The 7-11-4 Concept. Understanding the Pet Owner Journey

May 6, 2025

Choosing a veterinary practice is rarely a quick decision; pet owners need to feel confident, informed and comfortable before trusting you with their beloved pets and building those important bonds, so it requires multiple interactions over time.  

This process can be effectively understood through the 7-11-4 concept, a simple yet powerful framework used in marketing to map and manage customer behaviour. 

What is the 7-11-4 Concept? 

The 7-11-4 rule is a relatively young concept compared to many of the marketing theories usually referred to. It originated in the marketing and sales sectors, capturing the complex nature of consumer decision-making in the modern day. It reflects the extensive research conducted on buyer behaviours, demonstrating how familiarity and trust are built through repeated and diverse interactions.  

The concept was popularised by marketers seeking clearer methods for tracking and enhancing customer journeys, emphasising the need for multiple touchpoints to build lasting relationships (Schwartz, 2022; Johnson, 2018). 

Google later adopted and highlighted the 7-11-4 concept in digital marketing, specifically regarding online search behaviours (Aslam, 2022). Their research and insight emphasised the necessity of consistent and varied digital engagement to convert interest into action, making it highly relevant to veterinary practices aiming to attract new clients. 

Specifically, the 7-11-4 rule indicates a typical customer will require: 

  • Seven hours of cumulative interaction with your brand. 
  • Eleven separate interactions or “touchpoints”. 
  • Experiences across four different locations or communication channels. 

Only after these criteria are satisfied will most individuals feel ready to commit. While not a rigid formula, the 7-11-4 rule provides valuable guidance for structuring your marketing approach effectively. 

Zero Moment of Truth (ZMOT) 

Complementing the 7-11-4 rule is Google’s macro study and concept of the Zero Moment of Truth (ZMOT), introduced by Google in 2011. ‘ZMOT’ refers to the critical moment when consumers first start researching a product or service online before making a purchase decision. It represents the precise moment when prospective clients actively seek out detailed information, such as reviews, testimonials, or comparisons, to inform their choices.  

“84% of consumers engage with ZMOT sources (online searches, reviews, and social media) before purchasing, making it as critical as in-person experiences.” 

For veterinary practices, recognising and optimising your online presence to meet pet owners at their ZMOT can significantly improve your ability to influence their decision when it comes to their pet’s care. 

How does this apply to veterinary practices and pet owners? 

When applying this concept to veterinary practices, consider the typical scenario of a pet owner looking for trusted veterinary care. Initially, they might search online, visiting your website to read blog articles about pet health. Each interaction should aim to contribute positively to their understanding and comfort level with your practice. 

Following this, they may engage with your social media profiles, enjoying posts that share pet care advice or personal stories from your practice. Each interaction, such as liking a post or watching a video, incrementally builds trust and a sense of familiarity. 

Additionally, pet owners frequently seek opinions from family, friends or local pet groups. Word-of-mouth recommendations represent another significant touchpoint, so supplementing these with direct mail or regular email updates about your practice further reinforces your brand. 

Illustrative example of the pet owner journey 

Consider Rebecca, a busy mum of two, who recently adopted a new labrador puppy for her family. Rebecca starts by researching recommended puppy vaccination schedules and pricing online, and finds helpful, detailed blog posts on your veterinary practice website. She spends around 5-10 minutes exploring your site. 

A few days later, Rebecca follows your Instagram account, attracted by your engaging educational content and friendly patient stories. After following your account, she notices an advert on Meta with an invitation to an open day at your clinic.  

Attending this event provides Rebecca with essential face-to-face interactions, allowing her to meet your veterinary team and ask questions directly. 

Post-event, Rebecca receives an email (because you collected data of everyone who attended your open day!) thanking her for attending and providing additional resources. 

Over the next few weeks, she has more interactions through discussions at her local park, reading online reviews, and regularly receiving email updates from your practice at the ZMOT.  

These multiple engagements eventually convince Rebecca to choose your veterinary practice confidently, and she uses your website to seamlessly navigate registration and booking their first appointment. 

Effective strategies to utilise the 7-11-4 Concept 

Implementing this strategy effectively requires some consistency and strategic planning, as each interaction a pet owner has should reinforce a unified message, whether encountering your practice through online, offline, social media, or face-to-face communications.  

Consistency in your brand’s voice, messaging, and visual style is critical. 

Providing valuable, relevant content secures these interactions. Sharing blogs addressing common pet owner concerns, or creating practical, educational videos can encourage repeated engagement. Such content positions your practice as trustworthy and genuinely committed to animal welfare. 

Additionally, making the most of positive testimonials and reviews from existing clients provides social proof, significantly cementing your credibility. Display these prominently on your website and social channels and use external review directories to strengthen potential clients’ confidence. Engaging pet owners across your website, social media platforms, messaging platforms, emails, direct mail campaigns, and physical events ensures multiple touchpoints are effectively utilised and diversifies your communication channels, which in turn further maximises your practice’s reach. 

Personalising pet owner interactions can enrich the client experience even further, and techniques such as welcoming new subscribers with personalised WhatsApp or email messages or addressing pet owners by name during in person visits deepen connections, highlighting your practice’s genuine care for individual pets and their owners. 

What is the outcome of considering the 7-11-4 concept for your practice? 

Adopting the 7-11-4 concept into your veterinary marketing strategy significantly improves your ability to attract and retain loyal clients. So, understanding this detailed journey enables you to allocate resources effectively, ensuring every interaction advances potential clients towards becoming bonded and loyal long-term clients. 

Applying these insights ultimately results in a thriving veterinary practice characterised by strong client relationships, satisfaction, and improved outcomes for pets. 

 

 

References & Further Reading 

  • Schwartz, E. (2022). Understanding Customer Behaviour: Building Trust Through Multiple Touchpoints. Journal of Marketing Insights, 14(3), 102-112. 
  • Johnson, A. (2018). Multi-Channel Marketing Strategies: The 7-11-4 Rule. Marketing Journal, 27(1), 56-68. 

 

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