#1. Techniques to Engage. About Eric Garcia 3/8/17. 3 Things Every Successful ì Marketing Program Must Have

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1 3 Things Every Successful ì Marketing Program Must Have Eric D. Garcia, IT & Digital Marketing Consultant About Eric Garcia Management Team at Large Practice in Tampa, FL Former VP of Veterinary Exclusive Web Marketing Firm IT & Digital Marketing Consultant Founder of Simply Done Tech Solutions VetPartners Member Consultant AAFP Advisory Board Member International Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines, Austria Published Author: ì 15 Chapters in the Newly Revised 5-Minute Veterinary Practice Management Consult, AAHA Trends Magazine, Veterinary Practice News, DVM360, etc. #1. Techniques to Engage 1

2 The ART of Storytelling Storytelling is the conveying of events in words, sound and/or images. The Facts & Data A recent study in Science magazine adds more support to the idea that stories can help people understand others, determining that literary fiction uniquely engages the psychological processes needed to gain access to characters subjective experiences. ì Source: Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, says that people remember information when it is weaved into narratives up to 22 times more than facts alone. ì Source: Making Recommendations Stick Routine Blood Test Recommendations ì Can you recall of a case recently where you would have been able to prevent a sick pet if you established baseline blood test results? Heartworm & Flea Recommendations ì Can you recall of a recent case of a heartworm positive dog you treated? How did the owners react? What was the dogs demeanor? 2

3 The 3 Elements of The Perfect Narrative Set the Scene: ì Where were you? ì Who were you with? What Happened? ì Challenges? ì What is the outcome? ì Include details! The Tie Back: ì How does this relate to the owners concern? Case Example Case Study Fact Socialize/CTA You Become a Certified Cat Friendly Practice What Do You Do? You Let Everyone Know on Social Media (and everywhere else online)! 3

4 We Are a Cat Friendly Practice! Cat Owners On Social Media Are Like: What? OK? What did you do to my cat before? Is this why Gazpacho is peeing outside his litter box now? No Mrs. Smith. It s because we haven t seen your cat in like 8 years. And please stop asking us these questions on Facebook. Taking Your Cat to the Vet with Gazpacho The Cat ì Cat Friendly Practice logo ì Cat friendly crates with transport tips ì Cat friendly waiting area ì Feliway Diffuser with explanation ì Feline-friendly handling technique images ì Action shot of an examination Cat Friendly Practice Album 4

5 We Are a Fear Free Hospital! Clients Are Like: OK? Should I have been scared to take my pet to you before? Did you scare my pet before? Are you less scary now? Chico Hospital for Cats 5

6 The Rules of Storytelling Don t tell a story with every recommendation It must be a true story Go into it with strategy ì Always have your tie back Don t include personal details ì (i.e. pet name, owner name, etc.) Is This Your Brand? As you watch this think about your practice: ì Does your content sound like this? ì Do you have a similar type video? ì Do you think this message is unique? Is This Your Brand? As you watch this think about your practice: ì Does your content sound like this? ì Do you have a similar type video? ì Do you think this message is unique? 6

7 People Don t Trust Brands They Trust People. About Us: 1 st Most Visited Page The Brand: ì Simply Done Veterinary Clinic is a full service animal hospital. We offer state of the art care and advanced diagnostics. Case Example: Tipp City Veterinary Hospital Permission Provided by: Our Veterinarians Our Veterinarians: 2 nd Most Visited Page General: ì Dr. Garcia was born in Tampa, Florida. He graduated from the University of Florida in He has 2 dogs by the name of Elvis and Penny. Dr. Garcia is excited to meet both you and your pet! 7

8 Veterinary Medical Center Resource: The Perfect Biography Instagram Instagram is an easy way to enhance your brand All content is generated from the Instagram app As of December 2017, Instagram community has grown to more than 600 million Instagrammers ì More than 300 million of whom use Instagram daily ì 100 million joined in just 6 months (June December 2017) 8

9 Instagram: Getting Started Download the Instagram app. Setup an account Convert to a business profile: Your Clients Are Already on Instagram Your Clients Are Already on Instagram 9

10 VOLUNTEER NEEDED! LIVE REVIEW Engage by Celebrate Healthy Pets! Give a heartfelt Thank You ì Look client in the eyes ì You re such a great pet owner, Mr. Garcia. I would like to thank you for trusting us with your pet s health needs. You should know we re always here for you and Elvis. Celebrate healthy lab results Celebrate healthy pets Attribute success with what you do as a team #2) Include Client Retention Strategy It s what you do to keep clients coming back Marketing is not just about new client acquisition What are you doing to secure your 1-3% marketing budget investment? Retention marketing is a critical component to your overall marketing strategy 10

11 Reward Clients Who Refer How do you reward clients? ì Say Thank You ì Send Handwritten Note Credit toward pet account Gift card to local pet shop (endorsed by the practice) Gift card to local business After X referrals in 1 year client receives a nice dinner at a local restaurant Retention Mistake: Failing to Appreciate Brand Advocates Missing Reply Missing Reply Missing Reply Solution: Appreciate Brand Advocates 11

12 Retention Mistake: Only Sending Postcard Reminders 97% of Americans use texting at least once a day on their cell phones. ì Text messages have a 98% open rate ì Text messages have a 45% response rate Ask for mobile number instead of home number Obtain client permission on registration & drop-off forms Text reminders allow clients to act instantly reducing phone calls and saves money Most portal/reminder program services offer this service at no additional cost Solution: Include Text Reminders Retention Mistake: Forgetting About Lapsing/Lapsed Patients 12

13 Solution: Develop Ongoing Lapsing Patient Marketing Campaign Target clients who have not visited the practice in 18+ months Consider 3rd or 4th reminder ì campaign ì Postcard/letter Reach out to client ì Telephone call between 6:30p 8p Track success, learn from clients, and clean up your practice database Automated Tools: IDEXX s Petly, Vetstreet (coming soon), Retriever IDEXX Pet Health Network 13

14 Call & Track Response 3.) Set a Marketing Budget General: ì.5-5% of gross revenue Most Common: ì 1-3% of gross revenue ì (5-12% outside of our industry) Newer Practices: ì Varies based on local market Resource: Budget Tracker 14

15 Which Is Best to Track? New Client Numbers vs. New Client Revenue New Client # vs. New Client Revenue Make sure your management software does not count no show clients as new clients Consider setting up a temporary record and setup in PIMS after client comes in Use revenue to compare against investments What is Considered Success? Min. double your investment ì Spent $500/mo on Google? ì Min. success = $1,000 Use your judgment will you be happy with this? ì Investment: $500 ì Return: $750 15

16 Back to the Budget What Percentage Goes to X vs X? Example Internet (Website, SEO, Google Ad, Facebook) ì 40-60% (varies based on market size/competition) Print (If opportunities exist. If not, reallocate) ì 10-20% Other Community (sponsorships, events, etc.) ì 10-20% Local Marketing ì Remainder Success is the biggest deterrent to getting better. - Someone who heard it from someone else who read it somewhere Thank You! Resources: simplydonetechsolutions.com/western17 Follow me on Facebook: facebook.com/ericgarciafl Check me out on Instagram & 16