Digital Marketing and Strategy


Digital Marketing and Strategy

Many veterinarians hear the word marketing and cringe. Throw digital into the mix and now you can see them start to sweat. But this isn’t to be confused with the Mad Men genre of competitive advertising. Digital marketing is a means of bringing your practice forward in an online world. Without it, you face the risk of invisibility.

Marketing is a methodology for communicating the value of the services and products you have available to the people who need them. Traditional marketing most veterinarians are comfortable with include:

  • Business cards
  • Reminder cards
  • A practice brochure
  • Magnets and calendars
  • A small, tasteful display ad in the local yellow pages

We’re living in a digital world, so now we have to shift gears in order to get our information in the hands of those who need it. A practice website is an absolute must! Reminder cards are now mixed in with email reminders and text messages. Our business card is a business page on the most popular and prevalent social media platforms. Instead of spending money on the yellow pages, we’re now focused on search engine optimization and click-through rates.

It would be really nice if there was a manual that we could sit down and read to teach us all of these things, but to be honest the digital world is moving almost at the speed of light. Your manual would be outdated before it went to publication! Thankfully you’ve found VP21C, where the best and brightest in our profession share their latest ideas, tips and success stories. Pair these posts with a digital marketing strategy and your practice will gain new clients and strengthen your bonds with existing clients.

Marketing Strategy

Just as your practice needs a strategic plan, it also needs a strategy when it comes to digital marketing. Random posts on Facebook, tweeting to see if anything lands, and pinning your favorite LOLcats memes aren’t going to achieve the results you’re hoping for unless there’s an goal in mind, and these activities contribute to a bigger plan. Ask yourself these questions, as you develop your practice’s marketing plan:


  • What are you trying to accomplish with your marketing strategy? Be specific with the goals you are trying to achieve. Are you striving for new client growth, the launch and growth of a new veterinary service, or the visibility of your new associate veterinarian?
  • How will you measure the success of your digital marketing efforts? Is there a call-to-action that can be tracked? Will you see an ROI that is specific to each part of your marketing strategy?
  • Who will carry out your strategy? Do they have adequate time and the resources they need in order to be successful?
  • Do your digital efforts lead people to your website? When they come to your website, does it inspire them to begin a conversation with you and your practice?

Ready for the Next Section?

Online Reputation