Who am I treating here?
First of all, your client is not your patient. so you have to keep the human custodian(s) happy so that you can treat the patient. You must rely on humans to bring their animals in for care, to explain what’s wrong, and to comply with your instructions. Finally, of course, you rely on the humans to pay their bills.
Doing it all
Another challenge of being a vet is the sheer number of departments you run. You’re doing wellness exams. You perform surgery and dentistry. You have a lab and a pharmacy. You have a retail division for food and other essentials. You offer grooming and possibly boarding.
And your challenges aren’t just physical. You are also a pet psychologist trying to figure out why Rex won’t stop barking at the neighbors. And a grief counselor as you watch beloved pets take their last breaths.
And the rewards?
You probably already know that vets have the lowest incomes of all professionals. And that, due to the sheer physicality of the work (not to mention their unpredictable patients), vets also sustain a lot of injuries.
This means that vets are busy, stressed and (frequently) in pain.
So here’s the good news
Veterinary practices can benefit tremendously from online marketing.
Look at your website. This is where new pet owners look when they need a vet (or at least to check you out when they have a referral). Does you website have a great biography that showcases your personality and your love of animals? Does it describe why your clinic is awesome and the reasons clients should come to you (instead of the vet across the street)? Does it demonstrate that you’re an expert on dealing with pets and their owners?
(Well we’re on the subject … your biography needs to be more than just where you went to school. Why did you become a vet? What is your favorite part of the day? Do you work only with dogs and cats, or do you see exotics or large animals? Then share a little about your life, such as whether you have pets of your own.)
Newsletter marketing can increase your profits
Sending an electronic newsletter is a great way to educate your clients and build your business. Explain why their dog should have a Lyme vaccine or their cat needs an annual physical. A well-written newsletter can make the client realize that a dental cleaning is an investment in their pet’s health. Add in a monthly special and many readers will take a moment and book an appointment.
And the special is …
Many vets offer specials that are heavily advertised in their office. (I know this because my two dogs have monthly tech appointments at a local veterinary clinic.) Although people who visit the office are that it’s Dental Month or Heartworm Prevention Month, many customers are not. Letting clients know about these specials — through online marketing — will encourage clients to schedule preventative care.
Working with vets
The most challenging part of working with vets is that they are very, very busy. They need a copywriter who can work independently and get their writing done — on time and on budget. I’ve been a writer for more than 20 years and understand these needs. I’ve also been the owner of many pets, including (at a single time) 18 Russian tortoises, 5 guinea pigs, and 3 rescued miniature dachshunds.
Below is a video about how I work with veterinarians. If you need a writer, I offer a free consultation and would be delighted to speak with you.