One of the most important parts of veterinary management is marketing the practice. Without good veterinary management marketing new client acquisition will suffer and so will profits. However, relying solely on passive or word-of-mouth advertising won’t accomplish the results you need. In order to attract new clientele as well as retain existing ones, you must develop and implement an effective veterinary management marketing plan. You’ll also want to avoid some of the common mistakes made by others in the industry.
Here are the top five you should watch out for to keep your veterinary management marketing on track.
Lack of a Compelling Online Presence – The Internet is fast becoming the main resource people use to find products and services, including vets. If your veterinary management marketing doesn’t include establishing a solid online presence (through the use of a dynamic website, search engine optimization, etc.), you simply won’t reach the majority of your target market. If they can’t find your practice online, they’ll find someone else.
Marketing to “Low-Price” Buyers – The way you advertise will be reflected in the clientele you attract, so be certain you are marketing to the right audience. If the focus of your veterinary management marketing efforts is the low prices you offer, the audience you attract will likely be price buyers who are not typically loyal to one particular service provider. They tend instead to follow whoever advertises the lowest price.
Your goal instead should be to attract loyal, long-term clients through your veterinary management marketing efforts.
Not Diversifying – Placing an ad in the Yellow Pages used to be sufficient to draw in new business, but times have changed. Your veterinary management plan should account for the variety of different marketing mediums available to you, such as print, broadcast and the Internet. Determining which methods get the best results will then help you adjust your marketing budget accordingly.
Neglecting the Social Aspect – Changing technology has opened new doors for businesses and veterinary management is no exception. By leveraging online networks like Facebook and Twitter, you can effectively reach your clients and potential clients on a more personal level and establish yourself as a valuable resource. Social media is an excellent tool for veterinary management marketing, particularly in terms of branding and gaining referrals without which you’ll miss out on countless opportunities.
Failing to Distinguish Yourself – To be successful, your veterinary management marketing must effectively differentiate your practice from others in your area. What sets your veterinary management apart from that of your colleagues? Whether it’s exceptional customer service, unique benefits or a particular specialty you offer, your veterinary management marketing should effectively convey that message to your audience.
The bottom line is if you want to effectively attract new clientele to your practice and continue to keep existing clients satisfied, your veterinary management must include quality marketing. Otherwise you simply won’t stand out.
By developing a detailed plan and avoiding these common mistakes, your veterinary management marketing will generate the results you need to remain profitable.