The key to successful veterinary practice marketing

Boaz Man, DVM, medical director at Boca Midtowne Animal Hospital in Boca Raton, Florida, avoids posting generic articles on his website. To engage with existing clients and attract new ones, he says veterinary practices must create and share compelling videos with real pet stories. Pet parents can relate to real pet stories and these stories show your community the quality of services that you provide, he explains.

"It's so easy to make a video and show a real story of a pet," Man tells dvm360. "People want to have their pets on social media and people want to share the story... That's how you create a buzz about what you do and who you are, and that's what sets you apart."

Before posting a video featuring one of your patients, get the green light from their owners, Man advises. You'd be surprised by how many pet owners are thrilled to participate, he adds. For your video, make sure you're interacting with the pet while engaging with your audience. Walk viewers through the pet's journey and explain how you and your team helped to resolve the problem. The goal: to demonstrate the high quality of care that your practice provides.

Veterinary professionals are sometimes undervalued, which makes promoting your work that much more important. There's no excuse to be invisible online, Man says.

"The content—and the story behind that content—is so important. I encourage people in our profession to [post videos] more often," Man says. "Show your value. Show your worth."