Volume 2, Issue 4

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: While most veterinary practices have nice looking websites, many of them lack the type of content that will bring clients – and their friends – back to the site. Look carefully at your site. While pet owners will need basic info about your practice and what you to have to offer, the more the site focuses on useful pet-related information, the more valuable it will become.

HOW: Look for ways to add content that offers multiple benefits to pet owners. Such benefits might include saving money on veterinary care, preventing serious illness, staying out of the emergency clinic and others. Take into account the various pet owners SEGMENTS that you are servicing. Make information relevant and meaningful to these segments. For example:

• Are certain breeds of cat and dog more prone to chronic illness? Reach out to owners of these breeds with info on early detection and prevention.

• Pets are living longer. Provide owners of geriatric pets with tips on nutrition, comfort care and pain management.

• An increasing number of pets are overweight. Help pet owners recognize obesity in their pet and provide info on weight control, related illnesses, exercise and pet fitness.

• Reach out to pet owners whose pets have chronic conditions. Help reduce anxiety and educate clients about their pet’s diabetes, arthritis, epilepsy or other condition.

• Consider clients’ lifestyles and provide information to help them care for and prevent injuries in active pets. Reach out to pet owners who involve their pets in activities such as fly ball, hiking, boating and swimming and therapy work.

Better targeting your website not only makes it more meaningful to pet owners, but also boosts practice credibility by demonstrating knowledge in these areas.

IDEA: Get additional mileage from the above info by including it in the practice newsletter and posting to FaceBook, Twitter, LinkedIn and other social media. Consider release of information around the appropriate holidays, change of seasons, etc.

Veterinary Marketing Tips is published by LW Marketworks, inc. Copyright © 2011
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