This article is sponsored content brought to you by VetPartners.
Marketing is about understanding your customer, using data driven insights to better connect and engage with them, to provide more meaningful and long-lasting relationships that help promote your business. The marketing team at VetPartners help support the hospitals and practices to provide marketing materials that are customer focused. So how are customers changing in this digital age?
Smart phones and the internet have changed behaviour
Deloitte’s Mobile Consumer Survey 2017 indicates that the largest growth in smartphone ownership lies in the 65-75 age bracket, and it saw a year-on-year growth of 9% (see diagram 1.1).
The Australian Bureau of Statistics and the New Zealand Bureau of Statistics figures on internet subscribers at home, have seen massive growth. Over a 10-year period in Australia these numbers have more than doubled, from 7.23 million in 2008, to almost 15 million today. In NZ over a nine year period they have tripled, from 604 thousand to 1.9 million (see diagrams 1.2 & 1.3).
McKinsey found that two-thirds of touch points during the evaluation phase involve clients looking at internet reviews, chatting to friends and family to hear word-of-mouth recommendations, in-store interactions and recollections of past experiences. David Margery from Forest Hill Veterinary Hospital said, “my clients are telling me that they choose my practice because of the reviews they have read online”.
What customers expect today
McKinsey predicts that over the next five years, we’re likely to see a radical integration of the consumer experience across physical, virtual and digital environments. Digital channels are critical for engaging with your client, executing promotions, stimulating sales, and increasing market share. Penny Parkinson, Marketing Director at VetPartners maintains that, “if your digital experience is difficult to navigate, you could be providing clients with an easy decision to go elsewhere.”
Customers are looking for a more humanised and authentic digital experience that is frictionless and easy. The most important digital marketing aspects that need to be considered are; mobile optimised websites, an engaging and relevant social presence and online reviews.
How will VetPartners help your practice with marketing?
At VetPartners, we have a team of marketing professionals on hand to help hospitals provide engaging customer focused material and maximise their potential across all marketing channels. We support our clinics to exceed their clients’ expectations. We also have an in-house design team which significantly reduces advertising expenses.
Have a confidential chat to our team today.To kick start the process we’d love to hear from you. Our Acquisitions Director, Kristy, is ready to chat when you are. Call Kristy Murphy on 0411 292 299 for a confidential discussion today.
Sources: Mckinsey reports: The consumer decision journey; digitizing the consumer journey and ten years on the consumer journey where we are today Deloitte: Mobile Consumer Survey 2017