com·mod·i·ty (noun):
a good or service whose wide availability typically leads to smaller profit margins and diminishes the importance of factors other than price and convenience.
In the veterinary space, large chains have used high volume, low cost and easier access to pet care to threaten independent practice growth.
What Effect Has Commoditization Had on Veterinary Clinics?
2000
Search engines like Google commodified providers' expertise. Questions that clients used to take to their vet, they take to Google.
2010
Review sites like Yelp commodified their reputation. Instead of booking with a clinic recommended by a friend, new clients book appointments at every clicnic in their area.
2020
Today, when it comes to providing care, local vet clinics have never faced more competition.
of vet clinics receive regular complaints about their fees
of pet owners have left a clinic because they didn't see the value of the care
of pet owners have left their clinic for alternative care, such as a retail store
How Can Veterinary Clinics Thrive Amidst Commoditization?
Local vet clinics that find success and thrive have figured out how to convert clients that view care as a commodity to clients that put care first.
Clients that view care as a commodity aren’t just likely to take chunks of their business to retailers.
| Clients who view care as a commodity are: | Clients that put care first: | ||
|---|---|---|---|
|
Lower spenders |
|
Spend more with your clinic |
|
|
Less frequent schedulers, uncompliant |
|
Schedule proactively and stay compliant |
|
|
More likely to euthanize because preventable illness wasn’t caught |
|
Catch health issues early so have healthier pets that live longer |
|
|
Show up to appointments as pet health experts (with a “degree” from Google University) |
|
Understand that their veterinary practice is the expert |
|
|
The hardest to deal with |
|
Are your favorite clients |
Which means this for your clinic and staff:
|
|
High staff turnover |
|
Happier staff (less turnover) |
|
|
More stress |
|
Less stress |
|
|
Lower client loyalty |
|
Keep their best clients, and find more like them |
|
|
Flatlining revenue |
|
Flourishing revenue |
Thriving clinics re-insert themselves into their clients’ decision-making: taking on a proactive, trusted advising role for everything related to pet health.
The most successful veterinary clinics guide their clients to better care and convert “commodity” clients to “care first” clients by:
Educate clients with posters, handouts, and other in-clinic media
Expand their share of care, selling products and services that don’t fill their schedule, but add to a pet’s health
Using social media platforms like Instagram, Facebook, and TikTok
Adopt technology that helps support clinics and guide clients to better care
So How Does PetDesk Help Put Care First?
PetDesk gives clinics a platform that allows them to step back into clients’ decision-making, guide clients to better care, and expand their share of care.
PetDesk offers veterinary clinics:
- A single app that connects clients to their veterinarians where they can manage everything related to their pet’s health
- Easy scheduling and reminders to keep preventative care top of mind
- A pet health insurance guide and marketplace for clients
- Customizable loyalty programs that incentivize compliance
- Texting, payment processing, virtual care, and more
