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Digital marketing plan for veterinary clinics

If it has been difficult for your veterinary clinic to efficiently carry out online strategies, what you need is a digital marketing plan.
Picture of Salvador Galindo

Salvador Galindo

Soy consultor de marketing especializado en tecnología y mercados internacionales. Mi enfoque se basa en ofrecer respuestas originales y estratégicas que se adaptan a las necesidades específicas de cada cliente. Con una profunda comprensión de las dinámicas del marketing global, he ayudado a numerosas empresas a aumentar su presencia y competitividad, ofreciendo resultados tangibles y sostenibles.
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1. Internal and external audit and analysis.

1.1. From the current situation.

The first step in creating a digital marketing plan for a veterinary clinic is the study of the current situation. And if we may say so: what a situation! Today we are facing a historic moment that has drastically changed the buying process of many consumers, even if they were already shopping online.

What was once a convenient option for many, is now more of a necessity. In recent months we have seen a boom in online shopping in general. And if we know anything about the behavior of these consumers is that to reach this last phase in their purchasing cycle, they first perform a search that, depending on what they want to buy, implies the need for brands to be present on the Internet, and obviously, the creation of content.

As a result, many businesses have had to get their act together and pay greater attention to their marketing and sales strategies, digital strategies obviously. And the same has been true for veterinary clinics. Those that have been able to adapt to the needs of their customers and potential customers, are the ones that through the web, have been able to get a greater number of appointments.

As we say, the first thing you should do is to assess this situation, but also your situation at the moment. So, what is the state of your business at the moment? Have you been able to observe a drop in appointments? In what way has this crisis affected you? Have you had any new clients or have they all been old acquaintances? What has been the activity of your company in general? Was there any project that you wanted to start up but it has been impossible?

We assume that you have already worked on your brand strategy, that you know your mission, vision and values, that you know how to define and differentiate yourself, that you have an idea of what your target audience is (although we will clarify this point below). Therefore, what interests us is that you now value your situation in this situation. The weaknesses, threats, strengths and opportunities for your business, i.e., that you perform an analysis DAFO contextualized at this time.

SWOT analysis chart for a marketing plan

1.2. From the competition.

You may have included some competing veterinary clinics as an externally sourced threat. Perhaps the ones you had always considered, either by proximity, by the type of services they offer, etc. But where you consider them as a threat, you may also find an opportunity.

With tools like Sistrix or SEMRush you can know what is the current state of their website. And while it is true that you will see only their traffic, their positioning and not their conversions, you can get an idea of whether in this situation they have made strategic changes online that have helped them to maintain (or even improve), or get an idea of whether the crisis has affected them negatively.

Do not be shy to observe their website: its structure, its structure, its services and/or products, your content, etc. And investigate what kind of publications have been made in their social networks, if they have any. In general, you should pay attention to what they have been doing in their different online channels, to compare it with what you have been doing. Which brings us to the next point in this audit and analysis:

1.2. Of your online channels.

To create a new digital marketing plan you should audit the website of your veterinary clinic and analyze the performance of the different channels among which, obviously, social networks are included. What should you take into account or what questions should you ask yourself?

On the website of your clinic:

  • How is the structure of your website or sitemap? Do you think it should be updated because it is obsolete? Is it easy to navigate it?
  • Do you have a record of all your URLs? Do you know the different keywords for which your pages are positioned in the Google SERPs?
  • Do you know the traffic that your pages attract? What is its evolution? What is the main source of traffic, the organic one?
  • Have you audited the content of your website?

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1. The most important marketing channels for aesthetic clinics.

To develop the different marketing strategies, it is first necessary to know which are the most important channels in which to develop them.

1.1. Nowadays, the website can be the most important conversion channel of a beauty clinic, and for this reason alone, everything related to it must be taken into account: its structure, its design, its content in different formats, success stories and, of course, its conversion elements.

On the one hand, its structure must be designed to meet the main search criteria of your potential clients, generally related to the treatments you offer. In addition, the navigation and design must be clear and adapt to all the devices that consumers use to start or follow their purchase cycle.

On the other hand, the content must be particularly clear and adapt specifically to the last stages of the cycle in which the conversion takes place, that is, the appointment request. For this there are several elements that can be included, in addition to the classic contact forms we can have chats or chatbots with which to start a conversation if it is the preferred option of consumers to collect the necessary information about the clinic.

1.2. Blog.

They are the basis for documenting potential customers and clients of an aesthetic clinic and for this reason are key to the growth of organic (non-paid) traffic coming to the web. It is important to emphasize that the content of the articles must be adapted to your buyer personas, but not only for this reason it must be of high quality and well elaborated.

In fact, not so long ago, Google’s Medical Update meant a drastic change for many companies in the medical sector that generated content through this channel. Today, it is crucial that articles are validated by experts and not only serve a marketing purpose and goal, but also add value and meet the search keywords of increasingly demanding users.

1.3. Social networks.

Nowadays, most users spend a large number of hours consuming content on social networks. Instagram, YouTube, Facebook and, more recently, TikTok are great sources of information for consumers who want to learn about various medical aesthetic solutions, but also to share their opinions on them.

It’s also important to keep in mind that on these platforms you can run segmented ads based on the type of content users consume – all the more reason to know the buying habits of your potential customers. So social networks are a source of information for clinics and customers.

1.4. Email.

Email remains one of the most important channels for developing campaigns and communicating with customers and prospects. However, many practices can become “tedious” for your contacts. Each email must have a purpose, a clear objective and, above all, be personalized according to certain criteria related to the nature of the buyer persona.

To achieve this personalization, it is therefore necessary to carry out an appropriate segmentation of the database, which, beyond basic information such as the name, does not specify the interests of our consumers and the type of content that is more interesting at each stage of their buying cycle. So sending a personalized email is not just getting the name right, but more importantly, getting the content sent to the sender right.

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2. Main marketing strategies for aesthetic clinics.

It is becoming increasingly important to humanize marketing. Consumers want more engagement from brands, and that means executing marketing strategies that not only draw attention to products and services, but also connect with people. For an aesthetic clinic, this means empowering its potential customers to make more informed buying decisions.

And what other way is there to empower consumers if not through inbound marketing? By definition, in

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