1. McGaunn &
Mark McGaunn, Managing Member
October 24, 2012
www.mcgaunnschwadron.com
How To Build A Growth Strategy For
Your Veterinary Hospital

2. Company Overview
McGaunn & Schwadron, CPA’s, LLC (M&S)
 M&S formed in 2009 by merging a veterinary CPA firm with a dental
CPA firm
 We provide value by advancing the financial health of veterinary
practices and their owners through the successful phases of acquisition,
growth, and transition
 M&S works strategically with veterinary specific lenders, insurers, legal
counsel and pension administrators to advance client concerns
© 2012 McGaunn & Schwadron, CPA’s, LLC

3. Our Mission
“Partner with veterinary practice owners to provide highly-personalized tax,
financial planning, and growth solutions.”
Solutions to veterinary practice owner and manager’s simple and complex needs
 Practice Start-up Consulting
 Acquisition Due Diligence & Consulting
 Tax Planning & Compliance
 QuickBooks & Accounting Solutions
 Practice Management Consulting
 Fee Only Financial Planning
 Investment Portfolio Management
 Retirement Plan Design and Management
© 2012 McGaunn & Schwadron, CPA’s, LLC

4. Your Growth Team
Mark McGaunn, CPA/PFS, CFP® Alan M. Schwadron, CPA
CEO/Managing Member Director of Tax Services
28 years experience 41 years experience
Former head of asset allocation strategies
for Charles Schwab Investment
Management; managed over $3 billion of
assets
© 2012 McGaunn & Schwadron, CPA’s, LLC

5. Growth Models
© 2012 McGaunn & Schwadron, CPA’s, LLC

6. Growth Philosophy
 Growth can be managed using a disciplined approach supported by
sophisticated technology
 Managing costs and taxes is not as critical an aspect of growth as it is
assumed to be
 Understanding pet owner behavior under different care situations can
enhance retention and referrals
 Each pet is different and requires personalized solutions
 Make growth a NORMAL part of practice culture, not a new initiative
© 2012 McGaunn & Schwadron, CPA’s, LLC

7. Veterinary Practice Owner’s Growth Program
Process Overview
Adopt
CEO
Standing
Develop
Strategic
 Replicate
Growth Plan
positive
findings, don’t Build
try and fix  Right Pet Perfect
Owners System
negative
findings if  Niche Internal
positive ones Practice  Comfort with Plan
easily adopted  Focus! Tools Available External
Fmr Southwest  Written Plan
 Pet Owner
CEO Howard Procedures
Referrals
Putnam  Staff Driven  Web/Blog
 New Services
 Dry/Live Run  Social media
 Staff on 24/7
Days  Vendor Alliance
 Right patient
 Media/Press
 Select Sponsors
© 2012 McGaunn & Schwadron, CPA’s, LLC

8. © 2012 McGaunn & Schwadron, CPA’s, LLC

9. High Quality CEO Material(HQCEO)
Objective:
Fix your business so it operates without you (almost on autopilot), to a point
Yield: Sustainability: Delegation: Comfort Zone
What creates true Is our competition You are not tied to Operate outside it.
value for the practice? about to crush us? Do lower valued
Who is our target we have a talented tasks, but work on
audience? What do we workforce? Can we those that either (a)
do well? What do we handle growth or will generate revenue for
do poorly? Are there we get burned out? the practice not
trends we need to possible to delegate
jump on? Rx? Tx? and (b) frames the
CR? DR? future for growth
© 2012 McGaunn & Schwadron, CPA’s, LLC

10. CEO Leadership/Management
CEO
Practice DVM DVM DVM
Manager
• Day to Day Mgmt • Clinical Outcomes
• Strategic Plan Dev • Pt Safety Measures
• Service Line Grwth • Pt Satisfaction KPIs
• Patient Care Mgmt • Operations KPIs
• Quality Control • Financial KPIs
• Capital Planning
• Staffing
40-60% Fixed Duties 60-40% Performance Metrics
© 2012 McGaunn & Schwadron, CPA’s, LLC

11. Veterinary Practice Owner’s Growth Program
The 3 Strategies-Pick 2
3 Growth Strategies
Internal Revenue External Revenue Profit-Driven
 Re-educate staff to  Web site remodel  Cut all variable
cross-sell services  SEO package expenses by 10%
 Re-engineer how  Facebook/Twitter  Memorize the
jobs done, deploy  Wellness Plans national KPI stats
new technologies  Rehab/Cold Laser that make you
 Help current pet  Tracking Referrals depressed about
owners focus on  Uniforms/Clothing your practice
distinguishing  Wrapped Vehicle
factors not price  Pet Ambulance
 Current A Owners  Dog Park Sponsor
 Current B Owners  Be Out There
 Vendors
© 2012 McGaunn & Schwadron, CPA’s, LLC

12. Did this help increase their growth?
© 2012 McGaunn & Schwadron, CPA’s, LLC

13. © 2012 McGaunn & Schwadron, CPA’s, LLC

14. Veterinary Practice Owner’s Growth Program
Wellness Plans
Should you believe the press?
Positives Negatives
 Can cover animals from birth  Must sell new TX modality
to senior ages  Concerns about pts. leaving
 Allows for add-on services after getting “free” service
such as microchip,  Pet owners frustrated
spay/neuter, dental comparing your plan to others
prophylaxis, other screening (similar to pet insurance
tools frustration)
 Assumptions for individual  Need credit card and email
practice pricing, discounts, typically (3rd party may allow)
included & excluded service  DVM Production concerns
factored in
© 2012 McGaunn & Schwadron, CPA’s, LLC

15. Web & Social Media
…a disciplined strategy…
© 2012 McGaunn & Schwadron, CPA’s, LLC

16. SEO Realities
Search engine optimization (SEO)
Process of improving the visibility of a website or a web page
in a search engine's "natural" or un-paid ("organic" or
"algorithmic") search
 Keyword Search
 Competitive Analysis
 Site Optimization
 Keywords/Titles
 Link Building
 Videos
© 2012 McGaunn & Schwadron, CPA’s, LLC

17. Social Media (all media actually) Process
The whys and wherefores
 You don’t know who it hits until they respond
 Objectives?
 Target Audience?
 What is the competition doing?
 What are you going to say?
 Who through?
 Daily Plan? Weekly Plan? No Plan?
 Measure regularly
© 2012 McGaunn & Schwadron, CPA’s, LLC

18. Marketing Realities
Sample Marketing Focus
 Facebook Marketing
 Twitter Marketing
 LinkedIn Marketing
 Youtube Marketing
 Email Blasts
 Google Trends site
 Link Building
 Blog Writing (informational)
 Press Release Writing (maybe)
© 2012 McGaunn & Schwadron, CPA’s, LLC

19. vet client’s practice out there on
FaceBook
© 2012 McGaunn & Schwadron, CPA’s, LLC

20. Our Results
 Before SEO on Google “veterinary CPA” – 3rd page
 After SEO optimization now # 2 - # 3
 Before SEO on Google “dental CPA New England” # 4
 After SEO optimization now # 2
 Before SEO on Google “veterinary financial planning” -2nd
page
 After SEO optimization now # 2
© 2012 McGaunn & Schwadron, CPA’s, LLC

21. New Service/Equipment
…should you?…
© 2012 McGaunn & Schwadron, CPA’s, LLC

22. Class IV 4 Laser w/o Hydrotherapy
Expenditure
8 Surgeries/wk
2 Dental Cleanings/wk
12 Ortho/Derm Cases/wk
Charge $10/Tx, $14,280 2013 net cash after lease pmt
Charge $15/Tx, $23,262 2013 net cash after lease pmt
Possible?
© 2012 McGaunn & Schwadron, CPA’s, LLC

23. Hydrotherarpy PracticeWebsite Notables
 “A five minute swim in the hydrotherapy pool is the
equivalence of a five mile run.” Yeah, right.
 What if your Golden Retriever is afraid of the water???
 Why do many practices have a $35/$350 price for “fun
swims”????
© 2012 McGaunn & Schwadron, CPA’s, LLC

24. Thank You!
谢谢
Merci
Danke Schon
Grazie
ありがとう
당신을 감사하십시오
Obrigado
Gracias
© 2012 McGaunn & Schwadron, CPA’s, LLC

25. Contact Information
Mark J. McGaunn, CPA/PFS, CFP®
Managing Member
McGaunn & Schwadron, CPA’s, LLC
75 2nd, Avenue, Suite 425
Needham Heights, MA 02494-2897
main (781) 489-6651
direct (781) 348-9227
e-fax (781) 479-5985
e-mail mark@mcgaunnschwadron.com
web: www.mcgaunnschwadron.com.com
© 2012 McGaunn & Schwadron, CPA’s, LLC