eVet: Is Social Media Marketing an Effective Tool for Veterinary Practices
Date of Award
Organiz. & Prof. Communication
Master of Professional Studies
Organiz & Prof Communication
Lora Louise Broady
social media; veterinary practice; marketing plan
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.
Simonton, Holly H., "eVet: Is Social Media Marketing an Effective Tool for Veterinary Practices" (2012). University College: Organizational and Professional Communications Capstones. 85.