Marketing starts with services that deliver value not easily gotten elsewhere.
There are many forms of value. Bottom line: it should be meaningful and compelling to pet owners.
Fundamentals of Marketing:
Pet owner segmentation
Pet owners -- and pets -- are not all the same. They have different needs representing OPPORTUNITIES for the practice. A "one-size fits all" approach that tries to reach everyone fails to capture the attention and interest of pet owners who have a world of information at their fingertips.
Creating and delivering value (what is valuable to THEM?)
Creating and delivering value is difficult if you don't know your target. Understanding the needs and frustrations of the target is essential to developing ways to delver value - whether its through new services and programs -- or delivered via proactive client outreach.