As mentioned in the last post, the Bayer study identified a number of attributes that practices which continue to grow during this post-recession economy have in common. Not entirely surprising is that two of those attributes are marketing related: the first is a belief by the practice owner that marketing and advertising were critical to the practice’s success and, secondly, that the practice is an active user of social media such as Facebook. The study also looked at attributes associated with practices who are experiencing declines in visits and found that both of those factors were marketing related: the veterinarian felt that advertising undermines his/her credibility as a veterinarian and the practice lacks referral arrangements with other pet service providers.
What IS surprising is that 74 percent of veterinarians do not completely agree that marketing and advertising are important tools in running a successful practice today. Without that commitment, it’s unlikely those practices will be effective in using marketing strategies to attract new clients.
What do you think? How much time do you spend on marketing and advertising? What have you found to be most successful?
See all of Dr. Karen Felsted’s blog posts.