About Eric Garcia - Simply Done Tech Solutions...About Eric Garcia Management Team at Large Practice...

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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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Observations About Growers

Engage with clients more frequently

Use robust reminder systems

Have a greater degree of energy around communicating with pet owners

Recognize the imperative that drives better client communicationì Clients want to be more empoweredì Clients as consumers are more critical of value they get from all

products/servicesì Information is empowering and value is a must


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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 understandingì Recommendations are not heeded

What Leads to Poor Compliance


The Art of Storytelling

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


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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/


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.

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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)?


The 3 Elements of The “Perfect” Narrative

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

What Happened? ì Challenges? ì What is the outcome?ì Include vivid 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 COO Sheryl Sandberg at Nielsen Consumer 360

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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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Tell Your Story

Use personalized imagery

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

Tell Your Story


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Build Trust & Loyalty Using Social Media


Sample Case Study


Fact

Case Study

Socialize/CTA

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Case Studies


Team Updates


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What Does Your Pet Mean to You?


What Does Your Pet Mean to You?


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Mom & Sassy


April 8, 19XX


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Case Example


The Art Digital Engagement


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Using Digital Tools to Effectively Communicate



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Custom Branding


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Request An Appointment & Medication Refills


Selfie Shots


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Online Pharmacy


Loyalty Card


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Push Notifications


Notifications


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Upcoming Appointments


Automated Reminders


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App Stats: Age Distribution


App Stats: Sessions


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App Stats: New Sessions


The Art of Saying Thank You


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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


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?


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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.


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.


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Thanking Clients


Thank You


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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.

Thank YouSurprised clients

Complaintsì Even clients with negative

experiences are thankedì 90% of clients saved

Creates good feeling for clients – Taps into emotion


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Why

Pride

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


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


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THANK YOU!

Resources: simplydonetechsolutions.com/VLC2016

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About Eric Garcia - Simply Done Tech Solutions...About Eric Garcia Management Team at Large Practice...

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