Molhoek A W I, Endenburg N
Tijdschr Diergeneeskd. 2009 Jan 1;134(1):4-10.
What makes pet owners chose one veterinary practice and not another? This survey was performed to gain insight into what factors influence new clients' choice of veterinary practice, and consequently the most effective way to promote veterinary practices. To this end, a questionnaire was completed by 129 pet owners who became new clients of one of eight selected veterinary practices in January 2005 or later. All selected practices are members of the Dierenartsen Dienstgroep Domstad, Utrecht, The Netherlands. This survey showed word-of-mouth referral to be the most effective way to increase a practice client base: 32.8% of all respondents first heard of their practice of choice through a fellow pet owner. Other pet owners first 'heard' of their practice by passing the practice (17.2%), seeing an advertisement in the Yellow Pages (14.1%), visiting the veterinary practice website (13.3%), and looking in the phone book (10.9%). These information sources should be considered for promotional activities. However this is not the case for advertisements in newspapers or magazines: none of the respondents became acquainted with the practice through these media. Respondents primarily based their choice on personnel and product (the total package of services and its quality) and less on location, but many prospective clients also based their choice on promotional activities and prices. Because pet owners apparently take so many aspects into consideration when choosing a veterinary practice, the marketing orientation (focusing on the client with her/his wishes and problems) is crucial.
是什么让宠物主人选择这一家兽医诊所而不是另一家呢？开展这项调查是为了深入了解哪些因素会影响新客户对兽医诊所的选择，进而了解推广兽医诊所的最有效方式。为此，129位宠物主人填写了一份问卷，这些主人在2005年1月或之后成为了荷兰乌得勒支Domstad地区八家选定兽医诊所之一的新客户。所有选定的诊所都是荷兰乌得勒支Domstad地区兽医服务集团的成员。这项调查表明，口碑推荐是增加诊所客户群的最有效方式：32.8%的受访者最初是通过其他宠物主人听说他们选择的诊所的。其他宠物主人最初“听说”他们的诊所是通过路过诊所（17.2%）、在黄页上看到广告（14.1%）、访问兽医诊所网站（13.3%）以及查阅电话簿（10.9%）。在开展促销活动时应考虑这些信息来源。然而，报纸或杂志上的广告并非如此：没有一位受访者是通过这些媒体了解到该诊所的。受访者主要根据人员和产品（服务的整体套餐及其质量）来做出选择，而较少考虑地理位置，但许多潜在客户也会根据促销活动和价格来做出选择。由于宠物主人在选择兽医诊所时显然会考虑很多方面，因此营销导向（关注客户及其愿望和问题）至关重要。
