The 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…)
Posts Tagged ‘Veterinary Marketing’
As 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…)
From 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…)
Doesn’t matter who the person is.
Doesn’t matter morning or evening.
This is the greeting I get when I go to my local 24 Fitness. Pretty much the same tone. Monotone, non-committal, insincere. The voice varies, the face varies, the message is the same—“I don’t really care who you are, I just have to say something.”
How about this one?
#$%^&*( Animal Hospital, hold please!!!
Is this your practice? How do you know? (more…)
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…)
If you’re anything like most Americans, you are an active texter. 80% of cell phone owners text, which is up from 57% just 5 years ago. Here are a few more interesting statistics about this rapidly growing mode of communication:
- 96% of smart phone users send texts.
- 49% of those who use social media on a daily basis would rather text than call (hello female pet owners!!!)
- 1.6 trillion texts were sent in the US last year…TRIPLE that of just 5 years ago. (more…)
Veterinary practices are a living organism. There are an amazing number of cogs, wires, bolts, screws, wheels, etc., that have to function in perfect alignment to make the client experience and the pet experience work. Interestingly enough most of the working parts of a veterinary hospital are put together by a veterinarian with the help of some advisors ands staff and rarely, very rarely, with input from the consumer that the business services. So, what would it look like if you built a practice that is client friendly for the 21st century? Picture just one scenario…
Ofda Wall, a typical client, saunters in with their rambunctious Labrador, Meth, for their appointment. She looks frazzled and harried from the drive, the parking, the pulling of the puppy, and the cell phone conversation she is conducting as she walks in. Becky holds the door open for Ms. Wall and offers to take the leash of Meth and guides her to an exam room. She asks Ms. Wall what type of beverage she would like, explaining that unfortunately they don’t have red wine. (more…)
The Food Channel for $200
The answer is—One Bite at a Time.
“What is how do you eat an elephant?”
So, why do we think we have to sit down at a table and consume the metaphorical elephant all in one meal? Is it our caveman concerns of not knowing when our next meal will be? Is it our ingrained impatience in having to do it all RIGHT NOW!!? What ever it is, we need to stop it. (more…)