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

Date of Award


Document Type

Capstone Project


Organiz. & Prof. Communication

Degree Name

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.

Publication Statement

Copyright is held by the author. Permanently suppressed.

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