This playbook was designed to be a keystone to any veterinary practice's new client growth plans. Understanding how prospective new clients will perceive the business, based on information they can gather online or on the phone, is imperative to crafting a winning strategy for attracting pet owners to "test" the practice. Veterinary practices who use the playbook will make better decisions with respect to how best to allocate their time and dollars in the pursuit of growing their client base.