about eric garcia - simply done tech solutions...about eric garcia management team at large practice...
TRANSCRIPT
4/21/16
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ìThe Art of Client Engagement
Eric D. Garcia, IT & Digital Marketing Consultant
© 2016 All rights reserved. Eric D. Garcia
About Eric Garcia
Management Team at Large Practice in Tampa, FL
Former VP of Veterinary Exclusive Web Marketing Firm
IT & Digital Marketing Consultant – Founder of Simply Done Tech Solutions
VetPartners Member Consultant
International Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines, Austria [2016]
Published Authorì Blackwell’s Five Minute Veterinary Practice Management Consultì AAHA Trendsì Veterinary Practice Newsì Veterinary Team Brief ì CareCredit Tips Sheets
© 2016 All rights reserved. Eric D. Garcia
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Resources Provided
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Several Ideas
You don’t have to do it all right away
Pick one thing
You will have notes
Take your time
Continue to build on your one thing
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Observations About Growers
Engage with clients more frequently
Use robust reminder systems
Have a greater degree of energy around communicating with pet owners
Recognize the imperative that drives better client communicationì Clients want to be more empoweredì Clients as consumers are more critical of value they get from all
products/servicesì Information is empowering and value is a must
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Overwhelmed clientsì Stress of bringing pet to the practiceì Exam, heartworm & flea medication, dental,
diagnostics, current problems, vaccines/pet exposure, semi-annual follow up
Lack of understandingì Recommendations are not heeded
What Leads to Poor Compliance
© 2016 All rights reserved. Eric D. Garcia
The Art of Storytelling
Storytelling is the conveying of events in words, sound and/or images, often by improvisation or embellishment.
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The Facts & Data…
A recent study in Science magazine adds more support to the idea that stories can help people understand others, determining that literary fiction “uniquely engages the psychological processes needed to gain access to characters’ subjective experiences.” ì Source: http://www.theatlantic.com/health/archive/2014/11/the-psychologic al-comforts-of-storytel ling/381964/
Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, says that people remember information when it is weaved into narratives “up to 22 times more than facts alone.”ì Source: http://leanin.org/education/harnessing-the-power- of-stories/
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The Theory
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There’s an animal near that tree, so don’t go over there!
My cousin was eaten by a malicious, scary creature that lurks around that tree, so
don’t go over there.
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Making a Case:Facts vs. Real Life Examples
Heartworm Prevention
ì According to the CDC, 1 in 74 American dogs test positive for heartworm.
vs.ì Can you recall of a recent case where you treated a
heartworm positive dog? ì How did the owners react? ì What type of emotions were involved (from pet owner and
pet)?
© 2016 All rights reserved. Eric D. Garcia
The 3 Elements of The “Perfect” Narrative
Set the Scene: ì Where were you? ì Who were you with?ì Emotions – What was the struggle and hope?
What Happened? ì Challenges? ì What is the outcome?ì Include vivid details!
The Tie Back: ì How does this relate to the owners concern?
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Making Recommendations Stick
Routine Blood Test Recommendationsì Can you recall of a case recently where you would have
been able to prevent a sick pet if you established baseline blood test results?
Heartworm & Flea Recommendationsì Can you recall of a recent case of a heartworm positive dog
you treated? How did the owners react? What was the dogs demeanor?
© 2016 All rights reserved. Eric D. Garcia
The Rules of Storytelling
Don’t tell a story with every recommendation
It must be a true story
Go into it with strategyì Always have your tie back
Don’t include personal details ì (i.e. pet name, owner name, etc.)
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People Don’t Trust Brands…They Trust People.
About Us: 1st Most Visited Page
The Brand: ì Simply Done Veterinary Clinic is a full service animal hospital. We
offer state of the art care and advanced diagnostics.
The People:ì Dr. Garcia founded Simply Done Veterinary Clinic on the core
belief that by enriching the lives of pets, we enrich the world around us. The staff and veterinarians at our practice take immense pride in this philosophy, bringing this belief to action by implementing compassionate veterinary care.
© 2016 All rights reserved. Eric D. Garcia
Our Veterinarians
Our Veterinarians: 2nd Most Visited Page
General:ì Dr. Garcia was born in Tampa, Florida. He graduated from the
University of Florida in 2000. He has 2 dogs by the name of Elvis and Penny. Dr. Garcia is excited to meet both you and your pet!
Enhanced:ì Dr. Garcia knew from a young age that pets were his passion. The
joy and wonder of a happy pet immediately inspired Eric to pursue a career in veterinary medicine after completing his undergraduate degree. Now, as the founder of a successful veterinary practice, Dr. Garcia does what he loves each and everyday. Stop by soon, because Dr. Garcia can’t wait to meet you and your pet!
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The Art Social Engagement
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Facebook COO Sheryl Sandberg at Nielsen Consumer 360
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Invest in a Cute Pet Camera
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Cell Phone Usage Policy
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#VetTechLife on Instagram
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#VetTechLife on Instagram
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Tell Your Story
Use personalized imagery
Create a professional cover photo at pagemodo.com© 2016 All rights reserved. Eric D. Garcia
Tell Your Story
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Build Trust & Loyalty Using Social Media
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Sample Case Study
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Fact
Case Study
Socialize/CTA
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Case Studies
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Team Updates
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What Does Your Pet Mean to You?
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What Does Your Pet Mean to You?
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Mom & Sassy
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April 8, 19XX
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Case Example
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The Art Digital Engagement
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Using Digital Tools to Effectively Communicate
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Request An Appointment & Medication Refills
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Selfie Shots
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Online Pharmacy
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Loyalty Card
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Push Notifications
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Notifications
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Upcoming Appointments
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Automated Reminders
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App Stats: Age Distribution
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App Stats: Sessions
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App Stats: New Sessions
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The Art of Saying Thank You
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The Studies…
Studies find that thanking new & existing acquaintances make them more likely to see ongoing relationships
People who are thanked are more willing to provide better assistance
Couples who say thank you to one another more than 5 times weekly are less likely to be divorced
© 2016 All rights reserved. Eric D. Garcia
3 Elements of The “Perfect” Thank You
Be Specific: ì Thank the employee/client for something specifically they
did
Effort: ì Thank the employee for the effort they put into what they did
Personal: ì What does the action mean to you? How did it make you
feel?
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Example of the “Perfect” Thank You
Be Specific: ì Thank you for staying late this evening with me.
Effort: ì You really took time with each client to make them not feel
so rushed.
Personal: ì It made me happy to see how dedicated you are. I could not
have done this myself.
© 2016 All rights reserved. Eric D. Garcia
Example of the “Perfect” Thank You
Be Specific: ì Thank you for cleaning around the hospital.
Effort: ì There was a big mess everywhere and I know it wasn’t
easy.
Personal: ì I really appreciate how great you make our practice look.
You are a big part of our team.
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Thanking Clients
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Thank You
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Script
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Hello Eric, My name is Dr. Garcia and I’m the medical director for Simply Done Veterinary Clinic. I wanted to take the opportunity to thank you for trusting us with your pets health care needs. If you have any questions regarding your pets health care please feel free to call us at (813) 545-3044. Should you ever experience any problems with your service at our practice please do not hesitate to reach out to me directly. You can learn more about our practice and our caring team by visiting our website at www.simplydonetechsolutions.com. Thank you once again and we look forward to seeing you in the future.
Thank YouSurprised clients
Complaintsì Even clients with negative
experiences are thankedì 90% of clients saved
Creates good feeling for clients – Taps into emotion
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Why
Pride
Staying true to his missionì “…meeting and exceeding expectations”
© 2016 All rights reserved. Eric D. Garcia
Celebrate Healthy Pets!
Give a heartfelt Thank You ì Look client in the eyesì You’re such a great pet owner, Mr. Garcia. I would like to
thank you for trusting us with your pet’s health needs. You should know we’re always here for you and Elvis.
Celebrate healthy lab results
Celebrate healthy pets
Attribute success with what you do as a team
© 2016 All rights reserved. Eric D. Garcia