Five Tips to Become a ‘Top-of-Mind’ Practice in Your Community
Pet owners can easily Google “veterinary practice near me,” and boom, you might show up on the first page. But here’s the real question:
What makes you stand out from the rest?
How does a pet owner know, just by looking at your digital presence, that your team is the one they can trust with their pet’s life?
In a sea of clinics, your reputation and reviews are the deciding factors for that new client.
But what if you’re a newer practice or you’ve been working hard behind the scenes this year to rebuild your team culture and improve your reputation?
Then this post is for you.
Here are 5 things you can do right now to become the top-of-mind veterinary practice in your community:
1 - Define and Establish Your Culture
It takes time, especially if you are working to rebuild your practice’s culture, but it’s worth it. According to Dr. Michele Drake (Founder of The Drake Center and author of Veterinary Leadership: A Practical Guide For Practice Owners and Managers), culture can take up to a year to truly transform. But it’s the backbone of your practice and how well your team works together.
In Dr. Drake’s book, she makes a bold statement, “Either you decide what you want your culture to be, or someone else will decide for you – and you may not like the outcome.”
Let’s state here:
- Lay the foundation; start with your core team and have an open-hearted discussion about what the culture should be. You need them to be on board.
- Culture is a daily activity; every team member needs to know what to expect in the behavior of the team.
- Do not just say, Lead! Leading by example, even when faced with challenges, will get your team to follow.
- Recruit for culture; hire like-minded staff. You can have the most talented doctor, but don’t let them chase away your talented team.
GeniusTip: Explore two of Dr. Drake’s vital culture-building resources, including the Practice Culture Workshop and her book Veterinary Leadership: A Practical Guide For Practice Owners and Managers.
Access Dr. Drake’s Culture Workshop
2 - Review the Reviews
Now that you have your culture established, look through your reviews with a new set of eyes: your positive culture lens. Is there anything that you identify as areas of improvement?
You don’t need to comment on all the past reviews, but focus on the most recent ones, especially if they raise a flag. Use this checklist to audit your review presence:
- Thanked positive reviews
- Identify the negative reviews
- Take the response offline
- Connect with team members
- Review appointment notes and any post-communication
- Call the client directly, try to resolve, and ask for an updated review
- Respond to the review that you have reached out to the pet owner to resolve the matter. Don’t provide any details or acknowledge any wrongdoing.
- Share positive feedback with the team!
- Ask for reviews - the more recent positive reviews, the less important the negative reviews become
And don’t forget to take a peek at your competitors. What are their clients saying, and what can you do better?
3 - Become more Social
Reviews don’t just live on Google or Yelp anymore; they live in every comment, share, and heart emoji you get on social media. Every bit of engagement is part of keeping your practice at the top of mind. Pet owners want to see what is going on at your practice, so they can be familiar when they bring in their pet.
If you are not active on social media, start with baby steps—post once a week. Here are a few content ideas to get you started:
- Pet of the week
- Candid videos of team members loving on patients
- Frequently asked questions: Have a team member ask the veterinarian common questions answered during appointments
GeniusTip: Want some inspiration? The GeniusVets Toolkit is totally free and lands in your inbox monthly. It includes:
Join the Social Media Toolkit List
- Ready-to-post graphics
- Content calendar
- Pet holidays
- Engagement ideas
4 - Show Up In Your Community (Online and In-Person)
You need to build your presence where your clients are, on the ground and in the feed.
Get Digital:
- Follow local businesses on social
- Engage with and share their content
- Partner with complementary businesses (groomers, pet shops, trainers, even coffee shops!)
Get Physical:
- Attend or host events (booths, clinics, bark-toberfests—you name it!)
- Invite your digital partners to connect in person
- Make your clinic a community hub
5 - Get involved
Sure, there are standard industry organizations you can (and should) join, like your local VMA or veterinary groups, where you can network with peers and stay connected to industry updates. But let’s take it one step further:
What does your team care about outside of work? What causes light them up? What local groups or initiatives could use your support?
When you align your practice with a cause, it’s more than just “feel-good marketing.” It builds authentic bonds within your team and across your community.
Here are a few ways to make that impact:
- Partner with a local rescue or shelter: Sponsor a pet by covering their adoption fee, or offer a complimentary first exam for adopters. You could even organize a team volunteer day to walk dogs or help with adoptions over the weekend.
- Support a meaningful charity: Whether it's a pet-focused organization or a broader cause like breast cancer research or a children’s hospital, raising funds or awareness connects your clinic to something bigger and shows clients what you stand for.
- Show up for local students: Attend school career days and job fairs to spark interest in veterinary careers. This not only invests in the future of the profession but also positions your team as approachable, passionate mentors.
When your practice becomes known for showing up, giving back, and caring deeply, pet owners notice. They’re not just choosing a clinic; they’re choosing a compassionate team that’s woven into the fabric of their community.
Ready to Go from Hidden Gem to Local Favorite?
Becoming the go-to veterinary practice in your community doesn’t happen by accident—it takes intention, consistency, and connection. Whether you’re just starting out or rebuilding your reputation, these five steps will set the foundation for lasting impact.
At GeniusVets, we help veterinary practices like yours shine brighter—online, in your neighborhood, and in the hearts of your clients.
Want to see where you stand?
Schedule your Marketing Health Exam today and discover how to build a brand that stands out, builds trust, and fills appointment books. Let’s build a reputation your community can’t ignore.
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