Veterinary practice is a competitive industry with limited advertising opportunities. Businesses resort to “tried and tested tactics” that usually underperform. Cookie-cutter practices don’t work as well as they used to as clients no longer respond to these strategies. Marketing styles need to be more personal and tailored to the needs of your business and your target.
In short, your strategy should be goal and client oriented. Ask yourself: what is my goal? Generally, marketing has two goals. First, make new clients, and more importantly, keep your clients loyal. Ask why do clients come to you? With that in mind, it becomes easier to come up with strategies.
1. Add a Personal Touch
Foster a healthy personal relationship with your clients. In veterinary practice, being strictly about business would be a disservice. Clients come to you with pets whom they love and care for like family. Show them that you care not only for their pets but them as well. Add a personal touch to your e-mails and text messages, call them by their first name, and send them thank you notes after they visit. Short handwritten get well soon notes addressed to their pets will also do wonders.
2. Care Packages
Bandanas and leashes are pretty standard when it comes to promoting vets. But care packages are one of the more unusual promotional products for veterinarians since they cost more. But you don’t need to spend too much on these packages.
You can simply throw in doggie bags, small soap bars, rags and even air fresheners. Some businesses use their unsold stock to make “happy bags” or “blind boxes” for raffles and giveaways. Ask your clients what they usually run out of or the things they need but tend not to buy. Be creative.
Infographics tap to the visual nature of people and their natural curiosity. For animal lovers, infographics are especially useful since it provides them with the relevant information they need to care for another living being.
These illustrations are accessible, easy to read, and if you do it right, it will get passed around. Well-made information charts and tables are among the most subtle but most effective promotional products for veterinarians. It keeps your brand afloat with less effort and costs.
4. Social Media and Telecommunication
Do not forget to engage your clients through social media and traditional communication channels. Customers appreciate and become more loyal when their concerns are quickly addressed. Social media interactions are also good ways to exhibit to your potential customers that you are responsive, reflective of your care and dedication to the animals that you care for.
Your social media accounts need not be limited to question and answer channels. Make it fun, post funny and cute photos which tap well into your clients’ preferences. Host raffles and giveaways when there are occasions and participate in initiatives in the community.
At the end of the day, your marketing strategy should tap into the needs and preferences of your clients and their pets. Get creative and take the time to understand their needs along with the current trends in pet care.