Client Spotlight: Summeridge Animal Clinic
Dr. Hélène Bouchard founded Summeridge Animal Clinic in 2006 and over the last decade it has not only grown, but thrived, in a competitive area near Vaughan, Ontario. Dr. Bouchard created a clinic environment, which emphasizes education for both employees and pet parents.
“That’s how I see myself,” she explains, “as an educator, as well as a clinician.”
“If you have good thoughts they will shine out of your face like sunbeams and you will always look lovely.”― Roald Dahl, The Twits
Dr. Bouchard has a strong sense of what “works” for her and her practice, and she radiates this through her clinic. She is a skilled veterinarian, a connoisseur of children’s literature and science fiction, a trendsetter, and is always forward thinking.
At Beyond Indigo, she has found a team who takes the time to understand those qualities, and who reflects those traits through customized marketing.
“I think having monthly meetings [with my Beyond Indigo account managers] really makes a difference, because if we didn’t have these monthly meetings, and it was just by email? I’m sorry, it just wouldn’t cut it. I really enjoy working with everyone at Beyond Indigo.”
“You can’t stay in your corner of the forest waiting for others to come to you. You have to go to them sometimes.” ― A.A. Milne, Winnie the Pooh
Faced with intense competition, marketing and, in particular, digital marketing, has always been at the forefront of Summeridge Animal Clinic’s outreach.
“The competition where we are is very aggressive. Within probably 3-4 blocks, there are about 4 or 5 clinics. There are a lot of clinics in the area, so you have to try to differentiate yourself from them.”
While marketing itself was always a primary focus, the specifics of the marketing plan went through many incarnations before Dr. Bouchard partnered with Beyond Indigo. In 2014, she attended the Online Marketing Specialist course offered by Beyond Indigo and AAHA. Through that course, Dr. Bouchard honed her marketing skills and mastered the fundamentals of the whats and whys of online marketing.
“The thing is, when you have a website and you invest in it, you need to make sure it does what it’s supposed to do. It’s not just how it looks, but it’s also the behind-the-scenes stuff. It’s like a car and, even more so, you need to get it checked out. You need to keep monitoring. You don’t just have it up and then pretend it’ll just work on its own. That’s not what it is. That’s why I really like Beyond Indigo.”
“If you don’t know where you want to go, then it doesn’t matter which path you take.” — Lewis Carroll, Alice in Wonderland
Keeping her ultimate goals in mind – education and expanding the client-base – Dr. Bouchard has grown her Beyond Indigo marketing services over time.
After completing the Online Marketing Specialist course, the first chapter was creating a website. The design –“The visual, I think, is really important and being very innovative.” The written word – “That’s also really important because if it’s jargon, and that’s one thing veterinarians have a problem with, is making sure that the client understands what you’re talking about.” And the behind-the-scenes – “ That’s the SEO. People talk about it, but I don’t know if, just say, the average person, really knows what that entails.”
With a successful website and SEO underway, and enjoying an approximately 15% increase in visits (with much of that attributed to an increase in exotics patients), it was time to diversify the marketing approach. Online Review Management and Social Media Marketing were used to enhance Summeridge Animal Clinic’s already flourishing online presence.
“Initially I was doing my writing for the blog, but I just don’t have time. I have too many hats I have to wear, like the accountant and doctor. Having someone take care of that, that makes a difference, and also linking it up to my marketing. That really helps. Before I went with Beyond Indigo, I had a lot more time because I wasn’t as busy. I was able to do the Facebook, but now I just don’t have time, and it’s really so appreciated that when I go and work on my Facebook page that it’s always scheduled. That’s terrific because then that’s a load off my back.”
You have brains in your head. You have feet in your shoes. You can steer yourself in any direction you choose. — Dr. Seuss, Oh the Places You’ll Go
Dr. Bouchard is already anticipating her next marketing adventure. In its next iteration, she’s looking forward to her website incorporating more video and face-to-face style interaction. We’re looking forward to going on that journey too!