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

Veterinarians: Your clients are going to Google with these cat questions

You might be surprised by what your clients are researching. Plus, get an educational client handout.

Vetcetera: The complex topic of canine fear-related aggression

A guided tour of resources for addressing this popular and complicated subject, featuring advice from Dr. John Ciribassi.

Reality TV and the veterinarian: Discussing mainstream dog training advice with clients

Your clients may be getting behavior advice from cable TV. Get your opinion in the mix.

Blog: Election results pose obstacles for veterinary prescription law

Flip in U.S. Senate's majority may slow progress of Fairness to Pet Owners Act.

7 steps to a better relationship between veterinarians and rescue groups

A DVM in the city shares his advice to veterinary practices for working with rescues.