Veterinary marketing is a PROCESS that requires careful planning and strategic development. Marketing TACTICS without a strategy is like throwing a bunch of misguided darts. Instead, marketing efforts should be based on careful analysis of market TRENDS and OPPORTUNITIES. Read the following sections to avoid some common marketing mistakes.
If you have a SPECIALTY or EMERGENCY hospital, one of your primary marketing goals is to cultivate referrals from general practices.
First, TARGET hospitals based on where the greatest opportunity is. This might be based on location size or similar approaches to pet care. Second, recognize that reaching out to targets is an ongoing PROCESS. Simply dropping off brochures or holding periodic luncheon meetings is NOT enough. Hospitals seeking DVM referrals must stay in front of referring hospitals, but avoid constant sales calls and messages. Instead, look for ways to deliver VALUE, provide BENEFIT to referring hospitals and DEMONSTRATE your capabilities. Read more about increasing referrals in the veterinary community and tracking results.
If you have a GENERAL practice, consider cultivating referrals from local influencers. Influencers come in many shapes and forms and include the local pet supplies store or dog groomer. Such individuals can have a significant impact on how pet owners perceive your practice.