Nowadays, most people prefer to be contacted on their cell phones and avoid actually speaking on the phone whenever they can. When contacting a business to inquire about services or appointments, 89% of consumers say they would prefer texting to calling1. Veterinary practices miss a significant opportunity to serve most clients because they aren't communicating in a preferred way with the vast majority of clients. As a result, the clinic loses the chance to bring in revenue. So, how can we better reach clients and have it benefit the practice? With digital reminders!
One of my favorite books on marketing and branding is Seth Godin’s Purple Cow. The book is about creating marketing stories that show the public how you are “remarkable” i.e. the purple cow in a field of brown cows. Not only do you show you are different, but you also reach only the people interested in purchasing purple cows.
I make no bones about it. I loathe going to Walmart and so does my husband. I don’t shop there and unless under the gun to find something that I can’t get any other place on earth I don’t go. But lots of other people do.
We did a survey of veterinarians and practice managers that attended two large veterinary conferences earlier this year. The questions had to do with telephone and texting capabilities for their practices. We then compared them to actual consumer preferences (i.e. what their clients want) and found some pretty big surprises.