You have a thriving business with plenty of pet parents who trust you with the care of their furry family members. Do you still need to market your business in your local community? The answer is yes! With today’s changing technology, you can’t afford to get left behind.
Every day we hear about AI—a tool that every veterinarian needs to take advantage of. Business growth advisor and founder of Pet Pro Media, Jolanta Smulski, helps many veterinarians incorporate AI into their practices and develop systems to run more efficiently. She believes more veterinarians should jump on the AI bandwagon, as it is critical in securing new customers.
“AI has made marketing and amplifying your message much more scalable while still resonating with your clients,” Jolanta explains. “It understands the nuances based on the information you give it, and then it creates content accordingly for potential customers.”
She goes on to say that anyone can make this technology work for their business, especially since it’s free and easy to use. And that vets in particular should treat AI as a creative and strategic marketing partner.
While AI is currently all the rage, many marketers believe you can’t forget about the traditional tactics, which are necessary for any business. Matt Aldrich, founder and CEO of Pet Engine Marketing, says local marketing is all about connection and community.
“A high standard of care is the baseline,” Matt states, “but what sets high-functioning vet clinics apart is how well they communicate that care. Pet business owners need to stop thinking of marketing as promoting your practice, but rather, start thinking of it as promoting your high level of care.”
He also says that Google Yelp reviews are still the best way to showcase your level of care to a potential client. “The most successful vets we work with bring in fresh reviews from pet parents each week,” Matt adds. “These reviews don’t just boost visibility, but help build trust and support word-of-mouth referrals.”
Matt also believes SEO is critical for a local business, noting that when people search for “vet near me” or “emergency pet care,” they seek immediate assistance, not a blog post. “Local SEO helps you show up on Google Maps and rank in organic listings,” he further explains. “It helps you get discovered at the exact moment a person needs help.”
“If it’s outdated, slow, doesn’t show up on Google, doesn’t work on a mobile phone, or doesn’t make it easy to schedule an appointment, then your website is doing your business no favors,” Matt adds.
Google regularly reads updates on your website and knows when you make a change, which helps you improve your ranking on the worldwide web. That’s why updating your website on a regular basis is a necessity—not something you do occasionally.
If you watch cat videos on Instagram or TikTok, you may be familiar with Cincinnati-based veterinarian Matthew McGlasson. Every day, millions of cat lovers adore his funny videos, which feature him rating parts of cats, like their “toe beans” and noses, on a cuteness scale of one to 100. The posts have gone viral and are so popular, he just released a book based on his rating scale called How to Rate a Cat.
Matthew’s venture into social media came as a result of his daughter starting a page for him back in 2020. “I realized when it comes to education and marketing, if you make a great video, you can promote the animal-human bond,” he shares. “But if the video is boring, you miss out on an opportunity to educate. I really just wanted to use social media as a way to build trust with my patients.”
Now as a veterinary student mentor through Mission Veterinary Partners, Matthew believes making creative, goofy content is a great marketing tool for all pet service providers, and he strongly recommends business owners put themselves out there. “You’re missing out on opportunities if you don’t get on social media,” he advises. “Silliness can work in building trust with your patients or clients. It shows your personality and creativity.”
No matter what method you choose to promote your veterinary practice, know that the options in which we have available to market ourselves will never remain the same. “We are at the beginning of a technological era that is going to transform many industries, both in the way we operate our business and the way consumers behave,” Jolanta expresses. “By being an early adopter, you generally see success faster and adapt easier as things change.”
Matt Aldrich agrees and adds: “Pet parents don’t expect perfection, they want to feel safe, supported, and heard. The smartest way you can market your veterinary practice is to promote the trust and compassion you already provide every day.”
