How to use social media to promote preventive care for pets (Sponsored by Nestle Purina)

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Veterinary visits aren't just for sick pets-they're important for healthy ones, too. Implement these social media strategies to get clients in for regular checkups.

When patients miss routine checkups, veterinarians forego opportunities to diagnose obesity, dental disease, and other health conditions. Besides helping pet owners save money, regular exams let veterinarians diagnose problems early, when more treatment options may be available and the cost of care could be reduced. Sadly, pet owners aren't getting the message.

According to the American Veterinary Medical Association's (AVMA) 2012 U.S. Pet Ownership & Demographics Sourcebook, 11% of dog owners and 27% of cat owners surveyed visit a veterinarian only when their pet is sick. Those percentages equal 7.5 million dogs and 20 million cats.1

Overlooked preventive care also hurts the health of practices. The average veterinary expenditure per household for all pets was $375 in 2011.2 Only 62% of dogs and 42% of cats received preventive care exams during a three-year period, according to a 2012 study of 104 practices by Communication Solutions for Veterinarians.

To help pet owners understand the importance of preventive care, the first step is to change your terminology. Replace "wellness exam" with "preventive care exam." For example, I have two young, indoor cats. Caymus is 2 years old, and Opus is 3. If I'm a typical cat owner, I might assume that my young, indoor cats don't need wellness exams. Remember, 27% of cat owners in the AVMA survey visit a veterinarian only when cats are ailing.

Clients may perceive wellness exams as optional, while preventive care exams are actionable — and pet owners want to keep their best friends healthy. So update your practice-management software, changing the description from wellness exam to preventive care exam. This will revise the term on invoices, treatment plans, and reminder emails and postcards. Your goal is to change clients' perceptions from "Veterinarian = Shots" to "Veterinarian = Preventive Care."

To promote preventive care, engage social media. Social media lets you have ongoing conversations with existing clients and prospective ones. Today, 77% of veterinary practices have websites and 43% are on Facebook.3 As a veterinary consultant, I advise practices to focus on the top two social networks: Facebook and YouTube. Pinterest, Twitter, and other social networks are still runts of the litter.

Current alpha dog, Facebook reached 1 billion monthly active users in October 2012, with 584 million daily active users.4 Facebook's average user has 234 friends.5

Word-of-mouth referrals have long been the No. 1 source of new clients for veterinary hospitals. With social media, word of mouth becomes world of mouth. Every time pet owners Like your business page, all of their friends see that they like your veterinary hospital. Let's say you receive 200 Likes this month. If the average Facebook user has 234 friends, that's 46,800 potential exposures for your business — something yellow pages advertising could rarely accomplish in 30 days. Best of all, social media is free.

Nipping at the heels of Facebook, the second largest social network is YouTube. Each month, 800 million unique users visit YouTube and 72 hours of video are uploaded every minute. In 2011, YouTube had more than 1 trillion views, or around 140 views for every person on Earth. More than half of videos on YouTube have been rated or include comments from the community. For every click on Dislike, YouTube videos get 10 Likes — people telling others about the stuff they love.6

Set up a free YouTube account, and then create your hospital's own channel. Videos from channel subscriptions and personalized video recommendations appear on the user's YouTube homepage. YouTube sorts these videos based on what it thinks users will want to watch next. When uploading videos, complete the Settings and Info sections, which lets you include keywords in the Tags section and select the appropriate category. Give the video an accurate title and description to help people discover it.

Think of YouTube as the library on the Internet where you store all of your videos. Link to specific videos on your practice website, Facebook page, and other social networks.

Keep YouTube videos short, targeting 30 seconds to 2 minutes. Longer videos are OK, but short clips will generate the most traffic. Shoot videos with a smartphone or digital camera. See the sidebar "Easy video ideas for YouTube" for ideas to get you started.

Easy video ideas for YouTube

Ways to promote prevention

Social media is simply ongoing conversations with clients and pet owners who could become clients. I advise hospitals to post a combination of silly and serious topics. Feeling silly? Watch my cat Caymus play fetch on YouTube at www.youtube.com/watch?v=BS3u1_xYTfE. While the video will make you smile, it has an underlying serious message about exercising your indoor cat for weight management.

"The mantra I follow is that I don't want a Facebook page that sells, sells, sells," says Christine Raehn, operations manager and technician at Bakerstown Animal Hospital in Bakerstown, Penn. "Every third or fourth post, I list a service that our hospital offers. I post information that helps make life easier for pet owners."

When choosing what to post, preventive care should be your core content. Preventive care services and products generate 38% of practice income.7 Think about the topics you cover during exams: weight management, oral health, arthritis, heartworm prevention, flea and tick control, vaccines, and diagnostic testing.

Create a social media content plan

Each month, choose a medical theme with weekly postings. For example, January might be on pet weight loss, February on dentistry, and March on fleas and ticks. Between themed posts, you'll share patient photos and other content. Having a monthly medical theme will let you take a strategic approach to using social media. Always have three months planned in advance. For example, in January, you should have a social media content plan completed for January, February, and March. Use the worksheet in the sidebar "Create a social media content plan" to create your plan and for examples of Facebook and YouTube posts.

Here are ways you can use social media to promote preventive care:

Exams. Create YouTube videos of doctors performing preventive care exams on a dog or cat. Get ideas for your video from Bakerstown Animal Hospital's exam video at www.youtube.com/watch?v=YZvHDaIJ45s. Their video description is "Preventive health care is about much more than vaccinations. Pets need checkups at least twice a year. Pets age five to seven times faster than humans. Even pets that appear normal may have underlying health problems that may be detected only with an examination by a veterinarian."

Weight management. A 2012 Association for Pet Obesity Prevention (APOP) survey found 53% of adult dogs and 55% of cats to be classified as overweight or obese by their veterinarian. That equals 88.4 million pets that are too heavy.8

Dalton Animal Care and Dalton Animal Care North in Dalton, Ga., had five patients compete in its "Biggest Loser" weight-loss competition. Clinic staff featured competitors' photos, weight-loss goals, and progress on bulletin boards and Facebook postings.

Let's say a member of your healthcare team becomes a Purina Certified Weight Coach. Share a video of the employee doing body condition scoring and counseling a client on how her pet can reach its weight goal. Learn how to gain certification at www.purinaveterinarydiets.com/veterinarian/education/dailynutritionmatters.aspx.

Treats can contribute to pets' weight gain. A 2011 online poll conducted by APOP of 210 pet owners found 93% of dog and cat owners gave treats, with 26% giving treats three or more times per day. Share case studies about the effect of treats on Facebook. For example, Mason, a 140-lb Newfoundland, needs to lose 10 lb. In addition to pet food, Mason was given 10 medium Milk-Bones per day, which are 40 calories each or a total of 400 calories daily. In addition to a weight-management diet, Mason needs a treat makeover. Treats should make up less than 10% of a pet's diet. If you replace 10 medium Milk-Bones with Purina Veterinary Diets® Gentle Snackers® at 15 calories each, you save 250 calories per day. For a client handout with the caloric content of common treats, visit http://veterinarybusiness.dvm360.com/vetec/Client+Relations/All-about-the-calories-a-client-handout/ArticleStandard/Article/detail/438504.

Oral health. Make a video of your veterinarian performing an oral exam and explaining the grade of dental disease. Shoot another video of a technician demonstrating how to brush a pet's teeth. Also share a behind-the-scenes video of a patient's dental cleaning. Remember, videos should average 2 minutes or less, so edit a longer video into small segments such as dental charting, x-rays, and polishing. This will give you a video series to share on social media as well as your practice website.

Taking a creative approach from a patient's perspective, Intermountain Pet Hospital & Lodge in Meridian, Idaho, produced a YouTube video called, "Today I had a dental cleaning at Intermountain Pet Hospital" at www.youtube.com/watch?v=nG1TsSwWOso&feature=plcp.

Dalton Animal Care and Dalton Animal Care North offer wellness plans with dental cleanings through Partners in Wellness. A PurinaCare program, Partners in Wellness (www.partners-n-wellness.com/clinic) lets veterinarians create tailored wellness plans that are branded to individual hospitals and include monthly credit-card payments, marketing materials, reports, and software integration. The Dalton hospitals offer two tiers of wellness plans with basic care or basic care with a Grade 1 dental cleaning. If a patient has a higher level of dental disease, the client pays the price difference at the time of the procedure.

"The Healthy Pet Plus Plan with a Grade 1 dental cleaning is $44 per month, which is the same price as our puppy or kitten plan with a spay or neuter," says office manager Kim Rue. "When clients renew wellness plans, it's easy to go from a puppy plan at $44 per month to an adult plan at $44 per month with a dental cleaning."

Wellness plans now account for 2% of the hospitals' income, with 27% of clients enrolled. Revenue was up 20% in 2012 compared with 2011, despite an unemployment rate of 11% in Dalton. "Wellness plans have been a blessing for clients," Rue says. "Most clinics get the same calls that we do every day when clients ask, 'Do you have payment plans?' Now we can say, 'Yes, we do!' "

On Facebook, Rue shares a message about wellness plans every two or three weeks. A recent reminder was "Now is the time to schedule your holiday grooming appointment. Remember, Healthy Pet Plus plan holders get 10% off and free nail trims. Visit our website at www.daltonanimalcare.com for info on how you can get your pet's preventive care on monthly payments and enjoy 10% off all products and services."

Arthritis. Up to 90% of cats age 12 and older have arthritis.9 Arthritis affects one in five dogs over the age of 1.10 Explain how weight contributes to arthritis and discuss joint-management diets and supplements.

Post an arthritis quiz such as "Is your dog...

...limping?

... reluctant to exercise for as long as usual?

... lying down or resting more than usual?

... having trouble rising from a resting position?

... experiencing difficulty in climbing stairs?

... finding it difficult to walk, run, or jump?

... showing a decrease in appetite or lack of interest in food?

...avoiding being held or touched?

... demonstrating an unexplained change in behavior?

Heartworm prevention. Put a face on heartworm disease. When you diagnose dogs and cats with heartworm disease, get clients' permission to share their pets' stories. Explain diagnoses, treatments, and costs of care.

Reward the behavior you want, so create an "I'm protected" wall album on your Facebook page. When clients buy 12 months of heartworm prevention, post patients' photos and encourage clients to Like and share their pets' photos.

At the Dalton practices, Rue posts on Facebook how many pets have tested positive for heartworms. You can share prevalence maps from the Companion Animal Parasite Council at www.capcvet.org and IDEXX's www.kittytest.com.

Flea and tick control. Did you know that one out of 73 dogs in Dallas is testing positive for the tick-borne disease ehrlichiosis? Share parasite prevalence maps for Lyme disease, ehrlichiosis, and anaplasmosis from www.capcvet.org and www.dogsandticks.com. IDEXX's Pet Health Network channel on YouTube has more than 100 videos you can share, including a tick life cycle video.

Promote product specials such as, "When you buy a six pack of Frontline Plus at our hospital, you'll get two free doses — a value of $36." Always state the dollar amount of free doses to create perception of value and show pet owners why they should buy from your hospital's pharmacy.

Vaccines. Before holidays, remind pet owners to have dogs and cats fully vaccinated before boarding. Discuss your protocols for Bordetella and canine influenza vaccination.

Diagnostic testing. Team members at Bay Glen Animal Hospital in Houston focused on arthritis education in November 2012 on Facebook. Each week, they posted a medical message such as, "For senior dogs age 7 and older, routine blood work and a thorough physical exam will help your veterinarian detect health issues in their early stages. Dental disease; liver, kidney, and thyroid problems; and cancer are a few of the senior canine health issues that your veterinarian can screen for. Check out this video for more information: www.pethealthnetwork.com/video/caring-senior-dogs-age-7-and-older."

Teach clients about a variety of diagnostic tests, including senior screens, preanesthetic testing, tickborne disease screens, heartworm testing, intestinal parasite testing, x-rays, ear cytology, and more. At Intermountain Pet Hospital & Lodge, hospital administrator Kim Mulvahill chose intestinal parasites as a monthly theme. At a local dog park, an employee collected a few left-behind stools and brought them back to the hospital for testing. They shared a list of the parasites found in the stool samples on the clinic's Facebook page.

At the beginning of each year, Mulvahill creates a list of the hospital's monthly Facebook medical topics. She shares the social media content plan with staff during the January meeting. Intermountain Pet Hospital & Lodge's monthly e-newsletter to clients echoes the medical theme on Facebook, creating a consistent message.

Post a "Preventive care patient of the day" photo on Facebook and create a wall album. Each day, select a patient on tomorrow's appointment schedule that is visiting for preventive care. Put the patient's name or photo in a frame on the counter and share it on Facebook once you get the client's permission. Treat your patient of the day to a complimentary pedicure.

Make posting easy

As a best practice, Facebook recommends posting at least once per week to keep people returning to your page. Because each business page has a unique audience, they may respond better to more or fewer updates. As a page administrator, you can view engagement metrics in your page's Insights. See which posts were the most popular, demographics of people who Liked your page, check-ins, and more. Experiment with different posting schedules and topics, and then watch your metrics to make future decisions. As a veterinary consultant, I advise practices to post to Facebook two or three times per week and create a monthly YouTube video.

Social media can suck hours of time — if you let it. Instead, use online tools to make managing posts easy. Each Monday morning, Raehn spends 15 minutes scheduling posts for the week on www.hootsuite.com, a free social media dashboard that lets you connect to multiple social networks from one website. Schedule updates to YouTube, Facebook, and other social networks; track campaign results; and get industry trends.

Create a social media team. Have three or four employees serve as page administrators, typically a practice manager, technician, and client care coordinator who are social media savvy. Veterinarians should approve medical topics before posting, letting them keep their focus on delivering patient care. To avoid problems, set guidelines and follow a social media content plan.

Monitor social media activities with www.NutShellMail.com. This free service from Constant Contact organizes your latest updates and comments in your social networking accounts and summarizes them in a snapshot email. The NutshellMail overview is emailed at the times and on the days of the week that you schedule. Just click on links to go to the social network to reply to postings or comments.

Ways to increase your likes

Likes equal referrals, so create social media activities that encourage regular traffic. Here are some proven favorites:

Post photos of patients. Capture snapshots of puppies, kittens, and new patients. Ask clients, "Can we post your pet's picture on our Facebook page to welcome him as a new patient? We'll send you an email so you can Like us on Facebook and let your friends see your new pet." Create a wall album labeled "New Best Friends."

Have a photo contest. For an ugly dog photo competition, the winner gets a makeover from your groomer. Ask people to vote for their favorite to encourage interaction. Invite clients to post photos of pets' birthdays, holiday celebrations, and Halloween costumes. Contact vendors about prizes you can award to winners. Get tips in "Nine Steps to a Successful Veterinary Facebook Contest" at www.myevt.com/columns/nine-steps-successful-veterinary-facebook-contest. Facebook's Help Center has rules for contest and promotions.

Support a charity. For one month, Bay Glen Animal Hospital asked Facebook users to tell their friends to Like its page. Each Like was rewarded with a $1 donation to the local animal shelter. They raised $220 in 30 days — a win-win for the practice and adoptable pets.

Encourage check-ins. Just as pets can get spayed or neutered only once in their lifetimes, Facebook users can Like your page only one time. For ongoing activity, encourage clients to check-in on Facebook each time they visit your hospital. More than 604 million users log in through mobile devices.4 On smartphones, clients can tap "check-in" so their friends see they're at your animal hospital. Clients can write optional descriptions of what they're doing and include photos. When clients check-in, the post will appear in their friends' News Feeds, so they're advertising your business.

To promote Facebook check-ins, display a counter sign: "Check-in on Facebook now and we'll thank you with 10% off any treats or pet food today." Also post on Facebook: "Visit our veterinary hospital this week and check-in on Facebook. We'll thank you at the front desk with 10% off any treats or pet food." To see who has checked in, have a page administrator go to your Insights page.

Send an email blast inviting clients to Like your page. Curious about how many of your clients are on Facebook? Download clients' emails from your practice-management software and import emails to Facebook. Facebook then tells you how many of your clients are Facebook users and lets you invite them to Like your page.

Add social media logos to your business cards, website, handouts, and anything you print. At Animal Hospital Specialty Center, we put "Like us on Facebook" double-sided window decals on our front door and two exam hallway doors. The Facebook logo also appears on the back of our business card, right above the AAHA logo.

Put links on your website homepage. Social media sites provide buttons and technical instructions on how to link to your Facebook page or YouTube channel.

Send post-visit surveys. After clients come to Animal Hospital Specialty Center, they receive an email survey asking for feedback on their experience. We use VSurv (www.vsurv.com), which integrates with Cornerstone, our practice-management software. Email surveys include links to all of our specialty practice's social media connections.

Use in-clinic signs. Counter signs can invite clients to check-in and Like your Facebook page. Visit my Facebook page at www.facebook.com/csvets to download customizable signs. Be sure to Like my page while you're there!

Final words of advice

Social media comes with a few cautions. Never violate client or employee confidentiality. Get written permission from clients to post information. A simple statement will suffice: "I grant Your Veterinary Hospital permission to post my pet's picture, story, and medical information on social media." Have the client sign and date the document. Use the term social media rather than stating which sites, so you have flexibility about where to post.

"Most pet owners are thrilled to give us permission to post their pets' photos," Raehn says.

Include a social media policy in your employee manual. Download an example from Veterinary Economics at www.dvm360.com/socialpolicy. Clearly state what employees may and may not do on social networking sites when discussing or representing your veterinary practice.

Social media generates excitement among staff as well as clients. Employees will love getting involved and contributing content. Clients will enjoy richer relationships with your business and team.

"Clients love to hear stories about our patients," Mulvahill says. "It makes them feel part of our family."

Wendy S. Myers, Communication Solutions for Veterinarians, Denver, Colorado.

References

1. Millions of pets skip wellness checks, AVMA reports. Vet Pract News, Dec. 7, 2012. Available at http://www.veterinarypracticenews.com/vet-breaking-news/2012/12/07/millions-of-pets-skip-wellness-checks.aspx?cm_mmc=13026462. Accessed December 20, 2012.

2. American Veterinary Medical Association. U.S. pet ownership demographic sourcebook 2012. Available at http://www.avma.org/KB/Resources/Statistics/Pages/Market-research-statistics-US-Pet-Ownership-Demographics-Sourcebook.aspx. Accessed January 2, 2013.

3. National Commission on Veterinary Economic Issues, Brakke Consulting, Bayer Animal Health. 2011 Bayer Veterinary Care Usage Study. Available at http://avmajournals.avma.org/doi/full/10.2460/javma.238.10.1275. Accessed January 2, 2013.

4. Facebook statistics. Available at http://newsroom.fb.com/Key-Facts. Accessed January 2, 2013.

5. Facebook average friend count. Available at http://www.quora.com/How-many-friends-does-a-Facebook-user-have-on-average-and-what-is-the-distribution-of-friends-numbers. Accessed January 2, 2013.

6. YouTube statistics. Available at https://www.youtube.com/t/press_statistics. Accessed January 2, 2013.

7. Myers, WS. How to conduct effective reminder calls & callbacks. Denver, Colo.: Communication Solutions for Veterinarians Inc. 2009; 9.

8. Association for Pet Obesity Prevention. Big pets get bigger: latest survey shows dog and cat obesity epidemic expanding. Feb. 6, 2012. Available at http://www.petobesityprevention.com/big-pets-get-bigger-latest-survey-shows-dog-and-cat-obesity-epidemic-expanding/. Accessed January 2, 2013.

9. Godfrey DR. Osteoarthritis in cats: a retrospective radiological study. J Small Anim Pract 2005;46(9):425-429.

10. Johnson S. Osteoarthritis. Vet Clin North Am Small Anim Pract 1997;27(4):699-723.

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