Every day in a large percentage of veterinary practices, product is “given away.” Depending on the practice, most of these products are not recorded as a “sale at no charge.” This behavior contributes significantly to inventory shrinkage. As important, the value of the free goods is not realized by the client or by hospital staff.
Additionally, hospital owners give away products or services for good causes, sometimes to benefit their communities. For employees, clients, communities and owners to understand the benefits of free goods or services, take charge and let clients and communities know the good you’re doing for them. There’s nothing wrong with taking credit for doing a good job.
Consider these actions to help clients and your community see your benevolence:
- Always record items given to clients as “no charge-professional courtesy”
- Let a local reporter know of your interest (and support) for the local cause
- Take a photo of you supporting the event and post it on your website, Facebook page and submit it to the local paper
- Consider buying an ad to support the local cause. E.g. Visit with Dr <name> on <date> during the <local cause>. Our team from <veterinary hospital name> will be there from <time> to <time>.
Source: Pet Product News, September 13, 2016.
PETSMART collaborates with NBC’s TODAY show on its 16-month “Puppy with a Purpose” series. As part of the collaboration, PetSmart donated $25,000 to America’s VetDogs, a 501(c)(3) corporation based in Smithtown, New York, that also partnered with TODAY to provide custom-trained service dogs to veterans and first responders with disabilities.
INSIGHTS: Independent hospitals seldom can compete on a national level like PETSMART. However, many practices employ or dedicate staff to manage social media and communications for the practice. Include public relations in these strategies.