The term 'point of sale materials' encompasses anything which you have displayed in the practice which serves to highlight your products and services: posters, leaflets, dummy packs and other display items.
Usually, you will have to prepare your own point of sales materials to highlight services available in the practice, whereas veterinary suppliers will often provide their own, professionally-designed point of sales materials to promote products sold in your practice.
There is perhaps more opportunity to use effective point of sales materials in practice than in many other retail outlets. Why? Because where a supermarket may have but a few seconds to grab the shopper's attention as they move down the aisle, you have the pet owner sitting there, often twiddling their thumbs, sometimes for quite a few minutes!
So make sure you use those minutes. Make sure that your clients learn something new about you every time they wait to see the vet.
Benefits
Using point of sales effectivelyPoint of sale materials should follow the same rules as any other type of marketing materials, whether used to promote a product, or one of your services.
ExampleNovartis Animal Health commissioned a fist-sized sculpture of a flea sitting on its eggs, mounted on a plinth with the message "Program - Kills the eggs you can't see before they hatch into the fleas you can", for use as a point of sale tool.
Fleas are ugly things, of course, but that's why this sculpture is so effective as a point of sales tool. Placed in an obvious spot (such as the reception desk), it prompts clients to go: "Urggh, isn't that revolting", which gives veterinary staff the perfect introduction to talk about how pets get infested, and how Program prevents that.