The majority of posters, leaflets and other displays in veterinary practice waiting rooms are more effective at building ambience than increasing the turnover of the practice or selling a particular product or brand, according to a new survey carried out by veterinary marketing agency TMA.

The national survey of more than 100 veterinary practice managers found that:

• Whilst nearly 70% of respondents felt displays were very effective at improving ambience and 65% felt they were effective at conveying information, only 8% felt they were very effective at increasing turnover and 7% felt they had a significant impact in selling a product or brand.
• 41% of vets only change displays once every four to six months. A further 21% change displays only once a year or less.
• Only 35% of respondents say vets are actively involved in deciding which materials they use
• Less than 30% use interactive or digital displays. The rest rely on traditional posters and leaflets.

TMA says it believes practices are missing out on a major marketing opportunity by not changing their displays more often, not being more selective about what is displayed, and not making the most of interactive or digital display technology.

Helen Cawthra, Managing Director of TMA believes that product manufacturers are also missing out on a major opportunity. Significantly less than half of all display and point-of-sale material in vets' waiting rooms is provided by suppliers. On average, 64% is sourced by the veterinary surgeons themselves.

Helen said: "Two thirds of respondents claim that they hardly get any materials from suppliers. The same number claim they would be more likely to put up more if they were provided with it.

"It is all very well building ambience and providing loyalty but in today's market, it is important that vets take hold of every opportunity to generate revenue in every way possible. Vets and the manufacturers are both missing out."

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