Plant Health Care (PHC) represents a significant growth opportunity for tree care businesses. It’s a natural extension of traditional services and addresses the increasing need for proactive tree management in urban environments. But how do you move beyond offering ad-hoc treatments and develop a structured, effective PHC program? This guide provides a step-by-step approach, drawing insights from industry experts, to help your tree care business create a robust PHC program.
Understanding the Foundation of a Plant Health Care Program
Before diving into the specifics of program creation, it’s crucial to understand what a PHC program truly entails. At its core, a PHC program is a holistic and proactive approach to managing the health and vitality of trees and shrubs. It’s not merely about reactive treatments when problems arise, but rather a comprehensive strategy encompassing prevention, monitoring, and targeted interventions.
Tchukki Andersen, BCMA, CTSP, and TCIA’s manager of tree care expertise, defines PHC broadly as “the care and maintenance of woody trees and shrubs,” emphasizing that these are “living, breathing life forms that we are managing in their current, often urban, locations.” A robust program considers various stressors, from visible issues like pests and diseases to less obvious factors such as soil health, environmental conditions, and structural integrity. It’s about creating a sustainable environment where plants can thrive.
Step 1: Define Your Program’s Scope and Objectives
The first step in writing a PHC program is to clearly define its scope and objectives. What specific services will your program include? What types of clients are you targeting? What are your measurable goals for the program’s success?
Consider these questions:
- Service Offerings: Will you focus on specific areas like soil management, pest and disease control, fertilization, structural pruning, or a combination? Start with services you are already familiar with or have expertise in.
- Target Clientele: Will you target residential clients, commercial properties, municipalities, or a mix? Different client types may have varying needs and budgets.
- Geographic Area: Define your service area. Local environmental factors, common pests, and tree species will influence your program’s specifics.
- Program Goals: Set realistic and measurable goals. Examples include increasing client retention, generating a specific percentage of revenue from PHC services, or improving tree health within your client base as measured by specific metrics (though this can be harder to quantify).
Zack Shier, plant health care manager for Joseph Tree Service, highlights the importance of offering a “complete circle” of tree care. He points out that while pruning and removals are essential, they don’t always address the underlying health of the tree. A well-defined PHC program fills this gap by addressing stress factors and promoting long-term tree health.
Step 2: Assess Your Current Resources and Capabilities
Honest assessment of your current resources is crucial for building a feasible program. Consider your existing team, equipment, and knowledge base.
- Team Expertise: Do you have staff with horticultural or plant health knowledge? Tammy Kovar of Biological Tree Services, emphasizes the need for “an unabashed interest in the science” behind PHC. Identify individuals with a passion for plant health who can champion your program.
- Equipment Inventory: What equipment do you already own that can be utilized for PHC services? As Sylvia Provost, president of Henderson’s Tree Service, LLC, notes, you can start with basic equipment like a backpack sprayer. You don’t need a large upfront investment in specialized machinery to begin.
- Knowledge and Training: Identify any knowledge gaps within your team. Plan for training in areas like plant identification, pest and disease diagnosis, soil science, and treatment application. TCIA offers valuable resources like the Plant Health Care Technician program.
Step 3: Develop Service Protocols and Treatment Strategies
With your scope defined and resources assessed, you can now develop specific service protocols and treatment strategies. This involves outlining the “how-to” for each service you’ll offer within your PHC program.
- Diagnostic Procedures: Detail how you will diagnose plant health issues. This may include visual inspections, soil testing, pest and disease identification, and client consultations. As emphasized in the original article, accurate diagnosis is foundational to effective PHC.
- Treatment Plans: Create standardized treatment plans for common issues in your area. For example, develop protocols for managing common pests like aphids or diseases like powdery mildew. Include product selection, application methods, timing, and safety precautions.
- Preventative Measures: Outline proactive services aimed at preventing problems. This could include fertilization schedules, soil amendment programs, and structural pruning plans for young trees.
- Monitoring and Evaluation: Define how you will monitor the effectiveness of your treatments and track plant health over time. This could involve follow-up visits, client communication, and record-keeping.
Phil Perron, plant health care director for Barrett Tree Service East, Inc., suggests starting simple, perhaps with soil testing and bio-stimulant applications. This allows you to develop protocols and build confidence before expanding into more complex treatments.
Step 4: Pricing and Contract Structure
Developing a clear pricing structure and contract system is essential for the financial viability of your PHC program.
- Pricing Models: Determine your pricing strategy. Will you charge per treatment, offer annual contracts, or use a combination? Consider factors like labor costs, material costs, equipment depreciation, and desired profit margins. Zack Shier notes that PHC services often have a higher profit margin per hour compared to traditional tree work.
- Contract Terms: Develop clear contract terms that outline the services included, treatment schedules, payment terms, and any guarantees or limitations. Clearly communicate the value proposition of your PHC program to justify the cost.
- Sales Process: Train your sales team to effectively communicate the benefits of PHC programs. Phil Perron emphasizes the importance of sales arborists having confidence in the PHC team’s ability to deliver on promises.
Step 5: Marketing and Client Acquisition
Once your program is structured, you need to market it effectively to attract clients.
- Target Existing Clients: Leverage your existing client base. Sylvia Provost points out the convenience of offering a comprehensive service to existing customers. Start by informing them about your new PHC program.
- Marketing Materials: Develop marketing materials that highlight the benefits of your PHC program. Emphasize proactive health management, long-term tree preservation, and the expertise of your team. Showcase PHC as an integral part of your overall tree care services, not just an add-on.
- Online Presence: Ensure your website and online marketing reflect your PHC services. Use keywords like “plant health care program,” “tree health,” and “arborist services” to improve search engine visibility.
- Client Education: Educate your clients about the importance of PHC. As Shier notes, many clients understand the need for pruning, but are less aware of the benefits of proactive plant health care.
Step 6: Continuous Improvement and Adaptation
A PHC program is not static. It requires continuous improvement and adaptation based on experience, client feedback, and evolving industry best practices.
- Performance Review: Regularly review the performance of your PHC program. Track key metrics like client satisfaction, service delivery efficiency, and program profitability.
- Team Training: Invest in ongoing training for your team to stay updated on the latest PHC techniques, products, and research.
- Service Refinement: Based on your reviews and feedback, refine your service protocols, treatment strategies, and pricing models to optimize your program’s effectiveness and client satisfaction. John Ball, Ph.D., BCMA, CTSP, and professor of forestry at South Dakota State University, advises to “refine your services” and “practice on new people” initially to perfect your program before fully rolling it out to existing clients.
Conclusion: Building a Successful Plant Health Care Program
Creating a successful plant health care program is a strategic investment that can significantly benefit your tree care business. By following these steps, focusing on expertise, and prioritizing client needs, you can develop a program that not only enhances tree health but also drives business growth and strengthens your reputation as a comprehensive tree care provider. Start small, focus on building expertise, and continuously adapt your program to meet the evolving needs of your clients and the urban landscape.
