Informed, Educated Clients Are Easier to Work With, More Receptive to Your Advice and Better Caretakers for Their Pets
My Full-Service Marketing Management Plan Features a Custom Practice Newsletter, Blog Posts and Emailed Courses to Teach Your Clients More of What You’d Love For Them To Know Without Taking More of Your Time
To supplement and extend your face-to-face client education efforts, I work with you to prioritize topics, draft blog posts and pages for your website, create custom, practice-branded handouts, develop content for your custom emailed newsletter and build automated emailed courses covering such topics as new client on-boarding, preventive health care and disease management, financial and pet health insurance fundamentals and more.
For clients who choose the ongoing Full-Service Virtual Veterinary Marketing Management Plan, I create practice-branded client education resources on high-priority topics selected by the practice owner and team. As we finish initial projects and phase ongoing client education services into the plan activities, we begin building a library of reference materials to help you help your clients make better-informed decisions and take better care of their pets.
Initial Inventory, Topics List and Schedule
The process begins with an inventory of existing educational resources you are currently using, such as face-to-face explanations during appointments, printed handouts, brochures and content on your website. We then work together with your associates and technicians to develop a master list of educational topics you would most like covered in addition to the materials you already have on hand.
In many cases, existing printed clinic handouts can benefit from updating, editing and graphic design to improve the quality and readability of the materials and reinforce practice branding. Materials already written by you and your team can also be repurposed as blog posts, newsletter articles and emailed course content to broaden distribution and improve your clients’ chances of being exposed to and grasping the information.
Based on the complete topics list, we prepare a production schedule to guide our ongoing content development forward over time.
Your Multi-Channel Client Education System
Once client education services are fully underway, all the content I work with you to develop will be routinely distributed and promoted to your clients through multiple channels, as appropriate—
- Blog posts
- Website pages
- Emailed newsletter articles
- Social media posts
- Emailed autoresponder courses
- Downloadable PDFs
- Printed handouts and brochures
Email—Your Client Education Power Tool
Most, if not all of the emailing will take place through a separate email marketing account I set up exclusively for client education purposes.
We will invite clients to subscribe to the newsletter mailing list and enroll in the emailed courses relevant to their needs and interests while making it easy for them to opt-out of these emailings if they decide they no longer want to receive them. This will keep us in compliance with the CAN-SPAM Act, which governs commercial email, without interfering with deliverability of emails you send from your practice management system database.
The practice newsletter will lead with the latest blog post, followed by basic and seasonal health care tips from your veterinarians and clinic announcements as needed.
The emailed courses we create together will present essential subject matter too complex to cover in a hurried exam room conversation or a single handout. By breaking the information into bite-sized chunks and sending it automatically, in writing, over a series of days, you vastly improve your chances of truly meaningful communication with your clients about caring for their pets.
Possible course topics include—
- A new client on-boarding series, welcoming new clients and explaining the benefits to them and their pets of adhering to practice policies
- Two sequences outlining the basics of care for dogs and cats at every life stage, with an emphasis on preventive care
- Heartworm prevention
- Flea and tick control
- Weight management
- Managing the costs of pet health care, including basic financial strategies and pet health insurance fundamentals
The regular, ongoing presence of your newsletter and course lessons inside subscribers’ email inboxes will help keep your practice top-of-mind while positioning your doctors and technicians as your clients’ best, most reliable sources of pet care advice.
Over time, as your library of resources grows and, at your suggestion, your clients avail themselves of the most relevant educational offerings, you and your team will enjoy the pleasures of working with better- and better-educated clients.