2 - 3 communication in the digital age...2016/06/02 · inadequate understanding “inadequate...

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ìCommunication in the Digital Age

Eric D. Garc ia , IT & Dig i ta l Mark eting Cons ul tant

© 2016 All rights reserved. Eric D. Garcia

Resources Provided


Several Ideas

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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How many of you…

Have a mobile phone?

Have apps on your mobile phone?

Search the mobile web?

Have a tablet?


Not Generation Specific Anymore

Googleì All generations

Social Mediaì People aged 55+ are driv ing the force of social media

We Are Always Connectedì 65% of adult mobile phone users s leep with the phone either on or next to

their bed

Search for Businessesì Baby boomers turn to Google to search for new businesses

Email Communicationì 91% of Internet users are between the ages of 18 and 64 and send email


Owner 2.0 from DVM360

47% of millennials are likely to think their veterinarians are very accessible compared to 78% of boomers

52% of millennials indicated their pet receives routine veterinary dental or oral care, compared to 42% of boomers.

63% of millennials say staying current on pet health topics is important, compared with 54% of boomers.


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First Industry Related Pro Veterinary Resource


Inadequate Understanding

“Inadequate understanding by pet owners of the need for routine examination of their pets is key client-driven factor for

the declining use of veterinary visits”

Dev elopment o f new c anine and fe l ine prev entiv e heal thc are gu ide l ines des igned to improv e pet heal th .J AVMA, Vol 239, No. 5 , September 1, 2011© 2016 All rights reserved. Eric D. Garcia

Overwhelmed clientsì Stress of bringing pet to the practiceì Exam, heartworm & flea medication, dental,

diagnostics, current problems, vaccines/pet exposure, semi-annual follow up

Lack of understanding

Failure to connect with client

What Leads to Poor Compliance


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Observations About Growers

Engage with clients more frequently

Use robust reminder systems

Have a greater degree of energy around communicating with pet owners

Recognize the imperative that drives better client communicationì Clients want to be more empoweredì Clients as consumers are more critical of value they get from all

products/servicesì Information is empowering and value is a must


Social Media:Have You Fallen Behind?


Copyright Infringement is Real


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Invest in a Camera


Cell Phone Usage Policy


Facebook Demands Marketers Pay for Ads


“And on Friday, the company told marketers that if they (businesses) wanted to reach customers on Facebook, they needed to buy an ad.”

http://nytimes.com/2014/11/15/technology/facebook-to-cut-unpaid-posts-by -markete rs-on- news-feeds.html

“Facebook says that it’s all for the good of the users and that creative, engaging

posts will still attract attention and bubble up into the feed.”

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How Much Do We See?

The average users has about 1,500 new items they could see when they log on

Some people have as many as 15,000 according to Facebook

Facebook’s algorithm is set to show the top 300ì Avg. user sees top 100


What Does Your Pet Mean to You?


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ì


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Mom & Sassy


April 8, 19XX


Case Example


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Start off with asking “What Does Your Pet Mean to You”ì Share the Celebrate the Bond videoì Share what your pet means to youì Include a photo of your petì Invite others to share their responses


Clinic Specific Postings


Clinic Specific Postings


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Featured Feline Friday!


Build Trust & LoyaltyUsing Social Media


Work Smarter Not Harder


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Facebook Posting Guideline

3-5 postings a weekì One or Two Case Examplesì One Shared Educational Article or Videoì Two or Three Clinic Specific Postings

Try not to post more than twice in one dayì If you do space apart by 5+ hours


Grow Your Social Media Followers

Create a Facebook URLì Go to Edit Page > Update Public Info > Usernameì Example: www.facebook.com/EricGarciaFL

Link on EVERY page of your website

Post the URL on your business cards

Email campaignì “Connect with Us!” ì Facebook, Twitter, YouTube, Pinterest

Pet photo contest

New “Like” contest

Donate $X.XX per new “Like” to charity© 2016 All rights reserved. Eric D. Garcia

Photo Contest

Invite clients to upload photos

themselves

Client responsiblesharing image

The most “likes” wins!


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Photo Contest


Have clients email you

You upload to album

Set timeframe

Image with the most“likes” wins

Rules

Top 3 with the most “likes” winsì Set 30 – 45 day contest time period

Must be a current client (visit within 12 months)

Employees not eligible

If you have won in the past 12 months you are not eligible to win again but able to submit


Prizes

No prescription products

Credit toward pet account

Gift card to local pet shop

Donation to favorite charity


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Types of Contests

Quarterly

Photo Contestì Holiday theme contestì Summer Funì Selfieì In the Exam Room

Guess the X-Ray

What’s Under the Microscopeì Give clients a clue!


Most Effective Types of Paid Ads


Boost Postì Offers

Boost Post: Offers


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Boost Posts: People who like your Page


Total Budget


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Audience: People you choose through targeting


Share Educational Content


Share educational content & case examples duringoffer

Facebook Insights


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The Basics to Facebook Insights

Reach – The number of people who have seen your postPost Clicks – The total number of users who have clicked on your post

Likes, Comments, Shares– When someone likes, comments, or shares your post© 2016 All rights reserved. Eric D. Garcia

Use a Marketing Calendar


Community Awareness

Become the expert within your community

Help educate an audience that needs proper pet health education

Take back control of what is hurting your bottom line

Resource for pet care information


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An App for Your Practice!


Mobile Website –What Makes an App Different

Icon stored on pet owners phone

Push notifications/reminders

Loyalty card


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Custom Branding


Request An Appointment


Order Food and Medications


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Selfie Shots


Mission Animal & Bird Hospital


Online Pharmacy


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Loyalty Card


Push Notifications


Notifications


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Target Marketing


Pet Sync


Upcoming Appointments


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Automated Reminders


App Stats: Age Distribution


App Stats: Sessions


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App Stats: New Sessions


Tablets in Your Practice


Strengthen the Bond with Simple Text Messages

Elvis is doing great Mr.

Garcia! Call you soon.


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Send Photo Text Messages:www.textport.com


Text Port on a Tablet


Verizon, AT&T, and Sprint


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How Your Client Will See It


How Your Client Will See It


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Improve Compliance with YouTube


Improve Compliance with YouTube


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Playlists

Ability to use any video on YouTube

Create Playlistsì Dog Healthì Cat Healthì In the Exam Room


YouTube Video Editor Enhancements


Creating Your Own VideoFind a Location & Check Your Surroundings

Background Noise Level

Video & Sound Qualityì Recommendation Provided

Editing – YouTube Editor

Length of Video (2-5 minutes)

Topic of Interestì Puppy & Kitten Careì Senior Pet Careì Behavior Trainingì Teeth Brushingì Ear cleaning© 2016 All rights reserved. Eric D. Garcia

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YouTube Video Editor


Low Stress Vet Visits for Cats


Pinellas Animal Hospital


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Coastal Veterinary Hospital


Share Your Content

Website video resource center

Email marketing newsletter

Share across all social media platforms

Departing instructions on an invoice:ì Ear cleaning products: Video on ear cleaningì Transdermal medications: Video on how to apply ì Toothpaste/Brush: Brushing teeth videoì New Puppy/Kitten Exam: Video on caring for new petsì Senior Pet Exam: Video on caring for senior petsì Pre-Surgical Exam: Post op care at home


Share Educational Videos

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Creating Your Own VideoFind a Location & Check Your Surroundings

Background Noise Level

Video & Sound Qualityì GoPro Hero 4

Editing – YouTube Editor

Length of Video (2-5 minutes)

Topic of Interestì Puppy & Kitten Careì Senior Pet Careì Behavior Trainingì Teeth Brushingì Ear cleaning© 2016 All rights reserved. Eric D. Garcia

Ear Care for Cats


Enhance Exam Room Communication

Playlist – “In the Exam Room”ì Reverse sneezeì 1 minute dental procedureì Dog seizing


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Downloadable Videos from Elanco

Now you can download videos to help educate your clients about the importance of parasite protection.

http://www.trifexis.com/petownereducationprogram/

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Create an “About Canine Parasites” Playlist

Download videos at: ì http://www.trifexis.com/petownereducationprogram/




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Q&A


THANK YOU!

Resources: simplydonetechsolutions.com/greatideas2016


Follow me on Facebook: facebook.com/EricGarciaFLCheck me out on Twitter: @EricGarciaFL

2 - 3 communication in the digital age...2016/06/02 · inadequate understanding “inadequate...

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