Case Studies

Veterinary Hospital

Situation:

• Privately held veterinary hospital.
• No sales tracking or methodology capabilities to objectively assess sales performance.
• Management strategy – to outsource sales and marketing function to effectively increase revenue and generate additional profits.

Before:

• Relied heavily on the yellow pages advertisement for sales generation.
• No pre-qualification process in place. No commitment to a specific business strategy which weakened sales process.
• No budget/ forecasts and metrics in place.
• The sales mix was 80% general practice and 20% specialized.
• Specialized sales were being generated by one doctor (the owner).
  

How Square One helped:

• Assessed the ROI on advertising in the yellow pages compared to alternatives and determined that the yellow pages was unsuccessful.
• Shifted the marketing resources to billboard, radio, and website.
• Recommended that sales mix change to generate higher gross margins. To accomplish this, doctors had to focus away from their comfort zone of general practice.
• Introduced a budget process and metrics to assist in measuring the results of the business.
• Sales increased annually for years 2002-2004 by 10%,20% and 12% respectively.
• Sales per employee increased for years 2002-2004. Year 2002; $68,547, Year 2003; $72,522, Year 2004; $81,128.
  

After:

• Marketing expenses as a percentage of sales dollars continues to decline year over year.
• Sales mix is at 70% general practice and 30% specialized. Target is 60% general practice; 40% specialized.
• Budget process in place.
• Treatment dollars per visit has increased.
• Pre-qualification process in place. Square One on retainer to handle sales and marketing function.