What should your total client communications plan include?

By Marketing

1 August 2020 5 min read


A strong veterinary communications plan using multiple channels and touchpoints helps build relationships with your customers.

While face-to-face may be your preferred medium of choice to communicate with your clients, this may not always be possible. You can’t, for example, arrive at your client’s front door to remind them their pet is due for a check-up.

Instead, you want a robust and strategic communication plan that helps you engage with your clients, improves compliance, and keeps their pet in tip-top shape.

Here are the key elements that make up a successful total client communications plan:

Multi-channel reminder communications

Reminder communications are important for not only the health of your patients, but also the financial health of your veterinary practice. So, these are definitely an essential element that can’t be overlooked in your total communication plan.

It’s important to set up a sequence of postcard, email, and text communications to prompt clients to book an appointment, then to remind them as the set appointment date and time draws near. This way, you can ensure compliance and minimize no-shows.

Covetrus research shows that upwards of 20% of patients in the average veterinary practice haven’t attended an appointment in the past 18 months; further, losing a single appointment each day could cost your clinic $66,000 in revenue annually.

Website content and mobile app

Another key element in your communication plan is your website, supported by a mobile app. Many potential clients today do their research online and will consider a veterinary clinic based on:

  • Online presence
  • Amount of practice information
  • Services provided 
  • Pricing plans
  • Online appointment scheduling

For current clients, a strong website and mobile app is also crucial. This is where they can go to:

  • Find informative content like blogs
  • Access information about their pet’s treatment
  • Schedule appointments 
  • Request a prescription refill


Over the past few months, we’ve all experienced what it’s like to give or receive services when we’re not in the same physical space as a result of physical and social distancing. For both veterinary practices and pet parents, telemedicine has been a huge help in enabling the ongoing care of animals.

However, telemedicine shouldn’t just be reserved for extraordinary times. It can be an incredibly useful tool in the day-to-day running of your practice, move your practice into the digital age and help you remain competitive. It may even persuade lost clients to return to your practice, rather than consulting ‘Dr. Google’ for the care of their pet.

Social media

Like your website, a strong social media presence can be an advantage to your business – especially if you’re using it to keep your clients up to date with what’s happening at your practice and sharing timely, personalized information and resources to help them care for their pet. It’s a great tool to keep your practice top of mind – plus, we all know how popular animals are on social media channels.

Social media is also a great way to engage with your clients in a non-transactional way.