TY - JOUR
T1 - Marketing veterinary services
AU - Lee, David E.
PY - 2006/3/1
Y1 - 2006/3/1
N2 - Marketing is a holistic process that goes far beyond a Yellow Page advertisement or a glossy brochure. A thorough evaluation of a market before entry, including best and worst-case scenarios, is critical to making good investments. Veterinarians are fortunate to have a market that is largely protected by barriers to entry and characterized by reasonably high rates of return given minimal risk. Our market base continues to expand and, overall, remains fairly price insensitive. The extent to which a practice can align its capabilities with a product mix that ideally meets its clients' needs will ultimately determine its success.
AB - Marketing is a holistic process that goes far beyond a Yellow Page advertisement or a glossy brochure. A thorough evaluation of a market before entry, including best and worst-case scenarios, is critical to making good investments. Veterinarians are fortunate to have a market that is largely protected by barriers to entry and characterized by reasonably high rates of return given minimal risk. Our market base continues to expand and, overall, remains fairly price insensitive. The extent to which a practice can align its capabilities with a product mix that ideally meets its clients' needs will ultimately determine its success.
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U2 - 10.1016/j.cvsm.2005.11.003
DO - 10.1016/j.cvsm.2005.11.003
M3 - Review article
C2 - 16442443
AN - SCOPUS:31344454313
SN - 0195-5616
VL - 36
SP - 281
EP - 295
JO - Veterinary Clinics of North America - Small Animal Practice
JF - Veterinary Clinics of North America - Small Animal Practice
IS - 2
ER -