90% of consumers will view online reviews prior to making a decision on your business (Forbes). Glowing 5-star reviews puts a practice in high demand and instantly builds a high level of trust. But, building a 5-star rating can be challenging. To achieve a 5-star rating you need to meet or exceed the client’s expectations and trigger a positive emotion.
To begin with, let’s look at the top causes for bad reviews (Search Business Group):
70% of customers get annoyed with a wait time more than 15 minutes
Many of these bad reviews can be categorised into 3 groups:
VetCheck helps teams overcome client confusion and unrealistic expectations with pre and post treatment information templates and saves teams time.
As veterinarians, our training focuses heavily on the clinical approach to pet health care. In the real world, one of the most important aspects of the clinical process is communicating with clients to achieve the best outcomes. However, client communication is one of the greatest challenges in practice with communication breakdowns leading to many problems seen in the practice, including callbacks, complaints, lost business and burnout.
Good verbal communication skills are essential to build rapport and informed consent. Written digital pet health summaries, pre- and post-treatment are an easy way to support your verbal recommendations. With pet owners only taking in 40% of what is said verbally, digital summaries are essential in re-iterating the case approach, diagnostic tests required, treatment plan, duration of treatment, potential outcomes and prognosis.
90% of clients want to know about all the health care options for their pets, regardless of cost
When price is the only thing the customer is focused on, we as an industry will lose. The key is to manage expectations from the start and demonstrate value at every interaction.
70% of customers are willing to pay for services if their expectations are met or exceeded.
“Spot has Grade 2 dental disease. He needs a dental procedure now to slow the progression of his dental disease, treat the infection and prevent serious health problems. A dental treatment consists of preanaesthetic bloodwork, hospitalisation, pain relief, antibiotics, general anaesthesia, fluid therapy, continuous monitoring, x-rays, scale and polish and a recovery nurse. You will be looking at an estimate of $800. Teeth extractions and prolonged time will incur additional charges. I will share with you the treatment plan and estimate.”
In the pre-treatment plan, make a note of the Grade 2 dental disease, what the dental procedure includes, potential complications of untreated dental disease and the need for home care to prolong the life of the dental so that you client can make an informed decision.
In the post-treatment discharge instructions, outline all the services that were performed, highlight the findings, outline the pain control given, signs to look out for at home and any home care required.
Clients cannot easily compare practices based on medical expertise. Instead they compare veterinarians and practices based on communication, customer service and perceived value. People want to know that you truly care for their pet.
This may simply be:
All these added touches or simple surprises demonstrate high quality care and can trigger a positive emotion.