Ford’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…)
Posts Tagged ‘Veterinary Marketing’
I’ve written about veterinary excess 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…)
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…)
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…)