About Eric Garcia · 10/14/17 3 Pet Owner 2.0 47% of millennials are likely to think their...

10/14/17

1

ìStanding Out in a Saturated Market Place

© 2017 All rights reserved. Eric D. Garcia

About Eric GarciaManagement Team at Large Practice in Tampa, FL

Former VP of Veterinary Exclusive Web Marketing Firm

IT & Digital Marketing Consultant – Founder of Simply Done Tech Solutions

VetPartners Member Consultant

AAFP Advisory Board Member

International Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines, Austria

Published Author:ì Marketing Columnist for Today’s Veterinary Businessì 15 Chapters in the the 5-Minute Veterinary Practice

Management Consult, AAHA Trends Magazine, Veterinary Practice News, DVM360, and more


10/14/17

2

Resources Provided


Several Ideas

You don’t have to do it all right away

Pick one thing

You will have notes

Take your time

Continue to build on your one thing


10/14/17

3

Pet Owner 2.0

47% of millennials are likely to think their veterinarians are very accessible compared to 78% of baby-boomer pet owners.

52% of millennials indicated their pet receives routine veterinary dental or oral care, compared with 42% of boomers.

59% of millennials say their veterinarian takes the time to get to know them, compared with 54% of boomers.

Owner 2.0 from DVM360

63% of millennials say staying current on pet health topics is important, compared with 54% of boomers.


10/14/17

4

Jan. 13-18, 2017 through Amazon Mturk and gathered 300 complete responses from Millennial-aged pet ownersStudy Completed by Software Advice. Permission to use granted by Taylor Short for Eric D. Garcia

How Do Millennials Find Your Practice?

Social is everything

Authentic reviews

Show your local roots

Compare local businesses online


10/14/17

5

Latest Google Updates


Google Posts


10/14/17

6


How To:

Login at https://www.google.com/business/


10/14/17

7

How To:


How To:


Promote new services

Events

Offers to bring clients in

Special promotions

Closures due to weather

10/14/17

8

Outcome

The offer/post is only valid for 7 days before it is removed


Google Chat/Messaging Option


10/14/17

9

Zipwhip


Unlimited Texting

$100 USD per monthì Schedule text

messagesì Picture messagesì Exclusive features

New Client Concierge

Assign 1 or 2 receptionist to call/text clients 5-7 days in advance to confirm appointment

Obtain access to previous medical records (if any)ì Allow client to share via text or

direct email

Review check in process

Text mobile friendly new client registration form or questionnaire

Provide dedicated telephone # and offer ability to text


10/14/17

10

Solicit Positive Reviews

Ask your best clients to review you!

Sample script: "Mr. Garcia, we appreciate you as a client. Would you mind leaving us a review online? We want happy clients like you to be able to find us online easily.". If client says, yes. "Thank you! May I have your email address so I can send you a friendly reminder at the end of the week.

Collect email addresses and at the end of the week (or during any down time) send a mass email by placing each collected email address in the BCC section of a new email.

Copy and paste the template and send.


Example


10/14/17

11

Example


Solicit Positive Reviews


10/14/17

12

Content MarketingShows rather than tells potential pet owners

that you’re the right choice.

Imagery in Marketing

“It's in our DNA. We drew before we wrote (cavemen), we process it faster than audio, text, and video. According to a study by MIT, it showed that it takes just 13 milliseconds for the human eye to process an image-- almost 8 times faster

than previously thought.”

“Every social platform is becoming more image-centric.”

- Donna Mortiz


10/14/17

13

How Are You Different?

Vaccines – Do you offer Ultra vaccines, do you follow AAFP or AAHA vaccination guidelines

Are you Fear Free, AAHA, Cat Friendly? SHOW ME

Surgery? Compassionate Care? SHOW ME



Surgery – Do you have a dedicated recovery tech? How do you handle post op care?


10/14/17

14

Which Do You Prefer?



New Service?ì Laser Therapyì Stem Cell Therapyì Rehabilitation ì Mobile Hospiceì After Hours Service


How Are You Different?ì What is the service?ì Why did you start the new

service?ì How will it help patients?ì How did it help a patient?ì Show me!

10/14/17

15

Example: Raintree Veterinary Center

http://www.raintreevetcenter.com/laser-therapy/

What: Raintree Veterinary Center is now offering Laser Therapy for your pets! This powerful, pain-free and non-invasive treatment uses modulated infrared rays to help reduce pain and speed the healing of inflamed or damaged tissues. Arthritis, degenerative joint disease, fractures, joint problems and some soft tissue injuries are among the conditions for which we recommend laser therapy. In most cases, the results have been remarkable. (For an animal’s eye view of this treatment, you are invited to read the testimonials from two of your patients – see below)

Why: Laser therapy is also now a standard part of our post-surgery protocol, thanks to its ability to reduce pain and significantly speed the time it takes for incisions to heal. Except in cases where it is contraindicated (such as the removal of suspected cancerous masses), we now administer the treatment after every operation performed at the hospital. Patients that have had orthopedic surgery receive at least one additional session, while they are still in the hospital.



What are some of the conditions that can be treated with laser therapy?ì Arthritis/Degenerative Joint Diseaseì Muscle, ligament and tendon injuriesì Sprains and strainsì Hip dysplasiaì Ulcerations and open woundsì Post-surgical and soft tissue traumaì Back and neck painì Neuromuscular disease

How do I find out if it’s right for my pet? If your cat or dog has limited mobility or suffers from chronic pain, laser therapy might help. Talk with us during your pet’s next physical exam – or schedule an appointment right now to discuss the treatment. To learn more about Laser Therapy for Pets click here.


10/14/17

16


Check out our success stories below to learn more about the success of laser therapy use in pets. If you are interested in discussing this service for your pet —please do not hesitate to contact us and we can discuss if laser therapy is right for your pet.

BayCi & Waggle — Readì http://www.raintreevetcenter.com/bayci-

and-waggles-laser-therapy-success-story/

Rubert — Readì http://www.raintreevetcenter.com/rupert-

laser-therapy-success-story/


Example: Orthopedic Surgery

Reference for Notes:ì http://www.raintreevetcenter.com/indys-knee-injury-and-tplo-

journey/


10/14/17

17

Vaccines: How Are You Different?

Vaccines –ì Do you offer

Ultra vaccines?

ì Do you follow AAFP, AVMA, AAHA vaccine guidelines?


Typical Practice

“Alongside routine wellness care, we believe in vaccinations as an imperative part of preventative care. We make specific recommendations based on your pet’s individual health history and use only the most modern vaccination protocols whenever administering a vaccination. If you believe in a comprehensive approach to long-term care, vaccinations are a necessary component of care to keep in mind.”


10/14/17

18

Typical Practice

“Vaccinations are an important part of any preventative health care program. We understand that a vaccine program should be tailored to your pet’s individual situation and we follow the most up-to-date vaccination protocols based on your pets lifestyle and exposure."


Vaccines: How Are You Different?


10/14/17

19

Not All Vaccines Are Created Equal


Not All Vaccines Are Created Equal


10/14/17

20

Not All Vaccines Are Created EqualNot All Vaccines Are Created Equal

Even indoor pets need vaccines to help protect them from serious illness that you could bring home to them on your shoes or clothing.

Our clinic now offers a line of vaccines that provides the effective protection you expect from a vaccine but with half the volume. ULTRA vaccines feature a 0.5 mL formulation, while most other vaccines are 1.0 mL. You may be more comfortable knowing that your pet is getting the protection he needs but with a smaller volume. And this smaller volume will make the actual injection more comfortable for your pet.

Effective protection, smaller volume. It’s a win-win. Humans have benefitted from lower-volume vaccines for years. Now your pet can be just like the rest of your family!

Talk to us today about vaccinating your pet with the ULTRA line of vaccines.



Chico Hospital for Cats

10/14/17

21


You Become a Certified Cat Friendly Practice

You Let Everyone Know on Social Media (and everywhere else online)!

What Do You Do?

We Are a Cat Friendly Practice!


10/14/17

22

What?

OK?

What did you do to my cat before?

Is this why Gazpacho is

peeing outside his litter box now?


No Mrs. Smith. It’s because we haven’t seen your cat in like 8 years. And please stop asking us these questions on Facebook.

Cat Owners On Social Media Are Like:

Cat Friendly Practice AlbumTaking Your Cat to the Vet with Gazpacho The Catì Cat Friendly

Practice logoì Cat friendly crates

with transport tipsì Cat friendly

waiting areaì Feliway Diffuser

with explanationì Feline-friendly

handling technique images

ì Action shot of an examination


10/14/17

23

Clinic Specific Postings

©2017Allrightsreserved.EricD.Garcia

Share This Content…NOT Just On Social Media

On your website within service pages

Share personalized images on your print materials or ads

Try and avoid stock imagery!


10/14/17

24

Share This Content…NOT Just On Social Media

On your website within service pages

Share personalized images on your print materials or ads


Our Veterinarians

Our Veterinarians: The MOST Visited Page

General:ì Dr. Garcia was born in Tampa, Florida. He graduated from

the University of Florida in 2000. Dr. Garcia has an interest in Dermatology. He has 2 dogs by the name of Elvis and Penny. Dr. Garcia is excited to meet both you and your pet!


10/14/17

25

Veterinary Medical Center


The “Perfect” Biography


10/14/17

26

Is This Your Brand?


As you watch this think about your practice:ì Does your

content sound like this?

ì Do you have a similar type video?

ì Do you think this message is unique?

Case Example: Tampa Bay Animal Hospitals


Permission Provided by:

10/14/17

27

Veterinary Medical Center Easton


Case Example: Southeast Veterinary Neurology



10/14/17

28

Case Example: Southeast Veterinary Neurology



How to Feature the Video


10/14/17

29

About Us Page


ONLY After Do You…

Create a Google AdWord Campaign for the service

Facebook Campaign

Email Campaign

Ad to Google Posts

Direct Mail Campaignì Don’t just mention “VACCINES”


10/14/17

30

Invest in Copywriters!

Certified Content Writers are listed on Copyblogger.com.


Retention Mistake: Only Sending Postcard Reminders


10/14/17

31

Solution: Include Text Reminders


97% of Americans use texting at least once a day on their cell phones. ì Text messages have a 98% open

rateì Text messages have a 45%

response rate

Ask for mobile number instead of home number

Obtain client permission on registration & drop-off forms

Text reminders allow clients to act instantly – reducing phone calls and saves money

Most portal/reminder program services offer this service at no additional cost

http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/

Retention Mistake: Forgetting About Lapsing/Lapsed Patients


10/14/17

32

Solution: Develop Ongoing Lapsing Patient Marketing Campaign


Target clients who have not visited the practice in 18+ months

Consider 3rd or 4th reminderì Email campaignì Postcard/letter ì Text

Track success, learn from clients, and clean up your practice database

Automated Tools: VetSuccess’ Retriever, AllyDVM

VetSuccess Retriever


10/14/17

33

IDEXX Pet Health Network


Text Campaign with Video


10/14/17

34

An Important Message from Our Medical Director


THANK YOU! Stay Connected with Me


Facebook: facebook.com/EricGarciaFL

Instagram & Twitter: @EricGarciaFL

Notes: simplydonetechsolutions.com/standout17

About Eric Garcia · 10/14/17 3 Pet Owner 2.0 47% of millennials are likely to think their...

Documents

Transcript of About Eric Garcia · 10/14/17 3 Pet Owner 2.0 47% of millennials are likely to think their...