Vendors of veterinary products, marketing agencies, animal health product and service organizations, freelance content writers, website designers and more have the ability to ease pain points of the evolving veterinary medical profession.
The barrier standing in the way is often a lack of awareness and understanding by veterinarians. Our skills as marketing professionals put us in a unique position to make a difference in the well-being of veterinary practices, pets, and pet parents.
Strategic use of content can help solve many pain points common to veterinary practices.
- Emails, newsletters, and blog posts can enhance client compliance.
Young kids go through a stage where they ask, “Why?” to every statement adults make. The truth is, none of us outgrow that propensity.
Follow-up emails after an appointment can reinforce the doctor’s recommendations. That way, clients will understand the “Why” and even the “How to” comply. For the sake of efficiency, write a template for emails to use in various circumstances.
E-newsletters and blog posts allow veterinarians to educate clients on a myriad of subjects they are interested in and need to know as they care for their pets.
2. Integration of an educational website and social media are essential to practice growth.
The only veterinary practice not in need of a quality website is one not interested in growing. Phone book ads are antiquated. Clients of all ages depend on websites to find local vet practices. Period.
That fact has moved the chance for a first impression from the landscaping around veterinary hospitals to smart phones, tablets, and laptops.
Those same current and prospective clients spend a lot of time on social media, too. That’s good news! Now veterinarians have a variety of tools for educating clients about their practice from a less formal approach.
Practices can place themselves in front of the crowd on social media. The first decision should be how many to use. Most experts agree, focusing on one and doing it well yields the best results. To reach out to clients choose from:
Facebook
Pinterest
Instagram
Twitter
LinkedIn is a great place to join groups of like-minded professionals and form relationships with colleagues as well as clients.
3. A newsletter in their own inbox can assist veterinarians in staying informed about regulatory responsibilities.
Saving time for practice and “life” is like a prized jewel for busy practitioners.
Up-to-date, ongoing regulatory information in practical form could save practitioners time and perhaps even embarrassment.
Imagine how valuable timely emails or newsletters would be to a busy, conscientious practice owner. Especially if the information was presented in an easy-to-absorb format that included examples of how colleagues handle this burning pain point.
4. Newsletters, blog posts, videos, and webinars work hard to help clients strengthen the bond with their pet family members.
The best client is an educated client.
Today’s clients need help plowing through the glut of information on subjects from house training to grooming, and from vaccinations to nutrition.
Newsletters and blog posts go a long way toward client education. And an opinion from their vet carries credibility.
It’s less complicated than ever to produce videos or even webinars. And, they project a personal touch in a way that shows you understand the relationship between them and their animals.
5. Educational websites, newsletters, and webinars overcome “Dr. Google” and put the local vet back into the role of the expert.
Before the internet, and “Dr. Google”, veterinarians enjoyed expert status by default much more than today.
Like it or not, that status is harder to earn than in the past. What better place to work on your image than an important source of the erosion? Yes, that is the internet.
With enough reliable information flowing from you to clients via your website, newsletters, webinars and videos, they won’t have time or the need to search for more.
Before long, you’ll once again be seen as the expert on animal health issues.
Conclusion
Veterinary medicine is a profession facing a growing list of new challenges. Practitioners from new graduates to seasoned owners find themselves faced with pain points which did not exist a few years ago. And, most would agree, there’s reason to believe the rate of change bringing new challenges will accelerate during the future.
At the same time, good content has greater power than ever before to come alongside veterinary practices and offer reinforcement in their efforts to survive and thrive.