Veterinary Hospital Marketing 101: Repeat, Repeat, Repeat

The weather is getting warmer and flea and tick populations are exploding, causing serious problems for pets and their owners. I’ve been pulling ticks off my dog for weeks, and it’s a real concern because here in New Hampshire we have the second highest rate of Lyme Disease in the country. Across the country, pet owners are encountering similar concerns. Their concerns should be met with your effective veterinary hospital marketing.

As a veterinarian, you know it’s a great time for your clients to bring their pets in to check for flea- or tick-related problems, test for parasite-related illness and discuss the latest information on control and prevention. So you post a reminder on your veterinary hospital Facebook page or send an email to your clients and think, “Great, that’s done.” But your phone doesn’t ring.

What gives?

Effective Frequency and Veterinary Hospital Marketing

Pet owners are not calling your veterinary hospital to schedule appointments because of an advertising term called “effective frequency.” Effective frequency is the number of times a consumer must be exposed to a message before taking action. There’s no agreement on what that number is: Some say three times, some say seven, some say as many as 12.

I’m sorry, what did you say?

Suffice it to say, sending your message to pet owners only once won’t do the trick. Not only will pet owners not act, it’s likely they won’t even remember what you’re trying to tell them.

The Content and Delivery That Gets Pet Owners’ Attention

If you want pet owners to take action (call your office, make an appointment, sign up for your email newsletter, follow your hospital on social media), you need to communicate that message multiple times and in multiple ways.

That means posting on Facebook a few times, but also sending an email or two and maybe even mailing an old-fashioned reminder postcard. Remember to vary the content that accompanies your message, but keep it useful and interesting. Making an emotional connection is very helpful, too.

There’s No Harm In Repeating A Good Thing

We’ve all been in situations in which we’ve had to repeat ourselves to be heard and achieve our desired result. What holds true in our day-to-day interactions with family, friends and colleagues also holds true for veterinary hospital marketing: When it comes to sending a message to pet owners, repetition is what it’s all about.

VetNetwork is owned and operated by a veterinarian with 20 years of hospital ownership experience, and is staffed with a team of marketing experts that are dedicated to growing veterinary practices. For more information about our veterinary hospital marketing services, please give as call at (800) 564-4215 or send us an email today.

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