Independent veterinary clinics face a growing challenge: competing with corporate-owned practices that have deeper pockets and bigger marketing teams. But being independent is a strength, not a disadvantage. Small, locally owned practices can outshine the competition by leveraging their unique value proposition, fostering client loyalty and adopting strategic marketing tactics. Here are eight ways to stay competitive and thrive in a crowded marketplace.
1. Define and Amplify Your Unique Value Proposition
Your independent clinic has something no corporate practice can replicate: you. Your team, values and community engagement set you apart. Therefore, define what makes your practice unique and communicate it clearly. Know your “why” — why you started the practice and why clients come back. Take the time to survey your clients to understand what they value most from you, whether it’s personalized care, a welcoming clinic environment, extra conveniences or specialized services. Own your strengths and highlight them often in your marketing. Whether it’s stress-free visits, integrative medicine or long-standing client relationships, make clear why your veterinary practice is the best choice.
2. Master Digital Marketing Without Breaking the Bank
Corporate competitors pour millions of dollars into advertising, but independent clinics can match up with a focused approach. Use social media strategically. Rather than trying to be everywhere, choose platforms that yield your best return on investment, such as Facebook, Instagram, Google Business and Nextdoor. Engage with your audience rather than just broadcasting content. Respond to comments, answer questions and share behind-the-scenes moments to build loyalty. Let go of the need for perfection, and ditch the stock photos while you’re at it. Pull out your smartphone to capture pictures and videos of the people and scenery.
Not sure which content to develop? A client survey can help determine where to direct your efforts. Asking your top 20 pet owners what they want to see more of is an easy way to narrow your focus.
Online reputation management is important. Build positive reviews by asking clients to leave feedback on Google, Yelp and Nextdoor. Depending on your practice management software, automated workflow services can make the process efficient. Responding to positive reviews helps build relationships with existing clients and shows prospective clients that you care.
Finally, use tools like Google Alerts (free at alerts.google.com) to get near-instant notifications of your practice’s mentions on nonsocial sites.
3. Market for Hiring Purposes
You compete for team members, too. Showcase your practice’s culture and values in your marketing to attract top talent. Create a “Why Work Here” section on your website that highlights the team culture, growth opportunities and employee benefits. Share testimonials to give prospective hires a genuine look at your practice. Use social media to showcase team events, celebrations and behind-the-scenes moments.
4. Optimize Your Online Presence
If a potential client searches for “Veterinarian near me” and you don’t show up, you lose business. Claim and optimize your Google Business profile by adding photos and operating hours, responding to reviews, and posting regular updates. Search engine optimization tactics, such as including location-specific keywords on your website — “Austin veterinary clinic” or “Best dog vet in Denver,” for example — can improve your visibility.
5. Don’t Rely on One Channel
Social media is rented land. If Facebook or Instagram disappeared tomorrow, would your clients know how to reach you? Would they see your veterinary hospital’s name again outside of a pet’s annual appointment? Diversify your marketing efforts by utilizing multiple channels.
Email marketing should be part of your strategy. Send monthly newsletters with educational content, promotions and practice updates. Online pet businesses like Chewy send an average of 2.02 emails a week, while few veterinary practices send more than 2.02 emails annually.
Studies show that pet owners are eager for more communication. While veterinary teams don’t want to appear “spammy,” research indicates that 63% of pet owners who open emails from their veterinarian want reminders and links about prescription refills, and 62% desire information that might improve their pets’ health. Email is an underutilized channel that can enhance client engagement and clinic revenue.
In addition, consider these tips:
- Reminders and updates delivered by text or app notifications help you meet clients where they are.
- Your website and blog should serve as a robust resource, positioning your practice as a trusted source of information.
- Engage in your community by sponsoring local events and partnering with pet businesses.
6. Compete on Service and Convenience, Not Price
Corporate practices often have pricing advantages, but independent clinics can win on experience, service and flexibility. Streamline client communication by offering online scheduling, text reminders and telemedicine. Consider offering conveniences such as prescription pickups, after-hours triage and curbside service. Small touches — follow-up calls and handwritten notes — can build lasting loyalty and differentiate you from larger competitors.
7. Turn Employees and Clients into Ambassadors
Encourage happy clients to tag you in their pet-related social media posts. Loyalty and client referral programs can incentivize pet owners to do more business with you and encourage their networks to do so.
Your employees can be ambassadors, too. Remember that they are almost certainly pet owners. They likely interact with friends, family and other veterinary people when they clock out. When team members no longer work for you, a good relationship ensures they continue to refer clients and colleagues your way.
8. Stay Nimble and Keep Improving
Unlike some corporate practices, independent clinics can pivot quickly. Adapt to what works and continuously refine your marketing strategy. Experiment with different types of content, ads and promotions to see what resonates best with your audience. Regularly check in with clients and team members to improve their experiences. Set monthly marketing goals to ensure progress, such as increasing email signups, boosting engagement and improving SEO rankings.
Staying independent doesn’t mean being left behind. By embracing a client-focused marketing strategy, independent clinics can outshine corporate competitors and continue delivering exceptional, personalized care. You don’t have to be the biggest. Just be the best option for your clients.
YOUR MARKETING TO-DO LIST
- Survey clients via their preferred communication method.
- Optimize your online reputation profiles and social channels to improve visibility.
- Establish a protocol for requesting online reviews and responding to them.
- Develop a consistent email marketing strategy to ensure clients receive regular updates, promotions and educational content.
- Start a careers page on your website to showcase your practice’s culture and attract top talent.
- Choose one new marketing initiative each month to implement and track its progress.