MARKETING IN MODERN VETERINARY PRACTICE SERVICES

Abstract

In some ways, marketing techniques have been used for the passed hundreds of years, but marketing as a scientific discipline emerged only recently. The basic concepts of marketing were discovered and developed in the U.S.A. and then spread worldwide. Starting in the 1950s, marketing underwent a full affirmation due to new developments such as increased supply compared to the demand, growing competition, changes in consumer’s needs and desires, as well as their education level and improved standard of living. An overview of available literature indicated a lack of an integral definition of marketing, that is, various authors have diverse approaches to marketing concept. The basic element of all definitions is the idea that marketing is a range of business activities aimed at gaining new customers and keeping the existing ones by satisfying their needs. The main goals of marketing are the following: firstly, to attract new customers by emphasizing the potential value of the product or service offered and secondly, to keep the existing customers by keeping them satisfied with the product or service by constantly producing superior value and exceeding their expectations. Contrary to the U.S.A., where greatest achievements were accomplished in the field of marketing theory and application and its implementation into veterinary practice, as well as in appropriate perception of importance of marketing idea and philosophy, this issue has not been appropriately addressed in our country. The main goal of marketing in veterinary practice is not only to sell a product or service, but also to create mutual profitable long-term relations with clients. To that aim, it is essential to know the client, his requirements, demands and problems. This is the way to provide conditions for selling appropriate product or service. Disregarding personal reasons for practicing veterinary medicine, particularly in small-animal practice, the veterinarian should approach such practice as any other business activity that should provide profits. In that respect, it is of key importance to adopt marketing approach and management concept. The four basic marketing instruments are product, price, promotion and place that make so-called marketing mix, which is applicable also in the veterinary practice. In veterinary medicine, the product pertains to spent items (e.g. drugs, food) or veterinary services. By determining the price, the basis is the cost price and added profit margin, depending on the product or service offered. The promotion encompasses communication with the owners, presenting them products and services offered, describing the features of the clinic or infirmary, etc. Contrary to other business branches, position of veterinary unit is not so important, yet it must provide good communication with animal owner. The overall experience of the customer, starting from entering the clinic or practice until leaving it, must be professional, pleasant and effective. Only accomplishing this goal will enable competitiveness or justify even a higher price for a superior service.