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Marketing of veterinary products and services (Proceedings)

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Oct 01, 2008

1. Marketing – What Does This Term Mean?

2. How Does Marketing Differ From Advertising?

a. Products

b. Services

3. Internal Versus External Marketing

a. Point Of Purchase Display

i. In Order For Products To Be Effectively Marketed, They Must Be:

1. Individually priced

2. Able to be seen, touched and inspected

3. Properly displayed

4. Staff must be educated on their proper usage

5. Aesthetically appealing and professional in nature

6. Foil sticker attached to all products

ii. Marketing Of Routine Over-The-Counter Products

1. Flea and tick control products

2. Vitamins

3. Shampoos

iii. Marketing Of Prescription Diets

iv. Marketing Of Quality Non-Prescription Diets

1. Hill's Science Diet

2. Iam's Pet Foods

3. Nature's Choice

4. Others

v. Marketing Through Education

1. Educational film strips

2. Client handouts

3. Practice name should be affixed to all handouts

4. Pet bandannas

5. Photo mural

vi. The Role Veterinary Supplies Play In Marketing

1. Hill's

2. Pet Dental Month

3. Geriatric target marketing

vii. Marketing Of Pet Supplies

1. Is it a matter of professionalism?

2. A natural extension of the services we offer

3. Captured audience

4. Profitability factor

5. Quality and cost of items sold

6. Use of "slat" wall

b. Incorporating A "Full Service" Approach From A Medical Point Of View

i. Pre-Exam Check List

1. Canine

2. Feline

3. Exotic

4. Large Animal

ii. In-Hospital Tracking Form

iii. New Client Kits

iv. Boarding Service

1. Cat condos

2. Value added boarding services

a. TLC boarding program

v. Grooming Service

vi. Obedience Training