For the longest period of time, internal marketing in veterinary medicine consisted of reminder post cards. These were generated initially manually and then by our value added practice management software. There SOLE purpose was to remind the pet owner that their pet was due for its annual vaccinations. In some cases, the cards were colorful. In all cases, the text was dessert dry, arid, parched and boring.
Then came the newsletter era. You could buy one that was somewhat customized for your practice or create your own. An attempt at marketing and education to cajole and coax clients to come in more often and spend more money. Effectiveness varied based upon the content; and frequency; and readability. The frequency varied from monthly to quarterly to ‘whenever I think about it’.
After the newsletter era, there was not much. The odd alert may have been sent out as a guise that there was an increasing incidence of some disease in the community so get your pet protected. (more…)