#1. techniques to engage - simply done tech …...3/29/17 3 making recommendations stick routine...

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Eric D. Garcia, IT & Digital Marketing Consultant

© 2017 All rights reserved. Eric D. Garcia

3 Things Every SuccessfulMarketing Program Must Have

About Eric GarciaManagement Team at Large Practice in Tampa, FL

Former VP of Veterinary Exclusive Web Marketing Firm

IT & Digital Marketing Consultant – Founder of Simply Done Tech Solutions

VetPartners Member Consultant

AAFP Advisory Board Member

International Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines, Austria

Published Author:ì 15 Chapters in the Newly Revised 5-Minute

Veterinary Practice Management Consult, AAHA Trends Magazine, Veterinary Practice News, DVM360, etc.



#1. Techniques to Engage

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TheART ofStorytelling

Storytelling is the conveying of events in words, sound and/or images.


The Facts & Data…A recent study in Science magazine adds more support to the idea that stories can help people understand others, determining that literary fiction “uniquely engages the psychological processes needed to gain access to characters’ subjective experiences.” ì Source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/

Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, says that people remember information when it is weaved into narratives “up to 22 times more than facts alone.”ì Source: http://leanin.org/education/harnessing-the-power-of-stories/


The Theory


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Making Recommendations Stick

Routine Blood Test Recommendationsì Can you recall of a case recently where you would have

been able to prevent a sick pet if you established baseline blood test results?

Heartworm & Flea Recommendationsì Can you recall of a recent case of a heartworm positive dog

you treated? How did the owners react? What was the dogs demeanor?


The 3 Elements of The “Perfect” Narrative

Set the Scene: ì Where were you? ì Who were you with?

What Happened? ì Challenges? ì What is the outcome?ì Include details!

The Tie Back: ì How does this relate to the owners concern?



Fact

Case Study

Socialize/CTA

Case Example

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You Become a Certified Cat Friendly Practice

You Let Everyone Know on Social Media (and everywhere else online)!

What Do You Do?

We Are a Cat Friendly Practice!


What?

OK?

What did you do to my cat before?

Is this why Gazpacho is

peeing outside his litter box now?


Cat Owners On Social Media Are Like:

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Cat Friendly Practice AlbumTaking Your Cat to the Vet with Gazpacho The Catì Cat Friendly

Practice logoì Cat friendly crates

with transport tipsì Cat friendly

waiting areaì Feliway Diffuser

with explanationì Feline-friendly

handling technique images

ì Action shot of an examination


We Are a Fear Free Hospital!


OK?

Should I have been scared to take my pet to you before?

Did you scare my pet before?

Are you less scary now?


Clients Are Like:

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Chico Hospital for Cats

The Rules of StorytellingDon’t tell a story with every recommendation

It must be a true story

Go into it with strategyì Always have your tie back

Don’t include personal details ì (i.e. pet name, owner name, etc.)


Is This Your Brand?


As you watch this think about your practice:ì Does your

content sound like this?

ì Do you have a similar type video?

ì Do you think this message is unique?

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Is This Your Brand?


As you watch this think about your practice:ì Does your

content sound like this?

ì Do you have a similar type video?

ì Do you think this message is unique?

People Don’t Trust Brands…They Trust People.

About Us: 1st Most Visited Page

The Brand: ì Simply Done Veterinary Clinic is a full service animal

hospital. We offer state of the art care and advanced diagnostics.


Case Example: Tipp City Veterinary Hospital

Permission Provided by:

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Our Veterinarians

Our Veterinarians: 2nd Most Visited Page

General:ì Dr. Garcia was born in Tampa, Florida. He graduated from

the University of Florida in 2000. He has 2 dogs by the name of Elvis and Penny. Dr. Garcia is excited to meet both you and your pet!


Veterinary Medical Center


Resource: The “Perfect” Biography


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Instagram

Instagram is an easy way to enhance your brand

All content is generated from the Instagram app

As of December 2016, Instagram community has grown to more than 600 million Instagrammersì More than 300 million of

whom use Instagram dailyì 100 million joined in just 6

months (June – December 2017)


Download the Instagram app.

Setup an account

Convert to a business profile:


Instagram: Getting Started

Your Clients Are Already on Instagram


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Your Clients Are Already on Instagram


Engage by Celebrate Healthy Pets!

Give a heartfelt Thank You ì Look client in the eyesì You’re such a great pet owner, Mr. Garcia. I would like to

thank you for trusting us with your pet’s health needs. You should know we’re always here for you and Elvis.

Celebrate healthy lab results

Celebrate healthy pets

Attribute success with what you do as a team


#2) Include Client Retention Strategy


It’s what you do to keep clients coming back

Marketing is not just about new client acquisition

What are you doing to secure your 1-3% marketing budget investment?

Retention marketing is a critical component to your overall marketing strategy

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Reward Clients Who Refer

How do you reward clients?ì Say Thank Youì Send Handwritten Note

Credit toward pet account

Gift card to local pet shop (endorsed by the practice)

Gift card to local business

After X referrals in 1 year client receives a nice dinner at a local restaurant


Retention Mistake: Failing to Appreciate Brand Advocates


Missing Reply

Missing Reply

Missing Reply

Solution: Appreciate Brand Advocates


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Retention Mistake: Only Sending Postcard Reminders


Solution: Include Text Reminders


97% of Americans use texting at least once a day on their cell phones. ì Text messages have a 98% open

rateì Text messages have a 45%

response rate

Ask for mobile number instead of home number

Obtain client permission on registration & drop-off forms

Text reminders allow clients to act instantly – reducing phone calls and saves money

Most portal/reminder program services offer this service at no additional cost

http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/

Retention Mistake: Forgetting About Lapsing/Lapsed Patients


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IDEXX Pet Health Network



3.) Set a Marketing Budget

General: ì .5-5% of gross revenue

Most Common: ì 1-3% of gross revenue

ì (5-12% outside of our industry)

Newer Practices:ì Varies based on local market


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Resource: Budget Tracker


Which Is Best to Track?

New Client Numbers vs.

New Client Revenue


New Client # vs. New Client Revenue

Make sure your management software does not count no show clients as new clients

Consider setting up a temporary record and setup in PIMS after client comes in

Use revenue to compare against investments


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What is Considered Success?Min. double your investmentì Spent $500/mo on Google?ì Min. success = $1,000

Use your judgment – will you be happy with this?ì Investment: $500ì Return: $750


Back to the BudgetWhat Percentage Goes to X vs X?

Example

Internet (Website, SEO, Google Ad, Facebook)ì 40-60% (varies based on market size/competition)

Print (If opportunities exist. If not, reallocate) ì 10-20%

Other Community (sponsorships, events, etc.)ì 10-20%

Local Marketingì Remainder


“Success is the biggest deterrent

to getting better.”- Someone who heard it from someone else who read it somewhere


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Thank You!

Resources: simplydonetechsolutions.com/wsu17


Follow me on Facebook: facebook.com/EricGarciaFLCheck me out on Instagram & Twitter: @EricGarciaFL

#1. techniques to engage - simply done tech …...3/29/17 3 making recommendations stick routine...

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