Note from Kelly Baltzell CEO Beyond Indigo Pets: We are going to take a few weeks to review what has happened on the Internet the past year. We will be posting pieces that I have written from AAHAMarketlink through MWI to catch hospitals up to speed and to review what we have learned. Thank you for joining us!
This first piece covers one of the basis of marketing – Know Thy Self. If we do not know how we think and how our market thinks then it is much harder to engage and interact with our clients.
How Do Pet Owners Think?
After speaking to more than a thousand veterinarians and their staffs this past year, I have recognized several general concepts regarding how veterinarians view the world versus how their pet-owner clients view it. Talk about a cultural divide! Following is a list of ways in which vets think and what pet owners actually expect.
1. Vets are check-the-box type of people. “I have a website. (Check!) Does it work? I have no idea, but I have one! The Yellow Pages rep came around, and I handed him a check. Are my clients finding me in the Yellow Pages? Who knows? But I am done with my marketing, right?” When speaking to vets and their staffs, I ask them how many still use the local Yellow Pages to find information. Maybe 5–10% of the people raise their hands. Then I ask how many businesses in the rooms still advertise in the Yellow Pages. About 95% of the people raise their hands. Even among veterinarians, there is a disconnect on ad placement versus use.
On the other hand, pet owners want ongoing interaction and engagement with the veterinarian, who is their credible source of information about animal health. The majority of people shopping online today consult from 2 to 10 sources before making a purchasing decision (Google, ZMOT). This search tends to follow the path of starting on Google, going to online reviews, and then going to a website. Or, people start their search on Facebook, go to websites, and then to online reviews. Other sources include blogs, YouTube, e-newsletters, next-door neighbors, a business sign, and a few look at court reports for criminal records on a prospective
2. Vets have said to me: “My medicine stands for itself so why should I ask?” Veterinarians have been trained not to ask for reviews or accolades. They believe that they either practice good medicine or they don’t.
Now 70% of people, per Google, research online reviews before making a purchasing decision.
To read the rest of this article please download the PDF of the original AAHAMarketlink publication: Veternarian vs. Pet Owner Thinking