LW Marketworks - Marketing Guidance

Based northwest of Detroit.
Serving clients around the US.

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Marketing Guidance

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Here are a variety of topics that we hope are valuable in helping you to plan your marketing, as well as to avoid some common marketing mistakes. Please feel free to contact us if you have questions on any of these.

Client Satisfaction

Events and promotions

Marketing mistakes

Measuring results

New hospitals

Publicity

Referral source cultivation

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Marketing mistakes

Marketing that misses the mark
10 biggest mistakes your practice can make

In many ways, marketing is a lot like a pet marking its territory. It starts with defining the area. Checking it out. Studying the competition. Leaving its mark. And then guarding the territory to make sure that no one else moves in.

It is deliberate and calculated. Just like your marketing efforts, right?

Unfortunately, we hear the same thing from a lot of practices. And it usually begins with “We tried . . . . some local advertising . . . . or a new mailer . . . . or dog leashes with our name on them.” None of them worked. The reality is that marketing that fails to define and understand its territory seldom leaves a mark. At the same time, it is often costly, can send the wrong signal to clients and be disheartening to staff.

What is the best way to avoid missing that mark with you marketing? Watch for these common mistakes.

Mistake 1 Operating without a diagnosis
You would never start treating a pet without a diagnosis. Similarly, all marketing efforts should start with understanding the problem or situation.

Why are you considering marketing efforts in the first place? To attract new clients? Sell more services to existing clients? Build your exotics practice?

Why are clients not coming to you now? Where are they going instead? How strong is your referral base? How do clients perceive your practice? What understanding of your services is held by referring vets?

Without being able to answer these questions and more, marketing efforts are a shot in the dark. Start with a diagnosis that takes a hard look at clients, referral sources, the competition and local market outlook.

Solution: Profile clients and referral sources using your own tracking data. Conduct interviews, mystery shops and surveys to determine how they perceive your practice. Study competitors and the local market to identify opportunities and threats.

Mistake 2 No treatment plan
To be effective, marketing efforts must be part of a plan. Otherwise, you are trying to treat a problem with hit or miss solutions. A marketing plan defines desired outcomes and how you will achieve them, along with measurements for gauging your success.

Based on what you learned in your diagnosis, what needs to change about how the marketplace interacts to your practice? This becomes the basis for your marketing goals and objectives. From these, develop:

A strategy for achieving your objectives. This is your marketing approach or game plan and should include desired positioning of the practice (how you want it to be perceived), along with key themes and messages that you will use to convey this.
Tactics for implementing your strategy. Identify which channels and tools you will use to convey your message and to whom.
Tracking and measurements. Determine how you will know when you have hit your mark.

Solution: Clarify objectives, define a strategy and plan for achieving desired results. Include specific measurements for tracking results.

Mistake 3 Treating all species the same
You would probably not use the same treatment on a dog, cat, rabbit and reptile. Similarly, your marketing audience is also made up of varying segments, each with different needs, concerns and filters.

A “shotgun” approach – sending the same information to everyone – often misses the mark with anyone.
Instead, define, get to know and direct meaningful information to each of your target audiences:

Referring vets
Community leaders
Current clients segmented by:
- Dog owners
- Cat owners
- Exotics owners
- Breeders
- Rescue groups
- Service dog handlers
- Others
Prospective clients

Solution: Take a close look at your various audiences and group them based on common traits and interests. Determine how to reach and deliver value to each of these groups in a meaningful way.

Mistake 4      No trials
You would never treat a pet with a procedure or drug that has not been tested. Treat your marketing the same way. Each time you create a new marketing program or item, you risk that the concept or message may be off the mark.

Before you distribute them, review information pieces, websites, advertising, special event plans and other marketing efforts with select colleagues, clients or community members. Consider establishing a client advisory panel for this purpose. As outsiders to the practice, they will often have questions or comments that you and your staff are too close to spot. Keep printed items in electronic form and avoid printing large quantities until you are certain that they are on target.

Solution: Create drafts and mock-ups of marketing plans and materials. Get reactions and input from colleagues, clients and friends before you implement.

Mistake 5      Ignoring existing conditions
All the marketing in the world will not fix fundamental problems that might discourage clients from returning to your practice or trying it in the first place. Find out how clients feel about bringing their pet to your practice. How do they view it against other choices for their pet’s care? Continuously gather feedback through phone calls, surveys, comment cards and other devices. Consider rewarding clients whose suggestions are put into use.

Remember that it is easier and less costly to get more business from existing clients than to replace them with new ones.

Solution: Make gathering client feedback an ongoing practice. Use this information to make continuous improvements.

Mistake 6      Not tracking outcomes
Just as you want to know how your patients are doing, ask the same question about the results of your marketing efforts. Failing to track and measure results means overlooking which efforts produce the greatest or least return.

Put measurements in place early before you initiate marketing efforts. Tracking systems and data collection do not have to be costly or cumbersome. Refer back to marketing objectives to determine what to track, such as:

How did new clients hear about your practice?
Who is coming to your practice, including type of pet and reason for the visit?
What response are you getting to special promotions or events?
Which referring vets are sending you the most clients? And why?
What changes are you seeing in client satisfaction?

Solution: Decide early how you will evaluate results and create the necessary databases for tracking responses. Use this information to plan your next marketing efforts.

Mistake 7      Forgetting it’s a team effort
As you know, looking out for the health and well being of a pet is not the sole responsibility of the veterinarian. Similarly, marketing is not – and should not be – the responsibility of any one person. A pet’s health and wellbeing rely on a team: the vet, staff and owner. Successful marketing relies on all members of the practice to make sure that every point of contact with clients delivers meaningful value. For example, it makes no sense to spend money on bringing new clients in the door when the receptionist is not trained as a member of the marketing team. Same with the staff and veterinarians. All must recognize that they are the part of the marketing mix called “service delivery” and can make or break a practice.

Solution: Make marketing part of the practice culture. Include client satisfaction in job descriptions, practice training and staff meetings.

Mistake 8      Overlooking the power of emotions
Emotional wellbeing applies to more than pets. Your practice may be more “board-certified, highly-specialized and state-of-the-art” than any other practice in the area. Your clients need more than logical reasons to keep them coming back. Certifications and surgical adeptness may impress other vets, however few clients are equipped to evaluate just how awesome that surgical closure is nor are they likely to be impressed by the capabilities of your new MRI equipment. Instead, clients are more likely to remember the kiss on the forehead of their sick cat, the get well card sent to their pet or the blanket you brought out for them in the lobby.

Solution: Identify ways to go reach out to clients at every point of contact with your practice. Humanize the practice by compiling and sharing pet recovery stories and owner anecdotes.

Mistake 9      Expecting an immediate cure
There are no quick fixes unless you are neutering a cat! The same thing is true of marketing. No perfect ad, no “ah-ha!” mailing, no magic bullets. If anyone tells you that a single marketing effort alone will have a significant impact on your practice, you will be wasting your money. Instead, your marketing PLAN should spell out a combination of strategies and tactics directed to the needs of diverse market segments. These strategies and tactics should work together to strengthen perceptions and enhance the experience that clients and other vets have with your practice.

Solution: Re-read Mistake 2. Recognize and celebrate incremental successes and improvements.

Mistake 10      Forgetting to continue the care

Just like the pet whose owner who fails to come in for more than vaccinations, don’t expect results if your marketing lacks ongoing attention. Marketing is a PROCESS in which you should constantly work to understand the needs of diverse audiences and deliver value in a meaningful way. Just like uncared for pets, ignored clients and prospects are unlikely to show up wagging their tails.

Solution: Make marketing a priority that is a regular and ongoing part of your practice!

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Next section: Measuring Results

LW Marketworks also has extensive experience in these areas:
• Associations/organizations	• Business and professional services	• Financial services	• Hospitality	• Healthcare
• Information technology	• Manufacturing	• Real estate	• Retail