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The biggest marketing mistake that a practice can make is trying to be everything to everybody. The practice that knows and understands its targets is able to connect in a way that's meaningful to the target.
– Linda Wasche, president, LW Marketworks, inc.

Marketing is all about creating and delivering meaningful value that customers can not easily get elsewhere. Marketing is the BRIDGE between the veterinary practice and the pet owner. Its job is to better understand and anticipate pet owner needs so that the practice can provide a compelling reason to go there and, even more importantly, to go back.

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?

See LW Marketworks new blog at onwardvet.com/. Onward Vet develops customized veterinary PM software that identifies, tracks and enables outreach out to targeted client segments.
We'll be in Indianapolis, March 12-13, speaking to Veterinary Management Groups on Grow your practice by delivering meaningful value to pet owners.
Contact us to schedule a marketing presentation at your practice.

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

Practice marketing is NOT:

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.