A survey has revealed that the use of
posters, leaflets and displays in vet practice waiting rooms are more
effective at building ambience than increasing the turnover of the
practice or selling a particular product or brand.
The result comes from a national survey of more than 100 vet practice managers carried out by insight agency TMA.
According to the survey, nearly 70 per cent of respondents felt the displays improved ambience while 65 per cent felt they were effective in conveying information. However, only 8 per cent felt they were effective at increasing turnover and only seven per cent felt they had a significant impact in selling a product or brand.
Other findings include:
- 41 per cent of practices only change displays once every four to six months;
only 35 per cent of vets are actively involved in deciding which materials are used; and
- less than 30 per cent use interactive or digital displays, instead relying on traditional posters and leaflets.
These findings, said TMA, mean practices are missing out on a "significant opportunity"
to increase practice revenue, and need to concentrate on changing
displays frequently, using contemporary formats and ensuring the right
messages are communicated to make the waiting room a key business area.
Helen Cawthra, TMA managing director, also believes product suppliers are missing out as it was found that less than half of point-of-sale and display material in waiting rooms is provided by product manufacturers. Instead, it was found, 64 per cent of the material is sourced by the vets.
thirds of respondents claim they hardly get any materials from
suppliers," said Mrs Cawthra. "The same number claim they would be more likely to put up more if they were provided with it.
"It is all very well building ambience and providing loyalty but in today's market, but it is important that vets take hold of every opportunity to generate revenue in every way possible. Vets and the manufacturers are both missing out."