Even in the beginning stages of planning your veterinary practice, it helps to think about marketing alongside all the practical considerations like financing, equipment, and staffing.
Marketing is how you let potential clients know who you are, and what sets you apart from the competition. It’s what helps you bring in more and more clients as your practice grows.
With that in mind, today we have a list of marketing ideas for veterinary practices.
We’ll have in-depth articles on some of these topics down the line, so you can learn more. But for now, here are 10 ideas to inspire your plan for your very own practice…
1. Make Sure Your Website is Mobile-Friendly
Today, the largest pet-owning population in the US is Millennials. As you may have guessed, Millennials spend a lot of time online, especially on devices like smartphones.
So, it’s important to make sure your website shows up clearly and quickly not just on a computer screen, but also on a small, vertical smartphone screen. If you’re not sure whether or not your practice’s website is optimized for mobile, talk to your website host or manager.
2. Claim Your “Google My Business” Listing
This online listing is connected to Google Maps, and optimizing it can improve your rankings in online search results.
3. Content Marketing
This broad category includes things such as…
Blog posts and articles.
Email newsletters.
Client handouts and educational materials.
Testimonials or case studies (success stories of some of your patients, published with their owner’s permission).
Content marketing works like this…
Clients read informative content from you. Then, when the time comes for their pet to receive care, they won’t even look anywhere else… They’ll want to bring their pet to you, because they already feel like they’ve gotten to know you—and that they can trust you—after reading your blog posts or newsletter.
So, this is a long-term strategy. The good news is, the work you put in can help to develop long-term client relationships and promote client retention.
Plus, this is a convenient way to update current clients on new services you’ve added to your practice, as well as any specials or promotions.
If you’re not sure where to start—or, if you don’t enjoy writing—consider working with a professional veterinary copywriter, who can guide you and help you create content.
4. Online Reviews
Don’t leave your online reviews to chance, or in the hands of difficult-to-please clients (who are often the only ones who remember to take the time to leave a review).
We’ll have a more in-depth article later, but some simple strategies to encourage good reviews are simply asking happy clients if they would mind leaving a review (but don’t place pressure, or tell them what to say), and making it easy with a “Review us now” button on your website or in a post-visit email.
5. Use Social Media
Your social media platforms can be great places to engage with your clients (and thus reinforce their bond to your practice). It’s also great for announcing updates to your practice, and sharing specials and promotions.
The occasional fun contest or giveaway (such as having a small prize for captioning a cute pet photo) can also encourage clients to interact with you, and strengthen your client relationships.
6. Create Videos
Next to Google, YouTube is the most used search engine.
So, creating useful or cute videos for pet owners can help your practice show up higher in online search results and nurture a client’s bond to your practice.
Fortunately, nowadays you don’t have to be a tech whiz or own an expensive camera to produce a reasonable quality video. Most modern smartphones have a great camera that can be used for this purpose.
Video ideas include a tour of your facilities, introductions to staff members, short educational content for pet owners, and “how-to” videos such as a demonstration on how to properly clean a pet’s ears or give a pet medicine.
Post the videos on your website and social media, and ideally on YouTube, too.
7. Start a Rewards Program
Consider punch cards for products such as parasite prevention or pet food, to encourage pet owners to return to you for purchasing these supplies.
8. Start a Referral Program
Create an incentive—such as a small discount on the next visit—for current clients to refer friends to you.
9. Build Relationships With Other Community Businesses
For example, offer a first free exam to pets adopted from the local shelter or rescue organization, so that these businesses will refer new clients to you.
Or, develop a relationship with a local grooming or boarding facility. They can refer to you, and vice versa.
10. Hold Classes at Your Practice
This could mean puppy or kitten, socialization classes.
Or, it could mean an educational evening for pet parents on nutrition, first aid, or other topics of interest.
Consider holding these classes a couple of times per month to create a positive perception of your clinic, and to find new clients who are interested in providing a high level of care to their pets.
There are many other marketing techniques out there, but this should give you a great place to start—and hopefully, it’s sparked some ideas for seeing your veterinary practice grow and thrive!
Written by: Dr. Tammy Powell, DVM
