Veterinary Practice Marketing Fundamentals

Vocabulary flashcards covering the key concepts, strategies, and examples of marketing for veterinary practices as discussed in the lecture slides.

Marketing (in a veterinary context)

All activities used to obtain and retain clients while enhancing a hospital’s reputation—far more than just advertising.

4 Ps of Marketing

The classic marketing mix: Product, Price, Place, and Promotion.

Product (Marketing P)

The specific veterinary services, quality of medicine, and patient experience a practice offers.

Price (Marketing P)

The fees charged for services and products, reflecting value, market position, and profitability goals.

Place (Marketing P)

How and where services are delivered—including clinic location, hours, and convenience options such as early drop-off or late pickup.

Promotion (Marketing P)

All methods used to communicate value to clients and prospects—advertising, social media, events, and more.

Unique Selling Proposition (USP)

What makes one practice different from competitors—e.g., weekend hours, species-specific care, advanced technology, Fear Free handling.

What makes your hospital different?

• Weekend hours? Open on Saturdays

• Overnight care? Overnight staff

• Early drop off or late pickup?

• Consistent staff? High staff turnover

• Ease of location? Traffic light, busy highway, paved parking lot, easy to find.

• Species specific? Unique or less common services?; Acupuncture, chiropractic care, rehab

Direct Marketing

• Tactics that reach clients directly

• Webpages

• Facebook

• Instagram

• Blogs

• Advertisements in magazines, newspapers

• Direct mail

• Phonebook advertising was the most popular form of direct advertising but has been replaced with webpages and social media.

Indirect Marketing

• Non-advertising cues that shape client perception

• Clean facilities

• Client education

• Relationship building

• How does the client feel when they interact with the facility?

External Marketing

Efforts aimed at attracting new clients—website, office tours, open houses, and outdoor signage.

Internal Marketing

Efforts aimed at existing clients—Reminder cards, recalls, clean facility, telephone etiquette, staff ID, sympathy cards, thank you notes, newsletters, point-of-sale displays

Targeted Marketing

• Promotions directed at a specific demographic

• For example, if having a dental promotion, the target clients would be those with pets possibly 5 years of age or older.  Those clients with brand new puppies would not benefit from marketing for a dental promotion.

Fear Free Initiative

Program focused on reducing fear, anxiety, and stress in veterinary patients to improve the visit experience.

VEG (Veterinary Emergency Group)

Example brand that markets 24/7 emergency care where clients can stay with pets throughout treatment.

MOVES

Mobile veterinary specialists who partner with clinics to provide advanced care in-house, adding value and revenue.

First Look

A practice’s curb appeal—landscaping, building upkeep, and overall inviting appearance to visitors.

Lobby Design

Creating a welcoming, spacious waiting area with separate seating to reduce stress for clients and pets.

Variety of Kennel sizes and styles

Exam Room Essentials

Basic components include exam table, counter, client seating, and possibly species-specific décor or scent control.

Branding

Consistent use of logos, colors, and messaging across business cards, brochures, and websites to build recognition.

Social Media Best Practice

Share professional, positive images that reflect clinic values; avoid photos that could convey poor safety or care.