Volume 1, Issue 6

Each issue of Veterinary Marketing Tips provides suggestions for reaching out to clients and prospects with marketing and communications strategies and tactics. Please feel free to email us at Lindaw@lwmarketworks.com if you have questions or would like to find out more about our marketing services. – Linda Wasche/LW Marketworks, inc.

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TIP: We often hear practices say, “But we already sent out something on that!” In today’s message-saturated marketplace, once is never enough! Avoid assuming that a single message will reach its target, let alone make an impression. Whether you are reaching out to clients, prospective clients or referring DVMs, use repetition over time to build understanding and get your point across.

HOW: Look for ways to integrate key messages about your practice into a variety of existing communication channels. Follow these steps:

• Identify key messages. As part of your marketing strategy, determine what you most want clients or referral sources to know about your practice. Has your practice moved or do you have a new hospital? Does your practice see exotics? Does it offer new extended hours?

• Incorporate these messages into existing communication. Reinforce key messages by incorporating them into channels that you are already using, such as:
     • Discharge instructions    • Lobby area    • Website         • Statements
     • Appointment reminders   • Newsletters   • Exam rooms  • Advertising     • Signage

• Don’t just say it – act like it! Telling clients that you offer something is okay, but demonstrating it is even better. Demonstrate your credibility with information that clients or other DVMs will find helpful and useful. For example, instead of just saying “we treat exotics,” incorporate general tips for rabbit home care into discharge instructions and elsewhere. Provide clients with information on rabbit diseases, diet and preventive care. By doing this, you are delivering valuable information and also demonstrating that your practice has expertise in this type of care.

• Remember that marketing is a process. There is no magic wand when it comes to marketing. Marketing is a process that takes time and effort to gain attention and interest, and eventually make an impression.

Consider this example: One practice was surprised to learn, after more than a year, that many referring DVMs still did not realize that the hospital had moved into expanded facilities. After all, they had sent out an announcement! Do not assume that anyone “got the memo.” Instead, look for ways to keep reminding your audience long after you may be tired of the messages.

IDEA: Take some time to write down the most important things that you want clients (and perhaps referring DVMs) to know about your practice. This list should be based on your marketing goals and how you are striving to position and distinguish your practice in the marketplace. Use this list to conduct an “audit” of your current marketing and communication. Keep track of how many times these points are reflected and where they need to be reinforced.

Veterinary Marketing Tips is published by LW Marketworks, inc. Copyright © 2010
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