For a feline-only practice, we learned the most when we interviewed NEW clients to the practice.
They told us why they left their former vet. We built our entire marketing strategy around these insights.
GET TO KNOW YOUR CLIENTS
Your veterinary software should allow you to create a DATABASE for sorting and cross-tabulating your clients based on customized variables. Use this database to identify the types of clients your practice is seeing now and which ones are already drawn to your practice. You can also identify types of clients your practice is NOT seeing.
Use your software to go beyond simply tracking procedures and services sold. Instead, track type of pet and the diagnosis. For example, one of the practices we work with treats numerous felines for chronic conditions and is targeting cats with diabetes, heart disease, kidney disease and pancreatitis. This information allows the practice to develop an expertise and put in place efforts to attract more of these targets.
GET TO KNOW YOUR LOCAL MARKET
Similarly, get to know your local marketplace so that you can identify potentially lucrative pet owner segments. You might find segments worth targeting by looking at:
- Market demographics
- Recreation and pastimes
- Geographic considerations
- Proliferations of certain types of pets
- Collaborative partners
USE THIS INFORMATION TO SET MARKETING GOALS
It’s much easier to identify marketing goals when you segment. Now, instead of saying, “We want more clients,” your practice will be equipped to define focused goals directed at specific targets. Instead of “more clients,” your practice might say: “We want to be seen as the go-to practice for treating arthritis in active dogs.” Now this is something worth targeting!
Added bonus: Targeting segments makes it MUCH easier to measure marketing results! NEVER move forward with marketing efforts unless you can measure it!
See list of related presentation topics below. We are happy to make a presentation to your practice or provide you with a pdf. Contact .
- Cultivating your niche: segmenting your clients for better target marketing
- Listen before you market: understand client needs & hot buttons
- Little steps, big marketing decisions
- My cats are my kids – the new rules of marketing when Fluffy & Fido are Family