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.

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

Leadership and employment coach (University of Barcelona, UB) and veterinary surgeon (Autonomous University of Barcelona, UAB). 

She teaches a master’s degree in management and innovation for dental clinics (UB) and a master's degree in business management, CITIUS programme (UAB).

She also works as a consultant at Coaching Ability and gives lectures on marketing and talent development.

Table of contents:

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