Marketing of veterinary products and services (Proceedings)

Article

How does marketing differ from advertising?

1. Marketing – What Does This Term Mean?

2. How Does Marketing Differ From Advertising?

a. Products

b. Services

3. Internal Versus External Marketing

a. Point Of Purchase Display

i. In Order For Products To Be Effectively Marketed, They Must Be:

1. Individually priced

2. Able to be seen, touched and inspected

3. Properly displayed

4. Staff must be educated on their proper usage

5. Aesthetically appealing and professional in nature

6. Foil sticker attached to all products

ii. Marketing Of Routine Over-The-Counter Products

1. Flea and tick control products

2. Vitamins

3. Shampoos

iii. Marketing Of Prescription Diets

iv. Marketing Of Quality Non-Prescription Diets

1. Hill's Science Diet

2. Iam's Pet Foods

3. Nature's Choice

4. Others

v. Marketing Through Education

1. Educational film strips

2. Client handouts

3. Practice name should be affixed to all handouts

4. Pet bandannas

5. Photo mural

vi. The Role Veterinary Supplies Play In Marketing

1. Hill's

2. Pet Dental Month

3. Geriatric target marketing

vii. Marketing Of Pet Supplies

1. Is it a matter of professionalism?

2. A natural extension of the services we offer

3. Captured audience

4. Profitability factor

5. Quality and cost of items sold

6. Use of "slat" wall

b. Incorporating A "Full Service" Approach From A Medical Point Of View

i. Pre-Exam Check List

1. Canine

2. Feline

3. Exotic

4. Large Animal

ii. In-Hospital Tracking Form

iii. New Client Kits

iv. Boarding Service

1. Cat condos

2. Value added boarding services

a. TLC boarding program

v. Grooming Service

vi. Obedience Training

vii. Senior Citizen Discounts

viii. Preferred Client Discounts

1. Frequent Flyer Program

c. What Is The Net Effect Of Implementing A "Full Service" Approach?

i. Meeting Your Clients' Needs

ii. Providing Quality Service And Supplies

iii. A Stable Client Base

iv. Healthier Patients

v. Better Utilization Of Your Practice's Physical Plant

vi. Greater Profitability

vii. Increase Net Profit Of Your Practice

4. External Marketing

a. Your Practice's Signage

i. Type

ii. Color

iii. Illumination

iv. Placement

b. Effective Signage

i. Identifies Your Practice

ii. Builds An Image Of Your Practice

iii. Improves Your Visibility

iv. Gives Information

v. Enhances Your Outside Physical Appearance

vi. Increases Your Profits

c. Yellow Page Listing

i. In-Column Ad versus Display Ad

d. Hospital Brochure Or Hospital Folder

e. Informational Handouts

i. Commercial

ii. Customized

1. Flea and tick control handouts

2. New puppy and kitten care kits

f. Business Cards and Stationery

g. Three Tier Reminder System

i. Postcard

ii. Tri-Fold Letter

iii. Pet Health Alert Final Postcard

h. Hospital Newsletter

i. Commercial

ii. In-House Newsletters

i. Target Marketing

i. Identify Your Target Group

ii. Develop Your Marketing Material

iii. Initiate Your Program

iv. Evaluate And Follow-Up

j. Example Of Dental Target Marketing Plan

k. Educating Clients And The Community

i. Hospital Tours

ii. Open House

iii. Participating In Career Days

iv. Talks To Local Clubs And Organizations

v. Education Through The Media

vi. Further Involvement By National And State Associations

5. Effective Marketing Is Critical To The Future Success Of Your Practice

a. Good Medicine = Good Business

b. Fully Servicing & Educating Your Clients = Healthier Pets & Happier Clients

c. Potentiates Your Practice

d. Fills The Need — Provides Quality Service

e. Increases The Practice's Profitability

f. Improves The Practice's Bottom Line

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