About Eric Garcia · 4/30/16 3 Overwhelmed clients ì Stress of bringing pet to the practice ì Exam, heartworm & flea medication, dental, diagnostics, current problems, vaccines/pet

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ìThe Art of Client Engagement

Eric D. Garcia, IT & Digital Marketing Consultant

© 2016 All rights reserved. Eric D. Garcia

About Eric Garcia

Management Team at Large Practice in Tampa, FL

Former VP of Veterinary Exclusive Web Marketing Firm

IT & Digital Marketing Consultant – Founder of Simply Done Tech Solutions

VetPartners Member Consultant

International Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines, Austria [2016]

Published Authorì Blackwell’s Five Minute Veterinary Practice Management Consultì AAHA Trendsì Veterinary Practice Newsì Veterinary Team Brief ì CareCredit Tips Sheets


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Resources Provided


Several Ideas

You don’t have to do it all right away

Pick one thing

You will have notes

Take your time

Continue to build on your one thing


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Overwhelmed clientsì Stress of bringing pet to the practiceì Exam, heartworm & flea medication, dental,

diagnostics, current problems, vaccines/pet exposure, semi-annual follow up

Lack of understanding

Failure to connect with client

What Leads to Poor Compliance


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The Art of Storytelling

Storytelling is the conveying of events in words, sound and/or images, often by improvisation or embellishment.


The Facts & Data…

A recent study in Science magazine adds more support to the idea that stories can help people understand others, determining that literary fiction “uniquely engages the psychological processes needed to gain access to characters’ subjective experiences.” ì Source: http://www.theatlantic.com/health/archive/2014/11/the-psychologic al-comforts-of-storytel ling/381964/

Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, says that people remember information when it is weaved into narratives “up to 22 times more than facts alone.”ì Source: http://leanin.org/education/harnessing-the-power- of-stories/


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The Theory


There’s an animal near that tree, so don’t go over there!

My cousin was eaten by a malicious, scary creature that lurks around that tree, so

don’t go over there.

Making a Case:Facts vs. Real Life Examples

Heartworm Prevention

ì According to the CDC, 1 in 74 American dogs test positive for heartworm.

vs.ì Can you recall of a recent case where you treated a

heartworm positive dog? ì How did the owners react? ì What type of emotions were involved (from pet owner and

pet)?


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Case Example: Soul Carrier


Missed Opportunity

Where did she have an

opportunity to tell a story?


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Case Example: Soul Carrier

The 3 Elements of The “Perfect” Narrative

Set the Scene: ì Where were you? ì Who were you with?ì What was the struggle and hope?

What Happened? ì Challenges? ì What is the outcome?ì Include details!

The Tie Back: ì How does this relate to the owners concern?


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Making Recommendations Stick

Routine Blood Test Recommendationsì Can you recall of a case recently where you would have

been able to prevent a sick pet if you established baseline blood test results?

Heartworm & Flea Recommendationsì Can you recall of a recent case of a heartworm positive dog

you treated? How did the owners react? What was the dogs demeanor?


The Rules of Storytelling

Don’t tell a story with every recommendation

It must be a true story

Go into it with strategyì Always have your tie back

Don’t include personal details ì (i.e. pet name, owner name, etc.)


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People Don’t Trust Brands…They Trust People.

About Us: 1st Most Visited Page

The Brand: ì Simply Done Veterinary Clinic is a full service animal hospital. We

offer state of the art care and advanced diagnostics.

The People:ì Dr. Garcia founded Simply Done Veterinary Clinic on the core

belief that by enriching the lives of pets, we enrich the world around us. The staff and veterinarians at our practice take immense pride in this philosophy, bringing this belief to action by implementing compassionate veterinary care.


Our Veterinarians

Our Veterinarians: 2nd Most Visited Page

General:ì Dr. Garcia was born in Tampa, Florida. He graduated from the

University of Florida in 2000. He has 2 dogs by the name of Elvis and Penny. Dr. Garcia is excited to meet both you and your pet!

Enhanced:ì Dr. Garcia knew from a young age that pets were his passion. The

joy and wonder of a happy pet immediately inspired Eric to pursue a career in veterinary medicine after completing his undergraduate degree. Now, as the founder of a successful veterinary practice, Dr. Garcia does what he loves each and everyday. Stop by soon, because Dr. Garcia can’t wait to meet you and your pet!


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The Art Social Engagement


Facebook Demands Marketers Pay for Ads


“And on Friday, the company told marketers that if they (businesses) wanted to reach customers on Facebook, they needed to buy an ad.”

http://nytimes.com/2014/11/15/technology/facebook-to-cut-unpaid-posts-by-marketers- on-news-feeds.html

“Facebook says that it’s all for the good of the users and that creative, engaging

posts will still attract attention and bubble up into the feed.”

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How Much Do We See?

The average users has about 1,500 new items they could see when they log on

Some people have as many as 15,000 according to Facebook

Facebook’s algorithm is set to show the top 300ì Avg. user sees top 100


Make It Count

Your first impression is the most important to new followers.

Engage!


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Facebook COO Sheryl Sandberg at Nielsen Consumer 360

Tell Your Story

Use personalized imagery

Create a professional cover photo at pagemodo.com© 2016 All rights reserved. Eric D. Garcia

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Tell Your Story


Tell Your Story


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Build Trust & Loyalty Using Social Media


Work Smarter Not Harder


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Clinic Specific Content




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Sample Case Study


Fact

Case Study

Socialize/CTA

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Case Studies


Harley’s Success Story


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Invest in a Cute Pet Camera


Cell Phone Usage Policy


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#VetTechLife on Instagram


#VetTechLife on Instagram


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Team Updates


Photo Contest

Invite clients to upload photos

themselves

Client responsiblesharing image

The most “likes” wins!


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Photo Contest


Have clients email you

You upload to album

Set timeframe

Image with the most“likes” wins

Rules

Top 3 with the most “likes” winsì Set 30 – 45 day contest time period

Must be a current client (visit within 12 months)

Employees not eligible

If you have won in the past 12 months you are not eligible to win again but able to submit


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Prizes

No prescription products

Credit toward pet account

Gift card to local pet shop

Donation to favorite charity


Types of Contests

Quarterly

Photo Contestì Holiday theme contestì Summer Funì Selfieì In the Exam Room

Guess the X-Ray

What’s Under the Microscopeì Give clients a clue!


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Boost Post: Offers



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Boost Posts: People who like your Page


Total Budget


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Audience: People you choose through targeting


Are You Engaging? Facebook Insights


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Are You Engaging?The Basics to Facebook Insights

Reach – The number of people who have seen your postPost Clicks – The total number of users who have clicked on your post

Likes, Comments, Shares– When someone likes, comments, or shares your post© 2016 All rights reserved. Eric D. Garcia

The Art Digital Engagement


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Using Digital Tools to Effectively Communicate



Software is key, but what is the most

important piece of a hardware practice?

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Your Phones!

What does your phone system do for you?

Average 100+ calls per day

Scheduling 50 to 100 appointments per month

Place and receive calls only


Weave syncs with…

Your practice management software so that your staff will instantly know:

Client information

Patient informationì Name, reminders, birthdate, etc.

Tasks that should be accomplished on each callì Missed appointmentsì Past due servicesì Currently due servicesì Outstanding balance


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Tasks


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Two-way Texting


Text clients with no clinic cell phone or additional software needed

Text reminders go out automatically

Collect Reviews


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Weave


Weave Desktop Benefits

Front office does the same tasks more efficiently

Increase revenue by booking more appointments

Build stronger, more trusting, relationships

Improve loyalty


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Partners For Healthy Pets


Numbers of Inactive Clients are Steadily Increasing

*Based on Partners for Healthy Pets Data Research

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Sample Pet Owner Email72

2014 Pilot Response Rates

*Responses include visits 90 days within a patient being targeted

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The Art of Saying Thank You


The Studies…

Studies find that thanking new & existing acquaintances make them more likely to see ongoing relationships

People who are thanked are more willing to provide better assistance

Couples who say thank you to one another more than 5 times weekly are less likely to be divorced


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3 Elements of The “Perfect” Thank You

Be Specific: ì Thank the employee/client for something specifically they

did

Effort: ì Thank the employee for the effort they put into what they did

Personal: ì What does the action mean to you? How did it make you

feel?


Example of The “Perfect” Thank You

Be Specific: ì Thank you for staying late this evening with me.

Effort: ì You really took time with each client to make them not feel

so rushed.

Personal: ì It made me happy to see how dedicated you are. I could not

have done this myself.


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Example of the “Perfect” Thank You

Be Specific: ì Thank you for cleaning around the hospital.

Effort: ì There was a big mess everywhere and I know it wasn’t

easy.

Personal: ì I really appreciate how great you make our practice look.

You are a big part of our team.


Thanking Clients


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Thank You


Script


Hello Eric, My name is Dr. Garcia and I’m the medical director for Simply Done Veterinary Clinic. I wanted to take the opportunity to thank you for trusting us with your pets health care needs. If you have any questions regarding your pets health care please feel free to call us at (813) 545-3044. Should you ever experience any problems with your service at our practice please do not hesitate to reach out to me directly. You can learn more about our practice and our caring team by visiting our website at www.simplydonetechsolutions.com. Thank you once again and we look forward to seeing you in the future.

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Thank YouSurprised clients

Complaintsì Even clients with negative

experiences are thankedì 90% of clients saved

Creates good feeling for clients – Taps into emotion


Why

Pride

Staying true to his missionì “…meeting and exceeding expectations”


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Celebrate Healthy Pets!

Give a heartfelt Thank You ì Look client in the eyesì You’re such a great pet owner, Mr. Garcia. I would like to

thank you for trusting us with your pet’s health needs. You should know we’re always here for you and Elvis.

Celebrate healthy lab results

Celebrate healthy pets

Attribute success with what you do as a team


Q&A


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THANK YOU!

Resources: simplydonetechsolutions.com/engage2016

Subscribe: Subscribe to my NEW! newsletter


Follow me on Facebook: facebook.com/EricGarciaFLCheck me out on Twitter: @EricGarciaFL

Documents

About Eric Garcia · 4/30/16 3 Overwhelmed clients ì Stress of bringing pet to the practice ì Exam, heartworm & flea medication, dental, diagnostics, current problems, vaccines/pet