Understanding the marketing of veterinary products and services (Proceedings)

I. Marketing – What Does This Term Mean?

II. How Does Marketing Differ From Advertising?

a) Products

b) Services

III. Internal Versus External Marketing

a) Point Of Purchase Display

1. In Order For Products To Be Effectively Marketed, They Must Be:

      a) Individually priced

      b) Able to be seen, touched and inspected

      c) Properly displayed

      d) Staff must be educated on their proper usage

      e) Aesthetically appealing and professional in nature

      f) Foil sticker attached to all products

2. Marketing Of Routine Over-The-Counter Products

      a) Flea and tick control products

      b) Vitamins

      c) Shampoos

3. Marketing Of Prescription Diets

4. Marketing Of Quality Non-Prescription Diets

      a) Hill's Science Diet

      b) Iam's Pet Foods

      c) Nature's Choice

      d) Others

5. Marketing Through Education

      a) Educational film strips

      b) Client handouts

      c) Practice name should be affixed to all handouts

      d) Pet bandannas

      e) Photo mural

6. The Role Veterinary Supplies Play In Marketing

      a) Hill's

      b) Pet Dental Month

      c) Geriatric target marketing

7. Marketing Of Pet Supplies

      a) Is it a matter of professionalism?

      b) A natural extension of the services we offer

      c) Captured audience

      d) Profitability factor

      e) Quality and cost of items sold

      f) Use of "slat" wall

b) Incorporating A "Full Service" Approach From A Medical Point Of View

1. Pre-Exam Check List

      a) Canine

      b) Feline

      c) Exotic

      d) Large Animal

2. In-Hospital Tracking Form

3. New Client Kits

4. Boarding Service

     • Cat condos

     • Value added boarding services

           o TLC boarding program

5. Grooming Service

6. Obedience Training

7. Senior Citizen Discounts

8. Preferred Client Discounts

      a) Frequent Flyer Program

c) What Is The Net Effect Of Implementing A "Full Service" Approach?

      1. Meeting Your Clients' Needs

      2. Providing Quality Service And Supplies

      3. A Stable Client Base

      4. Healthier Patients

      5. Better Utilization Of Your Practice's Physical Plant

      6. Greater Profitability

      7. Increase Net Profit Of Your Practice

IV. External Marketing

Your Practice's Signage

     • Type

     • Color

     • Illumination

     • Placement

Effective Signage

     • Identifies Your Practice

     • Builds An Image Of Your Practice

     • Improves Your Visibility

     • Gives Information

     • Enhances Your Outside Physical Appearance

     • Increases Your Profits

Yellow Page Listing

     • In-Column Ad versus Display Ad

Hospital Brochure Or Hospital Folder

Informational Handouts

     • Commercial

     • Customized

           o Flea and tick control handouts

           o New puppy and kitten care kits

Business Cards and Stationery

Three Tier Reminder System

      Postcard

      Tri-Fold Letter

      Pet Health Alert Final Postcard

Hospital Newsletter

     • Commercial

     • In-House Newsletters

Target Marketing

     • Identify Your Target Group

     • Develop Your Marketing Material

     • Initiate Your Program

     • Evaluate And Follow-Up

Example Of Dental Target Marketing Plan

Educating Clients And The Community

     • Hospital Tours

     • Open House

     • Participating In Career Days

     • Talks To Local Clubs And Organizations

     • Education Through The Media

     • Further Involvement By National And State Associations

V. Effective Marketing Is Critical To The Future Success Of Your Practice

     • Good Medicine = Good Business

     • Fully Servicing & Educating Your Clients = Healthier Pets & Happier Clients

     • Potentiates Your Practice

     • Fills The Need — Provides Quality Service

     • Increases The Practice's Profitability

     • Improves The Practice's Bottom Line

Marketing Is Not Advertising.

Marketing is instead the educational process involved in informing your clients about the products and services that your practice offers.