How does marketing differ from advertising?
1. Marketing – What Does This Term Mean?
2. How Does Marketing Differ From Advertising?
a. Products
b. Services
3. Internal Versus External Marketing
a. Point Of Purchase Display
i. In Order For Products To Be Effectively Marketed, They Must Be:
1. Individually priced
2. Able to be seen, touched and inspected
3. Properly displayed
4. Staff must be educated on their proper usage
5. Aesthetically appealing and professional in nature
6. Foil sticker attached to all products
ii. Marketing Of Routine Over-The-Counter Products
1. Flea and tick control products
2. Vitamins
3. Shampoos
iii. Marketing Of Prescription Diets
iv. Marketing Of Quality Non-Prescription Diets
1. Hill's Science Diet
2. Iam's Pet Foods
3. Nature's Choice
4. Others
v. Marketing Through Education
1. Educational film strips
2. Client handouts
3. Practice name should be affixed to all handouts
4. Pet bandannas
5. Photo mural
vi. The Role Veterinary Supplies Play In Marketing
1. Hill's
2. Pet Dental Month
3. Geriatric target marketing
vii. Marketing Of Pet Supplies
1. Is it a matter of professionalism?
2. A natural extension of the services we offer
3. Captured audience
4. Profitability factor
5. Quality and cost of items sold
6. Use of "slat" wall
b. Incorporating A "Full Service" Approach From A Medical Point Of View
i. Pre-Exam Check List
1. Canine
2. Feline
3. Exotic
4. Large Animal
ii. In-Hospital Tracking Form
iii. New Client Kits
iv. Boarding Service
1. Cat condos
2. Value added boarding services
a. TLC boarding program
v. Grooming Service
vi. Obedience Training
vii. Senior Citizen Discounts
viii. Preferred Client Discounts
1. Frequent Flyer Program
c. What Is The Net Effect Of Implementing A "Full Service" Approach?
i. Meeting Your Clients' Needs
ii. Providing Quality Service And Supplies
iii. A Stable Client Base
iv. Healthier Patients
v. Better Utilization Of Your Practice's Physical Plant
vi. Greater Profitability
vii. Increase Net Profit Of Your Practice
4. External Marketing
a. Your Practice's Signage
i. Type
ii. Color
iii. Illumination
iv. Placement
b. Effective Signage
i. Identifies Your Practice
ii. Builds An Image Of Your Practice
iii. Improves Your Visibility
iv. Gives Information
v. Enhances Your Outside Physical Appearance
vi. Increases Your Profits
c. Yellow Page Listing
i. In-Column Ad versus Display Ad
d. Hospital Brochure Or Hospital Folder
e. Informational Handouts
i. Commercial
ii. Customized
1. Flea and tick control handouts
2. New puppy and kitten care kits
f. Business Cards and Stationery
g. Three Tier Reminder System
i. Postcard
ii. Tri-Fold Letter
iii. Pet Health Alert Final Postcard
h. Hospital Newsletter
i. Commercial
ii. In-House Newsletters
i. Target Marketing
i. Identify Your Target Group
ii. Develop Your Marketing Material
iii. Initiate Your Program
iv. Evaluate And Follow-Up
j. Example Of Dental Target Marketing Plan
k. Educating Clients And The Community
i. Hospital Tours
ii. Open House
iii. Participating In Career Days
iv. Talks To Local Clubs And Organizations
v. Education Through The Media
vi. Further Involvement By National And State Associations
5. Effective Marketing Is Critical To The Future Success Of Your Practice
a. Good Medicine = Good Business
b. Fully Servicing & Educating Your Clients = Healthier Pets & Happier Clients
c. Potentiates Your Practice
d. Fills The Need — Provides Quality Service
e. Increases The Practice's Profitability
f. Improves The Practice's Bottom Line