Marketing strategies for Veterinarians

Investing in low-cost marketing and communication strategies should be a priority task on the to-do list of managers of national Veterinary Clinics. Find out why in this article!

Veterinary Clinics: why invest in marketing?

According to statistical data from the Order of Veterinary Doctors (OMV), there are more than 6,000 veterinarians with active registration in Portugal. A number that translates into more than 1500 open veterinary clinics and hospitals in Portuguese territory, and a reality that highlights the strength and dynamics of the veterinary sector. Therefore, to face competition in a sustainable way, Veterinary Clinics must know and deepen the relationship with their customers, especially in a context as intense and challenging as the current one.

However, as veterinary clinics that operate under a franchise regime have financial support, guidance and technical and specialized means of promoting demand; Independent veterinary clinics tend to neglect the implementation of effective marketing strategies because they do not enjoy the same resources. However, although some marketing strategies require more investment, resources and extra effort, there are others that are stress-free and capable of producing valuable and effective long-term results.

Marketing strategies for Veterinary Clinics

The Veterinary Clinics' marketing plan must integrate strategies that allow the number of customers to multiply and guarantee the necessary flexibility to respond to changes resulting from this multiplication. In this sense, it is essential to make conscious use of all the channels that Veterinary Clinics have at their disposal, especially with regard to digital media.

That said, here are thefive marketing strategies essential to the sustainable and effective growth of Veterinary Clinics:

1 – Regular Promotion of Social Networks

The constant dynamism of social networks is the basis of any service promotion, especially in the Digitalization Era. As such, Veterinary Clinics must make the most of their social networks (Instagram, Linkedin, Facebook or Twitter) to externalize the quality of the service provided and the brand philosophy. These objectives can be achieved through the regular publication of offers, discounts, promotions, images that represent the daily lives of professionals or photographs of the most charismatic furry visitors. Here, the main focus should be on attracting potential customers and retaining current customers.

2 – Creating a Referral Program

According to a report from Nielsen, a German-American mediation company based in New York, 90% of consumers say they trust suggestions from friends and family more than any means of communication or advertising. On the other hand, the same research shows that the retention rate of customers acquired through referrals is 40% higher than that of customers captivated by other methods.

Therefore, a strategy to be adopted by Veterinary Clinics in acquiring new clients is the creation of an effective referral program. To do this, simply create attractive incentives, such as offering discounts or other advantages, to customers who recommend your services to other pet owners. Of course, these rewards will only be granted after the new client has actually visited the veterinarian's premises and confirmed the recommendation.

3 – Email Marketing

A golden opportunity for Veterinary Clinics is the collection of email addresses when registering a new client. Creating, growing and promoting a solid database, with all the contact details of the clinic's clients, is an effective way to promote retention and publicize the range of services available. This means that Veterinary Clinics will be able to use email as a direct marketing tool, sending information about promotions, health tips for pets and clinical events.

4 – Recognition of Long-term Customers

More than ever, Veterinary Clinics must recognize and reward long-time customers in order to ensure the provision of health care to pets in times of pandemic. One way to do this is by developing a strategy of rewards and services that should serve as an incentive for clients to visit veterinary facilities. In this sense, the promotion must be carried out in a personalized way, through telephone contact or sending an email. The important thing is to remind the client that their pet's health should not be neglected, ensuring that the clinic is properly prepared for their reception.

5 – Building a solid reputation

Online reviews and ratings are factors that influence the way Veterinary Clinics are seen and considered by the public. Currently, consumers shape the way they perceive products or services, through the mediation of third parties. Google reviews, for example, allow Veterinary Clinic customers to compare services and make informed decisions. For this reason, it is crucial to evaluate and improve the quality of the content disseminated by Veterinary Clinics and persuade customers to share their experiences, both on social networks and other online means. In the event of negative evaluations, Veterinary Clinic professionals must respond in a professional and understanding manner, in order to find a viable solution to the issue.

MEDD: architecture and design solutions for veterinary clinics

InMEDD, technicians and professionals specialized in the design of healthcare spaces guarantee the correct operational accommodation, through detailed consideration of the behavior and perception of their four-legged patients. In this way, we guarantee that eachremodeling or construction projectserves the purposes of your Veterinary Clinic and its team of professionals.

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