You don’t want to just see pets once and then not see them again for years…
Instead, you want to develop long-term relationships with your clients. You want to get to know dogs and cats when they’re first adopted, and keep caring for them well into their senior years.
There are many ways to develop this ongoing bond and trust with your clients. One simple but effective strategy is to stay in touch between appointments, through newsletters.
Why Should Your Veterinary Practice Have a Newsletter?
There are many ways newsletters are beneficial to veterinarians, including…
Staying front of mind.
Clients are busy, and after their pet’s checkup, they might not think about their veterinarian at all until the next time their pet needs something.
But informative or entertaining newsletters will help clients remember your practice and how helpful you are—so they’ll never have a reason to look elsewhere.
Developing trust.
They say people buy from those they trust. Newsletters help you in this regard.
By providing informative articles or other content, you can help dedicated pet owners learn more about their dog or cat’s health. Newsletters can reinforce what you teach clients during their visit, and also present new and valuable information on a variety of pet health topics.
Additionally, newsletters can show off a bit of your practice’s personality and culture. That’s especially valuable during curbside service when clients can’t always come in to “see” your practice for themselves the way they used to.
Sharing important announcements.
If you’re running a special promotion (such as dental month discounts or discounted vaccines on certain days of the week), newsletters are a great place to inform your clients.
Marketing and social engagement that isn’t subject to algorithms.
Last week, we shared information on social media for veterinary practices. And while social media is great, most platforms are subject to one potential disadvantage—algorithms.
In short, algorithms mean that social media platforms have a formula they use to determine which posts your followers actually see.
Newsletters, on the other hand, are delivered to EVERYONE on your email list, with no interference from finicky and unpredictable algorithms.
How Do You Set Up and Write a Newsletter?
Here are some tips for getting started…
Decide on a frequency.
Are you going to send your newsletter weekly? Every month? Every quarter?
This depends on your clients’ preferences, and your strategy may change over time.
If you’re not sure, one newsletter per month is usually a good place to start.
Create a template.
A template is a backdrop for your newsletter—the formatting, colors, and graphics that make it look visually appealing.
If you use a mail service provider like MailChimp, they generally have pre-made, professional-looking templates you can use.
If you want something more unique, you can look into formatting and designing your own template if you’re the creative type, or consider working with a professional graphic designer.
Brainstorm a list of ideas.
That way, you’ll never get “writer’s block.” See the section below for inspiration.
Share your articles.
Don’t just email your content. Also, post it on your website and share it on social media.
What Do You Write About?
Seasonal or timely content. This could include holiday hazards, fireworks safety, warm or cold weather advisories, and fun holidays like Love Your Pet Day or National Dog Biscuit Day.
Important announcements. Tell your clients about changes to the hospital (like closures or new staff members and new services offered), pet food recalls, local pet events, etc.
Veterinarian Q&A. Encourage people to send in general pet health and wellbeing questions, which may be answered by one of your veterinarians in a future issue.
Discounts and special offers.
Interesting or important pet health topics.
How-to articles, such as how to administer pills or brush a pet’s teeth.
Some Helpful Tips…
Keep the writing simple. Sometimes less is more, meaning shorter articles and shorter paragraphs are more likely to be read than larger chunks of text.
Include pictures, since they can make a newsletter more entertaining. Look for stock photos, including some of your own authentic photos from your practice, or work with an artist on Fiverr who can create infographics (such as a picture illustrating 10 plants that are toxic to pets) for a very reasonable price.
Also, create enticing subject lines that will make clients want to open and read your newsletters. For example, instead of a subject line that says “Pet Dental Health,” write “Dental Disease Affects a Pet’s Whole Body - Here’s Why…”
To save time and maximize your results, consider working with a professional marketer or copywriter who is familiar with the veterinary industry.
How Do You Know If Your Newsletter Is Effective?
If you put time into your newsletter, you want to know it’s accomplishing its purpose. Here are some ways to tell…
Look at statistics (such as how many people opened your email, and whether they clicked on any links you included) from your email service provider.
Take note of any engagement, such as people sending you questions, leaving comments, or even mentioning the newsletter during an appointment.
If you’re not getting a big response in the beginning, don’t worry—this is a marathon, not a sprint. Your goal is to build relationships over time, not get a huge wave of business with each article you send out.
All in all, newsletters are a good investment. They’re a great way to stay in touch and deepen those relationships that make caring for pets so rewarding.
Written by: Dr. Tammy Powell, DVM
