Does your practice have a claim to fame, a veterinary specialty? You don’t have to be a veterinary specialist or own a specialist practice to have a specialty. Perhaps, you are the only facility in a 50 mile radius with a full-service emergency room. Or maybe, along with stellar preventative medicine and surgical operations, you also have a state-of-the-art pet boarding space that acts more like a five-star hotel than a mundane kennel. In cases such as these, you need to be highlighting these special offerings to potential clients as a priority in your veterinary marketing campaign.
How to Market Your Veterinary Specialty
So, you have a sophisticated facility with the latest in diagnostic and lab equipment, or a veterinarian-supervised pet boarding lodge with all the extras; how do you market it, so that customers in your town, city, region, or even state know your practice as the place to go?
1. The best place to start is just talking about it. Make sure that your current customers know that in addition to the quality pet wellness examination, dental cleaning, and/or pet microchipping that you offer; that the practice is also where they should bring their pet when they go on vacation or for a specialty surgery that you offer.
2. Market your practice as more than just the standard veterinarian services. If, you offer a pet boarding facility that stands above and beyond in care and accommodations any other hospital in the area, make sure your website and print marketing materials reflect that-and capitalize on that to bring in more business.
A Great Example
One of our favorite clients is Indian Hills Animal Clinic, a veterinary hospital in Tuscaloosa. The veterinarians and staff at Indian Hills Animal Clinic offer everything from preventative vaccines to emergency services; but they also have the best Tuscaloosa pet hotels for boarding in the state of Alabama. The facility is temperature-controlled, veterinary-supervised, has expansive indoor runs for pets, windowed cat or dog condos; and even has a pet boarding suite with its own oversized bed, tv access, and private exercise yard. If you live in the area, you may or may not know this; but by cretaing a page with all the pertinent details about their boarding expertise, visitors to their website know that they offer much more than the typical kennel experience.