standing out in the digital age - growing your veterinary practice with social media!

Scott Spaulding, DVMPresident, Badger Veterinary Hospital

www.badgervet.com608.754.1888 ● 3113 E. McCormick Drive (PO Box 2258) Janesville WI 53547 / 608.423.3555 • 712 Katie Court Cambridge WI 53523

Standing Out In The Digital AgeGrowing Your Practice With Social Media

Soc ia l Media….The Good, The Bad & The Ug ly



Janesville

Cambridge



1. What Is Digital Marketing?

2. What Is The Impact Of Digital Marketing?

3. Why This Initiative In The Veterinary Practice?

4. How Do We Implement Digital Marketing In

Our Practice?

a) Web Site

b) Email

c) Social Media

d) Search Engine Optimization

5. What Is The Strategy Moving Forward?



Use Your Own Tag Line Mission Statement

Entrepreneur and inspirational leader! Badger Vet’s CEO helps horse owners provide the best health care while managing his practice’s two locations.

Dr. Scott Spaulding, entrepreneur and inspirational leader! Badger

Veterinary Hospital’s CEO enjoys helping horse owners provide the very

best health care possible while managing his practice’s two locations.



How Practices Grow

• Website (All Direct Back To Web Site)

• Email

• Social Media

• Facebook

• Twitter

• Blogs

• YouTube

• Search Engines (All Efforts Increase Placement)



• Engage Prospective Customers

• Build Trust (External Trust Markers)

• Contact Info (Particularly On Mobile)

• Explain Services And Offerings

• Differentiate From Competitors



• Home Page (Carry Your Message)

• Doctor Bio Pages

• Staff Pages

• Pharmacy

• Links to blogs



• Adds SEO Value For Your Website

• Drives People To Your Website

• Helps Convert Traffic Into Leads

• Helps Establish Authority

• It Drives Long Term Results

• We Are The Experts! Bathe In It!



Badger Veterinary Hospital Blog



Scott Spaulding, DVM Blog



Toria Waldron, DVM Blog



Opportunities • Practice Management Software (Source Of Truth)

• Client Reminders

• Product/Service Promotion

• Event Support

• Blog Promotion (You Guys Are The Experts! Bathe In It)

• Customer Success Stories

• Review Solicitation (Yelp, Google, Etc.)



Bulk Email Management Platform Options



• Gain Website Traffic Through

Social Media

• Creates Ewom (Electronic

Word Of Mouth)

• Sharing Creates Trust

Through 3rd Parties

• Results In Earned Media

(Organic) Rather Than Paid

Media



• Word Of Mouth

Referrals

• Educate Prospective and

Current Clients

• Improves Client

Relations



• Low Cost Marketing (Facebook Algorithm Changes)

• Enhances SEO & Google Rank



More Changes to

Facebook Coming!

This Is Never Ending.

Pay Attention To The

Changes.



• Personal Interactions Build Relationships

• Creates A Huge Increase In Traffic

• Following Creates Loyalty

• Notifications Build Brand

• Ability To Reach A More Targeted

Audience

• Mobile Technology Allows Real Time

Communication And Updates On Posts



• Customers/Prospects Really Love Facebook (More

so than Twitter and Instagram)

• Critical Vehicle for Lead Generation (Ability to

Geo-target and Specify Niches)

• Our Social Media Efforts

• Are Primarily Education Focused (Driver Being

to our Blog not Our Shop)

• Tell a Story in Real Time = Compassion

• Share Successes (At Times in Difficult

Situations)



Five C’s Of Social Media

• Customer Service: Proactive, PR “Aware”

• Content: Education, Education, Education

• Character: Have A Voice And A POV

• Community: Engage With Clients And

Foster Engagement

• Contests: Provides Stimulus For

Engagement



• Facebook: 900,000,000 Estimated Unique Monthly Visitors

• Twitter: 310,000,000 Estimated Unique Monthly Visitors

• LinkedIn: 255,000,000 Estimated Unique Monthly Visitors

• Pinterest: 250,000,000 Estimated Unique Monthly Visitors

• Google+: 120,000,000 Estimated Unique Monthly Visitors

• Tumbler: 110,000,000 Estimated Unique Monthly Visitors

• Instagram: 100,000,000 Estimated Unique Monthly Visitors



Facebook

B a d g e r L i k e s : 1 4 8 9

C o m p e t i t i o n :

6 9 6 , 6 8 8 , 2 9 3 , 2 2 4



Twitter

2 6 6 3 Tw e e t s , 5 7 3 F o l l o w i n g , 4 5 3 F o l l o w s

( C o m p e t i t i o n : N o t O n Tw i t t e r )



• Video Sharing Website

• Approximately 30,000,000 Viewers Daily

• Best To Use High Quality

Videos

• Must Use Video Keywords To

Show Up On Google (“How

To”, “Review”, “Tutorial”, Use

Action Words Like Hunting,

Fishing Etc.)

• Valuable Tool, But A Different

Presentation



• Video Sharing Website

• Approximately 30,000,000

viewers daily

• Best to Use High Quality

Videos



• Finding A Vet Is A “Considered” Exercise

(People Will Conduct Online Research

Beforehand)

• Combining Natural And Paid Search Efforts Can

Put Your Practice As The First Paid And Organic

Listing On Google (~33% Of Searchers Click The

1st Link, Compared To 17% For The 2nd, 11% For

3rd)

• Small Targeted Spend, Coupled With Review

Solicitation Can Have A Big Impact On New

Prospects



• Identify Staff (Strengths Within Your Practice) Who Are Interested In And Active Online

• Have A Few Staff Authorized To Post On Practice Page

• Determine The Top 3 Dominant Social Media Venues In Your Market

• Develop Practice Marketing Goals

• Create A Marketing Plan For Digital Media

• Establish Budget For Paid Advertising On Venues

• Manage The Plan Based On Measurable Goals (Use Social Media Venues For Tracking)

• Invite Staff To Share Practice Related Posts To Gain Traffic To Your Social Media Venues



https://www.facebook.com/sspaulding

https://twitter.com/Scott_Spaulding

http://www.linkedin.com/in/sspauldingdvm

http://scottspauldingdvm.blogspot.com

Contact Me: Office 608.754.1888 or Email: [email protected]

standing out in the digital age - growing your veterinary practice with social media!

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