How to Pick The Right Veterinary Marketing Partner
Finding the right marketing partner can be a game-changer for your practice. But that is often a lot easier said than done.
With numerous marketing companies offering a variety of services, it’s essential to choose a partner who not only understands the unique needs of veterinary practices but also delivers tangible results. We’re here to break down the key characteristics you should be looking for in a veterinary marketing partner and share some of the most important questions you should be asking when evaluating markers.
Let’s dive in.
Evaluate Trust and Transparency
Trust and transparency form the foundation of any successful partnership, and these are two of the most important characteristics for a marketing company to have.
When considering a veterinary marketing partner, assess their commitment to clear and open communication. A trustworthy partner will be upfront about their services, pricing, and the strategies they propose. They should provide you with a detailed outline of what to expect, including timelines, costs, and expected outcomes.
Here are some key signs of a trustworthy marketing partner:
- Clear Communication: They should explain their strategies and processes in a way that is easy to understand, avoiding jargon that can confuse.
- Honest Reporting: Look for partners who offer regular, detailed reports on campaign performance and are honest about successes and setbacks. Reporting should also be easy to read and understand so that you know exactly what is and isn’t working.
- A Positive Reputation: Reputation can tell you a lot about how trustworthy a marketing company is.
Transparency in these areas not only builds trust but also ensures you’re well-informed and can make strategic decisions based on accurate information – ultimately leading to better growth outcomes for your practice.
Ensure They Have a Deep Understanding of the Veterinary Industry
A marketing partner who understands the veterinary industry is invaluable. The veterinary field is unique, with specific challenges such as client education, regulatory constraints, and a need for empathetic communication. A partner with industry expertise will be better equipped to create strategies that resonate with pet owners and effectively address the needs of your practice. While digital marketing may be considered a universal language, not every strategy will work equally in every industry. For example, while a marketing provider may specialize in health care verticals, it’s important to realize that what may work for a cardiology or dentistry practice, may not work for a veterinary practice, as their needs and audiences are inherently different.
Consider these factors when evaluating their industry knowledge and expertise to help make an informed decision on whether or not your partner has the know-how to support you:
- Experience with Veterinary Clients: Look for partners who have worked with veterinary practices before. They should have a portfolio, case studies, or years of experience demonstrating their understanding of the industry.
- Knowledge of Veterinary Trends: They should be up-to-date with current trends and challenges in veterinary medicine and be able to adapt strategies accordingly.
Confirm that They Understand Exactly What Veterinarians Want and Need
In addition to knowing the ins and outs of the veterinary industry, it’s important for potential marketing partners to know exactly what types of support practice owners and managers actually need. When a marketing company is familiar with the unique needs and challenges of practice owners, it allows them to help their clients get up and running faster, allowing for results to come sooner and save time on tedious onboarding activities and explanations.
In short, your ideal marketing partner should have a keen insight into what veterinarians want and need from a marketing perspective. This involves understanding the dual focus on client acquisition and retention, as well as the importance of reflecting what makes each and every veterinary practice unique in their approach to services and animal care.
Great veterinary marketing partners should have direct connection to the veterinary industry, like GeniusVets’ co-founder Dr. Michele Drake being a practicing veterinarian and current practice owner. This connection to the industry and intimate experience allows the GeniusVets team to know exactly what practices owners are going through and what changes and marketing strategies are proven to make a difference.
Key considerations include:
- Client-Centric Strategies: They should be adept at developing strategies that not only attract new clients but also foster loyalty among existing ones.
- Tailored Service: They should offer tailored solutions that align with the specific goals and values of your practice rather than a one-size-fits-all approach. Strategies that are created with your practice, clientele, location, and growth goals in mind will be far more effective than cookie-cutter strategies that every other practice in your area is using.
- Alignment with Your Practice’s Values: Your marketing partner should understand and reflect the ethos and mission of your practice in their campaigns.
A partner who truly understands these aspects will help you connect with clients on a deeper level and enhance the reputation of your practice.
Verify That They Can Deliver Proven Results
Proven results are crucial when selecting a marketing partner. After all, if a partner isn’t delivering true value and positively impacting your practice, are they really worth the investment?
A partner who can demonstrate a track record of success provides reassurance that they can deliver on their promises. Look for evidence of their ability to drive growth and achieve objectives similar to those of your practice.
To assess proven results, consider points including:
- Performance Metrics: Ask about the specific metrics they use to measure success and how they track progress. Metrics such as increased website traffic, higher conversion rates, and improved client engagement are indicators of effective marketing.
- References: Don’t hesitate to reach out to other veterinary practices that have worked with the partner. Their experiences can provide valuable insights into the partner’s effectiveness and reliability.
7 Questions to Ask About a Marketing Company’s Services and Results
To ensure you’re choosing the right veterinary marketing partner, there are a few questions you should always be asking your potential marketing candidates:
1. What is your experience with veterinary practices?
This may seem like an obvious and simple question, but it’s an important one!
Asking this question early on helps gauge their familiarity with the veterinary industry and their ability to address industry-specific challenges, and can even eliminate some unqualified candidates early on, helping you make a more informed and appropriate decision. Some marketing companies don’t specialize in the veterinary industry, and may not be able to deliver a plan and services strategically tailored to your practice’s challenges and growth goals.
2. Can you provide examples of successful campaigns you’ve run for veterinary clients?
Online reviews for a veterinary marketing partner can only tell you so much. Yes, their team may be nice to work with, but are they able to deliver on the success they promise?
Look for detailed case studies that showcase their ability to deliver results. It’s an added bonus if they can point to other clients who are happy to share their experience and recommend the marketing partner in question!
3. How do you measure the success of your marketing efforts?
Understanding their approach to measuring success will help you evaluate their effectiveness and the value they bring. The way a company answers this question can give you greater insight into what success means to them, and also give you the opportunity to see how they stack up against industry standards and benchmarks.
4. What specific services do you offer, and how will they benefit my practice?
When you’re first talking to a potential veterinary marketing partner, it’s important to ensure they are capable of delivering results through all of the service avenues you may need, even if they aren’t a top priority right now. Asking this question can help ensure their services align with your needs and goals, whether it’s SEO, social media management, or content marketing.
Knowing all of a veterinary marketing provider's services can also help you strategically plan for your future. While your practice may only be focused on advertising initiatives like Pay Per Click (PPC), working with a marketing partner that provides services beyond what you currently need helps ensure that you can scale your marketing efforts in the future without having to find a new partner. For example, a new website or search engine optimization (SEO) may not be in your immediate plans, but are they something you’ll see your practice needing helping with in the next three to five years? Choosing the right marketing partner from the start is a wise investment that can deliver greater results and keep your team from spending unnecessary time on switching marketers every time your strategy has a new focus.
5. How do you handle communication and reporting?
When it comes to choosing a veterinary marketing partner, ensuring that they’re great communicators and available to respond to your needs and questions could not be more important.
Ask this question to clarify how they will keep you informed about campaign progress and performance and to help set expectations of what kinds of communication and reporting you expect to receive and how frequently.
6. What is your approach to client feedback and adjustments?
A good marketing partner should be responsive to feedback and willing to adjust strategies as needed, and it’s important to know whether or not you’ll be getting that relationship before you sign on with a veterinary marketing company. When you ask this question, be sure to also get information about common timelines for edits and adjustments. While a marketing team may be agreeable to edits and receiving feedback, learning that changes and revisions could take weeks or even months, may be a deal breaker for some practices.
Within this question, you should also consider trust. When working with a marketing team, you should be able to trust that what they’re recommendations are is what's best for your practice.
7. What are your pricing structures and contract terms?
Partnering with a veterinary marketing company is an investment, and you’ll always want to ensure that it aligns with your financial capabilities and goals. Before you finalize any decisions, make sure you understand their pricing model and any contractual obligations before committing.
Choosing the right veterinary marketing partner is a critical decision that can significantly impact the growth and success of your practice. Focus on partners who demonstrate trust and transparency, possess a deep understanding of the veterinary industry, align with your specific needs, and can provide proven results.
Want to work with the most trusted name in veterinary marketing that checks all of these boxes? Book a Marketing Health Exam to see how GeniusVets can transform your practice.