Electronic marketing. Internet marketing. Online promotion. What exactly do all these terms mean and do they really apply to veterinary practices? Well, considering that even print publications (remember the newspaper?) are moving toward electronic publishing perhaps we should take a closer look. While it's hard enough to keep up with continuing education in animal care, keeping up with all the "new media" can be intimidating. But it doesn't have to be.
The basics of any type of promotion boil down to one simple concept. Communication. Think about it. Even the oldest types of advertising involve getting a message across to a target market. The sign that simply says, "Ye Olde Inn" is a comforting message to a weary traveler who is tired and thirsty. Fast forward to the family gathered around the radio, immersed in the adventures of The Lone Ranger. Mom probably bought some Ovaltine at the grocery the next day. Upon closer examination, we see how the early electronic ad was able to reach more people than the simple sign.
Now, take a look at the internet. People are actually searching for goods and services to buy. Yes, even veterinary services. Just like the weary traveler, people are searching for a particular service. Like the radio show of old, the internet reaches a lot of peole. A lot of people. However, now we have the added kicker of search engines. Your target market is looking specifically for you – or at least the best vet in their area. That is you, right?
So the challenge becomes communicating with new clients and existing clients alike – with the help of tools that can reach those people at lightning speed. Your internet presence (and pretty soon your smart phone presence) needs to communicate, sure. But more than that, you need to connect! Even with the cold impersonal nature of bits and bytes, you must use them because your target market now uses electronics to form personal connections. The meteoric rise of Facebook is proof. So, don't just throw a brochure up on the internet. Mix the old with the new and make a connection!