Ideas for branding and marketing in veterinary practice to address decreased client visits

Recently in the AAHA Community, several members raised concerns about a slowdown in appointments they considered to be unusual for the time of year, asking for “bold” marketing ideas to get more clients and pets in the doors of their practices. Suggestions given by commenters included purchasing Google ads, holding a community education event, sending out additional reminders to current clients, participating in charity events, running promotions on heartworm prevention or dental cleanings, and other ideas.  

Those who were already engaging in these efforts indicated that although it was a lot of work, it seemed to be paying off in the form of increased client visits. They also indicated that having to work harder to get clients in the door may be the new normal, at least for now.

While marketing may come naturally to some leaders in veterinary medicine, it may feel very daunting to others. To get some insight, we spoke with Danielle Lambert, CEO of The Snout Group and marketing and branding expert who has worked with veterinary practice owners, coaches, consultants, and veterinary professionals developing their personal brands over the years. 

Common marketing challenges 

According to Lambert, veterinary leaders face some common challenges when creating their marketing strategies, including skipping branding and going straight to marketing. “Brand defines what the heck you’re marketing and who you’re marketing to,” she said, adding it is a “north star” that guides any marketing plan. “Without it, you’re just going to be saying the same stuff as the vet down the road.”  

Lambert and has seen many of her clients make the mistake of trying to appeal to everyone. “Be specific about who your dream client is,” she said. “Talk to them, not just anyone who might be able to drive to your practice.”  

She encourages anyone who wants to level up their marketing to not be afraid to show their intended audience more personality. Team members should “put the professional mask down and have some fun,” she said, while showing their audience more about the people and the values behind the practice. “Connections with people don’t happen when they watch you give a vaccine to a cute puppy,” she said. “Connection happens when they see who the heck you are!” 

Examples of branding and marketing in veterinary practice 

In short, Lambert advocates for talking about more than just medicine. This might look like showing support for the local sports team or referencing a show that team members like to talk about. It can also look like highlighting members of your team and their unique personalities. At the same time, you can share your practice’s values, whether they be practicing fear free medicine, paying your team members a living wage, or participating in community outreach efforts. Sharing these values will draw in clients who believe in the same things, Lambert explained.  

As an example, Lambert called out Latah Creek Animal Hospital, an independently owned AAHA-accredited practice in Spokane, Washington. She said this practice is very active on Instagram, posting about who they are, who their ideal client is, and what they value. They help clients understand the importance of Fear Free techniques, how they can reduce their pets’ anxiety during a visit, and why the practice prioritizes victory visits to reduce patient fear. Latah Creek’s Instagram account also features get-to-know-you posts featuring team members, educational events held at the practice, and videos detailing patient visits and client testimonials.  

While both are important, Lambert recommends focusing on retaining current clients over attracting new clients. “How do you follow up between visits to maintain a connection?” she asked, answering that sending “generic” emails about fleas will not be sufficient. She recommends choosing the form(s) of media that you can use consistently, that your dream clients also use, and that your team enjoys using to put your unique message out into the world.  

Inspiration to be brave 

For those who worry that being bold and creating a unique brand may drive away some potential clients, Lambert offered some reassurance. “Carpe diem and start calling in true dream clients,” she said. These dream clients will be the ones to follow your recommendations, keep coming back year after year, and refer their friends and neighbors to you as well.  

In order to find these dream clients, she said, they have to be able to see why they should choose your practice over any other or why they should keep coming back for regular care even when they may be reluctant to do so. This is where branding and marketing in veterinary practice requires a scope of sorts.

“Be brave! In an increasingly competitive market, you need to stand out,” Lambert said. “You can’t be the Ritz Carlton and the Holiday Inn at the same time. Pick your lane and drive confidently in it!” 

As a member of the AAHA Community, you can also learn more from your colleagues and AAHA accreditation specialists on this topic on this thread: 

Bold Marketing Ideas 

Further reading on branding and marketing in veterinary practice: 

Marketing trends in a post-pandemic world 

Money meets marketing: Happy together 

Photo credit: milindri/iStock via Getty Images 

Disclaimer: Trends™ content is meant to inform, educate, and inspire by providing an array of diverse viewpoints. Any content published should not be viewed as an official stance, position, or endorsement by the American Animal Hospital Association (AAHA) or its Board of Directors.