Follow these simple strategies to conquer the modern customer who searches everything on Google
Customer service has evolved.
Over the past 30 years, human civilization has been transformed from a society that runs primarily on analog systems to one that runs primarily on digital technologies. Although the field of veterinary care has embraced the digital revolution in myriad ways related to the practice of medicine, from medical equipment and diagnostics to digital records and product information management platforms, in general, the veterinary profession has been one of the slowest in the world to recognize how the digitization of our society has impacted customer behavior.
Twenty years ago, if a pet owner had a question about their pet’s health, they didn’t head down to the local library to check out a book on veterinary medicine and research possible answers on their own. They opened the yellow pages and called their local vet. Today, however, more than 95% of people ages 18 to 64 and 75% of people age 65 and older go directly to the Internet when they have a question about anything, including pet health.1
Still, if you ask any veterinarian about the customer service model in their veterinary practice, most will talk about what happens inside the hospital: check-in, the exam room, post-op care, and a follow-up phone call. . Meanwhile, the reality is that pet sitting today starts online with a Google search. Pet owners read blog articles and search for answers on YouTube, Quora, and pet care websites. They gather information on social media like Facebook and Reddit, visit local vet websites, and check reviews, all before scheduling an appointment.
Then, after their vet appointment, they grab their phones and “hey Google” again.
Take advantage of this trend with simple video content
Because it doesn’t look like the world is going to abandon the Internet anytime soon, the answer is certainly not to continue to ignore customer behavior. A simple step to capitalize on this trend is to create video content. Veterinarians can begin to provide pet care information and answer basic pet health questions in the places and communication channels their clients use today.
This concept sounds good in theory, but many clinicians today feel they are already too busy to take on a project that involves websites, content, social media, and reviews. Keep in mind, however, that veterinary professionals spend a significant amount of time every day throughout their careers answering many of the same pet care questions and providing the same great information. By going through FAQs and service explanations, addressing each one once for your website, and creating a resource of detailed information that local pet owners can access forever, you can save a great deal of time and money. resources around the world. the span of his career.
For many people, sitting down and writing it down is a slow and arduous process. A quicker and much easier approach is to start by identifying a specific veterinary service, describing a general description of the topic, and answering basic questions about it:
- What is the topic?
- Because it is important?
- How can problems in this area adversely affect the health of the animal?
- How can proper care support the health and well-being of the animal?
- What are the symptoms of problems in this area?
- What is the examination and diagnosis process?
- What possible treatment options are available if the animal experiences these problems?
- Why should pet owners avoid self-diagnosis?
- When and how should a pet owner schedule an appointment?
- What frequently asked questions do your doctors hear regarding this area of veterinary care?
It usually only takes a vet 5-10 minutes to thoroughly address a topic in this way. Once the video is complete, it can easily be turned into content for your website, shared on social media, and used by a writer to create knowledgeable blog articles.
Pet owners constantly turn to Google with their pet health questions because they believe they can trust the information they find there. When your veterinary practice is the one that ranks at the top of Google results, on their social networks, and in the places they go for answers online about pet care, it strengthens your legitimate position as the trusted expert. in pet care in their lives. .
This is how the world works now. It’s time for veterinary practices to embrace it and reap the rewards.
Johnson J. Proportion of adults in the United States using the Internet in 2021, by age group. statist. April 14, 2021. Retrieved February 25, 2022. https://www.statista.com/statistics/266587/percentage-of-internet-users-by-age-groups-in-the-united-states