Create a video to explain why your team is in veterinary medicine

I'm pretty sure that somewhere in your practice name you will find the word animal, veterinarian, clinic or hospital. There is something in your name that explains what you do, right? What about your marketing material and your website? You're probably very particular about explaining exactly what services you provide, right? But do your clients know why you do what you do? Do you even know why you do what you do? If not, maybe you need to ask yourself that very question. Then, take it one step further, and share your findings with the public.

That's exactly what RegionalVet, a 24/7 emergency and specialty hospital in Turnersville, N.J., did this year. As the marketing manager, I interviewed co-owners William Griffin and Christopher Lindquist, and a variety of staff members and asked them why they do what they do. The end result was a YouTube video that could change the focus of our entire marketing plan: 

In the veterinary world we are faced with many challenging obstacles, and one of the greatest is perceived value. Most people wouldn't consider putting a price tag on the love they have for their pets. However when faced with a large veterinary bill they may begin to think differently. So in the middle of the night, when a client is driving frantically to get emergency care for an ill or injured pet they need to know why going to RegionalVet is the right choice to make.

With testimonials from our staff, we created a why video we posted on our YouTube channel and on the home page of our website and show in our waiting rooms and exam rooms. The why video brings a compassionate, loving side to what can sometimes be seen as cold and impersonal. This video helps clients to connect with our staff on a level that wouldn't be possible without knowing the why. The girl who took your pet's vitals is no longer just a technician, she's Suzie. She is the girl who has two cherished boxers, who brought home every animal book from the library in school, struggled for years to finally pay off her student loans, and who has now been given the opportunity to work with animals, such as your beloved pet.

When your clients understand the why, the other questions don't seem as important. They are less likely to walk out of your facility focusing on what services were performed, when they were done and how much it cost. So, try not to focus so much on listing the detailed services you provide or on the square footage of your facility, but instead focus on the passion that you and your team have for the pets you care for.  Clients may not remember that their pet received thermal laser treatment and post-operative cold compression therapy after surgery, but they will remember the connection they made with your team and that's why they will be coming back to your facility the next time they have an emergency. 

Lisa Alberta is the marketing manager at Regional Veterinary Emergency & Specialty Center in Turnersville, N.J.