Fundamentals of practice marketing:
1. 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.
2. 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.
What's New?
- Linda recently spoke on making your practice relevant, becoming a market leader and more at:
- MVC 2016 in Columbus (Feb. 25 – 28)
- WVC 2016 in Las Vegas (Mar. 6-10)
- Email if you were unable to make either conference – and would like a copy of the notes.
What practice marketing IS and is NOT
Practice marketing IS:
- Identifying opportunities to create and deliver value
- Targeting pet owners with the greatest need for services
- ELEVATING the importance of veterinary care
- ENGAGING pet owners with CONTENT that is RELEVANT and MEANINGFUL
- Equipping clients to be your PARTNERS in their pet's care
- Specials sales and offers - these are short-term promotions
- Social media -- this is a single CHANNEL that, if used effectively, can help target pet owners as part of a marketing program
- Trying to get ANY new pet owners in the door.