A 5-step plan for helping shelters and rescue groups
- May 2008
If you want to help shelters but don't know
where to start, Linda Wasche, president of LW Marketworks in
Bloomfield Hills, Mich., has a plan for you.
How do I get people to visit my practice's
Web site often?
To get the most from your practice's Web site, think of it
not just as an electronic brochure, but as a living,
breathing marketing tool.
What goes into a good website?
- April 2008
How do I build an effective Web site for my
practice?
Go beyond basics to build a clear identity for the practice.
Making the most of an open house - January 2008
Q. How can I get the most out of my
practice's open house?
An open house can acquaint clients and the community with
your practice.
Make the most of the media - December 2007
We'd like to announce a community award my
practice won, but I'm not sure how to present it to the
media. What's the best way to hand off a story idea to the
press?
Avoid relying on brochures, flyers, or Web sites. Instead, use standard publicity formats to get media
attention.
Start the presses - September 2007
Unlike paid advertising, publicity is
information considered newsworthy by your local newspaper
and TV and radio stations. It's also a powerful,
no-cost way to build awareness.
Tips to finish your practice's marketing plan - July
2007
Build on the groundwork you've already laid
to cross the marketing finish line with style.
Once you've defined your practice's position and developed a written identity statement, you're ready to build a marketing and
communication strategy.
Identity Inspiration - June 2007
Before you begin any type of marketing
initiative, your practice team should develop a written
document that defines the identity you want the practice to
project.
Let's see that ID - May 2007
Your practice identity defines your business
and how it'll look, talk, and behave in the marketplace. And it confuses clients if these
elements don't jibe.
Promote, attract, retain - March 2007
Q. How effective are special promotions in
attracting new clients?
Events, targeted programs, and service packages can be
effective tools for reaching out to new clients and
strengthening relationships with existing ones. However, promotions are no
substitute for a positive client experience.
Quick fixes that boost client satisfaction - February
2007
How often do you hear, "You should see the
great job Dr. Jones did on my cat's neuter" or "This is the
best removal of a foreign body in a beagle that I've ever
seen"? Probably never. While a veterinarian may possess
outstanding technical skill, clients often can't tell. They
can tell how they're treated.
Evaluate your marketing objectives - January 2007
Q How can I tell if my marketing efforts are
effective? What's the best way to measure the results?
First, set clear marketing objectives. Be specific and avoid the tendency to simply
try to 'get your name out there.'
Internet ratings gone awry
- November 2006
In the old days, an unhappy customer was said to tell
about 30 people. Today, with the Internet, that one customer
has the power to tell millions. There are a few things you can do, however, to
prevent this from happening and balance the negative
comments of an unhappy client.
Fruitful marketing promotion, or frivolous
flop? - September 2006
Staying in front of existing clients and reinforcing those
relationships is important, but so is maximizing the return on any type of marketing
investment.
If you market, they will come - July 2006
EFFECTIVE MARKETING FOCUSES on your clients,
not on your practice. So to develop marketing strategies
that work, you need to know how existing and potential
clients perceive your practice, what they want from a
veterinarian, and what factors they consider when choosing a
practitioner.
