Fundamentals of practice marketing:
1. Pet owner segmentation
Pet owners -- and pets -- are not all the same. They have different needs representing OPPORTUNITIES for the practice. A "one-size fits all" approach that tries to reach everyone fails to capture the attention and interest of pet owners who have a world of information at their fingertips.
2. Creating and delivering value (what is valuable to THEM?)
Creating and delivering value is difficult if you don't know your target. Understanding the needs and frustrations of the target is essential to developing ways to delver value - whether its through new services and programs -- or delivered via proactive client outreach.
What practice marketing IS and is NOT
Practice marketing IS:
- Identifying opportunities to create and deliver value
- Targeting pet owners with the greatest need for services
- ELEVATING the importance of veterinary care
- ENGAGING pet owners with CONTENT that is RELEVANT and MEANINGFUL
- Equipping clients to be your PARTNERS in their pet's care
- Specials sales and offers - these are short-term promotions
- Social media -- this is a single CHANNEL that, if used effectively, can help target pet owners as part of a marketing program
- Trying to get ANY new pet owners in the door.