Online Reviews: Your Veterinary Practice-Part 2

Getting More of the Good and Dealing with the Bad

In part one, we offered an introduction to online reviews, including why online reviews matter so much to the success of your veterinary practice.

As a reminder… online reviews can affect your veterinary practice’s reputation, how high you show up in online search results, your ability to attract new clients, and your practice’s bottom line.

Considering that over 90% of consumers read online reviews, it’s more important than ever to “take the reins” and use online reviews to your advantage.

Here’s how…

How To Ethically Solicit Good Reviews for Your Veterinary Practice

• Keep it simple. 

Your clients are busy, so the easier you make it to leave a review, the more likely they are to do it. 

Try placing links to review sites on your website or social media. 

• Automate the process. 

Consider sending automated follow-up emails (or even text messages, which are gaining in popularity as a communication tool for businesses) for well patient visits. 

In the message, you can include links to review sites—or even an invitation to leave a review, so long as your invitation follows the rules (some review sites don’t allow you to ask clients for reviews, while others do).

• Maximize your use of positive reviews. 

Frame and display them in your lobby, use them as quotes on your website, or share them on social media.

• Follow up on ALL reviews. 

Positive reviews deserve a response just as much as negative reviews do. 

In fact, responding to positive reviews can help bond those happy clients to your practice and show future clients that you are attentive and caring.

• Thank clients who leave reviews.

If a client goes out of their way to leave you a glowing review, a phone call or thank you card is a quick but effective way to let that client know you appreciate them.

In some cases, it may be appropriate to offer a small thank you gift, such as a bag of treats for their pet. Just be sure to follow the review site’s guidelines for gifts—and use the gift is an unexpected “thank you” after the fact, not as an incentive offered in exchange for a review.

As you can imagine, angry or dissatisfied clients are far more likely than happy clients to take time out of their busy day to leave a review…

Fortunately, you can combat this issue by using the above strategies to acquire more good reviews. 

That way, a couple of negative reviews here and there will seem less relevant.

How do you deal with bad reviews?

A bad online review may feel like a punch to the gut—especially if it’s very accusatory or a WRITTEN IN ALL CAPS angry review. 

To make matters worse, it can affect new clients’ perceptions of your veterinary practice.

Don’t worry, though… it happens to everyone.

Here are a few tips to help you deal with those inevitable negative reviews…

• Take a deep breath. 

An emotional, knee-jerk response never helps…

Don’t respond until you’ve had a chance to not only investigate the facts, but answer from a calmer frame of mind.

• Determine if the review is legit.

Mistakes happen, and sometimes clients of a different veterinary clinic may mistakenly leave a review on your site. Or, a fake review could come from a disgruntled ex-employee or someone else with their own agenda.

If you’ve determined that the review is false (from someone who isn’t a client), communicate that fact politely in response, then contact the platform or directory and request they remove the review.

• Go on a fact-finding mission.

If the review is, in fact, from someone who visited your clinic…

Talk to your team, do some research, and figure out what actually happened.

• Look at this as an opportunity to grow.

Sometimes, negative reviews are invaluable opportunities to improve your practice’s communications, customer service, or quality of care. In that regard, a negative review could be a blessing in disguise.

• Try to contact the client.

Whether the review was accurate or not, it’s often a good idea to call the client as soon as possible—within 24 hours is a good rule of thumb to diffuse the situation.

Express your concern for the wellbeing of their pet. Listen with empathy, even if their review made you angry. Sometimes, just being listened to will help an angry client calm down.

• If appropriate, take measures to make the situation right with the client.

Some people are impossible to please…

On the other hand, some clients will be perfectly happy if you try to make amends.

If the situation seems to be resolved, give the client an opportunity to update or remove the review themselves—and if they don’t do so in a few days, it’s usually okay to politely ask (check on their pet’s wellbeing when you contact the client, too).

• Respond to the online review if it’s not removed.

If you haven’t been able to reach the client, write that you hope they will contact you so you can learn more and help to resolve the situation.

If you have contacted them, mention that you were glad you were able to resolve the situation (if applicable) and express your good wishes for their pet. 

• Always be kind and helpful.

It may be tempting to defend yourself or get into an argument…

But taking the high road and focusing on your sympathy for the client’s pet will leave the impression that you’re professional and caring—something future clients will notice since they’ll read your response along with the original review.

Good rules of thumb…

Always be authentic and caring in your communications, and let your love of pets shine through. 

Craft a unique response to each review, rather than using a “cookie-cutter” phrase that’s exactly the same each time.

Respect each client’s privacy, even if their negative review is inaccurate. Revealing personal information (like names or their pet’s medical history) could land you in hot water.

If all of this seems overwhelming, you’re not alone… 

Many veterinary practices consult with marketing professionals to help them with online reviews and communications. You may find this option saves you a ton of time, and helps you effectively accomplish your goals so your practice can thrive.

Written by: Dr. Tammy Powell, DVM

An Introduction: Online Reviews and Your Veterinary Practice

Nowadays, many people search online for local businesses before deciding where they’d like to spend their money—and yes, that includes searching for a veterinarian or veterinary practice.

You’ve probably done this yourself when searching for a specific type of restaurant, hotel, dentist, hairstylist, etc…

Have you ever been more inclined to use a business because of a good review—or avoided it because of a bad review?

Well, your potential clients think the same way when it comes to finding a veterinarian…

How much do online reviews matter?

Research indicates that over 90% of consumers read online reviews, and nearly as many incorporate those reviews into their purchase decisions. 

Star rating is the number one factor used to judge a business, and 40% of consumers form an opinion about a business by reading just 1-3 reviews online.

This is especially relevant to the Millennial generation—the largest pet-owning population in the U.S.—who are very likely to do online research before choosing a veterinary practice.

In short, all of this means that online reviews can affect your veterinary practice’s reputation, how high you show up in online search results, your ability to attract new clients, and your practice’s bottom line.

So yes—online reviews are VERY important.

Where do online reviews live?

When we say online reviews, that could include a large number of different online platforms where consumers post reviews of products, services, and businesses.

However, there are a few places where you may want to focus your attention since they are the most commonly used platforms…

• Google.

When it comes to online reviews, Google is HUGE. 

Not only is it one of the most commonly used platforms for reviews, it’s also connected to other modalities such as Google Maps and general online searches. 

So even if a pet owner just wants to find your website or get directions to your clinic, there’s a good chance your Google reviews will pop up and be prominent on the page.

• Facebook.

This includes “official” reviews, as well as social media posts made by clients on your page or on their own pages.

• Yelp.

Whether you love Yelp or hate it, there’s no denying that Yelp pages often feature prominently in online search results.

• Other review sites like Angie’s List.

• Online directories such as Yahoo Local, InsiderPages, SuperPages, YellowPages, and more.

• The Better Business Bureau.

• Your own website.

How do you ethically obtain good online reviews?

So, you recognize that online reviews are important to your veterinary practice… but how do you obtain more good reviews in an ethical way?

When we say “ethical,” that basically means the reviews must be genuine, honest, and unbiased—and there are rules in place to help enforce this. 

This is important because violation of the rules can result in stiff financial or even legal penalties.

If you fail to follow the rules, you may be in violation of not only the platform’s policies, but also in violation of the Federal Trade Commission (FTC) rules. 

Penalties may include a serious plummet in your rankings (Yelp will even add a Consumer Alert warning about your business on their site), removal of reviews, and significant financial penalties.

All of this is in place to ensure reviews stay as honest and unbiased as possible. 

To stay on the right side of the rules, here are some things NOT to do…

• Don’t “incentivize” reviews—in other words, don’t offer your clients a payment or other reward in exchange for an online review.

• Don’t place undue pressure on clients to write reviews.

• Don’t pay third parties to write reviews.

• Don’t flood review sites with biased reviews from yourself, your employees, or family and friends.

• Don’t leave negative reviews for your competitors.

• Don’t remove reviews.

If you feel a review is inaccurate or fake, contact the platform to discuss removal.

• Stay up to date on the rules, and keep in mind that different sites may have different rules. 

For example, at the time of this writing, Yelp is more strict than other review sites when it comes to asking your clients for reviews—it’s against their policies altogether.

Where should I start?

Obviously, there’s a lot to keep up with here…

To simplify the task at hand, focus on these things initially…

• Claim all of your online business listings, like Google My Business, your business’s Yelp page, and online directories. 

Keep all information up to date, including your location and hours of operation.

• Focus on the “big ticket” review sites first and foremost—especially Google, Facebook, and Yelp.

• Include reviews on your own website—it’s the only place you have total control over what content you include.

• When in doubt, stay on the conservative side of the rules for asking your clients for reviews, to ensure you’re in compliance. 

Next week, we’ll have more specific tips for you in terms of how to gather good reviews. 

We’ll also cover a topic that’s surely on your mind—that is, how to deal with negative reviews…

Stay tuned for part 2 of this very important topic!

Helpful statistics for online reviews:

https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews

Written by: Dr. Tammy Powell, DVM

How To Make Your Veterinary Practice Part of the Community

By now, you may have a location in mind for where you want to open your own veterinary practice.

In addition to strategic reasons for choosing your location, it’s important to think about the community you’ll be a part of.

Maybe you already live in the area and know exactly what to expect in terms of clientele and local pet events.

Or, maybe you’re a new arrival and are eager to learn as much as possible about the community.

Either way, here are some things to consider that could help your practice thrive and become a household name among local pet owners…

Partner With Local Businesses

A good way to become part of the local pet network is to get out there and meet your “neighbors”—that is, other owners of pet-centric businesses in your neighborhood, town, or city.

This could mean…

• Pet groomers.

• Boutique pet gift and supply shops.

• Boarding facilities.

• Pet trainers.

• Rescue groups or shelters.

• Other veterinarians, especially with complimentary services like acupuncture, exotics, and specialty or emergency services.

Of course, you’ll resonate with some of these business owners’ pet care and business philosophies more than others. 

But you won’t know which ones are a good match until you make the effort to meet them.

When you find colleagues with whom you’d like to partner, think about setting up a mutual referral program. 

For example, if your clients ask about a groomer, you can tell them about the pet salon you recommend—and tell them to mention you referred them, for a discount (pre-arranged with the pet grooming salon’s owner, of course).

And vice versa, the groomer could refer new clients to you if they notice allergic dermatitis, ear infections, anal gland issues, or other concerns during grooming.

Set Up a Charity Effort

This may be a little bit of a challenge at the beginning when you’re trying to get your business up and running and cash flow is tight. 

But even small efforts or funds could be helpful to start. It’s all about goodwill and showing how much you care about pets. 

Plus, on tough days, it may make you smile to think about a good deed that’s not directly tied to the ups and downs in your appointment schedule.

One example of charity is a small donation to a local animal shelter or rescue group. 

You can fund this yourself. But also consider having a collection jar on the counter where clients check out. That way, clients who feel inclined to do so can help with your charity effort.

During social distancing and curbside service, this may look a little different, of course… 

Instead of a physical donation jar, you could include a checkout prompt that asks clients if they would like to donate—the same way many grocery stores have an option to leave $1 or more for charity when you pay with a credit card.

Teach Pet Owners About Local Pet Care Interests

While some pet health concerns are universal, such as obesity, others may have a higher or lower risk depending on climate and other location-based factors.

Different parts of the country face different pet health issues and concerns, including specific types of parasites and infectious diseases.

For example, if you live in a warm, humid climate that sees fleas year-round and has a high prevalence of heartworm disease, that’s something to talk to your clients about.

You could also include factors such as tick-borne diseases, heatstroke, certain fungal infections, foxtail plants, emergency-preparedness for hurricanes, and other weather-related and outdoor factors.

This is a good opportunity to use technology, too. Look for data from sites such as CAPC or the CDC. Some even have interactive maps and other visual tools you can show to clients.

In addition to talking to clients during an appointment, consider writing blog posts and sending out a newsletter with seasonal, local information, to keep your clients informed.

Social media is also a great place to share this sort of information.

Include fun local information, too! Your clients may enjoy hearing local news about pet events, charity drives from other pet organizations, and more.

Go To (Or Host) a Pet Event

“Pet events” could include many different things, such as…

• Meetup groups for dog walkers.

• Charity or fundraising events.

• Pets in costume Halloween parades and contests.

• Informative talks for pet parents on things like emergency preparedness or nutrition.

• Puppy or kitten socialization classes.

• Local sporting events where businesses can set up booths.

• Farmers’ markets.

• Pet adoption events.

• In the time of quarantine and social distancing, this may also include virtual events.

See what works best for you. Since your days will be busy, try to choose events that are fun for you—so you can have a great time and renew your energy while allowing pet owners to get to know the real you and how much you love animals.

Written by: Dr. Tammy Powell, DVM

How a Nomad Pro 2 Dental X-Ray Generator Can Benefit Your Practice

Dental radiographs are an important part of your patients’ dental care. These images allow you to diagnose dental or periodontal pathology, form the best treatment plan, and confirm the successful removal of any extracted teeth.

When it comes to dental x-rays, you have a lot of options in terms of finding a unit that suits your needs and your practice style.

If you’re looking for flexible use and high quality—especially if you’re a mobile practitioner, a practice where space is at a premium, or just like the convenience of a handheld unit—a Nomad Pro 2 dental x-ray generator from Aribex may be right for you.

How Can a Nomad Pro 2 Dental X-ray Generator Help Your Practice?

Every practice has different needs. For example, maybe your practice space or setup dictates the type of equipment that’s best for you. Or maybe the right payment plan, equipment capabilities, or required training for use may help you make your decision.

The following benefits of the Nomad Pro 2 Veterinary dental x-ray generator can meet the needs of many different practice styles and setups…

• Simple and convenient operation. The generator is light to hold and easy to operate. Rather than being attached to a cart, a wall, or any other fixed structure, the generator is handheld, weighing merely 5 ½ pounds (2.5kg). 

An ergonomic grip and an intuitive, simple display for the settings also allow for ease of use.

• Easy setup. There’s no installation or re-wiring required—and no need to renovate your clinic to set up for dental radiographs. With a small, portable unit, you can make any table or space into an effective x-ray station.

• Move the unit, not the patient. You can capture images from any angle, even difficult or oblique angles, without excessive repositioning of the patient. 

• Flexibility for your practice. Capture images anywhere! The cordless, battery-operated unit is suitable for dental, small animal, exotic, and equine use, and for use with film, phosphor plates, and digital sensors.

• Location independence. Choose the best spot in your clinic for dental radiographs, without being limited by tight spaces. Handheld units are also ideal for mobile practitioner needs, and the generator may be used outdoors.

• Safety for staff and patients. The unit operates with low radiation exposure. 

Compare the annual, whole-body radiation exposure between the Nomad Pro 2 dental x-ray generator and other common exposure scenarios:



Internal shielding (which prevents leakage from the x-ray source) and external shielding (to block backscatter radiation) also contribute to safety, protecting your team from unnecessary radiation exposure.

This also means your team member can stay with the patient while taking x-rays.

• Consistently sharp, clear images. Specifications include a 0.4mm focal spot, 60kV DC x-ray generation, and an mA of 2.5. The generator allows your team to quickly capture high-quality images.

• Affordability. The easy setup, without major installation, makes it easy to get started. And simple monthly payments mean the generator can pay for itself each month—so you can start making a profit and return on investment right away.

Tips for Getting Started

• Use the best financing option for your practice. Low monthly payments mean you can make a profit right away just by using your new generator a couple of times per month. 

And if you need an intraoral sensor and software to go with your generator, ask us about an affordable bundle that includes all three.

• Protect your investment. Ask about a warranty for your machine. 

• Invest time informal training. You probably know that new equipment is best utilized if your team feels comfortable using it. By training your team to take all the dental views you need, they’ll be able to comfortably and effectively capture images in a matter of minutes.

• Work the cost of dental x-rays into your estimates. Client education can help your clients understand why dental x-rays are so important with any dental procedure. And by including the cost together with your dental procedures (rather than as an “add-on” service), it helps convey that dental radiographs are a necessary part of your patient care plan.

Envision what it would be like to have a quick and easy dental x-ray system in your practice, to help improve patient care and improve your bottom line.

Any questions about how a Nomad Pro 2 dental x-ray generator from Aribex can fit into your practice space, workflow, or budget? Just give us a call or contact us here!

Mental Health and Work-Life Balance for Veterinary Practice Owners

Veterinary medicine can mean a busy schedule and emotional ups and downs. 

Unfortunately, recent data suggest that this, along with other factors of daily practice, can take a toll mentally and emotionally.

Plus, as a practice owner, there’s the additional pressure of running a business.

You got into this profession because you love pets and want to help them—and that can make for a very rewarding career.

The trick is finding ways to care for yourself. 

This may look a little different for everyone, but here are some popular suggestions that have helped many veterinarians find more energy, wellbeing, and balance…

Set Boundaries

When you love animals, it’s natural to want to help every pet who needs care. But failing to set boundaries can lead to burnout.

In addition to the turmoil it causes in a person’s life, burnout can also interfere with the ability to help pets over the long-term.

Setting boundaries can mean a number of different things, depending on your personal preferences and what your work rules allow. Here are a few suggestions…

https://newvetequipment.com/dr-wireless-system

• Put breaks into your schedule

Giving yourself 5-20 minutes to recharge in the morning and afternoon (in addition to your lunch break) can be immensely helpful during a busy day.

• Have clear cut rules for scheduling

For example, is double booking allowed? Can you go to lunch rather than seeing the patient that walks in at lunchtime (assuming it’s not a life-threatening emergency)? 

To accommodate these and other scheduling surprises, it helps to leave a few appointment slots open each day—that way, you have enough time for all patients rather than running yourself to exhaustion trying to fit everyone in.

• Set boundaries with clients

For example, if you give your phone number out to pet owners, be sure they know when and under what circumstances they can call you. 

Or if a client is acting really outrageous and causing stress for all employees, it may be in your team’s best interest to “fire” that client to protect everyone’s time, energy, and morale.

• Say “no” sometimes

This might mean coordinating with another doctor at your practice to take over care of your patients on your day off, so that your team isn’t calling you at home unless absolutely necessary. 

You deserve to enjoy some days off!

Focus On the Positive

Despite your intelligence, knowledge, and passion, some things are out of your control. 

Even with your best efforts, sometimes pets don’t get better—due to the nature of their medical condition, or due to owners not agreeing to the type of care you’d like to provide.

This happens to everyone. And while it’s hard to accept, it may help to focus on all the good memories—all the times you’ve helped pets, all the thank you cards from clients, etc.

Sometimes negative thoughts—whether it’s a client who said something rude or the loss of a patient you care about—dominate our minds. It’s human nature.

But usually, the good days outweigh the bad. It’s just a matter of training our brains to refocus on the positive.

Figure Out What Brings You the Most Fulfillment

Find ways to make your daily work life as enjoyable as possible.

This could mean cultivating relationships with clients. 

It could also mean community involvement, such as charity efforts, puppy/kitten classes, or informational talks on pet nutrition or other topics.

Fulfillment may also mean specializing, or being the “go-to” doctor in your practice for specific procedures or medical conditions that you enjoy working with.

Cultivate Joy 

In addition to professional fulfillment, it’s important to cultivate joy in your personal life.

This means some type of human connection—whether that’s a partner, friends, or family. 

If you’re working long hours, it’s easy to feel isolated. By doing your best to schedule time with people you care about—even just a quick phone call—you may find that your mood lifts.

Additionally, physical activities, hobbies, learning new things, and other pursuits outside of work can remind you that “there’s more to life.” 

This makes it easier to reframe a bad day as something that, while hurtful, is probably small in the scheme of things.

Schedule Time to Slow Down

If you need to sleep or binge-watch a show after a tiring week, go for it! 

Or find time to read a book, take a bath, or meditate.

In addition to activities that bring you joy, scheduling “slow time” may help you feel centered, recharged, and in control of your schedule.

Seek Out Support

It’s helpful to find caring people who can listen.

Depending on your needs and circumstances, this may include…

• Friends and family.

• Colleagues you trust.

• Veterinary support groups such as… 

  • Vets4Vets®

A confidential support group for veterinarians associated with the VIN Foundation, which includes everything from weekly group discussions to one-on-one support.

• Not One More Vet 

An online support network of over 20,000 veterinarians with additional resources, including support in finding temporary relief workers for vets who need a few days off.

• A therapist or counselor. Nowadays, there are convenient and reasonably priced online services such as Talkspace and BetterHelp. 

Sometimes, just venting to someone in a safe, confidential setting can really lift the weight off of a person’s shoulders.

• The National Suicide Prevention Lifeline: 1-800-273-TALK (8255), or text 741 741 to speak to a trained crisis counselor.

The Truth About Balance…

The thing about balance is, it’s dynamic, not static. 

That means that as you go through different stages of life, your schedule, priorities, and tricks for recharging yourself may change. The key is to be aware and to adjust as needed.

The better you care for yourself, the better you’ll be able to care for pets—and the more joy you’ll get out of your daily work and personal life.

Resources:

• Vets4Vets: https://vinfoundation.org/resources/vets4vets/

• Not One More Vet: https://www.nomv.org/

• Talkspace: https://www.talkspace.com/

• BetterHelp: https://www.betterhelp.com/ 

• The National Suicide Prevention Lifeline: 1-800-273-TALK (8255), or text 741 741 to speak to a trained crisis counselor. 

Written by: Dr. Tammy Powell, DVM

The Value of Newsletters for Your Veterinary Practice

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

Social Media Tips for Veterinary Practices

Which Platforms Matter Can Work for your Hospital?

You spend all day running your practice and seeing patients. So maybe social media seems like an unwelcome burden on top of your already-busy days.

However, it’s best to think of social media as an advantage rather than a burden… 

Done well, social media can bring in new clients, help current clients bond to your practice, and boost your practice’s reputation.

This can make social media well worth your time.

How to Use Social Media to Your Advantage

Here are some of the advantages of developing your social media presence…

• Building your practice’s reputation.

Social media gives a “window” or “sneak peek” into what your veterinary practice is like, which is part of your branding and also helps establish trust.

• Finding new clients.

Many potential clients choose a veterinarian not only by looking at websites and online reviews but also by looking at social media.

• SEO/Searchability.

Social media isn’t a replacement for an optimized, searchable website. However, it can aid your other efforts to show up higher in online search results.

• Nurturing existing clients.

Social media is a great way to keep in touch and nurture your relationship with current clients—so they would never dream of taking their pets anywhere else.

• Building trust during social distancing and curbside service.

During the last year, your online presence may be more important than ever…

Because of the pandemic and curbside service, clients can’t observe your clinic firsthand or see the caring way you work with their pets.

Social media can give clients an idea of what’s happening behind the scenes—which may promote a sense of trust and confidence while they wait in the car for their pet to return.

• Free marketing!

Some social media advertising is paid. However, you can post plenty of content and pictures for free!

Which Platforms Matter?

Maybe you’re convinced of the benefits—but, you have no idea where to start…

That’s normal. Keep in mind that social media management can be a full-time job and profession—so don’t expect to be an expert overnight.

Instead, ease your way in with 1-2 of the following platforms…

• Facebook is tried and true, and a great place to start.

• Instagram is another popular, growing platform, especially for Millennials (the US’s largest pet-owning population).

• YouTube. If you’re comfortable posting videos (which can be simple, short videos you record on your phone), YouTube is a great option. 

• Twitter and other platforms. Feel free to start these if you’re interested. But the three platforms listed above are usually the best bets for veterinary practices.

What Should You Post?

The key is authenticity, and visual posts (i.e. pictures and videos do better than just text).

Rather than stock photos, people want to see pictures of you and your team in action. Try to capture the times when your team is smiling and enjoying caring for pets.

Also, try your hand at simple, inexpensive tools to create infographics, such as Canva.

With that in mind, here are a few post ideas…

• Timely information and events, like holiday safety for pets in December, toxic plants to be aware of in springtime, local animal shelter fundraisers, or sharing information about your team members during National Vet Tech Week.

• Anything that encourages engagement (response to your post). For example, ask your followers which pet topics they’d like to learn about. Or put out a request for people to post pictures of their own pets. 

• Contests. For example, if you request pet photos, select one of the photos to receive a small prize like a bag of treats.

• Discounts or special offers, such as discounts during the dental month. 

• Special announcements. Share a picture and some information on any new team members you hire. Or announce closures during inclement weather.

• Cute animals! Cute animal photos and videos are hugely popular on the internet—giving you an advantage as a pet professional. Share pictures of your team members’ pets, or pics of your patients (with the client’s written consent, of course, since confidentiality rules still apply—but many clients are happy to have their pet’s picture posted!). 

• Educational content. Explain to pet owners what sorts of parasites live in your area, what are the signs of a sick pet, how to read cat body language or anything else that may be of interest. 

• Videos. Record instructional videos on how to properly clean a dog’s ears or how to administer a pill, for example. 

How to Find the Time

Here are some tips for fitting social media into your schedule…

• Decide who will be posting on social media, whether that’s you or a team member.

Don’t assume that a team member who spends a lot of time on their own social media profile will be able to manage your pages—because personal and business social media management are two different animals. 

If delegating, provide guidance on goals, strategy, and what is/isn’t an appropriate post.

• Set realistic goals.

Initially, this could be as simple as posting once per week. This is less than social media gurus say you should post—but it’s better than setting a lofty goal and then abandoning it and never posting at all.

Once you’re more comfortable, allow your strategy to evolve over time.

• Create a “cheat sheet.” 

Write down ideas of what to post, which may include some of the examples listed above. Then, you won’t be out of ideas when it’s time to post—you’ll have a reserve of ideas to draw from.

• Put social media time into your calendar, just as you would a patient’s appointment. That way, you won’t miss it.

This should include checking your platforms daily and responding to any questions and comments—in the beginning, this shouldn’t take longer than 5-10 minutes per day. 

• Watch which posts get the most engagement.

“Likes” are good, but comments on a post are even better. Try to produce more of the types of posts that get engagement.

• When you’re ready, it may be worth it to invest in a professional marketer or social media expert who is familiar with the veterinary industry.

Consistency pays off over time. So keep it up—you’ll be happy you did!

Written by: Dr. Tammy Powell, DVM