Catering to Rover Isn’t Just For Veterinarians
According to Delivery Magazine (www.deliverymagazine.com), pet owners are one of the largest growing groups in the country.
Some important facts about this group that you might not fully appreciate:
- · 22.5% of baby boomers own a pet
- · Correlation between increased household income and pet ownership (people with money have pooches!)
- · Average lifetime cost of a pet in America is $10,377 (they like to spend money on Fluffy)
- · 23% of pet owners shop the internet for their pet
“The humanization of pets (being part of the family) is popular, especially among senior citizens and Baby Boomers. Those segments of the pet-owning demographics are more likely to spend on times that are “nice to have” vs. “need to have.” Kristen Levine, president, Fetching Communications.
The question isn’t IF you should be catering to this group to get their attention but rather HOW.
Since this group likes to humanize their pets, it’s time to use another method to get people’ attention. One of the easiest ways to build rapport with this group is have a column each month in your newsletter written from the doctor’s dog or cat that sent to patients and prospects. These are often humorous short ‘tails’ written in the animal’s ‘voice’ discussing upcoming events in the office or personal things about the doctor that the animal has observed. A photo of the pet seals the deal.
These newsletters could also be left at businesses where pet lovers already shop- pet store, veterinarians’’ offices, groomers, boarders, and the list goes on and on.
It’s pure fun and gives patients another areaway to relate to you and LIKE you.
If you aren’t one of majority that has a household pet, you can ‘adopt’ a mascot for the office from a staff members’ pet, a fish from the office fish tank…use your imagination.
Another easy idea with quick results is a joint venture with a local veterinarian. Once a year during February, (which is not only Children’s Dental Health Month, it is also Veterinary Dental Health Month, as well) we send out an endorse mailing to our patients recommending my veterinarian, who was also a patient of the office. We tell the story of our common concern for dental health and how he had been through a full month reconstruction on the patient side. Along with my letter, he included a letter who an invitation to come into his office during the month of February with a new patient introductory offer for veterinary dental services. This letter has a clear offer with a call to action for response.
To reciprocate, he also sends out a mailing to his client list endorsing me to his patients and recommending our office. That mailing includes a letter from me with an invitation to come in along with an offer for free teeth whitening during the month of February.
It was a win-win situation for all.
Brainstorm what ideas you can implement to appeal to animal lovers out there and attract this passionate group to your office.
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