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Where Can I Find Good Quality Veterinary Clients Who Will Pay, Stay and Refer?

If you own or manage a Veterinary Practice then one question you should be asking is:

Where Can I Find Good Quality Veterinary Clients Who Will Pay, Stay and Refer?

The criteria for attracting new clients for most veterinary practices is ‘any pet owner with the local area’. However, doesn’t it make more sense to focus your veterinary marketing efforts on clients that are likely to be able to afford the treatments you recommend for their pet, all less likely to move when you need  to raise your prices and more likely to refer other pet owners who are like them?

There are three specific groups within your community who fit this criteria:

1.       Affluent Pet Owners

Affluent Pet owners are those with a household income greater than $100,000. Affluent people, especially those with incomes in excess of $250,000 per year are generally the least and last affected by economic downturns because they have more disposable income than non affluent people. For example, if mortgage interest rates go up, food prices go up, gas prices go up or electricity prices go up those people with little or no disposable income are affected first and most. We have all heard of people who rely on credit cards to make up the shortfall in their income to expenditure.  When a less affluent person is faced with the straight choice of putting food on the table for the kids or paying for Fido’s annual check-up there is only going to be one winner! That’s not to say less affluent people do not care for their pets as much as affluent people it’s just a fact of economic life. 

It is possible to rent lists of affluent pet owners in your area from list brokers so that you can begin targeting this segment of your community.

2.       Baby Boomer Pet Owners

Baby boomers are people born between 1946 and 1964 during the ‘baby boom’ that followed the second world war. These people tend have more disposal income than their younger neighbors as, in many cases, they have paid off their mortgages, and have savings to spend. Also many are what are termed as ‘Empty Nesters’ i.e. their children have grown up and left home. Very often the pet in a baby boomer household as literally taken the place of the child the owners are willing to pay whatever it takes to keep the ‘baby’ safe and well.

It is possible to rent lists of baby boomer pet owners in your area from list brokers so that you can begin targeting this segment of your community.

3.       Dual Income/No Kids Pet Owners

Dual Income/No Kids couple or DINKs are generally professional young couples who have put off having kids, have no desire to have kids or can’t have kids. In many cases these couples have replaced the gap of having no kids with a dog or cat. They are usually fairly affluent as both parties are income earners. It should be possible to rent lists of ‘DINKS’ from a list broker although not as easy as getting lists of baby boomers or affluent pet owners.

By being smarter in your veterinary client marketing you can get the clients who can afford your services rather than those who can’t.

And by the way. If there are other demographic groups who would be good clients for your practice it should be possible to find those too. You just have to look!