the latest in tech & marketing in veterinary medicine · 9/8/19 1 the latest in tech &...

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!


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


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


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%


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


loT: WiFi Enabled Water & Food Bowls 21


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


“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

https://timoelliott.com/blog/2017/06/digital-disruption-is-about-customer-centricity.html

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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/

https://www.inc.com/geoffrey-james/the-10-reasons-customers-pay-more.html

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Find a Solution 32

PIMS Integrated Provider


Find a Solution 33

Home Delivery Service


Find a Solution 34


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Find a Solution 35



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


Showcase Technology 42


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%


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%


Lapsing/Lapsed Patients46

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Retriever 47


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


What is the Leading Search Engine? 49

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50


SSL Certificate 51


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


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


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!


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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Remove Yelp Reviews 68


Remove Yelp Reviews 69


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


Which Do You Prefer? 72


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


Imagery 75

Dr. Laura CollazoPretend Doctor


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Find Beauty in What You Do.


190THANK YOU, Care Credit & Patrick Keefe!

[email protected]


191

THANK YOU!

Resources:URL: ericgarciafl.com/wmpg19Password: wmpg19

/EricGarciaFL@EricGarciaFL

@EricGarciaFL/EricDGarcia

the latest in tech & marketing in veterinary medicine · 9/8/19 1 the latest in tech &...

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