Tips to finish your practice's marketing plan

Tips to finish your practice's marketing plan

Build on the groundwork you've already laid to cross the marketing finish line with style.
Jul 01, 2007

Linda Wasche
Once you've defined your practice's position (page 16 of the May issue) and developed a written identity statement (page 20 of the June issue), you're ready to build a marketing and communication strategy. Linda Wasche, president of LW Marketworks in Bloomfield Hills, Mich., recommends you start by reviewing all the ways you're currently conveying your practice's message. With your identity statement in hand, review your:
  • practice name, logo, and taglines
  • stationery items and letterhead
  • client communication tools
  • marketing materials
  • interior and exterior signage
  • facility—artwork, reception area, lobby, and exam rooms
  • Web site
  • on-hold and after-hours phone messages.

Do these items reflect the identity you've defined? Remember, every point of contact creates an impression. "I recently entered a practice for the first time," Wasche says, "and I asked if it was a cat clinic because of the large number of feline pictures on the walls." But in reality, she says, the practice saw more dogs. This is your chance to revise messages and visual elements that don't mesh with your desired identity.

Hot topics on dvm360

Dog of Dallas Ebola patient will not be euthanized, authorities say

Health officials have quarantined and will monitor dog and amid concerns surrounding deadly virus.

Video: How to perform a belt-loop gastropexy

Prevent GDV in your at-risk patients with this simple technique.

Stretch your skills to earn more in veterinary practice

Finding new tasks could be the key to generating more income for your practice—and boosting your pay.

Veterinary community stunned by Sophia Yin's unexpected death

Prominent veterinary behaviorist died of suicide Sept. 28.

Study shows sustained salary slump for veterinary support staff

Since 2009, technicians paid by the hour have experienced a bump in pay, but pay for other team members has stayed stagnant, according to data from the 2014 Firstline Career Path Study. Here’s a look at changes in team pay from 2009 to 2013.