9 to 950 3 elements of marketing [autosaved] · secure your 1-3% marketing budget investment?...

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Eric D. Garcia, IT & Digital Marketing Consultant

© 2017 All rights reserved. Eric D. Garcia

3 Things Every SuccessfulMarketing Program Must Have

About Eric GarciaManagement Team at Large Practice in Tampa, FL

Former VP of Veterinary Exclusive Web Marketing Firm

IT & Digital Marketing Consultant – Founder of Simply Done Tech Solutions

VetPartners Member Consultant

AAFP Advisory Board Member

International Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines, Austria

Published Author:ì Marketing Columnist for Today’s Veterinary Businessì 15 Chapters in the the 5-Minute Veterinary Practice

Management Consult, AAHA Trends Magazine, Veterinary Practice News, DVM360, and more


Resources Provided


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Thanks to Our Sponsor



#1. Standout in an Ever-Saturated Marketplace

Content MarketingShows rather than tells potential pet owners

that you’re the right choice.

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Imagery in Marketing

“It's in our DNA. We drew before we wrote (cavemen), we process it faster than audio, text, and video. According to a study by MIT, it showed that it takes just 13 milliseconds for the human eye to process an image-- almost 8 times faster

than previously thought.”

“Every social platform is becoming more image-centric.”

- Donna Mortiz


How Are You Different?

Are you Fear Free?

AAHA?

Cat Friendly?

Surgery? Compassionate Care?

Vaccines – Do you offer Ultra vaccines, do you follow AVMA, AAFP, or AAHA vaccination guidelines



Surgery – Do you have a dedicated recovery tech? How do you handle post op care?


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Which Do You Prefer?



New Service?ì Laser Therapyì Stem Cell Therapyì Rehabilitation ì Mobile Hospiceì After Hours Service


How Are You Different?ì What is the service?ì Why did you start the new

service?ì How will it help patients?ì How did it help a patient?ì Show me!

Example: Raintree Veterinary Center

http://www.raintreevetcenter.com/laser-therapy/

What: Raintree Veterinary Center is now offering Laser Therapy for your pets! This powerful, pain-free and non-invasive treatment uses modulated infrared rays to help reduce pain and speed the healing of inflamed or damaged tissues. Arthritis, degenerative joint disease, fractures, joint problems and some soft tissue injuries are among the conditions for which we recommend laser therapy. In most cases, the results have been remarkable. (For an animal’s eye view of this treatment, you are invited to read the testimonials from two of your patients – see below)

Why: Laser therapy is also now a standard part of our post-surgery protocol, thanks to its ability to reduce pain and significantly speed the time it takes for incisions to heal. Except in cases where it is contraindicated (such as the removal of suspected cancerous masses), we now administer the treatment after every operation performed at the hospital. Patients that have had orthopedic surgery receive at least one additional session, while they are still in the hospital.


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What are some of the conditions that can be treated with laser therapy?ì Arthritis/Degenerative Joint Diseaseì Muscle, ligament and tendon injuriesì Sprains and strainsì Hip dysplasiaì Ulcerations and open woundsì Post-surgical and soft tissue traumaì Back and neck painì Neuromuscular disease

How do I find out if it’s right for my pet? If your cat or dog has limited mobility or suffers from chronic pain, laser therapy might help. Talk with us during your pet’s next physical exam – or schedule an appointment right now to discuss the treatment. To learn more about Laser Therapy for Pets click here.



Check out our success stories below to learn more about the success of laser therapy use in pets. If you are interested in discussing this service for your pet —please do not hesitate to contact us and we can discuss if laser therapy is right for your pet.

BayCi & Waggle — Readì http://www.raintreevetcenter.com/bayci-

and-waggles-laser-therapy-success-story/

Rubert — Readì http://www.raintreevetcenter.com/rupert-

laser-therapy-success-story/


Typical Veterinary Practice

Laser Therapy: Laser treatments are an excellent way to provide pain relief to your canine companion. Laser therapy reduces pain by reducing inflammation through Òvasodilation" (the opening of blood vessels) and also by activating the lymphatic drainage system, thus draining swollen areas. The result is a reduction in swelling which reduces pain. The lasers also stimulate nerve cells that block pain signals from being transmitted to the brain, thereby decreasing nerve sensitivity. Because there is less inflammation, less swelling and an interruption of pain signals to the brain, the dog will experience less pain. Laser treatments for dogs also stimulate the production of high levels of naturally-produced endorphins which further counteract your dog's pain.


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Check out our success stories below to learn more about the success of laser therapy use in pets. If you are interested in discussing this service for your pet —please do not hesitate to contact us and we can discuss if laser therapy is right for your pet.

BayCi & Waggle — Readì http://www.raintreevetcenter.com/bayci-

and-waggles-laser-therapy-success-story/

Rubert — Readì http://www.raintreevetcenter.com/rupert-

laser-therapy-success-story/


Example: Orthopedic Surgery

Reference for Notes:ì http://www.raintreevetcenter.com/indys-knee-injury-and-tplo-

journey/


Vaccines: How Are You Different?

Vaccines –ì Do you offer

Ultra vaccines?

ì Do you follow AAFP, AVMA, AAHA vaccine guidelines?


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Typical Practice

“Alongside routine wellness care, we believe in vaccinations as an

imperative part of preventative care. We make specific recommendations based on your pet’s individual health

history and use only the most modern vaccination protocols whenever administering a vaccination. If you

believe in a comprehensive approach to long-term care, vaccinations are a necessary component of care to keep

in mind.”


Typical Practice

“Vaccinations are an important part of any preventative health care program. We understand

that a vaccine program should be tailored to your pet’s individual

situation and we follow the most up-to-date vaccination

protocols based on your pets lifestyle and exposure."


Vaccines: How Are You Different?


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Which Practice Stands Out?


Practice A:Practice B:

Revamp Vaccine Service DescriptionsNot All Vaccines Are Created Equal

Even indoor pets need vaccines to help protect them from serious illness that you could bring home to them on your shoes or clothing.

Our clinic now offers a line of vaccines that provides the effective protection you expect from a vaccine but with half the volume. ULTRA vaccines feature a 0.5 mL formulation, while most other vaccines are 1.0 mL. You may be more comfortable knowing that your pet is getting the protection he needs but with a smaller volume. And this smaller volume will make the actual injection more comfortable for your pet.

Effective protection, smaller volume. It’s a win-win. Humans have benefitted from lower-volume vaccines for years. Now your pet can be just like the rest of your family!

Talk to us today about vaccinating your pet with the ULTRA line of vaccines.


Ask Yourself…

Do annual visits make up a big part of your business?

How do you market yourself to standout?

MARKET YOUR ROUTINE SERVICES IN A WAY THAT MAKES YOU UNIQUE


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Feature Slider on Your Website





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ONLY After Do You…

Create a Google AdWord Campaign for the service

Facebook Campaign

Email Campaign

Add to Google Posts

Direct Mail Campaignì Don’t just mention “VACCINES”


Show Me Compassionate Care

©2017Allrightsreserved.EricD.Garcia

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Show Me Compassionate CareNOT Just On Social Media

On your website within service pages

Share personalized images on your print materials or ads


Share This Content…NOT Just On Social Media

On your website within service pages

Share personalized images on your print materials or ads

Try and avoid stock imagery!


Our Veterinarians

Our Veterinarians: The MOST Visited Page

General:ì Dr. Garcia was born in Tampa, Florida. He graduated from

the University of Florida in 2000. Dr. Garcia has an interest in Dermatology. He has 2 dogs by the name of Elvis and Penny. Dr. Garcia is excited to meet both you and your pet!


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Veterinary Medical Center


Skaer Veterinary Clinic: Dr. Skaer


The “Perfect” Biography


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Veterinary Medical Center Easton


Skaer Veterinary Clinic


Case Example: Tampa Bay Animal Hospitals


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Invest in Copywriters!

Certified Content Writers are listed on Copyblogger.com.


Promote Job Openings


Promote Job Openings | Sway.com


Review Pet Doctor

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#2) Include Client Retention Strategy


It’s what you do to keep clients coming back

Marketing is not just about new client acquisition

What are you doing to secure your 1-3% marketing budget investment?

Retention marketing is a critical component to your overall marketing strategy

Reward Clients Who Refer

How do you reward clients?ì Say Thank Youì Send Handwritten Note

Credit toward pet account

Gift card to local pet shop (endorsed by the practice)

Gift card to local business

After X referrals in 1 year client receives a nice dinner at a local restaurant


Retention Mistake: Failing to Appreciate Brand Advocates


Missing Reply

Missing Reply

Missing Reply

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Solution: Appreciate Brand Advocates


Retention Mistake: Only Sending Postcard Reminders


Solution: Include Text Reminders


97% of Americans use texting at least once a day on their cell phones. ì Text messages have a 98% open

rateì Text messages have a 45%

response rate

Ask for mobile number instead of home number

Obtain client permission on registration & drop-off forms

Text reminders allow clients to act instantly – reducing phone calls and saves money

Most portal/reminder program services offer this service at no additional cost

http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/

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Retention Mistake: Forgetting About Lapsing/Lapsed Patients


Solution: Develop Ongoing Lapsing Patient Marketing Campaign


Target clients who have not visited the practice in 18+ months

Consider 3rd or 4th reminderì Email campaignì Postcard/letter

Reach out to client ì Telephone call between 6:30p –

8p

Track success, learn from clients, and clean up your practice database

Automated Tools: IDEXX’s Petly, Vetstreet (coming soon), Retriever

IDEXX Pet Health Network


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Retriever


Call & Track Response


3.) Set a Marketing Budget

General: ì .5-5% of gross revenue

Most Common: ì 1-3% of gross revenue

ì (5-12% outside of our industry)

Newer Practices:ì Varies based on local market


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Resource: Budget Tracker


Which Is Best to Track?

New Client Numbers vs.

New Client Revenue


New Client # vs. New Client Revenue

Make sure your management software does not count no show clients as new clients

Consider setting up a temporary record and setup in PIMS after client comes in

Use revenue to compare against investments


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What is Considered Success?Min. double your investmentì Spent $500/mo on Google?ì Min. success = $1,000

Use your judgment – will you be happy with this?ì Investment: $500ì Return: $750


Back to the BudgetWhat Percentage Goes to X vs X?

Example

Internet (Website, SEO, Google Ad, Facebook)ì 40-60% (varies based on market size/competition)

Print (If opportunities exist. If not, reallocate) ì 10-20%

Other Community (sponsorships, events, etc.)ì 10-20%

Local Marketingì Remainder


Thanks to Our Sponsor


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THANK YOU!

Resources: simplydonetechsolutions.com/tgavc17


Follow me on Facebook: facebook.com/EricGarciaFLCheck me out on Instagram & Twitter: @EricGarciaFL

9 to 950 3 elements of marketing [autosaved] · secure your 1-3% marketing budget investment?...

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