One of the most common requests we get here at PetDesk are for promotional message templates. You know, brilliant ad copy to promote things like National Heartworm Awareness Month. Of all of the requests, this is one of the better ones. Why? Pet holidays are big business in the vet space. You need to do your part to promote your practice.
While the postcard has been around for ages, it's quickly becoming a thing of the past. This is big news when you consider the historical significance of the postcard. For centuries, mail was the de facto method of communication, regardless of class, social standing, or geographical location. Only since the advent of new technology has mail become less important and overall less effective.
For those of us in the veterinary industry, this presents an interesting dilemma. Year after year, we face rising postage costs. This normally wouldn't be an issue -- if people still read postcards. The read rate of postcards, or the percentage of people who both open and interact with a given piece of mail, sits at 25%. For every 4 you send to your clients, only one of them is being read. Given the rising cost of postage, you're not getting a great return here.
Now, imagine how many clients are actually taking an action by calling to schedule. Is the entirety of that 25% that read your mail scheduling appointments? No. Therein lies the problem.
Inside of every problem, however, lies an opportunity.
Today, we have more communication tools than ever at our disposal. Mobile technology has exploded in popularity and changed the landscape of communication methods. Everyone has an email address and we walk around with small computers in our pockets. Both of these present ample opportunity to reach clients in new ways.
It's also the way your clients want to be reached.
Let's find out which channels are out there and what they can do for your veterinary practice.
In my time here at PetDesk, I've heard countless practice managers and veterinary clinic owners ask which is the better option: Client acquisition or client retention?
We're all attracted by the allure of fancy marketing packages -- radio spots, feature pieces in local publications, billboards towering over highways. They're all nice things to have.
On the other side of things, marketing with a focus on client retention is decidedly less glamorous. But which of these two should you focus on? Should you market to your existing clients or should you focus on marketing aimed at acquiring new clients?
Are you trying to grow your veterinary practice through promotional marketing? It's not easy -- at least, writing promotional messages to your clients isn't easy.
Think about how many dental cleaning appointments your clinic sees in February. The only way your clients know (and remember) is through your promotional outreach. Email and in-app messages are your only two existing marketing channels for promotions. With that in mind, can you afford to send poorly worded messages that result in lost client interest? Bad messaging practices can hurt your clinic's bottom line.
We're all subconsciously trained to tune-out solicitations and spam. Think of the last time you checked your email inbox -- $50 off this, 30% off that. We get it and we're still not interested.
Your clients are the same. Impersonal, automated messages are bad. Clients simply don't like getting them, plus they'll tune out these messages. Worst case scenario? They open these emails, hit the junk button, and never see an email or awesome offer from that company again. Ouch.
You don't want to be one of those companies. No one does.