• Why do people buy things? What tools can we use to convince clients and sell our services? In this work, the authors offer their more than 20 years of experience working in different areas of a veterinary practice. Written with a practical approach, this book reviews the current knowledge in neuromarketing and provides advice for its implementation in the real daily life of veterinary practices.

  • Introduction

    1. What is neuromarketing and how can it be used?

    2. Integrity and beliefs. Ethics in neuromarketing

    3. What makes people buy things?

    4. Future trends in veterinary medicine

    5. How do your clients perceive you?

    6. Are you willing to change?

    7. Sell – what a wretched word!

    8. Attracting clients. Reputation, coherence, and symbolic value

    9. Reception in a neuromarketing clinic

    10. Conquering your client’s mind. Neuromarketing in the consultation room

    11. Enabling decisions

    12. How to offer health plans

    13. Even more complicated: neuromarketing on social media

    14. Neuromarketing over the telephone

    15. Using neuromarketing to manage critical points during consultations

    16. Managing internal clients. Employee communication and motivation

    17. Tools for implementing neuromarketing in a veterinary practice

    References

  • Miguel Ángel Valera

    He has been working as a veterinary surgeon since 1990, and started offering health plans to the clients of his veterinary practice, Centauro Veterinarios, in 1993.

    His more than 20 years experience with health plans as his main working tool led to him founding the company Plans4Vets to offer his consultancy services in the field of health plans for veterinary practices. He also teaches basic selling techniques, marketing, and how to design health plans. In 2017, he published the book Planes de Salud (Health plans) under the Servet imprint.

    In his free time, he enjoys singing with his band MUSIC STOP.

    Inmaculada Pérez Madrigal

    Veterinary surgeon; she holds an MBA and has been the manager of the Plaza de España veterinary practice (Cádiz, Spain) for 12 years.

    In addition to being in charge of the practice management and customer service tasks, she works as a first-opinion veterinary surgeon. She also works as a consultant and teaches sales training seminars for vets. She wrote articles on NMK for the Spanish web page Canis et Felis in 2015.

    She is a member of AVEPA (Spanish Small Animal Veterinary Association), AGESVET (Spanish Association for Veterinary Practice Management), AMVAC (Small Animal Veterinary Association of Madrid), and AEVECCA (Association of Veterinary Business Managers of Cádiz).

    Núria Tabares Rivero

    She is an executive coach (postgraduate programme of the University of Barcelona) and a veterinary surgeon (Autonomous University of Barcelona). She gives conferences and has written articles on executive coaching, marketing and exotic animal medicine.

    Since 2001 she has been a co-owner of the company C.V. Manescal SCP., which owns the Manescalia Veterinaris veterinary clinic.

    In 2016 she created a business coaching programme with dogs, which she still coordinates.
Veterinary Clinics of North America
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