grateful for like our loved ones (for instance), or our health and education.

If you have a roof over your head, running water and electricity in your house you are better off than the vast majority of people on this planet. All positive changes start from a positive mindset, a mindset of gratitude.

Gratitude is the key that opens the channels for manifesting our dreams. It is the law of attraction. What we focus on is what we attract and create in our life. Focusing on what is wrong is therefore bound to attract more negativity into our lives.

I used to be prone to indulging negative thoughts which seemed to magnify the difficulties and attract more problems into my life until a few years ago when I attended a seminar on Happiness.

I had just ended a relationship and I was utterly miserable at the time. The instructor asked us to create our personal gratitude list and include all the things we felt grateful for in our lives. My list was very short and poor.

I didn’t think I had a lot of good in my life. After all I had so much to be unhappy about, didn’t I? But when others shared their lists I was dumbfounded. They felt grateful for so many things that I took for granted: their families, their health, their job, seeing the sun from their window, listening to the singing birds, enjoying the beauty of nature, to name but a few. I left the place feeling ungrateful and ashamed.

This became a life changing experience for me. As a result I have created a new gratitude list and I read it aloud in the morning when I wish to reconnect with the feeling of gratitude. Do this simple practice and watch how your mood and energy shift.

5. You prioritize others’ needs before your own.

Some women think that taking care of their own needs is wrong, that it is selfish and they should prioritize the needs of their family over their own. Of course taking care of your young children is of critical importance, but we do need to also look after ourselves.

Ensuring a modicum of personal time and getting enough rest is far from being selfish. In fact it is the only way to replenish our energy to sufficient levels to be able to give sufficient attention to the ones we love.

Early in my life I realized that the only way for me to be energetic and happy was to take care of my spirit, my body and my mind. So I made sure I devoted time for meditation and yoga, and I also took pottery classes. This helped me stay mentally, physically and emotionally healthy.

It is important to identify what you need most, whether this is rest, physical exercise, spiritual practice or creative activity and make the time available to do it. Trust me, you will notice a big impact on your overall happiness and quality of life.

6. You may be afraid of the unknown.

Change is often perceived as a threat. Most of us prefer a familiar situation even if it is unpleasant, rather than have to deal with the unknown. Being aware of this can help us take the necessary action to implement those changes that we actually desire.

It is fear of change that makes us procrastinate and postpone taking action to realise our wishes and dreams. We keep postponing happiness for a future moment that never comes. This was also the case for me. I had been employed for more than 20 years, so starting my own business was a very scary prospect.

When our desires and our imagination become conflicted, imagination will always win. Let me explain. Imagine walking along a wooden board placed on the ground. Pretty easy, you will agree. Now imagine that this wooden board is placed 10 meters above the ground. Would you feel comfortable walking on

it? Probably not, as your imagination creates images of you falling.

Starting a business was for me like walking on this board 10 meters above the ground. I kept thinking of the potential for failure. So what I did was use my imagination to “lower” the board to a level that was comfortable for me as a starting point. I took a step by step approach that gave me the feeling of safety, even as I was mentally gradually elevating that board above the ground. I was lucky to have gifted coaches who supported me during this process.

A good coach is fundamental in supporting us through an important change.

7. You have internal conflicts.

Sometimes we are torn: part of us may wish to make a change and part of us does not. For example, marrying the love of your life may mean having to sacrifice your dream job because it requires your relocation to another country. Resolving any internal conflict is extremely important in reaching a decision that will lead to a meaningful and fulfilling life.

A few years ago I had to make a life changing decision on moving to another country. Part of me wanted to stay in my home country in a life I enjoyed. Part of me wanted the success and the financial security of a corporate job. I was lucky to meet my NLP trainer who taught me techniques that helped me resolve the inner conflict and move on with a decision acceptable to both sides

of me.

So can professional women achieve happiness and fulfillment?

Achieving a happy and fulfilling life requires courage. Courage to achieve freedom from stereotypes and other people’s expectations. Courage to build a life around your core values and reconnect with your unique talents and skills. It requires a mindset of gratitude for your blessings, taking care of yourself and resolving fears and inner conflicts. Doing all these will help bring your best into the world and enjoy life to the fullest.

Telling clients that their beloved pet has a serious condition is difficult. Clients often fail to understand the complexities of the disease in their pet, and many struggle to comply with recommended treatment and follow ups. The clients are often emotional and may be confused or even in denial about the problem.

Veterinary practitioners need to recognize that people have different learning styles, and then provide information in a form or technique that supports those styles.

Scientists have developed numerous models to understand the different ways that people learn best. One popular theory, the VARK model, was developed in 1987 by Neil Fleming in New Zealand. Fleming identified four primary types of learners: visual, auditory, reading/writing, and kinesthetic.

• Visual learners comprehend best when shown an image, model or graphic that demonstrates the problem or treatment. Visual learners may take photos or videos on smartphones, or they may draw a picture to understand a concept.

• Auditory learners benefit the most from a lecture or discussion, and they will often recite information back to the presenter as a way of cementing it into their mind. An estimated 25% of the population are auditory learners. Therefore, if you use words alone, you may not be communicating effectively with 75% of your audience.

• Reading/writing learners respond best to written information, such as handouts, leaflets or articles on your website.

• Kinesthetic learners are hands-on, experiential learners who need to perform tasks before they understand them. Use interactive lessons when showing clients how to administer medications.

If you want to educate different people, you need to know how to engage each of the four different learning styles and have a variety of methods, modes and available materials.

A word of caution, though. Veterinary practitioners will often approach client education methods in the style that they prefer, even if it not the most effective method or the client’s preference. You must be flexible and adapt your communication to the different learning styles of your clients.

You should also be aware that the volume of information may overwhelm an already stressed client and dramatically reduce the amount of information retained. Try to use common words and phrases instead of complex medical terms and acronyms.

Try the following tips to improve communication with your clients:

• Practice explaining procedures in common terms. Students in human medical fields are often encouraged to practice explaining a medical procedure, such a colonoscopy, to a family member to see if they understand.

• Speak slowly and communicate only key points. Most clients will not remember more than three messages.

• Read handouts with the client, highlight and circle important parts, and encourage the client to ask questions.

• Ask clients to repeat instructions back to you. Remember that when you ask clients: “Do you understand?” they may be embarrassed to admit that they do not. Ask clients to put the information in their own words. If necessary, repeat your instruction using less technical terminology. It is important that you don’t embarrass the client. For example, you could say something like: “Mr. Jones, I want to make sure I explained things clearly. I would like to check how clear I was by having you tell me how you are going to give the pills to Fluffy.”

• Use analogies that are easily understood and identified by the client. For example, when you are explaining congestive heart failure to a client, you may use the analogy of the heart to a mechanical pump.

• Draw a picture or use a clinical atlas if clients need to visualize what you are explaining.

• Create written materials using simple words, short sentences in bulleted format and lots of white space. Emphasize what the client should do and avoid unnecessary information.

It is important to explain the problem and the treatment to the owner in a way that is easy to understand.
Using the above tips can help you enhance client compliance, which is fundamental in improving patient care and client satisfaction.

You are a successful veterinary professional and you have retained lots of happy clients for many years! But you may be doing nothing to make sure your future clients know about it. Have you ever thought of using your several success stories that prove that you deliver what you promise?

 Many people choose a veterinary practice based on its track record above everything else. They want to know who your patients are, what you did for them, how you served their unique needs and how you solved problems. They want to know that you are competent, reliable, trustworthy and responsive. If you are all of those things, don’t hide them! Tell your clients in your marketing materials, on your website, Facebook page, your blog or on Instagram. Don’t be afraid to ask your happy clients for testimonials. 

How can you get a good testimonial? Ask your clients to describe in their own words:

– the problem they were experiencing with their pet

– how things improved after the treatment

– the benefits they witnessed

– what they appreciated the most from their experience with your clinic

Keep the questions short and simple. It is important that questions are open ended to allow the client to describe her experience in her own words. You can edit the responses you receive to make them shorter and succinct. Finally get your clients’ approval to use this text on your social media, your notice board, your website, etc. Include “before and after” pictures and videos whenever possible.

Remember stories are powerful and there is nothing better that you can use to persuade someone.

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