Marketing Consultant · Tapir · 2023–24
How do you market practices to many audiences?
At a remote veterinary marketing agency, I led positioning and content for 13+ practices, including 11 AAHA-accredited hospitals. Most spoke to pet owners and prospective hires at the same time, so I built multiple voices to fit their audiences.
6×
combined monthly social reach across 8 tracked clients
+33%
discoverability across 13 client websites
11
AAHA-accredited hospitals among my clients. Only about 12–15% of practices meet AAHA’s voluntary standards of care
Newcomers into neighbors
Two clients were outsiders to the communities they served. One veterinarian had moved from a big city to a small town, where residents kept their distance. Another owner was opening a new clinic in an established neighborhood. Both needed to be known before they could be trusted.
For the small-town vet, I devised a plan for her to share more about herself so people could get to know her. Her website and social channels took on a more personal, approachable presence, and outreach events put her face to face with the community. People grew comfortable with her, and she became one of their own. I ran a similar introduction for the new clinic.
72×
monthly engagement, small-town vet
1,800
monthly engagements after the new clinic’s launch
Each practice, many audiences
For each brand, I developed 9+ distinct voices for its audiences, then tested content types against each one and kept a consistent mix of the top performers.
Referrals in two directions
A mobile surgeon performed ACL repairs inside local veterinary hospitals, so the business relied on two audiences: pet owners who wanted the surgery at their familiar vet, and veterinarians who wanted to offer it without referring clients out. I led the messaging and landing page for both and built it to rank in each group’s searches.
Trust building, in person and online
A practice’s website and social channels promise a standard of care, and owners judge that promise in person. I planned clients’ presence at community events, where owners could meet the vets behind the posts, and promoted each appearance online.
Pet owners are often under strain when a pet is sick, and that sometimes surfaced in public reviews. I coached practices on caring responses and on fixing the cause so the same issue didn’t recur.
Twice the engagement, delivered faster
2×
COMBINED ENGAGEMENT ACROSS 8+ CLIENTS
from testing content against each audience, across 8 tracked clients
+28%
FASTER CROSS-TEAM DELIVERY
from streamlined workflows and team coaching on brand standards