3 ways to use teamwork to enhance your practice's marketing strategy

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Marketing is not a one-person job, but rather a team effort, according to a leading expert in the field who recently presented at the 2021 virtual Veterinary Meeting & Expo (VMX).

During the presentation, Louise S. Dunn, founder of Snowgoose Veterinary Management Consulting, and Eric Garcia, a digital strategist at Simply Done Tech Solutions, FL, explained the significant difference in using teamwork for a clinic’s marketing plan.

“People like to contribute; they like to be part of a team...so what we can do is encourage them to get involved without giving them the entire load,” Dunn argued.

Create a Marketing Team

Dunn noted that every employee plays a critical role to move through the marketing plan in a timely manner. “When people think of your practice, what pops up?” she asked the participants. “It’s important that they can visualize someone they trust.”

Each team should be composed of:

• Owner/administrative coordinator
• Receptionist
• Technician
• Associate veterinarian

While everyone must play a role, each one comes with its own responsibilities. The owner, or coordinator of a veterinary practice, recognizes their responsibility in overseeing the marketing plan as a whole. They are also in charge of monitoring the budget, she said.

“Without a coordinator, it becomes everyone’s job and no one’s job—there needs to be a figure watching over the entire process to ensure that everything aligns correctly with the mission,” Dunn said while detailing the role descriptions. Receptionists can focus on identifying clients/patients, as well as taking pictures for the website and social media. Technicians produce content ranging from social media posts to email campaigns to promotional ads. Associate veterinarians focus on a case-by-case basis, producing patient-specific content and personalization.

Use your marketing team

As with any collaboration, Garcia emphasized the advantage of dividing the work evenly and accordingly. Assigning tasks based on individual strengths offers security in creating a well-rounded and sturdy marketing campaign.

Garcia suggested conducting meetings at least once a month for an hour. 

In this session, he noted participants can:

• Brainstorm projects. Consider the steps that need to be taken in order to complete a task, and draw out the priorities and responsibilities of each member.
• Plan ahead. Where does the company want to be in 1 year? In 3 years? More importantly, what do you have to accomplish to get to that point?
• Bring perspective from ALL areas of the clinic. Being open to the opinions and ideas of all departments not only allows all voices to be heard but also brings new perspectives on how to tackle a problem.
• Set deadlines. To stay organized and on schedule, setting deadlines is most important in staying on track.

“You want to make sure everyone’s on the same page in terms of goals and objectives,” said Garcia. “And bringing everyone together to expand upon ideas makes for strong marketing.”

Create a successful marketing plan

When creating a successful marketing plan, Dunn explained the necessity of keeping the company’s mission in mind, as well as their target audience. “If your message is not sincere and not woven into your actions and plan, it simply won’t work,” Dunn argued, “Everything you do is to attract new clients and retain old clients.”

Giving your team the proper tools to excel and reach beyond the target audience is essential. Investing in technology (cameras, video equipment), creating social media accounts, and opening communication for feedback all assist in the bigger picture of client care. Applications such as chat features on the website and customized messages/reminders prove to your audience that you’re working toward the goal of increased communication and satisfaction. These consist of but are not limited to website updates, social media engagement, reputation management, email campaigns, lapsing client calls, and blogging.