Veterinary clinics offer various types of treatment such as: regular checkups, X-ray services, ultrasound, vaccination, and various types of surgery (mainly castration). Some clinics also offer hospitalization and dog pension services. In addition to non-human medicines, some of the clinics also sell various food and hygiene products. Some locations also have pet grooming services. There are over 1,000 veterinarians registered with the veterinarian Union in Israel. Some work at private clinics, and some hold public positions.
Veterinary clinics are active in a number of sub-divisions:
Ø Pets, mainly cats and dogs.
Ø Large animals.
Ø Livestock- cattle, poultry, and fish.
Ø Inspection and implementation of procedures on behalf of local authorities.
The pet industry is very competitive and is characterized by a large number of small clinics. However, the industry usually follows a pricelist recommended by the Israeli Pet Organization. Prices at large cities are usually according to the price list, while at small cities, a certain discount is customary. The customary discount rate is up to 20%.
Updated prices for treatments according to Veterinary doctors Union for 2004
Updated pricelist can be viewed at the following website: http://www.petnet.co.il/vets/prices.htm
Treatment for livestock is usually conducted by veterinarians unionized by “Agricultural” a co-operative union for insurance and veterinary services. This situation is a result of historical development and not legal requirements.
Customers: Defining the Target Market and its Size, Market Segmenting
Potential clientele can be segmented according to the industry’s sub-divisions:
Ø Private pet owners of various socio-economic statuses
Ø Farmers, livestock owners
Ø Zoos, petting zoos, and farms.
Customers tend to remain faithful to a single vet as long as there is no reason for a change (relocation, medical mistake, or bad service)
The main competitions for pet veterinary clinics are other clinics in the area.
Equipment required for a veterinary clinic is varied, and can be acquired both by import and local manufacture. Small vendors usually specialize in a single type of equipment, and large vendors (Bayer, C.Z.T) Offer all types of equipment required for the clinic.
According to regulations, a veterinarian is not permitted to advertise, apart from yellow pages or other specialized guides, and clinic signs. However, a veterinary is allowed to publish articles in professional magazines.
The best marketing method is good, quality service (professionalism, maintaining a good relationship with the customers and pets) in order to create a repository of satisfied and loyal customers who will later recommend services.
Factors Affecting Success
Due to restrictions that are imposed on marketing and advertising, reputation is the primary means of reaching new customers and maintaining existing customers. Therefore, the primary factor affecting the clinic’s success is a good reputation and professionalism.
High establishment costs.
Creating a large base of customers quickly in order to reach a balance and profitability in a reasonable amount of time.
Additional doctors may be employed at medium or large clinics according to the extent of work. In some cases, a doctor who leaves a clinic will also take some of his customers along.
An assistant is usually employed at each clinic, although there is no legal requirement to do so. Assistant training is conducted by the doctor.
Licensing and Certification:
A professional Ministry of Agriculture veterinary license is required in order to practice. Licensing is provided to those successfully completing veterinary studies at the agricultural faculty of the Hebrew University, or those who have passed Ministry of Agriculture licensing exams after successfully graduating from a school abroad.
Selling pet food requires a permit from the Ministry of Agriculture.
Selling or distributing preparations or solutions for veterinary use requires approval from the Ministry of Agriculture and Ministry of Health.
A business license is not required.
Business insurance (content and inventory) and third party insurance (extended to risks having to do with animal care)
Professional liability Insurance.
Employer’s liability insurance.
Loss of income insurance.
In addition to the above, an insurance agent should be consulted in regards to the need for additional insurance.
Ø Israel’s Veterinary Union, Tzipman 1, Ra’anana. PHONE: 09-7431778
It is recommended to retain customer and pet information on a computer. This information includes customer’s personal information and medical history of the pet. By using this data, reminders can be sent for regular checkups and vaccinations.
It is recommended to utilize the aid of your local Business Development Center branch in establishing and operating the business
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