Volume 1, Issue 8

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: The more targeted your practice’s marketing is, the greater the chances it will generate results. This requires defining the various SEGMENTS that make up your client base and developing marketing programs that will appeal to each. This approach also makes it easier for your practice to measure results.

Today, the “one size fits all” approach to marketing often misses the mark, for several reasons:

• Pet owners are more sophisticated and seek out information and situations that address their particular type of pet – so you're no longer communicating with all pet owners, but with bunny owners, Siamese cat owners, iguana owners and so on.

• Related to the above, pet owners are more likely to pay attention and respond to information that is directed to the needs of their particular pet.

• The Internet gives pet owners access to specialized information and expertise outside of your practice. You are missing an opportunity to establish your practice as a resource among these pet owners.

HOW: Segmenting your client base starts with identifying the types of clients that are most lucrative to your practice – or have the potential to be. Are there certain breeds of dog that you are seeing more of at your practice? Are there certain breeds that represent potential income due to certain body traits or health issues prevalent in the breed? Are there certain types of cats that need veterinary care more than others? (One pet insurance study ranks Siamese, Bengal, Himalayan, Maine Coon and Rag Doll as the breeds needing the most veterinary care based on insurance claims.) Are there certain types of CLIENTS that may have special needs – for example -- young families or seniors?

Once you have segmented your client base, the next steps are to:

• Understand the segment’s needs and “hot buttons.” What is on the minds of this particular group? How can your practice deliver value and get their attention?

• Develop programs, information, services, etc., that will be meaningful and relevant to the segments you have identified.

• Identify the channels that you will use to promote the above programs and other initiatives among each segment. This might include a combination of social media, local publicity, lobby notices, signage, client mailings and other vehicles.

IDEA: TEST your ideas among a handful of clients and other pet owners to gain feedback BEFORE implementing a particular program. They will have valuable input that could help you create a more meaningful program!

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