Читать книгу The Veterinary Dental Patient: A Multidisciplinary Approach - Группа авторов - Страница 18

Although important, promotion may not be seen as such by the public or the veterinary community. It is performed differently in Europe, where many countries have specific regulations on advertising veterinary services, than in the North America. Marketing will be the subject of Chapter 2; our purpose here is only to highlight the importance of certain policy related to promotional efforts.

Should we promote the various services we offer? Should the major goal of marketing be focused on making customer say “Yes,” or should it present the benefits of oral health and of releasing the patient from pain and infection? Both aspects are important, and a balance is required.

The follow techniques are worth considering.

 Participate in educational events like National Pet Dental Health Month and the Pet Smile Campaign.

 Make use of oral care products and merchandising provided by pet food companies: models, posters, leaflets, brochures, and so on. It is not easy to select high‐quality dental hygienic products based exclusively on manufacturer information, so turn to institutions like the Veterinary Oral Health Council (VOHC) http://www.vohc.org for information. Products with the VOHC seal are more reliable that those with just a marketing logo. Additionally, there are a growing number of evidence‐based medicine studies evaluating the effectiveness and mechanism of oral hygiene products (See more in Chapter 5).

 Provide information on your website and in your waiting room and reception on standards, safety, and the importance of oral health

 Make dental care part of your prophylacitc/preventative/wellness program, together with vaccination, deworming, senior care, and so on.