Pawsitively Successful: Best Practices in Veterinary Marketing

22 May

Apologies for the awful pun in the heading, chat GPT takes great pride in being cheesy. I was curious about what AI would say to my Vet friends on how to do marketing, and it wasn't half bad!

The only issue is the advice is very generic and didn't give any real insights or experience. How could it? But this is what most clients receive from marketing agencies when asking for advice, cookie cutter strategies that don't specifically relate to their industry or specific situation. Clients tell me that most agencies don't listen.

So after specialising in personal branding and marketing experts in their industry for the last 15 years, I have created some systems and best practices that work for most of my clients and in this forum, I will share them with you.

To be honest, we haven't worked with many Vets before, but upon meeting some cool guys at a conference, we realised over a Bahn Mi lunch, that their problems were very similar to the medical professionals we have worked with. I believe the same success strategies that work with my other clients will work for them.

So let's dive into marketing for Vets; and as always, keen to hear your insights on what works and what doesn't.

Before you dive into any advice it's paramount that you must clearly understand your goals, target market, and competitors to create a compelling strategy. This means, that if you could communicate your strategy line to a target client, they would choose your brand over the competitors in enough volume to meet your goals.

Once you have this planning done you can start the execution phase. So without further ado, here are my top 8 tips for Vet marketing:

1. Embrace Digital Presence

In the digital age, having a strong online presence is non-negotiable. Professionals are the last industries to adopt personal branding as they have escaped strong competition for a long time - but now Gen Y and Z and in the market competing with you and being digital natives, they are everywhere online. If you are not there, you are invisible. So establish a professional website that is user-friendly, informative, and visually appealing. Most importantly keep it up to date! I see so many websites with broken links and out-of-date information. It's not static, it needs to be dynamic. Ensure that it includes essential information such as services offered, staff credentials (with pictures and LinkedIn links!), and contact details.

Additionally, leverage social media platforms to engage with the pet-loving community. I mean who doesn't like pics of cute doggies and cats on their feed? You are in a great industry for this so use it! But make sure YOU are in the photos too. Sorry to those who are camera shy, but it's important to use your personal brand. Share informative content, success stories, and promotional offers to build a loyal online following. Depending on your model, all platforms are useful. LinkedIn for professionals, Instagram and Facebook but also TikTok if you dare.

2. Local SEO Optimization

To be visible to potential clients, veterinarians must invest in local search engine optimisation (SEO). Claim and optimise your Google My Business listing, ensuring accurate information about your practice. Most businesses forget to do this and it's free, easy to set up, and amazing free marketing! However, you then can be reviewed so ensure you are ready for that part of the deal. When online you face the good and bad of digital, so be educated and aware of the risks. It's best to have a bank of satisfied clients to leave positive reviews, as this not only boosts your online reputation but also improves local search rankings.

3. Educational Content

Edu-tainment is the new advertising. Position your practice as a trusted source of information by creating and sharing educational content. Regularly update your blog with articles on pet care, preventive measures, and common health issues. Video is even better but this is a bit more tricky and personally confronting so if that's a bit hard, dip your toe in the content with blogs and posts. This not only establishes your expertise but also helps in attracting pet owners seeking reliable advice. We recommend 1x post a week. You really don't need as much content as marketing people recommend. Be a destination, not a pushy marketer.

4. Client Referral Programs

Word-of-mouth remains THE most powerful tool in every sector, including the veterinary industry. Implement client loyalty programs that incentivise existing clients to refer friends and family. This not only brings in new business but also strengthens the bond with your current clientele. For example, we have used the simple refer a friend and get a free product very effectively for other industries. For medical referrals, we use cupcakes - who doesn't love some free morning tea?!

A cheap but quality toy for a pet is a nice bonus to refer a friend, but it costs you little more than time and creativity to implement. Be sure not to discount your core service! Add value around the service offering is best.

5. Community Engagement

Connect with the local community by participating in events, sponsoring pet-related activities, or hosting educational workshops. This not only showcases your commitment to the well-being of animals but also provides an opportunity to interact with potential clients on a personal level. I prefer webinars over physical events to save time, but any face-to-face activity creates strong, positive and long-lasting brand impressions. Remember, your target market are people, so go meet them and you will be amazed at what you can learn from them. All my best product ideas have come from clients!

6. Mobile-Friendly Approach

Given the increasing use of smartphones, it's essential to optimise your online presence for mobile users. Ensure that your website is mobile-friendly, and consider investing in SEO specifically for the mobile experience, even for the voice search experience. Using a partner company that makes booking appointments on the go like Hot Doc for GPs is super useful and easy to implement. Please don't build your own app unless you have loads of money you want to write off on tax next year...

7. Email Marketing

Implement targeted email marketing campaigns to stay in touch with your client base. Send out newsletters with updates on services, promotions, and seasonal tips for pet care. Personalise communications to make clients feel valued and engaged with your practice. We use Hubspot as it's easy to use and has great training, but there are lots of CRMs around. Even monthly or quarterly emails can make a big difference. Ensure they opt into the email list to keep the quality score high.

8. Partnerships

Creating partnerships with other pet-related organisations can do wonders for your brand exposure and positive feelings. It could be a not-for-profit in your field, doing some pro bono work for pets in need or sponsoring an event can all work well. This will depend on your overall objectives and is the last on the list. I would get your basic marketing under control first before branching out into scale via partnerships.

Conclusion

In the competitive landscape of veterinary services in Australia, effective marketing is essential for long-term success. Especially if you want to sell your practice one day. By embracing digital strategies, fostering community engagement, and prioritising client relationships, veterinarians can build a strong and reputable practice.

These best practices not only attract new clients but also help attract staff and partnerships.

Hope you enjoyed our little examination of marketing for vets! Next month we will focus on marketing for architects.

Cheers Andrew

P.S. If you would like some advice on your industry, just send us a message.

Andrew FordveterinarianpetsPersonal brandingmarketingmarketing for vetsvetsvet brandingvet practice

Andrew Ford

Marketing expert Andrew Ford, the founder of Social Star, has discovered the secret of ‘Powerful Branding’. With a fire for unleashing people’s inner brand and developing business models to generate profit from an individual’s passions, Andrew leverages ground-breaking digital and social media marketing techniques to create digital strategies for clients to attract maximum opportunities. Having established a strong name for himself in the field, Andrew blends traditional business techniques with now-necessary tools for entrepreneurs to achieve scale, quality, and influence in their niche. Andrew’s comprehensive business background and qualifications consist of a Bachelor of Business (Marketing) (RMIT 2003), a Graduate Certificate in Management (MBA Executive Program, University of Sydney 2005), and a Masters of Entrepreneurship and Innovation (Swinburne University 2011). Continually on the cutting edge of his own education, Andrew has tested his marketing theories in forums such as the BCG Business Strategy Competition, which he won in 2005 against all Victorian MBA schools, and the Venture Cup Business Plan Competition (Swinburne University 2003), which he won in the Masters category. With experience working at Hewlett-Packard, Sensis (Telstra) and IBM, Andrew also has mentored dozens of junior staffs to help them achieve their professional goals. Meeting and influencing high-profile public figures helped Andrew to realise just how many professionals require more understanding and control of their public brands or appearance, and need help with the skills to use the many amazing free tools at their disposal to generate success. At Social Star, Andrew consults with clients to uncover their personal brand – both where it is today and where it can be tomorrow – and refine and define how that should be displayed in social media in order to attract their perfect target audience. Andrew mentors his clients to rapidly grow their business’ audiences, resulting in larger potential client bases and higher revenue. Applying formulas that integrate over twenty years of Andrew’s business experience and fifteen years of formal business education, Social Star specialises in building clarity and velocity for clients’ brands using the ‘Understand, Build and Leverage’ methodology. ‘Having a Personal Business enables people to have an authentic, congruent connection with their valued clients and partners, using their brand as the bridge,’ says Andrew. ‘I’m highly driven to work with the new breed of entrepreneurs and small business owners – people who have a passion for making the world a better place. Traditional business models are stepping aside as people follow their innermost dreams and my role is to see them operate within their values while creating wealth. Some people think you have to sacrifice what you love to be successful in your business, yet it is actually the opposite. Follow your passion and success will come.’ Lecturing at Swinburne University from 2009 to 2011 on brand dynamics and digital marketing, presenting at numerous conferences, and consulting to hundreds of clients, Andrew has seen his philosophy work that if you follow your unique path, based on your skills, experience, values and goals, you will automatically attract the opportunities you desire and achieve the success you deserve. Living his mantra, Andrew has created a successful business and attracts high-profile clients including musicians, athletes, authors, models, entrepreneurs, professionals and small business owners, helping them find their ‘why’ in their business and fulfilment in their lives. Business for Andrew is more than work, it’s personal. Running a personal business means that he is able to fulfil all of his values rather than separating his life from work. It supports his two boys while providing social opportunities, educational development, fitness opportunities, spiritual fulfilment and many valuable friendships. Social Star has now become the vehicle for Andrew to crystallise his mission in the world, to help people love what they do, supporting his ‘why’, that if more people loved what they did, the world would be a better place.

http://www.andrewford.com.au/