Marketing Strategies of The Veterinary Healthcare Industry

Introduction

Marketing strategies of the veterinary healthcare industry, as with so many industries, has evolved significantly over the past twenty years. Prior to that past twenty years it remained fairly constant with very little changes. Since the marketing revolution and innovation brought about to *create* the digital marketing revolution, consumers i.e. clients are looking for more than just a service that provides a solution to their problem. There is a greater sense of brand awareness as well as a greater desire for a unique client experience. The greatest challenge for veterinary hospitals and clinics has been to recognize and respond effectively to this tectonic consumer shift.The Digital Revolution and Evolving Client Behavior

Today, more than 50% of consumers use mobile devices to search the web, book appointments, shop, and pay for goods and services. The rise of the digital health care provider has developed in response to this tectonic consumer shift. In addition, clients are using their devices to find out third-party information about their pet’s medical conditions and treatments as well as researching areas of pet medicine that interest them. A frequent example is a client being recommended a flea & tick medicine by a friend. The client will typically research the flea & tick medicine prior to their veterinarian visit. Throughout the marketing sector as a whole, there has been an increase in digital ad budgets, creation of personalized content for the target sector, and improvement in search engine optimization (SEO). The Veterinary Health Care industry cannot fall behind in this change of focus and must evolve. As a veterinarian or hospital manager, it is critical that you understand your clients and exceed their expectations.

Who is your current client v. who is your ideal client? Who is your target audience with digital marketing campaigns? The way client’s choose their service providers has changed dramatically and by knowing how to respond to these questions and by knowing what factors influence and determine consumer choice will allow your hospital or clinic to thrive through the next decade. Baby Boomers, Generation X, Generation Y, & Generation ZWhile the Veterinary Healthcare Industry overall has experienced increasing growth in clients independent to the generation, high growth veterinary hospitals and clinics are focusing their marketing and digital marketing strategies toward two key market segments with the greatest targeting potential; Silver Surfer and Generation Y or Millennials.

Although each generation has diverse challenges and preferences, high growth hospitals and clinics are identifying those unique challenges and preferences and implementing a series of strategic digital campaigns organized around targeted segments.Silver SurfersSilver Surfers are comprised of Baby Boomers and Generation Y, primarily those in their fifties and sixties, whose family has left home and now have additional disposable income. Baby Boomers and Generation Y, compared to the Silent Generation, have enjoyed greater health, higher levels of education, and a greater overall awareness of the importance of preventative care as well as a greater concern in their pet’s health. Yes! Baby Boomers and Generation Y are increasingly ‘going digital’. It might be hard to believe but the trend toward digital marketing and away from conventional advertising has been increasing in the past decade.