Veterinary Marketing: Choosing and Implementing Efficient Strategies
Most veterinary practices are in such high demand that they overlook the importance of marketing. Why should you spend money to bring in more clients when you are already swamped? Plus, smaller practices often struggle to find the time or human resources to coordinate marketing efforts when their schedule is consistently booked.
Veterinary marketing today focuses on your practice attracting and retaining the right clients, while creating a brand and reputation that align with your mission and values. Practices should make the most of limited time and resources by choosing targeted, efficient strategies that see the most significant returns on investment and help them make a name for themselves in the community. Consider the following approachable veterinary marketing strategies to help your practice reach your target audience.
1. Leverage social media
Social media is a powerful tool that connects veterinary practices with clients and increases community reach. Many Millenial and Gen Z pet owners use social media, particularly Instagram and TikTok, to find and assess businesses, making your presence on these and other platforms essential. What you put on social media gives viewers a window into the practice and allows you to share educational content, engage with clients, and build an online community. Regularly posting and interacting with followers can increase your practice's visibility, but you must carefully curate your content to highlight the practice rather than simply posting for the sake of a post.
2. Optimize your website
Search engine optimization (SEO) that uses relevant keywords and avoids cookie-cutter sites with repetitive content gives your practice more online visibility. Designing a unique website with customized text explaining your mission, vision, values, services, and affiliations gives visitors a feel for who you are, not only for what you do. Ensuring a mobile-friendly site is also critical, as many people access web pages on their phones. Additionally, adding features like a website chat and online scheduling can sway clients looking for tech-savvy businesses with convenient features to choose your practice. The best way to build a great website and optimize SEO is to hire an outside company with veterinary experience, since most veterinary professionals lack the specialized skills to maintain a high-quality website.
3. Implement email marketing
Email marketing is a cost-effective strategy that practices can tackle using a dedicated application or a veterinary communication platform that syncs with their practice management software. Regular newsletters and promotional emails keep you top in pet owners’ minds and show you care about keeping them engaged. Unlike social media, which is subject to unpredictable algorithms, email reaches your exact target audience. Collect email addresses as you onboard new clients or in contact forms on the website to build your email marketing base. Plus, track email metrics, which can easily show the content with the most impact, and then use that to tailor future efforts.
4. Manage your online reputation
Most consumers peruse online reviews before choosing to patronize a new business. A low star rating, a perfect 5-star rating, or too few reviews send up glaring red flags, and people will likely avoid you. Soliciting and appropriately managing genuine reviews is a key veterinary marketing strategy. Apologizing to negative reviewers and attempting to resolve the situation shows readers you care about the client experience. The AVMA recommends focusing on the three Cs when managing reviews—compassion, competence, and confidence. Reputation management applications can help you track reviews and determine when and how to respond.
5. Stay active in the community
Attending or sponsoring community events dramatically increases your local visibility. Hosting a booth allows passers-by to interact with your team, learn about your services, and collect marketing swag. Plus, your presence shows you support causes that matter and can help promote your team’s mission and values. You can reuse booth materials and equipment at many events without further investment, except for sponsorship fees that support the event’s charity.
Cost-effective, efficient veterinary marketing strategies can help your practice build a loyal client base. Small, independent practices with limited time should leverage team member strengths and delegate marketing tasks, such as managing social media accounts or drafting email newsletters, to individuals who enjoy those tasks. Alternatively, consider hiring an outside marketing firm with dedicated veterinary experience to help you set up or maintain marketing efforts. Whatever strategies you choose, ongoing re-evaluation of your veterinary marketing costs and returns can promote long-term practice success.
