Back to Basics

Simply posting content isn’t an effective marketing strategy.

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Veterinary marketing has never been more complex or more necessary. Given the sheer volume of social media platforms, paid advertising options, email campaigns and online reputation management tools, marketers can easily feel overwhelmed. Many veterinary practices take a reactive approach by posting content and photos sporadically and hoping for positive results. However, hope isn’t a strategy.

A solid marketing plan should be strategic, goal-oriented and based on data, not just trends. Before you decide where to invest your time and budget, return to the basics. That means knowing your why, understanding your audience, defining your resources and measuring what matters.

Step 1: Define Your Why

You’re wasting time if you don’t know why your practice markets itself. Marketing should serve a clear purpose beyond “Getting more clients.” You might have multiple purposes, or your purpose might change throughout the year. Whatever it is, you must own it.

Common goals include:

• Increase appointment bookings, whether that means new clients, senior pet visits, dental cleanings or something else.

• Enhance client loyalty to preventive care and wellness plans.

• Hire more team members.

• Grow your practice’s online reputation by generating additional positive reviews.

Take 15 minutes to write down up to three goals for the remainder of 2025. This step helps determine where to invest your time, energy and money.

Step 2: Know Your Audience

You can’t market effectively without identifying who you’re targeting. The best way to determine your audience is to think about the clients you love seeing come through the doorway. They trust your recommendations, stay up to date on vaccinations and treat your team with respect. You want more of them, so market to them.

On which digital platforms do your favored clients like to engage with your practice? What types of content resonate with them? If you’re not sure, ask them in person, or send a three- to five-question survey. Include an open-ended field for suggestions.

Step 3: Know How Your Audience Finds You

Your top clients’ input will refine your strategy but won’t tell you how most pet owners, especially new ones, find your practice. You can gather such data using:

• Client registration forms: Add a “How did you hear about us?” field. Provide checkboxes for each platform you’re interested in. If you don’t, you will get a lot of generic “online” responses. Include boxes for Google, Facebook, Instagram, Nextdoor, Yelp, “Word of mouth” and “Other.”

• Website analytics: Google Analytics shows referral sources, such as social media, email and search engines.

• Team feedback: Your front desk staff and technicians often hear how clients discovered your practice.

Once you know your audience, you can focus on the digital channels that drive engagement and appointments.

Step 4: Know Your Limits

Too many veterinary practices launch ambitious but unsustainable marketing plans. You must consider the money requirements and workload.

FINANCIAL BUDGET

Marketing is an investment, and like all investments, it should provide measurable returns. Consider budgeting for:

• Boosted posts and ads: Even spending $100 a month can make a difference, especially when the promotions target your ideal audience, such as dog owners ages 25 to 55 who live within three miles.

• Professional photography and video: High-quality visuals make a huge impact. Hiring a photographer once or twice a year can build a library of unique images, helping your practice stand out.

• Software: Improve your reach by using social media management tools such as Buffer or Hootsuite, graphic design tools (Canva, for example) and editing platforms like iMovie or CapCut.

• Outsourcing: Hiring a social media manager, writer or graphic designer might make sense if no one on the team can handle the marketing work.

TIME BUDGET

Be realistic and ask yourself:

• Do I have a staff member who enjoys marketing and has the time for it?

• Would outsourcing content creation free up time for someone to take on the marketing responsibilities?

A baseline of five to 10 hours a week is reasonable if a team member handles social media, email and any other marketing in-house. More robust strategies, especially those involving video content or paid advertising, might take 15 to 20-plus hours a week.

Step 5: Understand the Options

A strong veterinary marketing plan isn’t just about social media. It should include a mix of three key elements:

1. SOCIAL MEDIA

Less can be more. Focus on one or two channels where your audience is active and where you can post valuable content consistently. Your practice should strive to:

• Educate: Pet health tips, preventive care advice and frequently asked questions.

• Engage: Patient stories and community experiences.

• Promote: Special offers and appointment reminders.

• Listen: Monitor comments, tags and messages and respond to them when appropriate.

Pro tip: You must post and interact. If you have room on the registration form, ask whether a pet has a social media account. You’ll be surprised how many do. You’ll want to follow them and occasionally “like,” “love” or react to their posts.

2. EMAIL MARKETING

Email is often overlooked but is highly effective for:

• Appointment reminders and prescription refill notices

• Monthly educational newsletters

• Targeted promotions

• Announcements about clinic updates and new doctors

Pro tip: Personalize emails. Use pet names and segment email lists based on species and age.

3. ONLINE REPUTATION

Your practice’s standing in the community is your most valuable marketing asset. Invest in:

• Having Google Business, Nextdoor and Yelp accounts and keeping the profiles updated.

• Encouraging clients to leave online reviews. Respond to positive posts and address others that might sway potential clients and prospective team members.

• Ensuring your website is optimized for local searches when someone types “Veterinarian near me.”

Pro tip: A review link on an easy-to-read sign at checkout or in a follow-up email can double the engagement.

Step 6: Measure What Does and Doesn’t Work

• If something is working, invest more time and resources in it. If something isn’t working, adjust. Every three to six months, determine:

• Which posts get the most engagement?

• Which ads bring in actual clients?

• How many clients open my practice’s emails?

• Where do new clients find my practice?

• Does Google Analytics show that social media posts or ads drive more people to my website or booking page?

Final pro tip: Block off an hour once a quarter to review the analytics and make data-driven decisions.