Introduction
1. What is a health plan?
2. Why should I offer health plans at my clinic?
3. What type of clinic would not be interested in health plans?
4. Personal branding and positioning of the clinic
5. Pricing policy: strategy
6. Who should design health plans?
7. Before starting: do the numbers
8. What do health plans include?
9. What should be excluded from health plans?
10. Key points to consider when designing health plans
11. Health plans for dogs
12. Health plans for cats
13. Health plans for exotic animals
14. We already offer health plans! So, now what do we do?
15. Health plan marketing
16. Benefits of implementing health plans
17. Health plans are living things
Bibliography
Annex I: Examples of types of health plans
Annex II: Letter templates
The specific objective of this practical manual is to help veterinary professionals and/or managers of veterinary clinics to design the best possible health plans for their centre, whether starting from scratch or seeking to improve upon existing health plans that are not selling successfully. The resulting plans will be appropriately adapted to the specific human and technical resources of each centre, and thus can be implemented both in newly opened centres and those already in business for many years. Crucially, the veterinary medicine practiced in the centre must be of high quality to ensure success. The implementation of health plans also implies adopting a preventive, rather than reactive, medicine approach. Therefore, it is advisable to read this book from the beginning to properly assimilate the proposed change in philosophy, prioritising preventive medicine without abandoning therapeutic work.
