The Veterinary Marketing Podcast

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.

In a recent episode, I had a thought-provoking conversation about a common mistake in social media marketing - posting content that adds no value and is just filler. Trust me, this is a topic that hits close to home for me because I truly believe that social media can be a powerful tool for connecting with clients and building a brand. We've all been guilty of creating those meaningless posts that seem to be there just for the sake of posting something. But here's the thing - posting nothing at all is actually better than posting content that serves no purpose. In the episode, I emphasized the importance of providing value through your social media posts. I shared an example of a missed opportunity - a simple "happy national cat day" post with no substance. Instead, I encouraged businesses, especially veterinary hospitals, to use these holidays as a chance to tell stories and connect with their ideal clients. By sharing funny or interesting stories about cats, talking about cat owners in the practice, or highlighting the unique aspects of your cat care, you not only provide value to your audience but also build your brand and establish a meaningful connection with your clients. But that's not all. I also discussed the pitfalls of outsourcing social media to companies that simply post pictures without generating engagement. It may seem like an easy solution, but it doesn't help with building a brand. It's crucial to put thought into your social media posts and ensure they serve a purpose. So, my call to action for you is to be intentional with your social media posts. Put effort into creating interesting and valuable content. Remember, it's not about quantity, but quality. And if you want to dive deeper into these topics, make sure to subscribe to the Veterinary Marketing Podcast because I've got some exciting episodes coming up. Let's make every post count in the world of social media.

In this episode, I want to dive deep into a recent episode where we tackled one of the biggest challenges faced by veterinary hospitals when it comes to marketing their practice: communicating value. You see, it's not enough to just offer services. It's all about how those services are perceived by your clients. Many practices believe they can't discount their services and feel the need to offer premium options. While being premium can give you a competitive advantage, it's crucial to understand what your clients truly care about and how your practice addresses their concerns. In our discussion, I introduced the concept of the four levers of value: the outcome and dream outcome, the perceived likelihood of achieving the outcome, and the time, effort, and money required. Effective marketing involves amplifying the dream outcome and perceived likelihood while reducing the perceived time, effort, and money required. To differentiate your practice from the competition, it's important to empathize with your clients and understand their desired outcomes. By framing the benefits of your services in terms of avoiding potential problems or improving quality of life, you can motivate clients to take action. Testimonials, specific claims, and guarantees can also help build trust and increase the perceived likelihood of success. But it's not just about the messaging. Practices can also make it easier for clients by offering convenient appointments, mobile services, or advanced procedures. By communicating your values and philosophy of medicine, you can attract like-minded clients who see the value beyond just the cost. If you want to dive deeper into these strategies and connect with other veterinary marketing nerds, I invite you to join our Veterinary Marketing Nerds community. It's a fantastic platform for learning, sharing, and growing together. And don't forget to subscribe to the Veterinary Marketing Podcast for more valuable insights. Remember, effective marketing in veterinary practice is all about effectively communicating value. So let's start communicating value effectively and watch our practices thrive!  

In this episode, we dive deep into the future of traffic and marketing in the veterinary industry. I had the pleasure of discussing this topic with Brandon Breshears, a seasoned marketer who shared his insights on the cycle of attention in marketing and how it applies to the veterinary industry. So, here's the deal. Every market experiences the emergence of a new medium that initially offers cheap attention and organic growth. In the past, this has been true for radio, TV, infomercials, and most recently, the internet. However, as these mediums stabilize, they inevitably become more expensive. Right now, the internet, especially platforms like Facebook and Google ads, provides a period of cheap traffic for businesses. It's been a game-changer, allowing veterinary hospitals to reach a wider audience without breaking the bank. But here's the catch - this trend won't last forever. As the internet continues to mature, traffic prices will increase, making it more difficult and expensive for businesses to stand out. So, what does this mean for veterinary hospitals? It means they need to focus on making their clients as valuable as possible. Attracting the right clients is important, but implementing retention tools is equally crucial. We're talking about having a support system in place, such as follow-up communication through email and text messages, to maximize revenue per customer. Now, I know this shift in the market may not be the most exciting prospect, but it's the reality we face. Businesses need to adapt to survive and thrive. My advice? Invest in your clients and build strong relationships to ensure their loyalty. Make them feel valued and appreciated, and they'll keep coming back, providing a steady stream of revenue. During our conversation, I also mentioned Russell Brunson, owner of ClickFunnels.com, as a marketer I enjoy listening to. His insights and strategies can provide valuable guidance for veterinary hospitals navigating the changing landscape of marketing. This episode was sponsored by Used Vet Equipment and New Vet Equipment, two websites that offer a range of veterinary equipment. They provide a valuable resource for veterinary hospitals looking to invest in their practices. In conclusion, the future of traffic and marketing in the veterinary industry will be challenging, but with the right strategies and tools, veterinary hospitals can navigate these changes successfully. Remember to subscribe and leave reviews on various podcast platforms to support the show and help us continue bringing you valuable insights.