Veterinarian in Society

MARKETING PYRAMID

• There are four components in the marketing pyramid vi., internal marketing, external marketing, advertising and media promotions. It is essential to concentrate and do things at lower levels of marketing pyramid.
• Internal marketing involves letting your clients know what services and products you offer. Before bringing in new clients you must have your office in order.
• The staff must be well trained, well dressed and well groomed. The office should be neat. Check if you can provide additional service.
• Make sure that the staff are comfortable with providing additional service or else provide training for them. Eg: tattooing, inserting microchips, pick up service, offering house calls, etc. prepare a business card, remember that the card reflects you. Make it professional, unique and see that it conveys proper message.
• Prepare a brochure describing the facilities, services, policies etc. Try to develop newsletters and circulate. Newsletters must stimulate clients to read and act upon it. Maintain patient records, report cards, check lists for monthly check ups, handouts, etc.
• Everyone likes to be thanked for doing something. Sending “thank you” cards can make big impressions. New clients really appreciate this warm gesture.
• Provide offers like reduced fee, birthday health checkup, sympathy cards, etc. Sending clients sympathy card when their animal dies shows that you genuinely care about the client.
• External Marketing is essential to have new clients, you must start to do external marketing at lower levels of marketing pyramid. It should also look for mass media advertising, getting free publicity, etc.