From time to time I find myself flying to Scotland to visit relatives. It may come as no surprise to hear that what I pay for my seat may vary to the passenger sitting right next to me and that I am both familiar and comfortable with this situation. In fact most of us know that what we end up forking out will depend on various factors, such as when we book, how we book, the payment option chosen and whether or not we include additional luxuries...such as putting a bag in the hold!
It surprises me then that when I introduce the concept of differential pricing in vet practices that it normally falls on deaf ears; in fact, I’ve oft been told that clients wouldn’t like it and would leave in their droves.... “We can’t possibly charge different prices for the same service! That would be unethical!”
But can it also be so, that those same clients who also sometimes fly on budget airlines, take package holidays and pay extra for express delivery on internet purchases expect, indeed demand a “one size fits all” approach from their vet?
We are in a global recession with dramatic cuts announced in yesterday’s budget; it is likely that in some way or other we are all going to feel the pinch. According to the results of a poll on this forum, all respondents have said that clients appear to be more cost conscious, 71% say note there has been a decline in routine procedures such ac vaccinations, whilst 86% have expressed concern about the recession and its’ effect/likely effect on the practice.
Yet there is still money around: At the time of writing this I know of four families all about to invest in large pedigree dogs and of one owner who is considering paying for a scan at the RVC for a Cocker Spaniel with an injured shoulder.... “just to put my mind at rest”. So some people are still spending regardless.
Surely then, at a time when the gap between the haves and the have-nots (or to be more precise the spends and the spend-nots) is increasing, would it not make perfect sense to provide a differentiated service to accommodate the needs of those different groups of clients? Is it not reasonable for example, to offer discount vaccinations at times of day that suit the practice, whilst charging more for the same service in the evening that better suits many commuters? Isn’t that what offering service is all about? And isn’t this one possible solution to the decline in routine work that many are reporting?
We have tough times ahead, of that we can be certain. Perhaps now is the time to re-evaluate what you have always done, think creatively, challenge the status quo and use this opportunity to do something different....