The Veterinary Marketing Podcast

I recently had the pleasure of chatting with a digital marketing expert on my show. We dove deep into the world of sales in the veterinary industry, and I'm excited to share the highlights of our conversation with you. First things first, let's address the elephant in the room: sales. I know it can have a negative connotation in the veterinary industry, but trust me, it's crucial for the success of your marketing campaigns. Sales and marketing go hand in hand, with marketing getting the message out there and sales coming into play when potential clients interact with your practice and make the decision to do business with you. So, how do you know if you have a marketing problem or a sales problem? It's important to identify the root cause of any issues you may be facing. If you're not seeing enough people showing up or booking appointments, that's a marketing problem. On the other hand, if you're getting plenty of website visitors but they're not converting into clients, that's a sales problem. Now, let's talk about the impact of improving your sales conversion rates. Even a small increase can make a big difference in your return on investment. For example, going from a 2% conversion rate to 5% can lead to a significant boost in profitability. It's all about reframing your perception of sales as helping people. By converting potential clients, you're able to provide them with the care they need and deserve. Belief in your offerings is key. If you don't believe in what you're providing, it's time to work on improving your service until you can confidently stand behind it. Remember, you're here to help people, and that belief will shine through in your sales efforts. When it comes to sales techniques, it's all about educating and guiding your clients. The goal is not to manipulate or convince, but rather to help them understand their problem and find the best solution. And don't underestimate the importance of effective phone handling. Building rapport, providing context, and offering value during phone conversations can make a world of difference. Now, let's talk about strategies for closing sales. After building rapport and explaining the process and pricing, it's time to ask the potential client, "So what day works best for you?" By offering a few options, you give them the freedom to choose a convenient time without feeling pressured. To wrap things up, I want to leave you with four key points for successful sales. First, frame sales as helpful, because that's what it's all about. Second, empower your front desk staff with conversation control tools. Third, create scripts and systems that align with your marketing strategies. And finally, provide recordings for training and improvement. Remember, even small improvements in your conversion rates can have a big impact on your profitability. So, don't shy away from sales. Embrace it as a way to provide great care to your clients. And if the word "sales" feels uncomfortable, just think of it as "helping people." Because at the end of the day, that's what it's all about. I hope you found our conversation insightful and packed with practical advice. By implementing these tips and tools, you can improve your sales skills and ultimately provide better care for your clients and their pets.

I'm thrilled to share my recent conversation with Elliot Greenwood, the co-founder of Chckup.app, a game-changing digital marketing app for veterinary hospitals. Chckup is an innovative app that goes beyond just reminders and analytics. It's a tool that unlocks the full potential of veterinary practices by leveraging owned data, such as email lists and phone numbers, to generate more revenue and attract better clients. During our chat, Elliot shared the story behind Chckup's birth and how they pivoted from focusing on price comparison for human medicine to addressing the need for better software in the veterinary space. What sets Chckup apart is its all-in-one solution that seamlessly integrates with practice management systems. It offers features like scheduling, client communication, analytics, and reviews, simplifying the booking process and maximizing conversions. Elliot emphasized the importance of personalization in marketing and how Chckup is revamping their reminders feature to allow for more targeted and personalized messages. We also discussed the potential of AI in veterinary practices, agreeing that the industry needs to be better prepared before fully integrating AI technology. Elliot also shared valuable insights on building referral partners and the importance of bringing value to those partnerships. As a user of Chckup myself, I appreciate their focus on solving the problem of marketing attribution, something that many other apps fail to address. To connect with Chckup and take advantage of a special deal for podcast listeners, visit Chckupapp.com and follow them on social media. I want to extend my gratitude to Elliot for his time and insights. Chckup's work is a testament to the importance of maximizing revenue to support staff and help pets. I'm excited to see how Chckup continues to revolutionize the veterinary industry.

In this episode, we had the pleasure of chatting with Dennis Yu, a marketing legend from blitzmetrics.com. Dennis boasts an impressive background, having managed over $1 billion in ads for major brands such as Nike, American Airlines, and the Golden State Warriors. What's even more intriguing is his ability to distill his expertise into practical tips for local businesses, including veterinary hospitals like yours. Dennis's journey in digital marketing began at Yahoo as a search engine engineer, and he has since been involved in significant projects. His mission is to create one million jobs, and he travels worldwide to collaborate with agencies and governments. During our conversation, Dennis shared some fascinating insights from his recent discussion with Facebook, where he underscored the importance of feeding conversion events back into the system for optimization. We also delved into the art of digital advertising, with Dennis emphasizing the necessity of at least 250 conversion events per month to optimize your campaigns. He introduced his renowned "dollar per day" method, enabling you to test different variations of successful ads without straining your budget. Dennis also stressed the power of hyper-local and relevant content, as well as the effectiveness of live streaming in cultivating a local celebrity status. One of the most captivating segments of our conversation was when Dennis recounted his visit to a funeral home in Las Vegas. He employed AI tools to transform the videos into engaging content for various platforms, highlighting the significance of creating content that might appear mundane to the business owner but holds audience interest. We also explored the truth about SEO, with Dennis expressing his skepticism about the industry and offering audits to assist small business owners in avoiding scams by agencies. Overall, our conversation with Dennis Yu was eye-opening, providing valuable insights into the realm of digital marketing. Whether you're a small business owner or a marketing professional, there's much to glean from Dennis's experiences and expertise. Make sure to tune in to the episode on the Veterinary Marketing Podcast and prepare to harness the power of digital marketing for your veterinary hospital.

In this episode, I had the pleasure of chatting with Sarah Rumple, the owner and chief creative officer of Rumpus Writing. We had a deep dive into the world of copywriting in veterinary marketing, and it was a fascinating conversation. Sarah and I discussed how copywriting plays a crucial role in attracting and retaining clients for veterinary hospitals. We explored the importance of creating a brand voice and identity, selling without feeling salesy, and achieving desired outcomes through effective copywriting. We also touched on the power of a good website and the common mistakes to avoid in copywriting. One of the key takeaways from our conversation was the value of educational content in establishing a veterinary practice as a credible source of information. Sarah shared that Rumpus Writing writes over 200 pet owner-facing blog posts every month for veterinary practices. We also discussed the potential uses of AI-generated content, such as ChatGPT, in veterinary practices. If you're interested in learning more about the power of copywriting in veterinary marketing and how it can benefit your practice, be sure to check out the full episode on the Veterinary Marketing Podcast. And don't forget to visit Rumpus Writing's website to discover their unique blend of medical knowledge and writing expertise. I hope you find this episode as informative and engaging as I did. Remember, with the right copywriting strategies, you can attract and retain the right clients for your veterinary practice. ‍

Today, I'm thrilled to bring you some amazing insights from a recent episode featuring Michael Shirley, the owner of Family Pet Health veterinary hospital. Let me tell you, Michael's veterinary practice knows how to make a grand opening unforgettable. They managed to attract a whopping 350-450 people to their grand opening event, despite the challenges of parking and logistics. But it wasn't just a celebration of their new location - it was a showcase of their unique approach to veterinary care. They took participants on a guided tour, where they got to learn about different aspects of the practice, from radiology to surgery and recovery. And get this, they even used a stuffed animal dog to simulate real-life scenarios, like a pregnant dog needing surgery. How cool is that? One of the biggest takeaways from Michael's experience is the power of special events in engaging clients. At the grand opening, they handed out passport books to participants, who had to collect stamps from different stations to enter a contest for free vaccines for life. This clever strategy not only created excitement, but also allowed Family Pet Health to collect valuable contact information for future marketing campaigns. And let me tell you, Michael knows a thing or two about marketing. He used social media to generate buzz leading up to the event, creating authentic videos with his cell phone to showcase the unique features of their new building. They even ran video ads on platforms like Instagram, YouTube, and Facebook, which received a high click-through rate thanks to their engaging content. But that's not all. Michael also shares his insights on controlling the message about his new vet hospital and addressing concerns about potential price increases. He emphasizes the importance of charging what they're worth and providing a higher-end experience. And let's not forget about community engagement - Family Pet Health has a large garage space that can be rented out for events, from dog training classes to wedding and baby showers. By offering this space at a low cost, they not only give back to the community, but also attract potential clients who may already have dogs and need a veterinarian. I hope you found these insights as valuable as I did. If you want to connect with Michael, you can find him on LinkedIn or Facebook, where he's always active. And don't forget to check out the Veterinary Leadership Book Club, a Facebook group with over 3000 veterinary professionals, where they read and discuss books related to veterinary practice. A big thank you to our sponsors, the International Veterinary Dentistry Institute, Veterinary Dentistry.net, Used Vet Equipment, and New Vet Equipment. Without their support, we wouldn't be able to bring you these amazing episodes. So, share this podcast with others who could benefit from the content, and let's keep learning and growing together in the veterinary industry.

In this episode, I want to share with you the incredible insights I gained from my recent conversation with Luria Petrucci, a true pioneer in the world of live streaming and content creation. With over 17 years of experience under her belt, Luria's expertise is invaluable for anyone looking to up their content game and connect with their ideal clients. During our chat, Luria emphasized the power of live streaming as the most effective form of content creation. She believes that going live builds trust and authenticity, allowing you to connect with your audience on a deeper level. The benefits of live streaming are numerous, including less post-production time and the ability to create content even if things aren't perfect. We also discussed the importance of incorporating both live and pre-recorded content into your strategy, as they serve different purposes in reaching and engaging your audience. Creating content that resonates with your audience is key, and Luria shared some fantastic tips on how to do just that. Leveraging your expertise and incorporating storytelling can make your content engaging without the need for extensive research. For veterinarians, Luria suggests using animals as props and finding unique ways to connect with your audience. We also touched on the challenges of creating content for a hyper-local industry like veterinary hospitals and the effectiveness of platforms like Facebook and Instagram, especially through live videos. Engagement is crucial in live videos, and Luria provided some great insights on capturing attention. Incorporating animals, children, and food can help grab your viewers' interest. Luria also stressed the importance of connecting with your audience on a human level and taking a stance on relevant issues. We discussed the ideal setup for content creation, addressing common issues like bad echoes and background noise. Luria recommends having professional quality video for credibility but also acknowledges the value of raw, authentic content. Lastly, we talked about Luria's upcoming workshop, which focuses on content strategy and driving business growth. She emphasizes the importance of being intentional and consistent with your content creation efforts. Results may take time, but staying committed and making adjustments along the way is key. To find out more about Luria's workshop, head over to procom/masterclass. So, whether you're a seasoned content creator or just starting out, remember to stay committed, be consistent, and always strive to connect with your audience on a human level. Happy streaming!  

In this episode, I'm super excited to share some awesome insights from our latest episode, where we dived deep into the fascinating world of loss aversion and how it can be harnessed in marketing and copywriting. Loss aversion is a psychological principle that suggests people are more motivated to avoid loss than to gain something. Think about it this way: losing $100 feels way worse than finding $100 feels good. This fear of loss can be a powerful motivator for people to take action. But here's the thing, we need to balance loss aversion with the potential for gain. We're not about fear mongering here, but rather framing offers in a way that highlights the potential benefits and the consequences of inaction. In addition to loss aversion, we also discussed three other levers that can be used in marketing: the gain lever, the logic lever, and the fear lever. The gain lever focuses on what can be obtained from taking action, like having a healthier and happier pet. The logic lever explains why taking action is important, such as how regular dental care is crucial for a dog's overall health and longevity. And the fear lever highlights what will happen if action is not taken, like the potential for serious health issues due to neglecting a dog's dental health. Sprinkling a bit of status, like the prestige of owning a healthy pet, can also be effective. So, my friend, loss aversion, when used ethically and strategically, can be a game-changer in your marketing efforts. By understanding and applying this principle, along with the three levers of marketing, you can improve response rates and create more effective offers. Remember, it's not about scaring people, but rather motivating action by highlighting the potential gains and logical reasons for taking action. Give it a try in your marketing strategies and see the difference it can make.

I recently had an awesome discussion about generating clients for veterinary hospitals using digital marketing. I wanted to share the insights from that episode with you, breaking down the six strategies I discussed and giving you my take on their effectiveness. First up, we talked about paid advertising. It's a powerful tool for reaching a wide audience, but it's important to remember that it should come after establishing other methods. Paid advertising can be effective, but it's not the first step in building a solid client base. Next, we touched on cold outreach. While it can be effective, it's not scalable and can be time-consuming. So, I don't typically recommend it as a primary method for generating clients. Now, let's talk about my personal favorite - client referrals. When your clients refer others to your veterinary hospital, it's a clear indication of good service. Plus, it attracts similar clients, helping you build a strong, loyal client base. Another great strategy is forming strategic partnerships with businesses that have the same client type. By partnering with boarding facilities or groomers, for example, you can tap into their client base and offer your services, creating a win-win situation. We also discussed the power of organic media, which involves creating and publishing content on external sites like blogs, social media, videos, and podcasts. This helps you reach a wider audience and establishes you as an authority in your field. Lastly, we talked about owned media, which includes email or text message lists. This is a powerful tool for directly communicating with your clients and keeping them updated about your services. To wrap it up, I emphasized the importance of diversifying your traffic sources to protect against market conditions. Referrals, building your own media list, strategic partnerships, and content creation should be prioritized. Paid advertising and cold outreach can be effective, but they shouldn't be your primary methods. Remember, building strong relationships with your clients and providing excellent service are key. If you have any questions or need assistance, feel free to reach out. I'm here to help you succeed in your veterinary marketing efforts. ‍

In one of our recent episodes, I had the pleasure of chatting with Chris Do, an Emmy award-winning designer, CEO, and chief strategist of Blind. Chris is also the founder of The Futur, an online educational platform that aims to teach one billion people how to make a living doing what they love. Today, I want to share with you some of the key insights from our conversation. Chris is a legendary figure in the world of branding and graphic design, with over 15 years of teaching experience at prestigious art and design colleges. During our chat, he emphasized the importance of building an emotional connection with customers. According to Chris, successful branding lies in understanding and catering to the unique values and interests of different clients. This approach can help businesses move away from the commoditization trap and towards value-based pricing. Speaking of value-based pricing, Chris advocates for a shift from pricing based on labor hours to pricing based on the value delivered to the client. He believes that different clients have different values and interests, and pricing should reflect that. For example, someone may value a logo differently based on their financial situation. We also discussed the role of branding in local businesses, the importance of efficient systems and exceptional customer service, and the significance of investing in research and development and marketing services. Chris's insights into branding and marketing strategies, particularly for creative professionals, were truly eye-opening. His expertise and experience make him a highly respected figure in the industry, and I'm grateful to have had the opportunity to learn from him. I hope you find these insights as valuable as I did.

Seth Godin, a legendary marketer and bestselling author, shares his insights on transforming veterinary marketing. He emphasizes storytelling and unique branding as key to standing out in a crowded market. Seth discusses the power of customer experience and suggests diversifying services to attract loyal clients. He also tackles the impact of pricing strategies and the importance of real customer engagement. Additionally, he encourages veterinarians to focus on meaningful connections rather than perfectionism for a healthier work environment.