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Your marketing budget during the recession

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  • Beyond Indigo Pets Team


I wanted to start this important topic with professional advice as we head into uncertain times. 

First and foremost, you are not alone in this, and the entire veterinary community will, in some way or another, feel the effects. The important thing is perseverance and coming out the other side a stronger and more prepared practice. 

The impact will certainly vary based on several factors. For a new practice still building its base, it is imperative to continue to do so throughout the downturn. Initially, your marketing budget should always be elevated to help you get a foothold in your area. This is based on the simple fact that it costs more to build brand awareness than it does to promote a well-known commodity. This is why you'll see an influx of commercials from a startup trying to make its way into an already established national industry or vertical. The only thing that changes for a new practice is the scope and scale needed to accomplish this in your local market. You don't need a Super Bowl commercial. Still, you need to invest some money into PPC advertising, Social media advertising, and other areas you've selected when making your marketing plan. 

For a larger, well-established practice, marketing budgets should be temporarily increased to help maintain as much of your client base as possible. You may not be able to do much to bring in clients for regular wellness checkups who are themselves suffering from the effects of the downturn, but you will remain at the top of mind for when they can afford to do so or when they find themselves in need of care. Your name appearing in search results, or your blog being read by them, will help you pick up once things get back to normal. 

I will continue to post topics and welcome any questions, as our major focus here is to help every veterinary practice achieve its results and grow our wonderful community. 

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