Digital Marketing, Health Plans, News,
How to use digital marketing to increase your veterinary practice’s bottom line
While it is true that focusing on top line gains, including website traffic and social media likes, can be beneficial to your practice overall, digital marketing can be used in more granular ways to increase your regular income from your clients and ultimately your bottom line.
Well, it starts with the way you’re approaching digital marketing altogether.
You see, when you’re focusing on bottom line metrics such as cost per acquisition (CPA) and return on advertising spend (ROAS) you AREN’T thinking about increasing your spend to acquire additional traffic.
Instead, you ARE thinking about how to maximise the value of your existing traffic streams to boost your returns and secure meaningful financial growth.
But what does this look like in a veterinary practice?
The good news is that there are numerous strategies you can leverage here, including SEO, PPC, social media, paid social, and email marketing campaigns.
Each of these approaches can be used in different ways to reinforce the value of your services, especially when it comes to subscription services such as your practice’s pet health plan which provide an essential regular revenue stream.
Let’s take a look at a few of these approaches in more detail:
The power of email marketing
Email marketing is an excellent strategy when running a conversion-driven strategy because it allows you to speak directly with an audience that is already interested in the services you provide.
Because through this valuable platform, you can focus on highlighting precisely why your pet health plan services are so beneficial to your clients and their beloved pets, in addition to setting out what those plans include.
You can get creative here and incorporate video content as well as imagery and text, share customer testimonials and reviews, and more!
Capture attention with paid social
The best-performing social content is instantly engaging and provides bite-sized pieces of information that pique the interest of a specific audience.
With this approach, you can run a series of ads within a single campaign, each of which illustrates one or two reasons why you offer the best health plans for local pets. Making your health plan a USP for your practice.
This content should be visually engaging and incorporate a call-to-action (CTA) that encourages click-throughs to a more informative landing page or sign-up form that will provide access to a more in-depth guide to the benefits of your health plan.
Be in the right place at the right time with SEO and PPC
When your ideal pet owner is searching for information about a service you offer, you need to know that your practice is right there in front of them. SEO can help you to do this in ways that feel natural and authentic, allowing you to deep-dive into the specific questions your audience are looking to find answers for.
The importance of reinforcing the value of services.
Increasing sign-ups to subscription services such as pet health plans is one thing, but retaining those subscriptions three, six or twelve months down the line isn’t always easy.
Consistently using email marketing, social media and SEO to reinforce the value that your subscriptions provide will minimise cancellations when pet owners are evaluating their household outgoings.
This will also help you to maintain your image as the practice that everyone in the community can turn to when they need help, advice or treatment for their family pets.
By focusing on reinforcing the value of your subscription services and the importance of preventative health care by using digital marketing, you can protect and even increase your practice’s bottom line during a financially challenging time.