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By Dr. Michele Drake and Harley Orion  ...

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One of the most significant things you could do to change the financial situation of your veterinary practice is to commit to forward booking. This is true of new, smaller clinics as well as established, multi-doctor practices. Forward booking is an automatic step toward client retention, particularly for your newest clients. A forward-booked appointment is a strong signal of intention to visit your practice again....

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Phone calls and texts are widely-used to confirm veterinary appointments, and widely valued by pet owners who appreciate the helpful reminders. But these methods of communication can do so much more for patient health and client retention. Service and followup appointment messages belong in the realm of smartphones; after all, 97% of Americans use text messaging! So if your practice implements a system to contact pet owners on their cell phones with patient progress and recheck messages, then you have a great chance of reaching nearly every single one of your existing clients in order to retain them....

As a local business, your practice can thrive on participation within your community. Holidays, dedications, and other celebrations are often occasions for local events where your veterinary practice may have the opportunity to build bonds and grow the business. ...

There is something that happens in this Appointment Stage that can instantly help with bonding and retention of individual clients, advocacy and influence toward pet owners who are considering your practice, plus awareness to attract new clients: social check-ins....

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Online business directory listings play a vital role in the journey your customers go through in discovering, evaluating, and engaging with your pet hospital. This means that there is an incredible opportunity here, one that can make a significant difference for your veterinary practice....

Until recently, the only way to position your website above the number one ranked search result was to invest in Google AdWords Search ads, which allow you to pay to have your website show up at the top of the search engine results page (SERP) for specific keywords you define. However, with the ever-evolving search landscape and Google continually announcing new features to the SERPs, there are now more ways than ever to feature your website higher than the standard organic results. ...

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Twitter is one of the easiest social platforms to use; plus it’s fast-paced and exciting. When you have major marketing platforms like Facebook and Instagram established, Twitter can be a fun and useful addition to your social playbook. But, as you’ve no doubt heard, careless Tweets can create a lot of negative fallout. So, before you start using Twitter, let us help you with best practice tips, along with a list of common mistakes to avoid....

Your practice’s mission, values, and culture are connected to the core beliefs of the practice owner. Key staff members, such as your practice manager and your marketing specialist, will need to understand, demonstrate, and adhere to these standards as they run your business and model behavior to other staff. Your mission, values, and brand need to come from the top, and they need to be reinforced as daily guiding principles in your veterinary practice. ...

  “Content is king!”...

People learn in many different ways, and we need to present our recommendations to them via different methods if we’re to provide the best veterinary care. This is true of diagnosis information, treatment options, medication doses, follow-up needs, and so much more. Let’s explore how my veterinary staff at The Drake Center for Veterinary Care provides digital, paper, and verbal information to educate their pet owner clients....

While the marketing team may handle the most obvious day to day marketing, everyone who plays a role in your customer’s journey also plays a role in marketing - even if their role isn’t so obvious. By encouraging your team’s participation in marketing, you will be able to leverage your entire team’s strengths and existing client relationships to improve your clients’ experience and relationship with your practice....

By Harley Orion, CEO...