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Time to own your exam room, and make it work for you!
J.Werber
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So what is really the most profitable room in a veterinary hospital? If you ask a veterinary surgeon, he or she would say, without a doubt, the surgical suite. After all, on a per ticket revenue basis, surgeries are probably the most expensive single services. An internist might argue that the special procedures room would be it. That’s where the echocardiograms, advanced ultrasound studies, and endoscopies are done—and they’re not cheap! I would argue, however, that the real winner is the examination room. True, procedures do generate quite a bit of revenue, but in the grand scheme, skill not withstanding, performing them is the easy part--- selling them is the difficult part! In fact, most of the services, and thus dollars, you bill out in your clinics are generated in the examination rooms. So, accepting this fact would dictate that one’s ability to “sell” in the exam room ultimately determines the success of a practice.
There are a number of “givens” when considering potential for practice success, but there are, of course, a number of “intangibles!” Consider, for a moment, the early veterinary “playing field.” I’m sure we can accept the fact that we all here today were part of the proverbial “cream-of-the- crop” back when we were applying to veterinary school. And, having graduated from our programs, I would venture to say that all of us here today are extremely intelligent and talented. These are the “givens” as we all began our careers on a somewhat level “playing field.” So, why is it, many years later for some and even a few years later for others, that a number of us are extremely successful and thoroughly loving what we do, while others are already experiencing feelings of disenchantment? I would hypothesize that those who are given the opportunity to do what they love to do should be happy. Conversely, those who aren’t able to do that which they want will probably be unhappy. I believe that difference is first realized in the Exam Room! Those who have mastered it are able to sell the services that will, of course, help their patients, but will bring them practice satisfaction and success! Currently, the industry standard is that only 50% of our clients will act on our recommendations. Our goal is to increase this to 90%!
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Affiliation of the authors at the time of publication
Century Veterinary Group, LA, USA.
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