Whether in architecture, dry-cleaning, plumbing or veterinary services, it is critical to understand the importance of marketing your hospital. Marketing, after all, is a central mechanism for business growth. And no matter how established you are, growth in today's world is important.

There are so many marketing channels from which to choose. Direct mail may be a very effective quick shot, or even a long term plan for local businesses especially.  Just watch the Val Pak coupons or the magazine style coupon books...they are usually full of offers, photographs, maps, specials etc.  I use them often.  As you know, at VNN we preach online marketing tools, like websites and social media and they have taken center stage as a huge component - and rightly so, especially for our profession.  But don't believe they are the end-all of your publicity.

We all have very little budget for such things, both in terms of time and money, but let's be smart about both need and the time it takes.

The most powerful and cost effective marketing tool is publicity. Publicity, the art of attracting media attention, it directly increases your market visibility, which not only moves people in the front door, but earned publicity crowns you as a community leader and expert.

While advertising is paid for, publicity is prayed for. So clever advertising can also work. I am not against paid advertising.  Especially if it is done cleverly to A) make a clear offer and boost business, or B) is mixed with education, event or some media worthy hook that makes you attractive to local media gatekeepers.
 
Unlike the paid science of dollar-per-inch advertising, publicity is an art of skillfully presenting and persuading journalists to cover stories. Ad space is sold, while editorial space is earned. Getting featured depends solely on newsworthiness and compelling the audience, not a payment.  That is where your creativity and your cool subject matter comes in.  Pets - how can you go wrong?  Imagine how hard it would be to "be creative" about sewer clean out specials!

The publicity appeal is clear for young practices, whose greatest asset is often business savvy and greatest hindrance is usually cash availability.  Think both of possible offers as well as fun hooks with local events or charities all mixed with education and service to the community.
 
Passionate and creative veterinarians who lack cash can successfully market their ventures with publicity. And those who do so will find additional benefits that no advertising campaign can deliver, like these;

1.    Credibility. A shot on the local news establishes prestige and an implied sense of endorsement from the network that covers your story. Then you reuse it in all your social media tools. Prepare well, do a good job and they will ask you back - that is golden!

2.    No tune-outs. With the advent of online and social media, consumers have learned to tune out ads and focus on content. People are more likely to remember an article on your practice or special event than an advertisement. Marketing campaigns that focus on content (publicity) attract viewers, while those centered on ads experience high tune-out rates.  I call this "Content PR" and some PR firms tell me it is worth FOUR times the advertising rate!

3.    Ability to use as marketing collateral. Once featured in a media outlet, you can incorporate the coverage into your marketing package. Whether reprinting a magazine article to include in your marketing presentation or embedding a television interview on your website, showcasing your coverage in the media can be a great marketing tool for impressing clients.  They all love to spread the word that "their veterinarian was on TV, or in the paper".  We have many VNN members who have experienced this time and time again.

4.    Tremendous cost savings. Being featured in the media is free. While there may be minor costs associated with a successful publicity campaign, the overwhelming required input is time, creativity and of course the ability to deliver a great event or offering.  Don't let bad client service ruin your work.

Until next time...

"Dr. Jim"

 

I sure hope you have all had an opportunity to review our latest VNN video story release:

How Do You Become a Veterinarian?

We had a lot of fun gathering the b-roll for this story and I really think it tells a great story.  Dr. Steve Hotchkiss, a VNN member in Fort Worth, TX, used our print resources for this story as the basis for a hospital blog.  Nice job with the additional edits and added information, Dr. Steve!

Our April 15th "print only" story release will discuss the advent and power of genetic testing in our pets.

Congratulations to VNN member (and ASVJ Board of Directors Treasurer), Dr. Jennifer Hennessey!  She has been named to the Texas Veterinary Medical Association's Board of Directors!!  We are VERY proud of ALL of our VNN members who also serve in their state, local and national organizations!

Over at VetNewsOnline, we continue to see some interesting blogs.   Recently, we posted about the Top Ten States for Pet Accidents and also the Top Ten Medical Conditions for Pets (2011).  We strongly encourage all of our members to share links to this site on your website and through your social network.  One of the best things about VetNewsOnline is that you or your staff can post comments to stories and blogs simply by using your Facebook account...no need to create a separate login for our site.

If you would like to add blogs to our VNOL site, you will need to register for the site, but once I get that notification email, I will make sure you are able to start posting your thoughts and opinions immediately!!  Let me know if you have questions or thoughts on how to improve the site!