The Veterinary Marketing Podcast

In a recent episode, I discussed the five most crucial marketing activities for veterinary practices to ensure success in 2024. We all know that the upcoming year may bring some challenges, like price sensitivity and a decrease in clients and appointments. But fear not, because with effective marketing strategies, we can turn these challenges into opportunities for growth. First up, let's talk about the power of tracking and data analysis. I highly recommend using call tracking software like CallRail to determine where your clients are coming from and gather qualitative and conversion data. This information is crucial in understanding which marketing channels are effective and how to improve conversion rates. Another important aspect is focusing on what you want. It's essential to define your target audience and attract the right clients. By doing so, you can achieve better results in your marketing efforts. And speaking of clients, understanding their value is key. I advise practices to track revenue per client and break it down by source for effective marketing measurement. Now, let's dive into conversion tracking. While tracking website data is important, without conversion tracking, it may not directly impact your bottom line. I recommend using CallRail for call tracking, implementing source tracking for booked appointments, and utilizing Google Analytics for website data. Moving on, I want to stress the importance of marketing to your own email lists. Many practices currently underutilize this strategy, but it's a significant opportunity for growth. Regular communication and providing value to your clients can go a long way in building a loyal customer base. To build a community within your email list, I suggest incorporating text messaging and online chat widgets. Programs like Twilio can help you integrate text messaging into your marketing efforts and facilitate better communication with your audience. Inbound marketing and offers also play a crucial role in your marketing success. Having systems in place to generate leads and increase website traffic is essential. Paid advertising can be a flexible and effective way to boost traffic during slower periods. And don't forget about the power of offers in conveying value to your audience. Maximizing existing resources is another key strategy. Creating a positive customer experience and implementing internal marketing strategies can help you stand out from the competition. Setting up a referral program and implementing rewards and retention programs can keep clients loyal and prevent them from seeking services elsewhere. In conclusion, by implementing these strategies, veterinary practices can navigate challenges and thrive in the industry. I encourage you to share these insights with others who may benefit. Here's to a successful end of the year and an even better year ahead!

I am beyond excited to introduce you to something that is going to completely transform the way veterinary practices approach their marketing strategies. Get ready to meet the Vet Marketing Guru, a game-changing tool that is specifically designed to provide veterinary practices with the tactics, tools, and ideas they need to take their marketing efforts to the next level. Now, let me tell you why the Vet Marketing Guru is not your average tool. It's actually a Generative Pre-trained Transformer (GPT) that has been meticulously trained on all of our podcast episodes. This means that it can generate outputs based on the content we've produced over the years. You may have heard of ChatGPT, which is a fantastic tool, but it requires specific prompts to get consistent outputs. That's why I created the Vet Marketing Guru, a GPT specifically tailored for veterinary practices. This tool is constantly being upgraded, trained, and improved to ensure it remains relevant and effective. To access the Vet Marketing Guru, all you have to do is visit veterinarymarketingpodcast.com/gpt. Currently, it's available for ChatGPT premium members at a cost of $20 a month. Trust me, it's worth every penny. Not only does it save you time and effort, but it also provides you with incredible outputs. The Vet Marketing Guru comes with pre-built prompts and can generate ideas for content calendars, marketing messaging, ad copy, email copy, and so much more. It's like having a marketing expert right at your fingertips, ready to give you innovative and effective strategies whenever you need them. I really want to hear your thoughts on the Vet Marketing Guru, so please give it a try and provide your feedback. Many people have already been using it and have had amazing experiences. Your feedback is incredibly valuable in helping us improve and refine the tool to better serve your needs. In a nutshell, the Vet Marketing Guru is an invaluable resource for veterinary practices looking to enhance their marketing strategies. It's not just a tool; it's a partner that works with you to improve your marketing efforts and help your practice thrive. So, go ahead and give the Vet Marketing Guru a try. I can't wait to hear about the incredible impact it has on your marketing strategies.

I am thrilled to bring you this episode featuring a special guest, Dr. Stacee Santi. With her 20 years of experience as a veterinarian and her expertise in marketing, Dr. Santi is the founder of Vet to Pet and has developed the concept of the seven love languages of client loyalty. Trust me, this is a topic that holds immense value for veterinary hospitals. During our conversation, Dr. Santi shared insights on how understanding and catering to clients' individual love languages can help build strong relationships and provide value. We discussed the importance of delivering value in various areas, not just through loyalty programs. Dr. Santi also introduced the concept of taking the path of least resistance when designing systems for veterinary practices, highlighting the need to reduce friction and make processes more efficient. We delved into the seven love languages in veterinary medicine, including convenience, communication, accessibility, trust, education, and more. Dr. Santi emphasized the significance of empathizing with clients and tailoring marketing messaging and website content to their preferred communication styles. And to top it off, she introduced her new course, which aims to improve veterinary teams' communication skills and understanding of client needs. In a nutshell, implementing the seven love languages of client loyalty can revolutionize the way veterinary practices operate, leading to stronger client relationships, improved loyalty, and a more successful practice. So, join me in this episode as we dive deep into this fascinating topic with Dr. Stacee Santi.

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.