Most veterinary practices face stiff competition. Pet owners typically have half a dozen veterinary service providers, or even more, to choose from within driving distance. One of the biggest challenges practice managers face is in competing effectively for pet owners’ business. How can your practice stand out from the competitors? How can you provide your clients with a compelling reason to visit your practice for their pet’s healthcare needs instead of going elsewhere? And how can you develop a consistent and effective pricing strategy that will help you to compete effectively and to attract customers?

In this best practice tool, we will answer these questions by explaining the value proposition concept in detail and discussing how to apply it to your practice. We will consider exactly what a value proposition is and why it is important for your veterinary practice to choose a value proposition carefully. We will consider three broad categories of value propositions and numerous examples of how to communicate your chosen value proposition to target clients.