The world of veterinary medicine is changing, and so is your marketing approach. Thanks to advancements in technology, patients have more access to health information than ever before, meaning there is more opportunity for you to educate them about your services.
Traditional marketing efforts, such as TV ads and newspaper classifieds, simply aren’t as effective as they used to be. While these still have their place, they aren’t enough to reach today’s consumers.
Now, you might be wondering what comes next? How can I market my veterinary practice online?
Well, you’ve come to the right place. Here, we’ll discuss the various ways you can market your veterinary practice online. We’ll cover everything from SEO to content strategy, so you can better understand how to approach this important area of marketing.
The content you create and distribute on your website is the key to successfully marketing your veterinary practice online. To get the most out of your content, you need to be consistent and dedicated to creating new material on a regular basis.
You should establish a schedule for yourself, knowing that you will have to work hard to keep up with it. Create a content schedule for each month, identifying at least two or three blog posts that you’ll work on. Choose topics that you think will be relevant to your target audience, and make sure that you cover all the basics, including but not limited to:
- clinical cases
- tips and tricks
- health concerns
- diseases and conditions
- prescriptions and over-the-counter drugs
- safety issues
- equipment and supplies
- follow-up care
A lot can go into a single article, and ensuring that each part is impeccable is vital to its effectiveness. Before you start writing, take time to think of the various ways in which you’ll approach this task. Consider the focus group you’ll be participating in, and make sure that your questions will be answered in a precise and detail-oriented manner. In other words, write like you talk – speak with your readers in a way that is both clear and engaging.
SEO Is A Must
If you’re reading this blog post, then you’re probably already thinking about making the switch to an online marketing strategy. If that’s the case, then you need to make sure that the internet knows about your new veterinary practice. This is where search engine optimization (SEO) comes in. To put it simply, SEO is the process of getting the right words and phrases onto the first page (or the ‘top’ of the page, as it’s sometimes called) of a search engine results page (SERP).
You can learn a lot about SEO just by performing a quick internet search on a topic related to your practice. As you’ll see when you perform a search, the first few results will generally be sponsored by businesses seeking to gain a profit from online marketing, meaning they’ve paid to be there. While there’s nothing wrong with this per se – you can’t necessarily trust all the results returned by a search engine.
The important thing is that you perform the search and see what results come up. If you’re not sure what SEO is, then don’t worry – there’s no secret to successfully marketing your veterinary practice online. You simply need to do your homework and learn the ropes.
The better you get at SEO, the better your results will be. However, it takes a lot of effort to learn the ropes and make the transition to a successful online marketing strategy. If this is something that interests you, then get ready to put in the hours – it’s a long road ahead.
Social Media Is Also Key
Not counting internet search, the other ‘traditional’ way of finding a medical practice is through social media. In other words, you’ll find businesses, individuals, and organizations talking about products or services related to health and medicine, which is where you can find potential patients.
On social media, you’ll find all kinds of medical practices, from solo physicians to multispecialty groups. If your practice is located in a large city, then chances are there will be a medical group in your area that already has a presence on social media. Ask around, or look at the various groups on social media related to your practice area to see what’s available.
You should consider creating a social media account for your veterinary practice. This can be as simple as a Facebook page or a Twitter account. As with any social media account, the more you put in it, the more you get out of it. Be active on social media and join groups related to your practice area to get in touch with other doctors and surgeons. This is also a great way to stay informed about industry news and trends. To take it a step further, you can create social media accounts for your individual staff members, and even patients. Doing this can help you provide more individualized, personalized experiences for each one of your audience members. This is especially beneficial if you have existing patients who want to be kept informed of news and updates about their health.
Get To The Point
Speaking of social media accounts, many medical practices have multiple social media accounts, with multiple platforms. To make matters more complicated, the contents of each account are slightly different. For example, one might be for general announcements, while another is for inquiring about specific procedures or offering advice related to health problems.
To make things easier for your patients, establish one account that handles all your social media interactions. This account should be used for all your platforms, and all the contents should be consistent and of high quality. The name of this account should also be used when talking to other people. Doing this can help reduce the confusion that might arise from having multiple accounts.
Speaking of confusion, make sure that your social media accounts are set up in a way that does not cause any. For example, many medical practices use all capital letters in their usernames, making it difficult for anyone to find the right account. Take the time to study the various platforms (Twitter, Facebook, etc.) and choose the one that will work best for your practice. This ensures that you will not only be able to keep track of all your social media interactions, but will also be able to effectively market your practice via social media.
If you’re reading this blog post, then you’re probably already familiar with the concept of content re-purposing. Essentially, content re-purposing is the process of taking content that you’ve previously created for one purpose and using it for another. For example, if you’ve already written a blog post about different ways to clean teeth, you could use the same content in a different context, like an ebook or an email series about cosmetic dentistry.
Doing this is much easier than you’d think, especially if you follow a few simple steps. First, locate the original source of the content. Second, locate the best place to re-purpose it. Third, format the content appropriately.
The most essential step in the process is making sure that the content is indeed suitable for the new purpose. If this content was originally meant for an online audience, then you need to make sure that it still functions well for a more conventional target audience. This is where the value of a specialist in web content re-purposing comes in. By taking content that was previously created for one purpose and using it in a different way, they essentially ‘re-purpose’ the content and make it more suitable for the new audience.
Once you’ve finished with your content, don’t just save it as a draft. Publish it so that others can find it. To improve your SEO, publish your content on various platforms, including but not limited to: