The Inside Track
Measure the effectiveness of your social media platforms in detail to ensure the time, money and effort were well-spent.
An essential non-medical addition to your vocabulary should be ROI, the acronym for return on investment. In the context of social media, ROI is the value your veterinary practice gets out of all the posts, videos and blogs you publish. What’s important to remember is that value isn’t just dollars and cents. Sometimes, value also […]
Focus on the Positive
A lousy pet owner review can be disheartening for the entire staff. There’s an easy way to minimize the effects.
Veterinary professionals spend a ton of time dealing with online reviews — specifically, deciding how to respond to negative comments — and practice leaders worry about how a particularly negative review looks to clients. The topic regularly shows up in veterinary Facebook groups and practice manager forums. A recent well-being survey cited stress caused by […]
Think Outside the Box
All your marketing doesn’t have to come from within the four walls of your practice. Experienced, knowledgeable service providers are ready for hire.
Doing all your marketing in-house is great if you have the time, personnel and skill, but outsourcing at least part of it can improve efficiency and deliver new ideas and strategies. Here is some guidance. Q: When should I consider outsourcing my marketing work? A: I’m a firm believer that the best marketing content is […]
Purge your practice of social media outlets that aren’t worth the effort. Facebook and Instagram might be all you need.
When time and staff are in short supply, putting energy into social media — particularly multiple platforms — can be hard. As social media evolves, you will find more opportunities to drive business to your practice along with more opportunities to waste precious time. First, let’s review the landscape. Ignoring business registries like Google Business, […]
Return to Form
When was the last time you updated your client information sheet? Put it online, and ask the right questions.
Remember those old-school client registration forms? You know, the ones on a clipboard that we gave to clients, but only until the pandemic emerged, at which point we either created digital versions or disinfected the clipboards after use? Even before curbside care became normal, our client registration forms needed an overhaul. When COVID-19 hit, many […]
Less Ringing, More Appointments
Facebook, Google, Instagram and even business review platforms can streamline the booking process and free up your staff.
Your clinic’s phone rings again. Email notifications pop up. The Messenger tab flashes. You haven’t checked your app dashboard yet. Everybody wants an appointment. You throw back coffee, take a deep breath and respond to clients by flipping back and forth on the appointment calendar, offering time slots and sending confirmations. Client A responds to […]
Stop, look and listen
Your social media managers spend time pushing out great content, but do they monitor reactions and complaints? You’re asking for trouble when you ignore pointed replies and simple questions.
Most veterinary practices have a strategic plan to publish Facebook and Instagram posts, email reminders and newsletters, deploy push notifications, and send text messages. Once these marketing efforts are scheduled and executed, the team members responsible can breathe a sigh of relief, right? Yes and no. Practices that stop here miss crucial opportunities to build […]
How to market your online pharmacy
One-and-done promotional campaigns won’t sustain a valued revenue source. Email reminders, creative social media posts and an enthusiastic practice team can bring drug sales back to you.
Online pharmacies have grown in popularity over the past decade, attaching themselves to one veterinary practice after another. It’s no surprise that the trend has accelerated in the wake of COVID-19. Yet, Diggo reported a couple of startling statistics: While 63% of veterinary hospitals have an online pharmacy, only 16% of pet owners think their […]
Don’t go dark during dark times
Social media plays a key role during evolving situations like COVID-19. Clients will always count on you for pet care advice and as a voice of reason.
Just a few months ago, people were leading normal lives: eating at restaurants, spending time with friends and family, attending sporting events and shopping for groceries without fear of scarcity. In only a month or so, our entire world was upended as the global COVID-19 pandemic spread fiercely without consideration for country, race or ideology. […]
The true you
Spend time writing your online biography so that it communicates the essence of your personality and values. Pet owners look for a genuine connection when they search for a veterinarian.
What we convey to pet owners via our website and social media accounts speaks volumes about us. The truth is, the majority of pet owners will “meet” you online before they ever see you in person. A quick Google search will return dozens, if not hundreds, of results about you and your veterinary practice. This […]