Page 674 - ONLINE PROCEEDING BOOK WSAVA 2017
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An Urban Experience
WSVA7-0400
DSAVA: PRACTICE MANAGEMENT - PART 2
HOW TO MARKET YOUR PRACTICE BASED ON HANDS ON EXPERIENCE
A. Klindt1
1praQtice ApS, Communication, Ry, Denmark
HOW TO MARKET YOUR PRACTICE BASED ON HANDS ON EXPERIENCE
Anne Klindt
Journalist, project manager and marketing consultant Editor of vetfokus.dk and self employed at praQtice ApS anne@vetfokus.dk
Branding and marketing your vet clinic doesn’t have to cost you a lot of time and money. You can reach far if you pay attention to a few important things and make small investments in the right areas.
In my work with vet clinics dealing with a busy everyday life, I’ve found realizable approaches to branding and marketing.
Let’s face it: There is no quick  x when it comes to marketing of a vet clinic.The vet industry is about building long term con dence. But this doesn’t mean that you can’t st
art with a simple plan and a few effective actions and move along from there.
1. Building a brand
1.1. Getting your brand right the easy way
Thousands of campaigns show that you have to get your customers emotionally involved in order to make a lasting impression and to achieve additional sales. That’s what makes a strong brand so important and worth using as your beacon.
You can’t create a brand out of the blue. You have to  nd it. For that purpose you don’t have to initiate a big and expensive market analysis. It starts with asking yourself: Why did I become a vet? Or a clinic owner?
I recommend the ’Why’-model of Simon Sinek. You can  nd it on ted.com.
This can also be done as a team with main topics like:
Why do we exist as a clinic and why do we go to work every day?
Your answers will be the strengths and values that you should build your brand on.
The next step is to  nd out if your clients’ impression of your clinic re ects your strengths and values. Personally
I’ve used a simple method: I’ve spent quite some time sitting in the waiting room interviewing clients with a questionnaire and listening to what they prefered to talk about.
You will be surprised how much you will learn about you clients using this method.
You can  nd a lot of advice on how to make your own market analysis and create your own questionnaire. Y
ou may ask: But doesn’t it have to be made by a professional analysis company and include hundreds of clients in order to be representative? Of course engaging professionals would qualify the result a lot, but DIY is better than not asking at all.
Now, you have the keynotes for building you brand.
1.2 How to collaborate with externals the right, cheap and ef cient way
Using professionals for tasks that require special skills can be a good investment. Unfortunately a lot of clinics end up paying too much because the tasks are not well- de ned or well-planned. Make sure your collaborators help you with the right things and get an overview of what you can actually do yourself with a little effort.
If you want to pay for as much help as possible, this part of the lecture will give you an idea of what to be aware of and how to build the best teamwork with your collaborators.
Logo and design
A cheap way to get a professional design is to use designcrowd.com: You will need to write a brief of what you want and freelance designers will compete for the task. You usually get the  rst design suggestions within
1 day and you can choose a deadline between 3-10 days. During the process, you can communicate with the designers and ask them to adjust the design. You set the price – starting from about 100$. It’s easy, cheap and fast – and will most likely give you professional-looking designs. If there is no satisfying match, they do have a money-back guarantee (note the refund policy).
Before you decide between the logos, you should make a small survey among a small group of people in order to test the signal of the design in accordance to your brand.
Before you purchase you should also make sure to ask the designer for logo mock ups for different contexts (business card, letterhead, company sign, website etc.).
When you have chosen a winner remember to require lay outs of all parts of the task and elements like codes for the colors, name of fonts and suggestions of recognizability use of the design.
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42ND WORLD SMALL ANIMAL VETERINARY ASSOCIATION CONGRESS AND FECAVA 23RD EUROCONGRESS


































































































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