Socially Acceptable

A passive approach to Facebook won’t win you any fans. You need to engage with your audience through content that is fresh, inviting and enjoyable.

Facebook isn’t just a social media platform, it’s THE social media platform. Despite recent tremors that have invoked fundamental questions as to what responsibility Facebook has to monitor both users and content, Facebook users worldwide have steadily increased every year since 2008. In fact, as of the third quarter of 2018, Facebook had 2.27 billion […]

Knowing how to respond to a client’s less-than-stellar online review can help resolve a conflict effectively and respectfully.

I’ve written at length about the importance of your online reputation and how you can protect and enhance it to ensure your veterinary practice thrives day in and day out. What’s less fun to discuss is how bad reviews can harm your business. It’s not a matter of if one happens but rather when. Ignoring […]

Violating copyright law can cost your practice in more ways than one. Now is the time to scour your website, social networks and marketing materials for ill-gotten images.

The convenience of the internet is something we’ve all learned to enjoy in one way or another. Netflix, for example, makes for hours of satisfying home entertainment, especially when coupled with good popcorn. Google, as another example, allows us to index the entirety of the World Wide Web with just a keyword phrase and a […]

Modern-day pet owners, whether millennials or baby boomers, often have different needs and expectations. One thing they share is a desire for outstanding service.

After years of consulting with dozens of veterinary practices nationwide, I’ve become very familiar with the threads that tie us together. No matter where we’re born, our political preferences, age or gender, we love and adore pets from the bottom of our hearts. This singular thread allows people from every place and imaginable background to […]

The practice of inclusion does not preclude the practice of tolerance. In fact, inclusion is dependent on tolerance.

Admittedly, there are many diversity buzzwords with countless connotations. People sometimes are stuck on antiquated diversity language that serves only to evoke very strong and often negative feelings. For example, when hearing the term “diversity,” some individuals immediately think of concepts like affirmative action, quotas or reverse racism. While I will not use this month’s […]

Use technology to make a quick first impression with potential clients and win them over.

Veterinary practices of all types have more choices than ever when it comes to implementing technology solutions that are right for them. New apps and online services spring up each day. Finding the ones that are best for your practice can provide a huge competitive advantage. Veterinary professionals ask me all the time, “How can […]

Clients who become brand advocates, especially through online reviews, deserve a heartfelt thank you.

It’s no longer just younger pet owners who are emailing, texting and using social media to connect online. Now, all generations of pet owners are adapting to digital technology in new and unprecedented ways. In fact, according to The Nielsen Co., the fastest-growing demographic using social media is adults ages 55 or older. I’ve met […]

Compelling and personalized narratives of positive or 
negative outcomes can serve as calls to action for pet owners.

With so much access to technology, pet owners of all ages and backgrounds are presented with more marketing messages today than ever before. Whether these come as 30-second commercials playing before a YouTube video, pop-up advertisements on a computer screen or traditional highway billboards, differentiating which messages truly matter and which are cookie-cutter promotions becomes […]

The most important mobile app — you must have one — is the one with your veterinary clinic’s name on it.

We all know that technology is accelerating, but do we also know how to take advantage of these breakneck speeds? While veterinary practices may have learned to leverage the digital sphere by creating a stunning website loaded with compelling veterinary information, alongside a Facebook page offering great client engagement, the next frontier of technology has […]

Maximize your website’s visibility so internet users — and potential clients — can find you easier.

Guessing how many Google searches are performed each year is a bit like guessing the speed of a domestic house cat. Sure, it’s fast, but how fast? And sure, we use Google a lot, but how much are we using it exactly? Well, Google’s search engine performed 1.2 trillion searches in 2016 alone. You can […]