1 - 8-930 Optimizing Your Digital Presence · Former VP of Veterinary Exclusive Web Marketing Firm...

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© 2017 All rights reserved. Eric D. Garcia

Optimizing Your Digital Presence – Featuring Real Case Studies by Real Veterinary Practices

About Eric GarciaManagement Team at Large Practice in Tampa, FL

Former VP of Veterinary Exclusive Web Marketing Firm

IT & Digital Marketing Consultant – Founder of Simply Done Tech Solutions

VetPartners Member Consultant

AAFP Advisory Board Member

International Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines, Austria

Published Author:ì 15 Chapters in the Newly Revised 5-Minute

Veterinary Practice Management Consult, AAHA Trends Magazine, Veterinary Practice News, DVM360, etc.


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 personally use…ì Facebookì Twitterì YouTubeì Instagram

How many practices are on…ì Facebookì Twitterì YouTubeì Instagram

Quick Poll


Not Generation Specific Anymore

Googleì All generations

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

We Are Always Connectedì 65% of adult mobile phone users sleep 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


YP Online Was Never Alive

We have an online solutions!

The “bundle” trick or “free” online advertising

Tricked into spending money with their online advertising solutions – don’t be fooled! Read the legal termsì “Hidden” ad management fee is based on up to 35% of your

YP online budget ì On average 80% of the your budget is spent with yp.com

and 20% with outside search engines


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Actual Contract Review: Yellow Pages Online – USA Animal Hospital

YP online advertising $500 per month ($6,000 per year):ì 90% YP.comì 5% Google ì 3% Yahoo ì 2% Bingì 25% in Management Fees ($1,500 per year)


What is the Leading Search Engine?


Prepare Your Website:Top 3 Website Optimization Tips

Mobile compatibility

Update your website

Get involved with your reputation


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#1. Mobile Compatibility


Responsive Website


#2. Update Your Website

97% of consumers search for a local business online 1

Review Your Contentì Ensure our content is fresh and up-to-date ì Describe your servicesì Provide 3-5 bullet points about the Simply Done Vet Clinic

difference

Most visited pages and most time spentì Our Veterinarians/Team/Staffì About Usì Our Services

1 http://www.google.com/business/placesforbusiness/free-features/© 2017 All rights reserved. Eric D. Garcia

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Enhance Your Website


The Art of Storytelling

Storytelling is the conveying of events in

words, sound and/or images.


The Facts & Data…

A recent study in Science magazine adds more support to the idea that stories can help people understand others, determining that literary fiction “uniquely engages the psychological processes needed to gain access to characters’ subjective experiences.” ì Source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/

Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, says that people remember information when it is weaved into narratives “up to 22 times more than facts alone.”ì Source: http://leanin.org/education/harnessing-the-power-of-stories/


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Making a Case:Facts vs. Real Life Examples

Heartworm Prevention

ì According to the CDC, 1 in 74 American dogs test positive for heartworm.

vs.ì Can you recall of a recent case where you treated a

heartworm positive dog? ì How did the owners react? ì What type of emotions were involved (from pet owner and

pet)?


Making the Case for Heartworm Protection


Making Recommendations Stick

Routine Blood Test Recommendationsì Can you recall of a case recently where you would have

been able to prevent a sick pet if you established baseline blood test results?

Heartworm & Flea Recommendationsì Can you recall of a recent case of a heartworm positive dog

you treated? How did the owners react? What was the dogs demeanor?


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The 3 Elements of a “Perfect” Narrative

Set the Scene: ì Where were you? ì Who were you with?

What Happened? ì Challenges? ì What is the outcome?ì Include details!

The Tie Back: ì How does this relate to the owners concern?


The Rules of Storytelling

Don’t tell a story with every recommendation

It must be a true story

Go into it with strategyì Always have your tie back

Don’t include personal details ì (i.e. pet name, owner name, etc.)


Is This Your Brand?


As you watch this think about your practice:ì Does your

content sound like this?

ì Do you have a similar type video?

ì Do you think this message is unique?

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Is This Your Brand?


As you watch this think about your practice:ì Does your

content sound like this?

ì Do you have a similar type video?

ì Do you think this message is unique?

People Don’t Trust Brands…They Trust People.

About Us: 1st Most Visited Page

The Brand: ì Simply Done Veterinary Clinic is a full service animal

hospital. We offer state of the art care and advanced diagnostics.


Case Example: Tipp City Veterinary Hospital


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Our Veterinarians

Our Veterinarians: 2nd Most Visited Page

General:ì Dr. Garcia was born in Tampa, Florida. He graduated from

the University of Florida in 2000. He has 2 dogs by the name of Elvis and Penny. Dr. Garcia is excited to meet both you and your pet!


Veterinary Medical Center


The “Perfect” Biography


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#3. Get Involved with Your Reputation“Veterinarian in Seattle”


Digital Tools to Engage Clients


An App for Your Practice

©2017Allrightsreserved.EricD.Garcia

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• The survey was made available between September 15, 2016 through October 5, 2016.

• Data from 610 respondents – live in the US– own at least one dog and/or one cat– have a regular veterinarian they had seen in the last

12 months

Pet Owners’ Use and Perception of Veterinary Mobile Applications

Survey

0

25

50

75

100

18-25 26-30 30-40 40-50 50-60 60+ Age0

25

50

75

100

Females Males

Pet Owners’ Use and Perception of Veterinary Mobile Applications

Survey

86%

14%

% of clients that like would to access pet records in an app

Source: Colorado State University 2016

Pet Owners’ Use and Perception of Veterinary Mobile Applications Survey

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68%

32%

% of clients that would like to access pet health articles in an app



78%

22%

% of clients that would like to request an appointment in an app



78%

22%

% of clients that would like to order refills in an app



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Custom Branding


Request An Appointment


Upcoming Appointments


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Order Food and Medications


Selfie Shots


Online Pharmacy


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Pet Health Library – Cat Friendly


Links seamlessly with catfriendly.com

Push Notifications


Notifications


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Personal Push Notifications


Personal Push Notifications


Automated Reminders


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Loyalty Card


Tablets in Your Practice


Strengthen the Bond with Simple Text Messages

Elvis is doing great Mr.

Garcia! Call you soon.


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Collect Mobile Numbers


Ask for mobile number instead of home number

Obtain client permission on registration & drop-off forms

Verizon, AT&T, and Sprint




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How Your Client Will See It


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How Your Client Will See It


Zipwhip


$20 USD per month

Unlimited Texting

$100 USD per monthì Schedule text messagesì Picture messagesì Exclusive features

THANK YOU!

Resources: www.simplydonetechsolutions.com/oregonvma17


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

1 - 8-930 Optimizing Your Digital Presence · Former VP of Veterinary Exclusive Web Marketing Firm...

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