Marketing Flashcards
The paid, public announcement of a persuasive message by a veterinary practice directed to its existing and potential clients.
Advertising
Veterinary services that are provided at the client’s home, farm, or other location where the animals being treated are housed. May also be referred to as a house call or farm call.
Ambulatory services
The overarching concept, image, and perception of a veterinary practice.
Brand
Survey designed to determine the level of satisfaction provided to the client by the hospital.
Client satisfaction survey
A mailing list not previously used by the practice, usually consisting of the names of people who are not currently clients.
Cold list
A purchased advertisement designed to attract new business to the hospital, generally including artwork or graphic information. May be found in the yellow pages or in a newspaper or magazine.
Display ad
Marketing that introduces the practice to potential clients and aims to convince them to use the veterinary practice’s services.
External marketing
Marketing that concentrates on existing clients, aiming to strengthen their bond with the practice and to increase their demand for veterinary services. Sending letters to existing clients about the benefits of twice annual physical exams for older pets is a good example
Internal marketing
Techniques and activities used for finding and keeping clients, increasing public awareness of a need for veterinary services, advertising products and services available, and enhancing the image and reputation of the practice in community.
Marketing
Marketing tools initiated by a practice to reach current or prospective clients.
Public relations
Information about a practice or other entity conveyed through the media, be that newspaper, radio, or television.
Publicity
The process of improving a website’s visibility using unpaid algorithmic search results.
Search engine optimization (SEO)
A program that increases client knowledge about practice services that are more frequently required during specific times of the year.
Seasonal marketing program
A strategic planning technique that analyzes the practice’s internal strengths and weaknesses and external opportunities and threats.
SWOT analysis
A powerful analysis tool for strategic planning and goal setting, originating as a management concept developed and advanced by Michael Porter, that describes the series of activities an organization conducts, with each stage adding value to the final product or service outcome.
Value chain
Part of a business strategy involving a practice promise to the client that gives convincing reasons for purchasing services and/or products, and serving to differentiate the practice’s offerings from those of the competition, through two primary attributes: price and quality. A service or product must be superior in price and/or quality in order to sustain sales in the face of competition.
Value proposition
Communication that uses various forms of media to influence or pursuade an audience.
Advertising
The review of data, typically looking for trends. Helpful in business decisions such as marketing and strategic planning
Analytics
A company’s reputation. The “image” is what the public is supposed to see when the company is mentioned or comes to mind
Business Image
Persuasive words that urge the reader, listener or viewer to take a specific action. Most frequently used in marketing.
Call to Action.
Measure of whether pets actually receive the care that has been recommended by their veterinarian.
Compliance
A type of advertising campaign that seeks to elicit an action (such as an order, a visit to a store or Web site, or a request for further information) from a selected group of consumers in response to a communication from the marketer.
Direct Marketing.
Promoting new products of services to new markets.
Diversity Marketing
Written or verbal communication that is aimed at attracting new clients
External Marketing
A group of clients who are asked to participate in a discussion about a particular topic or issue. The information from the group is used to develop programs, improve service, or solve problems at the practice.
Focus group
The categories that can be controlled in the marketing of a good or service; product, price, place and promotion.
Four P’s of Marketing
The set of mark-up symbols or codes inserted in a file intended for display on a World Wide Web browser. The mark-up tells the Web browser how to display a Web page’s words and images to the user.
Hypertext Markup Language (HTML)
The indirect marketing strategy focuses on channels where there is no direct communication with consumers by the companies.
Indirect Marketing
Efforts to increase utilization of services by existing clients, and efforts by the practice to train and motivated staff to work together as a team to better meet the needs of clients.
Internal Marketing
Helps you define the marketing elements for successfully positioning your market offer.
Marketing Mix
Pieces of HTML code that are imbedded in a website, but not visible with web browsers.
Meta-tags
A statement of the role, or purpose by which a practice intends to serve its stakeholders
Mission Statement
Online advertising payment model in which advertisers are charged each time a user clicks a specific link.
Pay Per Click (PPC)
The Art of Developing reciprocal understanding and good will between a business and the public.
Public Relations
The process of affecting the visibility of a website or a web page in a search engine’s unpaid results - often referred to as “natural,” “organic,” or “earned” results.
Search Engine Optimization (SEO)
Identifying select consumers in order to direct marketing efforts specifically towards those consumers.
Target Marketing.
A statement that defines and clarifies the direction in which an organization needs to move.
Vision Statement
Scheduling the next appointment for clients prior to leaving the current appointment. a strategic compliance and organizational tool.
Forward Booking
A Plan or schedule of activities taking place after the normal business or legal closing time for business.
After Hours Program
Veterinary Services that revolve around pet behavior
Behavior Programs
An Expression of dissatisfaction on a consumer’s behalf to a responsible party.
Client Complaint.
Communication between a client and a veterinary professional including letters, email, newsgroups postings, Internet forums and blogs.
Client Correspondence.
The process by which health professionals and others provide information to clients to expand their knowledgebase so they can make informed decisions about their pet’s healthcare.
Client Education
