What are your clients interested in? According to Faith Popcorn in her best-selling book, The Popcorn Report, she is interested in the search "not only for a better life, but for a better, happier, longer life. That somehow, somewhere, somebody has the answer to disease prevention, age prevention, the prevention of death itself..."
For her own body, your client has developed a keen interest in exercise (pilates, yoga, tai chi etc), nutrition (look at the growth in organic foods which used to be "fringe" and now can be found in every store), alternative medical modalities (reflexology, homeopathy, acupressure and acupuncture etc).
Faith writes: "More and more, we see the very meaning of life as improving the quality of life itself–and life, of course, begins with our own bodies" and, by extension, the bodies of her pets.
The lesson is clear. If you want to be meaningful to your client, consider offering the following types of programs at your practice:
• Pet exercise programs
• Alternative medical care like homeopathy and acupuncture
• Class in pet massage and acupressure
• Behavior classes
• Kennels that massage the pet's senses
When you, the doctor, think quality, you think of continuing ed and better tools. When your client thinks quality, it is more about the above. Remember that you are marketing to her and she is the one you are serving. Making her happy is the key to a level of success that will support the best veterinary medicine and equipment. If your programs have meaning for her, she will rush to your door.
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