Bring In More Clients With a Holiday Open House
Hosting an open house is a great marketing strategy for helping your client base understand what your practice is all about.
Of course, your Web presence, collateral materials and media presence go a long way toward educating clients and potential clients about your services, facilities and philosophy. However, an open house makes everything tangible.
There are many reasons to host an open house. Whether you’re:
• just starting out in a new location
• launching a new specialty
• adding a satellite office, or
• interested in growing your practice and expanding your referral base,
…an open house can spread the word and draw in potential clients.
Open houses and special events are effective in educating potential clients and allowing them to determine whether the practice is a good fit. Toufic Diab, Hospital Administrator, Jonesboro Family Pet Hospital, Jonesboro, Arkansas and VHMA member since 2003, believes that any event that invites the public to get to know the practice helps both the practice and clients.
Although hosting an open house during the holiday season is a logical tie-in with the many parties and social events held this time of year, Diab suggests that an open house can be held for other reasons, too. A clinic might celebrate a practice milestone, recognize a staff member’s accomplishment, or provide education about a topical issue. Diab’s practice organizes an annual Woofstock! This fall festival helps raise pet awareness and also supports the practice’s Injured Paws Fund. Although not held in the clinic, the event puts the community in touch with the veterinarians and staff from the practice.
An open house is a great opportunity to showcase a state-of-the art facility and meet potential clients face-to-face. As Diab noted, “Selecting a veterinary practice is all about trust. Meeting the staff face-to-face is one of the best ways to establish trust, but staff should be encouraged to extend a warm welcome to guests. The relationship begins as soon as the attendee walks through the door. It is up to staff to make the most of this relationship….greet the visitor and his pet warmly, be knowledgeable and engage the guest.”
Promoting Your Open House
The success of your open house depends on how many people attend. You want to make sure that you promote your open house to attract as many attendees as possible.
There are many different tools you can use to publicize the event, including: invitation postcards, emails, posters and ads in local newspapers and neighborhood newsletters. Don’t forget to include information about your open house on your Website. Social media such as Facebook and Twitter can also spread the word.
According to Diab, if you have an established client base, contact this group by email, but also use other sources like newspaper and radio. If there is not an existing pool of potential invitees to draw from, newspaper, radio, Facebook and the practice Website can be effective. Diab’s practice has a contract with a local newspaper. At regular interviews the practice submits article. When an event is being held, the practice highlights it in their newspaper column.
If you’re opening a new office or relocating your practice, you should wait a few weeks before hosting an open house in your new space. Give yourself a chance to settle in and familiarize yourself with local businesses and individuals that would be welcome additions to the guest list.
When selecting a date and time for an event, Diab recommends evening and weekends so as not to conflict with work commitments.
Make sure all veterinarians, technicians and your entire staff attend the open house because they are usually the ones who talk to the clients and answer their questions. In Diab’s practice, staff holds several meetings before the event to discuss the topics they will discuss. The presentations can be formal or informal, but it is important that staff is comfortable about the information they will provide.
The Host with the Most
An open house recipe for success usually includes three important elements: refreshments, information about your practice, and giveaways. Diab often calls large companies when he is hosting an event to ask if they would be willing to provide a giveaway. When planning, remember to keep your budget in mind.
Simple but festive refreshments help to set the mood. Cookies and punch are fine, and don’t forget the treats for the four-legged guests. Plan to set up refreshments and socializing away from treatment rooms; this will allow the staff to show guests what you do in a quieter environment. Another tip is to place the refreshments in open areas so as not to create “pinch points” that block movement through the facility.
Other tips:
1. Have brochures about your practice on hand to give to guests
2. Prepare your staff to greet the guests appropriately
3. Conduct office tours
4. Demonstrate special equipment
5. Mingle with the guests!
Advise staff members to refrain from clustering in groups with other co-workers. The purpose of the open house is to present the practice in its most favorable light. A staff that acts cliquish and insular will not help to promote the practice. Make sure the staff members are coached to introduce themselves to guests and make them feel welcome. For conversation ice-breakers, develop talking points about services, programs and special events that are coming up – information the guests can share with others.
Kindness is king. Thank your guests for attending and for any referrals they may have passed along. Showing your appreciation is important in getting a relationship off on the right foot and maintaining a relationship.
Remember, a well-planned and well-executed open house will elevate your practice by generating buzz among clients, potential clients and other professionals.
Christine Shupe is the Executive Director of the Veterinary Hospital Managers Association. The association is dedicated to enhancing and serving professionals in veterinary management through superior education, certification and networking. For more information, visit www.vhma.org.
