Posts Tagged ‘Veterinary Marketing’

Stock Photography: When to Use It, and When to Shoot It

Thursday, September 11th, 2014

Stock Image

Stock photography is a wildly contested subject.

When it comes to marketing your veterinary practice, when is it ok to use stock photos? When are unique, self-taken photos the best way to go? We’ve sifted through all of the information for you to help clear up some of the mystery.

You have two photography options when building your website and marketing materials: stock photography (pre-made photos that you didn’t take) and self-taken/custom photography.

Pros of Stock Photography

doc eye exam Center City Veterinary Hospital, photographer Steve Belkowitz.

Photo courtesy of Center City and photographer Steve Belkowitz.

  • They’re easy to buy and can be made available immediately.
  • They’re relatively inexpensive. Note: Rights Managed images cost more than Royalty-Free ones, because RM are licensed for specific uses, and RF images have unlimited use. RM images tend to be higher quality.
  • They are (generally) well lit and well composed.
  • (more…)

    7 Photography Tips to Personalize Your Marketing

    Thursday, August 14th, 2014

    Photographs tell stories.

    CCVH 5_14-241

    Photos Courtesy of Center City Veterinary Hospital, photography by Steve Belkowitz.

    A stunning photo that captures a compelling moment elicits pure and strong emotions from everyone who views it.

    Images play a crucial role in marketing your veterinary practice, because they tell the story of your business and foster emotional bonds with pet owners.

    Here are 7 tips to help you make the most of your marketing photography…

    1. Be specific. Shoot real images of real people doing meaningful things. This includes your employees, clients, pets and events. Invite pet owners into your photographic conversation by asking for their images. Photo contests are a great way to engage clients.
    2. Ensure that images align with your brand and are consistent with your overall messaging, mission and vision. Incorporate on-brand colors in your images. If royal blue is your primary brand color, for example, shoot images that highlight (or contain) that color. (more…)

    Quality is Job 1?

    Wednesday, February 5th, 2014

    Dog With Head Out WindowFord’s current slogan is “Built Ford Tough”, but before that it was “Quality is Job 1.”  This was their attempt to speak particularly to those often referred to as the “Greatest Generation”, for whom quality was extremely important.  Ironically, Ford used this as their slogan during a time when they were getting their rear ends handed to them by the Japanese and Germans, but that is perhaps a topic for another post.  If you SAY quality is that important, you better mean it:  consumers are less and less forgiving. (more…)

    The Importance of Social Media Marketing for Veterinary Practices

    Thursday, January 16th, 2014

    Social Media IconsNot that long ago, veterinarians looking to connect with their client base, and potential client base, were limited in their options. Business listings in the Yellow Pages, advertising in the local paper, the occasional billboard, bus bench, television ad (if you could afford it), and word-of-mouth shared between friends and colleagues at the local café were the mainstay of customer outreach for many small businesses, including veterinary practices.

    However, the sweeping presence of the Internet into our lives has changed that dynamic considerably.  (more…)

    A Fond Farewell to 2013

    Tuesday, December 31st, 2013

    Happy New YearIt is very hard to believe that 2013 is drawing to a close. This year brought several changes to the world of digital marketing, both in the technology available to market to your clients and in the mindsets of many veterinarians shifting to a more brand-savvy mentality. Join us as we look back at a few of our favorite articles from the past year. (more…)

    Increase Your Client Loyalty

    Tuesday, December 17th, 2013

    I’ve written about veterinary excLoyaltyess capacity before, namely that there are too many veterinarians chasing not enough clients.  So how do we fix that?  Well, there are two broad possibilities:  reduce supply and increase demand.  As I’ve alluded to before, the former is far easier said than done.  Whatever we as a profession will be able to do about veterinary supply will happen at such a slow pace that you should not consider it in your budgeting and short term strategic plans.  You might as well assume that supply will remain high for the foreseeable future. (more…)

    Be Thankful

    Tuesday, December 3rd, 2013

    thanksgivingThe not-so-subtle Christmas music and advertising is a clear reminder that we are drawing nearer to the holiday season.  It used to be that you wouldn’t see this kind of advertising until after Thanksgiving, but nowadays as soon as Halloween is over there is a palpable change in the background of our daily lives.  How many more years before it’s Labor Day?  (more…)

    YouTube for the modern small animal practice

    Tuesday, November 12th, 2013

    Unless you’ve been living under a rock for the last several years, you surely know about YouTube. This video channel is owned by Google and is the #2 ranked website on the entire internet (2nd only to Google Youtube phoneitself).  There’s no denying the immense popularity of YouTube.  If a picture is worth a thousand words, video is worth a million.  62% of Google’s universal search results include video, and more than eight out of every ten of those videos are hosted in YouTube.  With over 4 billion hits every day, any good marketing strategy must include this massively relevant and important site. (more…)

    Hang on tight…

    Tuesday, October 29th, 2013

    Blue eye cat with womanAs the acquisition marketing world continues to morph with the focus more and more directed at social media and websites for obtaining new customers, we can’t forget to remember that it is our existing client base that we should be expanding the vast majority of our marketing energies and monies towards.  The number is nebulous, so just recognize that there is a significant multiplier difference between the cost to retain an existing client and to procure a new customer.  (more…)

    Marketing is NOT Selling

    Tuesday, October 22nd, 2013

    Marketing signFrom everything I have seen, read, or experienced, the reason most people don’t like marketing is because they perceive it as selling.  Marketing is NOT selling.  It may lead to a sale and in fact that is what marketing is all about. Everything you do to educate, inform, coax, cajole, motivate, stimulate, your client to consummate a transaction whether it is bag of dog food or a major orthopedic surgery, is marketing.

    Marketing includes resources such as your website, reminder cards, social media, phone calls, client service, logos, attitudes, brands, signage, emails, etc., etc.,  Marketing includes the message on those resources, the way it is written, the words, the message, the tone of voice, the graphics, the call to action.  Marketing is education, information, problem solving, and sharing knowledge.  Marketing is giving a client sufficient knowledge to comfortably make a decision that is in the best interest of their pet with no remorse afterwards.  Marketing is not selling, it leads to the sale.  You can market all that you want, however if there is ultimately NO call to action, then there is no sale.  (more…)