Veterinarian Marketing For 2022 and Beyond

Dog and Cat Vet .com
714-827-4058

Is your practice feeling the pressure and extra work of Covid-19 protocols?

After doing a bit of phone research I discovered some practices are also experiencing a client surge? However, all practices I spoke with are burdened with an increased workload. Many privately owned practices and small groups are feeling squeezed. Squeezed for resources, squeezed for staff hours, squeezed for rest, and squeezed for time.

As we enter an uncertain future with the decimation of the restaurant industry and 30% of Covid closed businesses not returning, now is the time to position your practice for the future. If the increased activity continues, a system will need to be put in place to ensure demand can be comfortably met. If there is a drop off in business, then marketing plans need to be in place to ensure maximum client retention and acquisition. If there is a downturn in the economy, then it’ll be more important to market beyond standard social media and google advertising.

If the economy goes into decline you’ll be competing for fewer clients who can afford quality pet care. If single and smaller multi-location practices do need to compete for clients then having an innovative marketing initiative in place will prove to be strategically beneficial. You’ll still need to use your core marketing tools, such as a regular newsletter, but you will also need to do something different than what’s been done in the past.

In case of an economic downturn how are you planning to compete?

While auditing help wanted ads I see that Mars Pet Care is now hiring people to monitor the marketing efforts of veterinarians outside their network.

My old Google Plus Dogs Community

Are we in a new normal of Covid-19?

I started building this site shortly after the Covid-19 stay at home orders. A lot has changed in only a few months. In the beginning people were worried there would not be enough business. Now instead of not enough patients, most veterinary practices are uncomfortably busy. The question is, could it just as quickly go in the other direction, with fewer clients coming in?

Here are some of the stats from early in the pandemic and my own research in August.

Todaysveterinarybusiness.com said they expect the coronavirus pandemic will see revenue from veterinary services dropping up to 30%. This is based on market research from the research firm Packaged Facts.

However, I have read conflicting reports from aaha.org. The American Animal Hospital Association said in March 2020 some veterinary services were down almost 20%. In another article it said many practices were operating at capacity with the added work and costs of Covid-19 protocols.

VetWatch has reported that California sales were down about 20% in May this year compared to last year at the same time. In the Los Angeles area during the last weeks of June it looks like Canine core vaccines started to trend up, but earlier in the year they had seen declines. The last half of June 2020 also saw an increase in the Veterinary Consumption Index.

From polling several veterinary practices (in The Gateway Cities and North Orange County) on the phone in August 2020, I found the same to be true. Some areas have seen an increase in the number of clients they are treating. While other areas are as busy, but have noticed a decrease in the number of patients they’re seeing.

I have moved all of the information about the economic models businesses adhere to and and the rules of game theory to the main marketing website.

Equipment Cost

Because of Covid-19 I am doing very few in store/office video shoots and none with a camera crew.

For our new online format and everyone’s safety all participants will need to have some of their own equipment.
Video equipment costs to participate in this promotional opportunity will range from
$0 if you already have basic equipment to around $650.

Basic equipment

When we first get started basic equipment can be a webcam and an external microphone or headset.

As we move into new distribution channels you will also need at least a cell phone or GoPro with 4K video and an additional microphone. You can always spend more if you want better quality.

You will also need a computer and internet connection.

Production Costs

The cost will vary depending on several variables. Often it’s possible to develop promotional packages with creative options for compensation.

Co-marketing and in-kind promotions.
One option is Co-marketing or what in public television is called in-kind advertising. In economics and finance, in kind refers to goods, services, and transactions not involving money or not measured in monetary terms.

As a public access TV producer I’m used to working with in-kind advertising deals as well as other creative forms of promotions. Each situation is unique. I offer no cost to you packages all the way up to totally supervised digital television/YouTube channel management.

While I’m only doing a few on location shoots, I can visit your office to set up your audio, video camera, and lights.

I use conventional and out of the box thinking to Market exceptional veterinary services. 

Because Pets Make Life better

Your office is overflowing with a wealth of information. But documenting and then turning that information into a friendly and usable format can be quite challenging. A problem I see many businesses have a difficult time with is finding the time to get that information into a publishable format.

As covid-19 puppies mature and people start going back to work there will also be more dog behavior problems that are made worse by early isolation and stay at home orders. One of the challenges for this group may be simply keeping the dog in the household for the next 14 years or so.

While I have been called a dog expert, I like cats too. Years ago I used to also do some cat training. At that time my dog, cat, and rat would all walk on a leash together and do several behaviors in unison.

Some of you may remember the old Orange County Dog Directory

I have also had two public access shows about dogs. One of them was quite good for business. As technology and demographics change, media platforms become more or less useful. While public access can still be beneficial, it no longer has the reach it once did. That is why I am working on developing a new social video channel and OTT TV streaming network. You will need 4k video when we move to OTT TV distribution.

OTT TV stands for Over-The-Top Television. This is programming that is meant to be viewed on televisions but is delivered through the internet as opposed to over the air, cable, or satellite. Some examples of OTT TV providers are Apple TV, Amazon Fire, and Roku TV.

Combining streaming television with short form social video, along with regular appearances on a podcast should prove beneficial for most pet professionals.

Unique Property where I had to do a presentation to the city council to repurpose it for a pet facility.

I Complement The Marketing You Are Already Doing.

There are two services I offer that’ll most enhance the marketing every veterinary practice is now doing. First I can produce video podcast type internet shows along with formatting the shows for multiple channel distribution. Second, I can contribute and provide content to be used in your client newsletters. Quite a few office practice management software programs have email newsletter software built in. If your practice doesn’t yet have a newsletter, I can help you get started there as well.

Skills I bring to the table

Video Production and Editing
I have been doing video for many years and have had three public access TV shows. I have to say, it’s much easier to do video today than in days past.

Content for your Newsletter
A newsletter is the most effective way to stay top-of-mind with your clients.

I can provide content and articles for your newsletters.

If you do not yet have a regular newsletter I can help you get started with this must have form of customer contact.

I can help Pet professionals with website advice and consultation.

Contact Links

Linkedin 

Twitter

Boarding revenue is also feeling the effects of less travel due to Covid-19 as well as the growing popularity of online private boarding marketplaces. The purpose of marketing is to ensure that when people do travel or board their pets they choose a professional facility over a pet hobbyist.

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