Title

eVet: Is Social Media Marketing an Effective Tool for Veterinary Practices

Date of Award

5-11-2012

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Lora Louise Broady

Keywords

social media; veterinary practice; marketing plan

Abstract

Small animal veterinary clinics are facing increasing competition from retail stores providing veterinary services and online pharmacies. They must develop cost-effective, efficient strategic marketing plans to attract new clients and satisfy current clients. Social media is a new communication channel that veterinarians can utilize for marketing and client communications at low cost. Many small businesses are using social media to replace more expensive, traditional marketing techniques like phone book advertisements, newspaper advertisements and printed collateral. Secondary and primary research conducted in this capstone project confirms that social media marketing can be used effectively by veterinary clinics. Based on these results, a strategic social media marketing plan for Castle Peak Veterinary Clinic, an independent, small animal veterinary clinic, is included.

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