Study finds owners are humanizing their pets more and moreOctober 28, 2019Thinking about moving to the beach because your dog loves water? You're not alone. A new survey finds a pets-are-people-too mentality is influencing marketing and retail trends.
SPONSORED CONTENTOne dose protects for 12 months.One ProHeart® 12 (moxidectin) injection puts compliance in your control. + Get started
Avoid a meltdown when Dr. Popular isn't availableAugust 29, 2019A longtime client calls and requests an appointment with Dr. Popular.
New training initiative to focus on better communication skillsAugust 29, 2019The American College of Veterinary Internal Medicine (ACVIM) and CareCredit are working together to help veterinarians develop advanced communication skills to improve the quality of care for pets and their families. Launching in 2020, the Advanced Clinician-Client Dynamics training initiative comprises workshops and courses to help veterinarians identify and address medical topics and concerns between clinicians, other veterinary team members, and clients early by recognizing pet owners' perspectives and goals. The goal of the three-year strategic partnership is to help participants use their knowledge to build greater trust with the pet owner, with the intended result of acceptance and follow through on medical recommendations, follow-up visits, and pursuit of advanced medical care for improved outcomes for the pet and family. By effectively connecting with team members and pet owners, veterinarians can work toward decreasing job-related stress and avoid burnout. "Traditionally, residency programs have focused on training for technical skills," says current ACVIM president-elect and incoming chief executive officer, Linda Fineman, DVM, DACVIM (oncology). "Along with a shifting demographic in our college, with many more ACVIM specialists working in private practice, there is greater recognition of the importance of professional skills in achieving better medical and business outcomes." The training initiative …
Need help selling services? It's all about client communicationJuly 24, 2019As independent, small-business practice owners, we are all very aware of the changes in our profession over the last 20 years and the need to search out new services or products allowing us to stay relevant and keep ahead of the competition. It is not just our neighboring clinics that can take a bite out of our profitability. Indeed, we must also keep in mind that in this information-saturated digital world, our clients are exposed to an astounding number of influences regarding pet care, all of which have a profound impact on their buying tendencies, as well as their trust in your offerings.
Policies that make clients madMay 23, 2019Frustrated with clients who wait until the last pill is gone before requesting refills, a hospital manager implemented a $15 expedited refill charge. Some pet owners complained they couldn't afford the convenience fee on top of the cost of medications. Patients on drugs such as insulin and phenobarbital couldn't wait the 48 hours the practice required for refills. After another practice experienced several surgical cancellations, employees began charging a $50 no-show fee when the client gave less than 24 hours' notice. Now the manager is considering a similar policy for appointments. While these hospital policies may make practice owners and managers feel less frustrated, they also may put patients' health at risk, encourage clients to seek care elsewhere, and harm your hospital's income and reputation. If you want a thriving, profitable practice, undo rules that limit your success. Banish this rule: You require 24 hours to refill medications Think like a client. She can take her prescription to a retail pharmacist and have it filled while she waits, usually within 15 to 20 minutes. Although veterinarians account for 62 percent of pet medications sales, mass-market retailers have claimed 20 percent, while internet retailers have a 12 percent …
Building trust with pet parents through digital marketingFebruary 5, 2019Pet parents come in all shapes and sizes, ages and genders, backgrounds and income levels. Yet, they all share a few common concerns that guide them as they choose a veterinarian. In addition to a convenient location and budget considerations, such as pricing and the availability of financing, pet parents put a high premium on finding a veterinarian they can trust. Why is trust so important to today's pet parents? Today's pet owners live in a world that tells them they shouldn't trust anybody. The combination of claims of "fake news," well-loved celebrities and politicians acting badly, or major corporations indulging in unethical behavior results in a public wary to take anything on faith. The benefit of the doubt has evaporated, leaving veterinarians forced to market themselves in an environment where customers do research before committing to even the smallest purchase. (Think sports drinks and snack foods.) Choosing to get health care for a pet is a high-consequence decision. Seventy-eight percent of pet owners agree a pet is a member of the family.1 In July 2018, a survey conducted by Pew Internet and American Life found more than one in five people research specific physicians and hospitals before seeking …
Innovetive Petcare takes home marketing goldJanuary 22, 2019Innovetive Petcare, Cedar Park, Tex., was one of the big winners at the Animal Health Marketing Awards (VETTY), capturing two gold and one judges’ award for marketing work done for a couple of its clinics.
iVET360 2018 report analyzes key veterinary clinic marketing metricsOctober 8, 2018 iVET360 veterinary services company released its annual Veterinary Marketing Benchmark Report, revealing statistics and trends in veterinary marketing for 2018. In the report, the company analyzed the marketing metrics of 1,000 accredited hospitals and covered approximately 27,000 data points to highlight crucial new information for practices regarding their marketing efforts. Topics covered in the report include introducing Nextdoor as a marketing tool, stressing the importance of Google (specifically highlighting the power of Google Ads—a tool only being used by 10 percent of hospitals), proper SEO usage, all things Google My Business, and the average number of reviews a practice has across their most dependable social channels. "Along with providing marketing assistance to veterinary hospitals, our goal is to lead the way and educate the industry on the most current and relevant marketing methods," said Justin Vandeberghe, managing director of creative services at iVET360. "Hospitals often contact us looking for industry benchmarks while asking us what they should be doing, and this report outlines what that average veterinary hospital hopes to achieve." Veterinary practices can download the report and receive a complimentary digital report of their business (within 24 hours) by contacting iVET360 and providing their …
iVET360 offers risk-free marketing to veterinary practicesSeptember 24, 2018iVET360, an independently owned and operated veterinary services company, with clients in all 50 states, is offering services with no monthly contract.
How infographics boost veterinary practices' public relations and marketingSeptember 19, 2018Although infographics have been around for a while, many people aren't clear on what they are and how to use them. An infographic is a graphic display of data, information, facts, opinions, etc., intended to organize information in a visual, easy-to-digest manner to quickly and clearly help viewers understand the message. Often, infographics include photos, illustrations, statistics, and facts. Infographics actually have been around for centuries. No doubt you've seen them throughout your lifetime, you probably just didn't realize you were looking at one. One important infographic you likely encountered during your school years is the Periodic Table of Elements. Today, many businesses use infographics to share important information. They are ideal for the veterinary industry. Several of my Chicago-area clients used an infographic to help spread the word about the highly-contagious H3N2 Canine Influenza Virus when it first hit the United States in 2015. It was used by multiple veterinary clinics, local shelters, and news media, and was shared in print and via social media. It reached an estimated 100,000 people. This infographic was so popular that one of my colleagues discovered it at a local dog park. Someone, unknown to us, had likely come across the infographic …
