#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.
© 2017 All rights reserved. Eric D. Garcia
© 2017 All rights reserved. Eric D. Garcia
#1. Techniques to Engage
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TheART ofStorytelling
Storytelling is the conveying of events in words, sound and/or images.
© 2017 All rights reserved. Eric D. Garcia
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/
© 2017 All rights reserved. Eric D. Garcia
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?
© 2017 All rights reserved. Eric D. Garcia
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?
© 2017 All rights reserved. Eric D. Garcia
© 2017 All rights reserved. Eric D. Garcia
Fact
Case Study
Socialize/CTA
Case Example
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© 2017 All rights reserved. Eric D. Garcia
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!
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What?
OK?
What did you do to my cat before?
Is this why Gazpacho is
peeing outside his litter box now?
© 2017 All rights reserved. Eric D. Garcia
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
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We Are a Fear Free Hospital!
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OK?
Should I have been scared to take my pet to you before?
Did you scare my pet before?
Are you less scary now?
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Clients Are Like:
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© 2017 All rights reserved. Eric D. Garcia
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.)
© 2017 All rights reserved. Eric D. Garcia
Is This Your Brand?
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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?
© 2017 All rights reserved. Eric D. Garcia
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.
© 2017 All rights reserved. Eric D. Garcia
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!
© 2017 All rights reserved. Eric D. Garcia
Veterinary Medical Center
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Resource: The “Perfect” Biography
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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)
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Download the Instagram app.
Setup an account
Convert to a business profile:
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Instagram: Getting Started
Your Clients Are Already on Instagram
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Your Clients Are Already on Instagram
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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
© 2017 All rights reserved. Eric D. Garcia
#2) Include Client Retention Strategy
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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
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Retention Mistake: Failing to Appreciate Brand Advocates
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Missing Reply
Missing Reply
Missing Reply
Solution: Appreciate Brand Advocates
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Retention Mistake: Only Sending Postcard Reminders
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Solution: Include Text Reminders
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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
© 2017 All rights reserved. Eric D. Garcia
© 2017 All rights reserved. Eric D. Garcia
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
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Which Is Best to Track?
New Client Numbers vs.
New Client Revenue
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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
© 2017 All rights reserved. Eric D. Garcia
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
© 2017 All rights reserved. Eric D. Garcia
“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
© 2017 All rights reserved. Eric D. Garcia
Follow me on Facebook: facebook.com/EricGarciaFLCheck me out on Instagram & Twitter: @EricGarciaFL