Post on 17-Jul-2020
3/4/17
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ì
© 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.
© 2017 All rights reserved. Eric D. Garcia
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
© 2017 All rights reserved. Eric D. Garcia
3/4/17
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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
© 2016 All rights reserved. Eric D. Garcia
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
© 2017 All rights reserved. Eric D. Garcia
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)
© 2017 All rights reserved. Eric D. Garcia
What is the Leading Search Engine?
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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
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Responsive Website
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#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
© 2015 All rights reserved. Eric D. Garcia
The Art of Storytelling
Storytelling is the conveying of events in
words, sound and/or images.
© 2017 All rights reserved. Eric D. Garcia
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)?
© 2017 All rights reserved. Eric D. Garcia
Making the Case for Heartworm Protection
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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?
© 2017 All rights reserved. Eric D. Garcia
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.)
© 2017 All rights reserved. Eric D. Garcia
Is This Your Brand?
© 2017 All rights reserved. Eric D. Garcia
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?
© 2017 All rights reserved. Eric D. Garcia
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.
© 2017 All rights reserved. Eric D. Garcia
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!
© 2017 All rights reserved. Eric D. Garcia
Veterinary Medical Center
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The “Perfect” Biography
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#3. Get Involved with Your Reputation“Veterinarian in Seattle”
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Digital Tools to Engage Clients
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An App for Your Practice
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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
Source: Colorado State University 2016
Pet Owners’ Use and Perception of Veterinary Mobile Applications Survey
78%
22%
% of clients that would like to request an appointment in an app
Source: Colorado State University 2016
Pet Owners’ Use and Perception of Veterinary Mobile Applications Survey
78%
22%
% of clients that would like to order refills in an app
Source: Colorado State University 2016
Pet Owners’ Use and Perception of Veterinary Mobile Applications Survey
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Custom Branding
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Request An Appointment
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Upcoming Appointments
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Order Food and Medications
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Selfie Shots
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Online Pharmacy
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Pet Health Library – Cat Friendly
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Links seamlessly with catfriendly.com
Push Notifications
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Notifications
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Personal Push Notifications
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Personal Push Notifications
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Automated Reminders
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Loyalty Card
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Tablets in Your Practice
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Strengthen the Bond with Simple Text Messages
Elvis is doing great Mr.
Garcia! Call you soon.
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Collect Mobile Numbers
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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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Verizon, AT&T, and Sprint
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Verizon, AT&T, and Sprint
© 2017 All rights reserved. Eric D. Garcia
© 2017 All rights reserved. Eric D. Garcia
How Your Client Will See It
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How Your Client Will See It
© 2017 All rights reserved. Eric D. Garcia
Zipwhip
© 2017 All rights reserved. Eric D. Garcia
$20 USD per month
Unlimited Texting
$100 USD per monthì Schedule text messagesì Picture messagesì Exclusive features
THANK YOU!
Resources: www.simplydonetechsolutions.com/oregonvma17
© 2017 All rights reserved. Eric D. Garcia
Follow me on Facebook: facebook.com/EricGarciaFLCheck me out on Instagram & Twitter: @EricGarciaFL