{"id":1364,"date":"2022-07-18T10:45:52","date_gmt":"2022-07-18T00:45:52","guid":{"rendered":"https:\/\/software.covetrus.com\/apac\/?p=1364"},"modified":"2023-05-06T00:57:50","modified_gmt":"2023-05-05T14:57:50","slug":"creating-a-strategy-and-using-your-practice-management-system-to-drive-your-marketing-efforts","status":"publish","type":"post","link":"https:\/\/software.covetrus.com\/apac\/veterinary-insights\/article\/podcast\/creating-a-strategy-and-using-your-practice-management-system-to-drive-your-marketing-efforts\/","title":{"rendered":"Creating a strategy and using your practice management system to drive your marketing efforts"},"content":{"rendered":"<p><a href=\"https:\/\/www.linkedin.com\/in\/will-stirling-vetboost\/\" target=\"_blank\" rel=\"noopener\">Will<\/a> is the Managing Partner at <a href=\"https:\/\/vetsdigital.com\/\" target=\"_blank\" rel=\"noopener\">VetsDigital<\/a> and has over 14 years\u2019 experience marketing in the veterinary industry. VetsDigital are Europe\u2019s largest veterinary-only marketing agency that have a range of services from SEO to Email Marketing to Web Design and Campaign Management. They work with \u201cone-man-band\u201d practices to large pharmaceuticals and everything in between.<\/p>\n<p>In this episode, we talk about the importance of a marketing strategy and the top tips on key marketing practices you can implement today.<\/p>\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe data-src=\"https:\/\/player.vimeo.com\/video\/729407743?h=666119b0bd&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Creating a strategy and using your practice management system to drive your marketing efforts\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/div>\n<p><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/p>\n<p><\/p>\n<p><iframe style=\"border-radius:12px\" data-src=\"https:\/\/open.spotify.com\/embed\/episode\/6wj1ma9fusXi5IOPLx5FA2?utm_source=generator&#038;t=0\" width=\"100%\" height=\"152\" frameBorder=\"0\" allowfullscreen=\"\" allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<h2><span style=\"color: #021660\">Marketing strategy: is it just corporate nonsense or will it actually be useful at my practice?<\/span><\/h2>\n<p>Will outlines the conundrum where many practices don\u2019t have a strategy and often it creates a very reactive environment. He also dispels the myth that it takes up too much time and actually it\u2019s quite the opposite.<\/p>\n<blockquote><p><em>\u201cHaving a strategy is important for three reasons: it saves you time, money and stress. It also doesn\u2019t take long to do. When you\u2019re doing your annual business plan, carve out an hour or two to do your annual marketing plan. And that can help deliver on the goals you\u2019ve set in your business plan.\u201d<\/em><\/p><\/blockquote>\n<h2><span style=\"color: #021660\">Don\u2019t forget about intention and measurable goals<\/span><\/h2>\n<p>We discuss the importance of intention \u2013 it is important to identify what it is you want to achieve whether that\u2019s making more money, getting more customers, or perhaps it\u2019s even having fewer customers, but more repeat business and engagement.<\/p>\n<p>Will highlights:<\/p>\n<blockquote><p><em>\u201cIt\u2019s also important to have measurable goals and work out the methods and marketing tactics you want to use to reach that goal. If it\u2019s too vague, then it\u2019s much harder achieve what you want. So for instance if you have a practice that\u2019s too busy, quite often that comes from the fact that they might also be short of staff, so the perhaps the marketing isn\u2019t focused on attracting new clients, but attracting new staff instead. It\u2019s still marketing but just in a different angle.\u201d<\/em><\/p><\/blockquote>\n<p>Understanding and using <a href=\"https:\/\/www.smartsheet.com\/blog\/essential-guide-writing-smart-goals\" target=\"_blank\" rel=\"noopener\">SMART tools<\/a> might also come in handy for your teams, not just from a business and marketing strategy perspective, but also for professional development and goals for your team.<\/p>\n<h2><span style=\"color: #021660\">The top three marketing tactics your practice can implement today<\/span><\/h2>\n<h2><strong><span style=\"color: #021660\">1. Use your practice management system (PMS) to its full potential<\/span><\/strong><\/h2>\n<blockquote><p><em>\u201cOften practices don\u2019t understand the full functionality of a PMS or it\u2019s underutilised. But the software is already there and it\u2019s paid for and it can be so powerful. Especially when it comes to opening up dialogue with your customers.\u201d<\/em><\/p><\/blockquote>\n<p>Will mentions how you can gain easy wins by reappraising the way you send out reminders. Check that you\u2019re sending them out to the right people with the right segmentation, that they are worded nicely and have a nice sequence and order to them. That\u2019s why it\u2019s important to have a plan in place because you can dictate how you send them out, how often, the messaging and the follow-ups. The PMS is the tool that can help you drive and execute these efforts.<\/p>\n<p><a href=\"https:\/\/software.covetrus.com\/apac\/veterinary-insights\/case-studies\/cleveland-vet-clinic-rxworks\/\" target=\"_blank\" rel=\"noopener\">The Cleveland Veterinary Clinic<\/a> is a great example of how they use their PMS to automate their client communications, integrate wellness plans and promote things like their dental care program. Overall it helped them with their business goal and strategy of reducing no-shows.<\/p>\n<h2><span style=\"color: #021660\">2. Don\u2019t be reticent or fear social media \u2013 it\u2019s easier than you think<\/span><\/h2>\n<p>Again, it is useful to have a plan here to dictate the cadence of frequency to promote things.<\/p>\n<blockquote><p><em>\u201cInsert some posts each month where you talk about products and deals you offer or where people can come in a certain day and get some discount or money off. Introduce a little bit of business into your social media \u2013 don\u2019t be shy about being commercial. But be mindful as business stuff on social should only be 10% of your content. The rest can be about the brand identity, personality and what you stand for.\u201d<\/em><\/p><\/blockquote>\n<p>Will also recognises practices may also feel nervous or reticent about posting content, fearing it\u2019s not interesting enough. But often, the general public loves anything about pets! So usually anything you post will more likely be well received. Just make sure it isn\u2019t ad-hoc or only once a month. You\u2019ll be in a much better position if you\u2019ve decided as a business and strategy, for example, that you\u2019ll post three times a week.<\/p>\n<blockquote><p><em>\u201cFor example, a post on Monday, Wednesday and Friday morning. One post might be a cute pet, one will be a staff story and one post can be a business\/product offer. Then you\u2019re not dreading or thinking too hard about what to post when the time comes.\u201d<\/em><\/p><\/blockquote>\n<h2><span style=\"color: #021660\"><strong>3. Use email and newsletters for more engagement and increased revenue opportunity<\/strong><\/span><\/h2>\n<p>Tied in with using a PMS, email regularity and relevance are crucial. Will has observed practices not sending out key communications in a timely manner or missed opportunities. For example, pet health plans \u2013 you can remind clients of the value they\u2019re getting on their plan or use email to promote the offers.<\/p>\n<blockquote><p><em>\u201cMonthly is ideal, for example you can be telling people \u2018you\u2019ve 3 months until your next plan, but don\u2019t forget you\u2019ve got free worm treatment to use up\u2019 because if you continually remind people of the value, when it comes to renewing, they\u2019re far less likely to drop out.\u201d<\/em><\/p><\/blockquote>\n<p>It\u2019s all about relationship building and being front-of-mind with potential new clients and existing clients. Emails and newsletters are a great way to keep them up-to-date on what you have to offer on anything you deem important, whether it\u2019s updates and announcements or key offers that you\u2019ve defined in your marketing strategy and plans.<\/p>\n<h2><span style=\"color: #021660\"><strong>Consider consultation and third-party assistance<\/strong><\/span><\/h2>\n<p>&nbsp;We recognise it\u2019s not always easy in terms of staff resources and time. Perhaps your clinic just doesn\u2019t have a staff member with marketing experience or you simply don\u2019t have the bandwidth. That\u2019s where companies like <a href=\"https:\/\/vetsdigital.com\/\" target=\"_blank\" rel=\"noopener\">VetsDigital<\/a> come in handy because they can take the stress away and have a huge team of consultants who can take care of your marketing efforts, all with as little or as much as you need them. And like Covetrus, they too, often have staff with veterinary backgrounds whom are ex-nurses, clinicians, techs and more. So they know the business inside-out and all the inner workings of it, but yet have the commercial experience to communicate in the most efficient and effective ways to customers.<\/p>\n<h2><span style=\"color: #021660\"><strong>Resources<\/strong><\/span><\/h2>\n<ul>\n<li><a href=\"https:\/\/vetsdigital.com\/\" target=\"_blank\" rel=\"noopener\">VetsDigital Website &#8211; UK Based<\/a><\/li>\n<li><a href=\"https:\/\/vetdigital.com.au\/\" target=\"_blank\" rel=\"noopener\">VetDigital Website &#8211; AU Based<\/a><\/li>\n<li><a href=\"https:\/\/software.covetrus.com\/apac\/veterinary-insights\/article\/practice-solutions\/what-veterinary-marketing-is-really-all-about\/\" target=\"_blank\" rel=\"noopener\">Blog post: What veterinary marketing is really all about\u2026<\/a><\/li>\n<li><a href=\"https:\/\/software.covetrus.com\/apac\/veterinary-insights\/article\/practice-solutions\/unlock-marketing-resources-for-your-veterinary-practice\/\" target=\"_blank\" rel=\"noopener\">Blog post: Unlock marketing resources for your veterinary practice<\/a><\/li>\n<li><a href=\"https:\/\/software.covetrus.com\/apac\/veterinary-solutions\/rxsms\/\" target=\"_blank\" rel=\"noopener\">RxSMS<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Will is the Managing Partner at VetsDigital and has over 14 years\u2019 experience marketing in the veterinary industry. VetsDigital are Europe\u2019s largest veterinary-only marketing agency that have a range of&#8230;<\/p>\n","protected":false},"author":123456800,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[65],"tags":[],"class_list":["post-1364","post","type-post","status-publish","format-standard","hentry","category-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Strategy Creation &amp; Using PMS to Drive Marketing Efforts | Covetrus<\/title>\n<meta name=\"description\" content=\"In this podcast episode, we talk about the importance of a marketing strategy and the top tips on key veterinary marketing practices you can implement today.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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