Decision Data: Adding digital tools, social media?

November 27, 2019

A dive into data yields insights on social media and other digital communication to pet owners undertaken by different-sized veterinary practicesand how satisfied the owners and managers were with the results.

Further resources

• Want to read more about the top three new digital tools practices say they added. Here are stories on text messaging with clients, client email etiquette (among other things) and online appointment scheduling.

• Get free veterinary content for your practice's social media streams here.

It can often be difficult for a veterinary practice owner or manager to decide how to change their business model, when to add services and how to adjust for changing times. The team at dvm360 has been working with two of the sharpest veterinary analysts around (John Volk and Dr. Karen Felsted) to examine major changes practices have made and how happy the decision-makers were when all was said and done.

For the next few months, we'll be sharing results from their study as well as resources and commentary to help you make a decision as a practice owner or manager-or make a plan happen once you've decided.

This week, we look at the question of digital marketing and social media.

NOTE: Categories are based on the survey question, “What were your practice's gross revenues in 2016?” and questions about 2017 behavior and decisions.

 

Percentage of practices that expanded use of digital tools and/or social media

Practices with gross revenue of ...

Percentage

Less than $500,000 49% $500,000-$999,000 58% $1 million-$1.5 million 51% $1.5 million-$2 million 45% $2 million-$3 million 50% $3 million-$5 million 71% $5 million or more 40%

Source: dvm360 Decisions Survey; Dr. Karen Felsted of PantheraT Consulting; John Volk of Brakke Consulting

In the past year, percentage of practices that added these digital services

Text reminders 50% Veterinarian email communication with clients 44% Online appointment scheduling 41% Pet health information online 36% Online medication reminders and/or refills 31% Patient medical records available online 23% Online newsletter 19% None 19%

Source: dvm360 Decisions Survey; Dr. Karen Felsted of PantheraT Consulting; John Volk of Brakke Consulting

No. 1 reason for expanding use of digital tools and/or social media

Most of our clients use social media these days 36% Improve marketing to millennials 22% Attract new clients 14% Compete more effectively with other local practices 9% Staff member took strong interest in-and responsibility for-online marketing 8% Improve patient care 5% Improve practice profitability 4% Increase patient visits 3%

Source: dvm360 Decisions Survey; Dr. Karen Felsted of PantheraT Consulting; John Volk of Brakke Consulting

No. 1 benefit seen after adopting digital tools and/or social media

Increased communication with clients 35% Positive client feedback 23% Stronger client bonding 16% Attracted new clients 7% Better compliance 7% Increased patient visits 3% Increased revenue 2% Positive staff feedback 2% No benefits 6%

Source: dvm360 Decisions Survey; Dr. Karen Felsted of PantheraT Consulting; John Volk of Brakke Consulting

Satisfaction with decision

Extremely satisfied 20% Moderately satisfied 33% Satisfied 38% Dissatisfied 9% Moderately dissatisfied 1% Extremely dissatisfied 0

Source: dvm360 Decisions Survey; Dr. Karen Felsted of PantheraT Consulting; John Volk of Brakke Consulting