the latest in tech & marketing in veterinary medicine · 9/8/19 1 the latest in tech &...
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9/8/19
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The Latest in Tech & Marketing in Veterinary Medicine
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/EricGarciaFL
@EricGarciaFL
@EricGarciaFL
/EricDGarcia
© 2019 All rights reserved. Eric D. Garcia
2THANK YOU, Care Credit & Patrick Keefe!
© 2019 All rights reserved. Eric D. Garcia
Several Ideas 4
You don’t have to do it all right away
Pick one thing
You will have notes
Take your time
Continue to build on your one thing
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Don’t Be Shy &Ask Questions
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Resources Provided 6
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Baby BoomersMid 1940’s – 1960’s Gen X
Mid 1960’s –1980’s
Millennials1980’s – 2000’s Gen Z
(iGens)
Who Are Today’s
Clients?
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Millennials & GenZ 9
42%
of Millennials & GenZ pet owners say their pet has
“special needs”
75%
of these respondents say they rely on their
veterinarian for advice
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Pet owners view their pets as family & can’t imagine giving them up!
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Source: Pet owner survey conducted in 2016 by the Human Animal Bond Research Institute (HABRI) foundation.
98%
95%
I feel that my pet is an important part
of my family.
I couldn’t imagine giving up my pet for
any reason.
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Millennials are [Kind of] Broke 11
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Frequency of Millennial Vet Visits 12
Jan. 13-18, 2016 through Amazon Mturk and gathered 300 complete responses from Millennial-aged pet ownersStudy Completed by Software Advice. Permission to use granted by Taylor Short for Eric D. Garcia
42% About once a year
33% Twice a year
10% Three or more times a year
08% Never
N = 300
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Millennial dog owners ... spend up to
$1,285/yearon their furry friends, with the majority
of spend going towards vet care and vaccinations, food and supplies,
executive said.
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is launching an online pet pharmacy and adding veterinary clinics to 100 stores.
The vet clinics will offer services such as exams, vaccinations, and treatments for minor illnesses at discounts of up to
60% off, according to Walmart.
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is launching an online pet pharmacy and adding veterinary clinics to 100 stores.
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That disposable income isn't confined to doggie designer duds — millennials are also opting to buy more expensive pet food,
reported Business Insider's Mary Hanbury,citing a report by The Wall Street Journal.
Nielsen data has shown that annual household spending on pet food among pet owners increased by
2007 201736% which has led to an influx of premium food brands entering the market, according to Hanbury.
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This high cost has caused more parents to weigh finances into their decision to have a child;
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Millennials may be paying big
bucks when it comes to pampering their pooch, but it's
less than the cost of raising kids in America today— an average
of $230,000, according to Merrill Lynch's "The Financial
Journey of Modern Parenting:
Joy, Complexity, and Sacrifice“
report.
parents said their finances played a role in becoming a parent
1970 today
33% 73%
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Millennials & Technology
https://adage.com/article/cmo-strategy/pet-products-markets-surge-millennials-practice-parenting/314571/
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2012 2016
$486Mpet technology
172 dealsaccording to data from CB Insights,
which tracks venture capital funding.
sells high-quality dog food$10.1M
since 2016
connects pet owners with service
providers like dog walkers
$200Mreaping the
benefits.
“They announced the first six participants, including a
company that makes special vitamins and a platform that connects veterinary hospitals with pathologists for quicker diagnostics, earlier this month.”
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AI Integrated Cat Toys 20
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loT: WiFi Enabled Water & Food Bowls 21
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Millennials & Technology 22
The main concentration of the growth—what investors are looking to invest in—are the ones being responsive to
this millennial upsurge
Veterehttps://adage.com/article/cmo-strategy/pet-products-markets-surge-millennials-practice-parenting/314571/
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Netflix did not kill Blockbuster.Convenience did.
Uber did not kill the taxi business.Limited access and fare control did.
Apple did not kill the music industry.Being forced to buy full length albums did.
Amazon did not kill other retailors.Poor customer service and experience did.
Airbnb isn’t killing the hotel industry.Limited availability and pricing options are.
“Technology by itselfis not the disruptor.
Not beingcustomer-centric
is the
biggest threatto any business.”
Timo Elliott
https://timoelliott.com/blog/2017/06/digital-disruption-is-about-customer-centricity.html
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“We are depriving pet owners of the
experience we demand in our daily lives.”
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Do You Know Who Is Innovating? 25
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10 Reasons Customers Will Spend More 26
https://www.inc.com/geoffrey-james/the-10-reasons-customers-pay-more.html
01 Your product is easier to buy.
02 Your product arrives more quickly.
03 Your product must have features.
04 Your product burnishes the buyers reputation.
05 Your product has a lower cost of ownership.
06 Your customer services is more friendly.
07 The price difference isn’t worth the hassle.
08 The customer likes you personally.
09 The customer wants something else from you.
10 The customer is rapidly expanding.
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Generation X is a hybrid group that sits squarely on the divide between digital and traditional commerce and marketing. It’s the only generation that regularly consumes advertising from social media, mobile channels and cable television. There are multiple ways to reach Gen Xers, and they’re worth the effort.
82%Gen Xers and Boomers buying in-store at least monthly
46%Gen Xers 40% Boomers Shopping online
at least monthly.
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Roughly eight-in-ten Americans are now online shoppers:
“
”an online
purchase of any type
79%
have bought something using
a cellphone
51%
https://www.pewinternet.org/2016/12/19/online-shopping-and-e-commerce/
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Find a Solution 32
PIMS Integrated Provider
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Find a Solution 33
Home Delivery Service
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Find a Solution 34
Home Delivery Service
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Find a Solution 35
Home Delivery Service
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Find a Solution 36
• Ease of Prescription Ordering
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Get Team Buy-In
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They value experiences over product. They spend over 300 minutes a day on
their mobile devices. They expect
convenience, personalized service, and are spending onthe brands they are passionate about.
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Chat 40
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Chat 41
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Showcase Technology 42
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Showcase Technology
Social Media Online Records Online Pharmacy
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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.
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
open rate98% response
rate45%
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Reminder Efficacy Study 45
Top Performers within the top 9 timings
Practices that sent 3 or more postcards that were within the top 9-12 touchpoint combinations performed better at 67%
67%
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Lapsing/Lapsed Patients46
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Retriever 47
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Injectables are a Form of Technology 48
We need to shift from the mentality where we mostly provide prescription medications.
Convenient § Millennials are willing
to pay more
Save time
Work fast
Better compliance
Engage more frequently
Can’t buy online
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What is the Leading Search Engine? 49
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SSL Certificate 51
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ADA Accessibility 52
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ADA Accessibility 53
How to Handle Online Haters
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/EricGarciaFL
@EricGarciaFL
@EricGarciaFL
/EricDGarcia
IT & Digital Marketing Consultant
© 2019 All rights reserved. Eric D. Garcia
DO NOT even consider using ……. For your Vet Services.
From day one, the communication and the overall
service experience at…… is horrible. The best way I can
describe it would be like going to the DMV
Word of Mouth Top Referral Source 55I was charged $117 for a five
minute conversation with a vet.
At the same time. I took my other 3 cats in for
check ups. For each cat, he recommended a full
bloodwork test, the tests were $300-$400 each
Sadly I won’t be back, if your going in for emergency
and they don’t have the technology to get same day
results on a simple test, how can expect emergency
service? That alone would send me away.
THE WORST PLACE EVER!!! I recommended this place to my
friend last night after his dog was hit by a train right outside of my house. The people there treated them like a crab, this is what my friend posted on Facebook and it
tells it all! “Rooker got hit”
Ridiculous laundry list of
tests and … added up to
Overall Poor to fair. I have 10
cats.
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Solicit Positive Reviews 56
Ask your best clients to review you!
Sample script: "Mr. Garcia, we appreciate you as a client. Would you mind leaving us a review online? We want happy clients like you to be able to find us online easily.". If client says, yes. "Thank you! May I have your email address so I can send you a friendly reminder at the end of the week.
Collect email addresses and at the end of the week (or during any down time) send a mass email by placing each collected email address in the BCC section of a new email.
Copy and paste the template and send.
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Email Template 57
Dear Mr. Garcia,We really appreciate you trusting us with your pet’s veterinary care! As a small business we need as much help as we can get to help us with our online presence. Would you mind giving us a review on Google? It really helps happy clients like you to find us.To do so, you just need to go to this link and click on the Write Review button:
Insert Google Listing Link HereYou will probably find this site really helpful when posting a Google review: Click Here
We greatly appreciate your willingness to leave us a review online! We look forward to serving you in the future with your pet’s health needs.
Warm Regards,
The Doctors and Staff of Simply Done Vet Clinic
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Example 58
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Example 59
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Smart Survey System 61
Systems§ Vsmart (A.C.T.)§ Vetstreet (via Reputation Engagement)§ Petly§ ePetHealth§ AllyDVM
Positive Survey Results§ Typically asks clients to leave reviews on
Google, Yelp, Facebook, etc.
Negative Survey Results§ Pushed to a custom closing message
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Closed Communities or Forums 62
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WARNING:REMOVE CONTROVERSIAL SURGERIES FROM YOUR
WEBSITE!
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Negative Reviews 64
STOPDo NOT respond right away! Review the comment.
CONTACT THE PERSON Pull a medical record and pick up the phone.
FIND OUT WHAT WENT WRONG Discuss with the appropriate departments. Ask yourself… can you learn from this?
“We apologize about your experience. We have not been able to reach you by telephone. We would like to make this situation right with you. Please call our medical director directly at (813) 545-3044.”
“We apologize for your experience. Due to client/patient confidentiality laws, we are unable to discuss this medical case in a public forum. We highly encourage you to contact us to discuss this case on a one on one basis with our medical director. We want to review your pets medical record and review this case in further detail. Our medical director can be reached at XXX-XXX-XXXX.”
Sample Reply:
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Report Reviews on Google 65
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Report Reviews on Google 66
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Report Reviews on Google 67
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Remove Yelp Reviews 68
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Remove Yelp Reviews 69
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Cyberbullying 70
www.avma.org/PracticeManagement/Administration/reputation/Pages/cyberbullying.aspx
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Personalized Imagery in Marketing 71
It's in our DNA. We drew before we wrote
(cavemen), we process it faster than audio, text, and video.
According to a study by MIT, it showed that it takes just 13
milliseconds for the human eye to process an image-- almost 8 times faster than previously
thought.
Every social platform
is becoming more image-
centric.
- Donna Mortiz
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Which Do You Prefer? 72
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Imagery 73
Personalized Photography 1. Human Animal-Bond2. Culture3. Compassion
Or do you license images?
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Show Diversity in Your Marketing 74
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Imagery 75
Dr. Laura CollazoPretend Doctor
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Find Beauty in What You Do.
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190THANK YOU, Care Credit & Patrick Keefe!
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THANK YOU!
Resources:URL: ericgarciafl.com/wmpg19Password: wmpg19
/EricGarciaFL@EricGarciaFL
@EricGarciaFL/EricDGarcia