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1、INTRODUCTIONWEBSITES INTROWEBSITES DATAKEY TAKEAWAYLOCAL LISTINGS INTROLOCAL LISTINGS DATAKEY TAKEAWAYWRAPPING UP123--222324Corporate vs.Independent:Its Not A Level Playing Field AnymoreIf youve downloaded our reports in the past,you know we love us some data.Its in our company DNA and it
2、 directs our every business decision.So this year,we went large and we dug deeper into the data than ever before,following the digital footprints of 22,127 veterinary hospitals across the country.Corporate groups have become huge players in this industryso instead of our traditional efforts of revie
3、wing 1000 accredited private practices,we split the industry in two and compared 500 independents with 500 corporates(MARS-owned hospitals not included).Were also publishing complete website data for the top 30 veterinary marketing providers and 30 corporate groups.For the first time ever you can se
4、e how they truly compete against one another,how many hospitals utilize their web services,and ultimately what you need to change to stay a step ahead.We do all of this to give you,yes YOU,the clearest picture possible of the current state of veterinary digital marketing:who the big players are,wher
5、e the corporate shift is happening,and how big-budget competition is impacting you.Most importantly,youll see why you need to take your marketing seriously right now.And it all starts with a good websiteso thats where well begin.WEBSITES INTRODUCTIONWebsites7.7%of veterinary hospitals still dont hav
6、e a website.In 2022.How is that even possible?And its not just small rural clinics who dont have themthere are suburban and metropolitan practices that have no online home either.On the other end of the spectrum,corporate groups have taken a Godzilla-sized bite out of private practice.Their marketin
7、g strategies have changed,too.Well show you who uses who to make their websites,whos got their sisters kid helping them out,and whos not doing it at all.Weve also scored all the providers on SEO,site speed,Google Analytics&Tag Manager,SSL compliance,Schema Markup,and responsiveness.These are key fou
8、ndational elements of your online domain that matter,and youll need to keep them in mind when choosing your hospitals marketing provider.Were here to give you the facts not distract you with shiny objects/DATA STORIES32022 VETERINARY MARKETING BENCHMARK REPORTWEBSITE PROVIDER DATAWhos Making Vet Pra
9、ctice Websites?Nearly 64%of corporate practice websites are being built entirely in-house.Makes sensecreate your own strategy then execute.56.6%of independent hospitals have gone outside the vet industry to build their sites,and are using less expensive platforms like Wix,Squarespace,and Weebly.Ten
10、corporate groups have turned the keys over to newly Petvisor-purchased WhiskerCloud.Essentially,theyre using the same exact website service to compete for new clients in the same exact geographic location.Bad for them,good for youif you know how to market against that weakness(which we do).The Top 5
11、 Industry-Specific ProvidersOn The Rise:WhiskerCloud,currently responsible for 4%of the industrys websites,is on pace to join the top 3 providers thanks in large part to their corporate partnerships.VETMATRIXDOCTOR MULTIMEDIALIFELEARNWHISKERCLOUDeVETSITES8.6%7.5%4.4%4.0%3.6%28.1%OF WEBSITES/DATA STO
12、RIES42022 VETERINARY MARKETING BENCHMARK REPORTWEBSITE PROVIDER DATA3SIDEDMEDIABEYOND INDIGO PETSCHESHIRE PARTNERSDIGITAL EMPATHYDOCTOR MULTIMEDIADVMELITEeVETSITESGENIUSVETSGODADDYHIBUIDEXXINTOUCHLIFELEARNiVET360PROSITESROYASCORPIONSQUARESPACETHRYVVETMATRIXVETNETWORK/VIVIOVETSCENEVETSTREETVIZISITESW
13、EEBLYWHISKERCLOUDWIXWORDPRESSZESTY.IONO WEBSITEINDUSTRY-SPECIFIC TOP 50.8%1.0%0.4%1.6%7.5%0.7%3.6%0.7%1.8%1.0%1.7%1.5%4.4%1.4%0.4%0.8%0.7%1.7%1.0%8.6%0.6%0.6%1.3%1.5%1.2%4.0%4.2%7.8%0.9%7.7%The Top 30 Veterinary Website Providers%OF USAGE ACROSS INDUSTRY/DATA STORIES52022 VETERINARY MARKETING BENCHM
14、ARK REPORTFRONT-END METRICSCORPORATEINDEPENDENTiVET360 CLIENTSCORPORATEINDEPENDENTiVET360 CLIENTSCORPORATEINDEPENDENTiVET360 CLIENTSCORPORATEINDEPENDENTiVET360 CLIENTS98%95%100%99%83.8%100%16.6%15.2%95%43.2%59.4%100%No one is looking at your practice website on a desktop anymore.If your site isnt op
15、timized for phones and tablets,not only are clients going to swipe away,but your practice is also being penalized by search engines.The URL for safe pages starts with“https,”telling people its safe to visit your site without worrying about being attacked by viruses.Googles also going to dock you som
16、e SEO points if youre operating without it.True SEO optimization means 100%unique title tags,meta descriptions,and no duplicates.Without a passing score on this test,your practice wont be at the top of any Google search.If youre paying for this service your rankings should reflect it.If making your
17、practice accessible to everyone with pets isnt enough of an incentive,you should know that lawsuits are on the rise for businesses who havent upgraded their sites to be ADA compliantnow a legal requirement in most states.ResponsivenessSSL CertificateSEO OptimizationADA Compliance/DATA STORIES62022 V
18、ETERINARY MARKETING BENCHMARK REPORTFRONT-END METRICS:TOP 30 PROVIDERSiVET360 DIGITAL EMPATHYDVMELITEGENIUSVETSNEXT ADROYASQUARESPACETHRYVVET MARKETING PROWHISKERCLOUDZESTY.IOVETMATRIXGODADDYVIZISITESVETSCENEWIXPROSITESHIBUBEYOND INDIGO PETSDOCTOR MULTIMEDIACHESHIRE PARTNERSeVETSITESINTOUCHSIMPLY DO
19、NE TECH SOLUTIONSIDEXXVETNETWORK/VIVIOLIFELEARNWEEBLYDVM GALAXYSARISiVET360BEYOND INDIGO PETS DIGITAL EMPATHYDVMELITEGENIUSVETSLIFELEARNNEXT ADSECOND NATURETHRYVVET MARKETING PROVIZISITESWHISKERCLOUDeVETSITESDOCTOR MULTIMEDIAWIXINTOUCHSIMPLY DONE TECH SOLUTIONSSARISCHESHIRE PARTNERSROYAHIBUVETNETWOR
20、K/VIVIOSQUARESPACEVETSCENEZESTY.IOVETMATRIXGODADDYDVM GALAXYWEEBLYIDEXXiVET360BEYOND INDIGO PETSDOCTOR MULTIMEDIAVETSCENEDVMELITECHESHIRE PARTNERSWHISKERCLOUDROYAINTOUCHVETNETWORK/VIVIOWIXVET MARKETING PROGODADDYNEXT ADIDEXXGENIUSVETSZESTY.IOeVETSITESVETMATRIXDIGITAL EMPATHYVIZISITESLIFELEARNSECOND
21、NATURESIMPLY DONE TECH SOLUTIONSSARISDVM GALAXYWEEBLYPROSITES3SIDEDMEDIAVETSTREET100%100%100%100%100%100%100%100%100%100%100%99.6%98.8%98.3%98.2%98.2%98%97.8%97.6%97.6%97.3%97%96.6%94.3%94.2%92.9%91.1%91%86.7%85%100%100%100%100%100%100%100%100%100%100%100%100%99.6%99.0%98.6%98.1%97.1%97%94.7%94%92.8
22、%92.7%89%88.9%83.8%78.6%78.2%72.1%60.8%52.8%95%55.4%33.6%31.5%30.3%28%25.5%25%21.3%19.7%16.2%12.9%11.6%10.2%6.2%4%3.9%3%0.2%0%0%0%0%0%0%0%0%0%0%0%ResponsivenessSSL CertificateSEO OptimizationLets take a look at what really matters on the backend of your website and see where your provider lands on e
23、ach list.And remember,these scores come directly from Google and are averages across all of their live sites tested.Under The Hood=INDUSTRY-SPECIFIC TOP 5/DATA STORIES72022 VETERINARY MARKETING BENCHMARK REPORTFRONT-END METRICS:TOP 30 CORPORATE GROUPSALLIANCE ANIMAL HEALTHAMERIVET VETERINARY PARTNER
24、S INCAMERICAN VETERINARY GROUPAZPETVETCAREVETCOMMUNITY VETERINARY PARTNERSDESTINATION PETENCORE VET GROUPEVERVET PARTNERSFAMILY VET GROUPHEARTLAND VETERINARY PARTNERS INNOVETIVE PETCARE INCLAKEFIELD VETERINARY GROUPMISSION VETERINARY PARTNERSNATIONAL VETERINARY ASSOCIATESNORTHEAST VETERINARY PARTNER
25、SOBRIEN VETERINARY GROUPPEOPLE PETS&VETSPETVET CARE CENTERS INCRAREBREED VETERINARY PARTNERSSUVETOSOUTHERN VETERINARY PARTNERSUNITED VETERINARY CAREVALLEY VETERINARY CAREVETCORVETEVOLVEWELLHAVEN PET HEALTHWESTERN VETERINARY PARTNERSVETERINARY PRACTICE PARTNERSBLUE RIVER PETCARE GROUPALLIANCE ANIMAL
26、HEALTHAMERIVET VETERINARY PARTNERS INCAMERICAN VETERINARY GROUPAZPETVETBLUE RIVER PETCARE GROUPCAREVETCOMMUNITY VETERINARY PARTNERSDESTINATION PETENCORE VET GROUPEVERVET PARTNERSFAMILY VET GROUPHEARTLAND VETERINARY PARTNERSINNOVETIVE PETCARE INCLAKEFIELD VETERINARY GROUPMISSION VETERINARY PARTNERSNA
27、TIONAL VETERINARY ASSOCIATES)NORTHEAST VETERINARY PARTNERSOBRIEN VETERINARY GROUPPEOPLE PETS&VETSRAREBREED VETERINARY PARTNERSSUVETOSOUTHERN VETERINARY PARTNERSUNITED VETERINARY CAREVALLEY VETERINARY CAREVETCORVETEVOLVEWELLHAVEN PET HEALTHWESTERN VETERINARY PARTNERSPETVET CARE CENTERS INCVETERINARY
28、PRACTICE PARTNERSWESTERN VETERINARY PARTNERSVETERINARY PRACTICE PARTNERS COMMUNITY VETERINARY PARTNERSENCORE VET GROUPEVERVET PARTNERSRAREBREED VETERINARY PARTNERSHEARTLAND VETERINARY PARTNERSUNITED VETERINARY CAREAMERIVET VETERINARY PARTNERS INCVETCORNATIONAL VETERINARY ASSOCIATESFAMILY VET GROUPNO
29、RTHEAST VETERINARY PARTNERSALLIANCE ANIMAL HEALTHMISSION VETERINARY PARTNERS WELLHAVEN PET HEALTHAMERICAN VETERINARY GROUPAZPETVETBLUE RIVER PETCARE GROUPCAREVETDESTINATION PETINNOVETIVE PETCARE INCLAKEFIELD VETERINARY GROUPOBRIEN VETERINARY GROUPPEOPLE PETS&VETSSUVETOSOUTHERN VETERINARY PARTNERSVAL
30、LEY VETERINARY CAREVETEVOLVEPETVET CARE CENTERS INC100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%98.6%92%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%99.7%98.6%84.7%63
31、%53.3%51.4%50%50%44.3%37.5%31%12.4%11.2%6.7%6.7%6%5.6%2.5%0%0%0%0%0%0%0%0%0%0%0%0%0%0%ResponsivenessSSL CertificateSEO OptimizationThe short story is.the corporate groups understand where to invest their time and money and are outpacing most industry specific providers.This is why you need to make s
32、ure your provider is keeping up.Under The Hood/DATA STORIES82022 VETERINARY MARKETING BENCHMARK REPORTBACK-END METRICSCORPORATEINDEPENDENTiVET360 CLIENTSCORPORATEINDEPENDENTiVET360 CLIENTSCORPORATEINDEPENDENTiVET360 CLIENTSCORPORATEINDEPENDENTiVET360 CLIENTS2.6s3.5s2.1s96.2%79.4%100%74.2%26%100%44%3
33、5%100%The good news is that vet websites industry-wide got faster in 2022.The bad news is that corporate sites load almost a full second faster than the average independent.That gives corporates the edge.Unbelievably this stat dropped in 2022.If you dont track your websites data,youll never know wha
34、t works and how to make changes.Corporate understands this and has almost a near-perfect score.With Tag Manager,hospitals can verify and track leads that come from advertising.If you arent using Tag Manager to track where your leads are coming from,its going to be harder to understand the true ROI o
35、f your marketing efforts.Schema Markup is the language of search engines and ensures that people are likely to find exactly what theyre looking for on your site.Its the secret SEO sauce your site is most likely missing.Website Loading SpeedGoogle Analytics(UA)Google Tag Manager(GTM)Schema Markup/DAT
36、A STORIES92022 VETERINARY MARKETING BENCHMARK REPORTBACK-END METRICS:TOP 30 PROVIDERSBEYOND INDIGO PETSVETMATRIXGODADDYiVET360THRYVHIBUCHESHIRE PARTNERSVETNETWORK/VIVIOVETSCENEROYASIMPLY DONE TECH SOLUTIONSWHISKERCLOUDNEXT ADVETSTREETDOCTOR MULTIMEDIAWIXGENIUSVETSZESTY.IODVMELITEVIZISITESSECOND NATU
37、REDVM GALAXYINTOUCHWEEBLYDIGITAL EMPATHYVET MARKETING PROLIFELEARNSARISIDEXXeVETSITESiVET360 GENIUSVETSDIGITAL EMPATHYVETMATRIXWHISKERCLOUDROYABEYOND INDIGO PETSDVMELITELIFELEARNVETSTREETNEXT ADSECOND NATUREIDEXXVET MARKETING PRO3SIDEDMEDIACHESHIRE PARTNERSSIMPLY DONE TECH SOLUTIONSINTOUCHVETNETWORK
38、/VIVIOVIZISITESDOCTOR MULTIMEDIAeVETSITESSARISPROSITESDVM GALAXYVETSCENEZESTY.IOGODADDYWIXWEEBLYiVET360DIGITAL EMPATHYGENIUSVETSSECOND NATUREWHISKERCLOUDDVMELITEVET MARKETING PROBEYOND INDIGO PETSNEXT ADINTOUCHZESTY.IOCHESHIRE PARTNERSDOCTOR MULTIMEDIAVIZISITESROYASARISLIFELEARNVETNETWORK/VIVIO3SIDE
39、DMEDIAVETMATRIXIDEXXVETSCENEWEEBLYDVM GALAXYWIXeVETSITESVETSTREETSIMPLY DONE TECH SOLUTIONSPROSITESGODADDYiVET360WHISKERCLOUDVETMATRIXVIZISITESWIXBEYOND INDIGO PETSROYAGENIUSVETSNEXT ADCHESHIRE PARTNERSVETSCENEINTOUCHGODADDYVETNETWORK/VIVIOVET MARKETING PRODOCTOR MULTIMEDIALIFELEARNPROSITESDVMELITE3
40、SIDEDMEDIAZESTY.IOIDEXXeVETSITESWEEBLYDIGITAL EMPATHYSECOND NATUREDVM GALAXYVETSTREETSIMPLY DONE TECH SOLUTIONSSARIS1.8s1.8s2s2.1s2.2s2.3s2.5s2.6s2.7s2.9s2.9s3.1s3.1s3.1s3.2s3.2s3.2s3.2s3.3s3.7s3.8s3.8s3.9s4s4.1s4.2s4.3s4.3s4.6s5.8s100%100%100%100%99.7%99.4%98.5%98.5%97.5%97%94%91.3%90.4%90.3%89.1%8
41、8%85.7%80.1%70.1%63.7%60.2%54.4%48.4%48.3%29.9%28.2%9.5%4.1%1.9%0100%100%100%100%99.7%93.1%90.3%85.6%81.6%78.6%5.6%5.3%4.9%3.8%3%3%2.9%2.2%1.9%1.7%1.7%1.7%1.6%1.5%1.2%1%0%0%0%0%100%99.3%97.7%96.5%96%87.6%82.2%78.6%69.4%68%61.6%45.2%37.7%36.5%33.9%26.6%7.6%6.9%5.3%1.9%1.1%0.8%0.60%0.4%0%0%0%0%0%0%Web
42、site Loading SpeedGoogle Analytics(UA)Google Tag Manager(GTM)Schema/DATA STORIES102022 VETERINARY MARKETING BENCHMARK REPORTBACK-END METRICS:TOP 30 CORPORATE GROUPSFAMILY VET GROUPVETEVOLVEPETVET CARE CENTERS INCAZPETVETRAREBREED VETERINARY PARTNERSVALLEY VETERINARY CAREALLIANCE ANIMAL HEALTHENCORE
43、VET GROUPSOUTHERN VETERINARY PARTNERSEVERVET PARTNERSUNITED VETERINARY CAREAMERICAN VETERINARY GROUPCAREVETAMERIVET VETERINARY PARTNERS INCWESTERN VETERINARY PARTNERSWELLHAVEN PET HEALTHHEARTLAND VETERINARY PARTNERSVETCORLAKEFIELD VETERINARY GROUPNORTHEAST VETERINARY PARTNERSNATIONAL VETERINARY ASSO
44、CIATESSUVETOVETERINARY PRACTICE PARTNERSPEOPLE PETS&VETSCOMMUNITY VETERINARY PARTNERSMISSION VETERINARY PARTNERSDESTINATION PETOBRIEN VETERINARY GROUPBLUE RIVER PETCARE GROUPINNOVETIVE PETCARE INCAMERIVET VETERINARY PARTNERS INCAZPETVETCAREVETDESTINATION PETENCORE VET GROUPEVERVET PARTNERSFAMILY VET
45、 GROUPHEARTLAND VETERINARY PARTNERSINNOVETIVE PETCARE INCNATIONAL VETERINARY ASSOCIATESNORTHEAST VETERINARY PARTNERSOBRIEN VETERINARY GROUPPETVET CARE CENTERS INCRAREBREED VETERINARY PARTNERSSOUTHERN VETERINARY PARTNERSVALLEY VETERINARY CAREVETEVOLVEWELLHAVEN PET HEALTHWESTERN VETERINARY PARTNERSVET
46、ERINARY PRACTICE PARTNERSPEOPLE PETS&VETSCOMMUNITY VETERINARY PARTNERSMISSION VETERINARY PARTNERSLAKEFIELD VETERINARY GROUPALLIANCE ANIMAL HEALTHSUVETOUNITED VETERINARY CAREAMERICAN VETERINARY GROUPBLUE RIVER PETCARE GROUPVETCORAMERIVET VETERINARY PARTNERS INCAZPETVETCAREVETDESTINATION PETENCORE VET
47、 GROUPEVERVET PARTNERSHEARTLAND VETERINARY PARTNERSINNOVETIVE PETCARE INCNATIONAL VETERINARY ASSOCIATESNORTHEAST VETERINARY PARTNERSOBRIEN VETERINARY GROUPRAREBREED VETERINARY PARTNERSSOUTHERN VETERINARY PARTNERSVETEVOLVEWESTERN VETERINARY PARTNERSPETVET CARE CENTERS INCVETERINARY PRACTICE PARTNERSA
48、LLIANCE ANIMAL HEALTHMISSION VETERINARY PARTNERSUNITED VETERINARY CARECOMMUNITY VETERINARY PARTNERSWELLHAVEN PET HEALTHAMERICAN VETERINARY GROUPSUVETOPEOPLE PETS&VETSFAMILY VET GROUPLAKEFIELD VETERINARY GROUPBLUE RIVER PETCARE GROUPVALLEY VETERINARY CAREVETCORAMERIVET VETERINARY PARTNERS INCAZPETVET
49、COMMUNITY VETERINARY PARTNERSEVERVET PARTNERSHEARTLAND VETERINARY PARTNERSNORTHEAST VETERINARY PARTNERSRAREBREED VETERINARY PARTNERSUNITED VETERINARY CAREVALLEY VETERINARY CAREWESTERN VETERINARY PARTNERSPETVET CARE CENTERS INCSOUTHERN VETERINARY PARTNERSALLIANCE ANIMAL HEALTHMISSION VETERINARY PARTN
50、ERSWELLHAVEN PET HEALTHENCORE VET GROUPBLUE RIVER PETCARE GROUPVETEVOLVENATIONAL VETERINARY ASSOCIATESINNOVETIVE PETCARE INCDESTINATION PETVETCORAMERICAN VETERINARY GROUPCAREVETFAMILY VET GROUPLAKEFIELD VETERINARY GROUPOBRIEN VETERINARY GROUPPEOPLE PETS&VETSSUVETOVETERINARY PRACTICE PARTNERS2.1s2.1s
51、2.4s2.5s2.5s2.7s2.8s2.8s2.8s2.8s2.9s2.9s3s3s3.1s3.1s3.1s3.1s3.2s3.2s3.2s3.4s3.4s3.4s3.5s3.6s3.9s4.8s5s6.7s100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%98.6%98%97.8%97.3%97.2%96%95%91.6%90%86.2%57%100%100%100%100%100%100%100%100%100%100%100%100%100%100%100%98.1%97.2%96%
52、94%91.6%88.8%87.5%83.3%82.5%44.6%33.3%13.8%1.1%0%0%100%100%100%100%100%100%100%100%100%100%99.7%98%96%95.5%75%72.3%13.8%10%7.1%4.9%3.1%0.4%0%0%0%0%0%0%0%0%Website Loading SpeedGoogle Analytics(UA)Google Tag Manager(GTM)Schema/DATA STORIES112022 VETERINARY MARKETING BENCHMARK REPORTBACK-END METRICSTh
53、e Future Of Data Is Here As of July 1st,2023,Googles Universal Analytics(UA)will stop processing new hits.If you rely on UA,were pushing you to move to Google Analytics 4(GA4)which is the next generation website measurement solution.If you want to understand your web traffic,you must have it install
54、ed on your website.GA4 uses Googles machine learning to fill in gaps in your data with predictive insights to help you achieve better results so you can use the info to grow your business.Because it doesnt rely exclusively on cookies,you can learn about your customers even if there are gaps in the d
55、ata.It takes just a few clicks to get started with GA4.Do it and start collecting historical data now before UA is history.Google Analytics 4(GA4)With 96.2%of their sites using Googles current analytics platformUAit should come as no surprise that corporate groups are leading the charge in the trans
56、ition to GA4.While 59.4%pales in comparison to iVET360 clients 100%score,it is still a significant advantage over independent hospitals.59.4%CORPORATE20%INDEPENDENT/DATA STORIES122022 VETERINARY MARKETING BENCHMARK REPORTEXPERIENCE AUDITSCORPORATEINDEPENDENTiVET360 CLIENTSCORPORATEINDEPENDENTiVET360
57、 CLIENTSCORPORATEINDEPENDENTiVET360 CLIENTSCORPORATEINDEPENDENTiVET360 CLIENTS444262888498878098898598This score determines how well your page is optimized for users so they can interact with the content on it.Keep in mind,a score of 100 is nearly impossibleunless you have a blank page.These audits
58、show you where the opportunities are to improve your pages website coding,labeling,and appearance so the content is accessible to all users.This test scans for coding and trigger errors that affect speed and security and tells you if your page gives a“good user experience.”This audit is going to sho
59、w you what you need to fix so that your home page gets the highest ranking possible on search engine results.Keep in mind this ONLY scores the homepage,so dont take this number to the bank.PerformanceAccessibilityBest PracticesSEO/DATA STORIES132022 VETERINARY MARKETING BENCHMARK REPORTEXPERIENCE AU
60、DITS:TOP 30 PROVIDERSBEYOND INDIGO PETSGODADDYVETSTREETVETNETWORK/VIVIOiVET360THRYVVETSCENEZESTY.IOROYACHESHIRE PARTNERSHIBUPROSITESDVM GALAXYDOCTOR MULTIMEDIAINTOUCHSECOND NATUREWEEBLYIDEXXWIXeVETSITESLIFELEARNVIZISITESVETMATRIXNEXT ADSARISVET MARKETING PRODVMELITEGENIUSVETSSIMPLY DONE TECH SOLUTIO
61、NSWHISKERCLOUDiVET360BEYOND INDIGO PETSDIGITAL EMPATHYHIBUSQUARESPACEWIXINTOUCHDOCTOR MULTIMEDIAIDEXXGENIUSVETSWEEBLYSIMPLY DONE TECH SOLUTIONSTHRYVVET MARKETING PROVETSCENEDVMELITEeVETSITESNEXT ADVETMATRIXDVM GALAXYVETNETWORK/VIVIOCHESHIRE PARTNERSVIZISITESPROSITESLIFELEARNWHISKERCLOUDROYASARISGODA
62、DDYSECOND NATUREiVET360WIXSQUARESPACEDIGITAL EMPATHYLIFELEARNGODADDYSECOND NATUREWHISKERCLOUDINTOUCHSIMPLY DONE TECH SOLUTIONSVETSCENECHESHIRE PARTNERSROYABEYOND INDIGO PETSDVMELITEVIZISITESVET MARKETING PROVETNETWORK/VIVIONEXT ADHIBUZESTY.IOTHRYVDVM GALAXYGENIUSVETSDOCTOR MULTIMEDIASARISPROSITESWEE
63、BLYVETSTREETIDEXXiVET360WIXBEYOND INDIGO PETSCHESHIRE PARTNERSDOCTOR MULTIMEDIASQUARESPACEVET MARKETING PROVETSCENENEXT ADHIBUDVMELITEWHISKERCLOUDVETNETWORK/VIVIOZESTY.IOPROSITESVIZISITESINTOUCHGODADDYWEEBLYTHRYVIDEXXROYADIGITAL EMPATHYLIFELEARNSIMPLY DONE TECH SOLUTIONSeVETSITES3SIDEDMEDIADVM GALAX
64、YSECOND NATUREGENIUSVETS646463626259585654343393938373635343339896959398989888888878685858482828282808080808079989695908989888888888786858383879797877777679493929292988878686868686858584848181797777PerformanceAccessibilityBest Practic
65、esSEO/DATA STORIES142022 VETERINARY MARKETING BENCHMARK REPORTEXPERIENCE AUDITS:TOP 30 CORPORATE GROUPSPEOPLE PETS&VETSVALLEY VETERINARY CAREPETVET CARE CENTERS INCCAREVETSOUTHERN VETERINARY PARTNERSNATIONAL VETERINARY ASSOCIATESFAMILY VET GROUPMISSION VETERINARY PARTNERSVETEVOLVEALLIANCE ANIMAL HEA
66、LTHCOMMUNITY VETERINARY PARTNERSRAREBREED VETERINARY PARTNERSAMERICAN VETERINARY GROUPAZPETVETSUVETODESTINATION PETENCORE VET GROUPEVERVET PARTNERSHEARTLAND VETERINARY PARTNERSNORTHEAST VETERINARY PARTNERSVETCORWESTERN VETERINARY PARTNERSBLUE RIVER PETCARE GROUPVETERINARY PRACTICE PARTNERSOBRIEN VET
67、ERINARY GROUPAMERIVET VETERINARY PARTNERS INCLAKEFIELD VETERINARY GROUPUNITED VETERINARY CAREWELLHAVEN PET HEALTHINNOVETIVE PETCARE INCVETCORPEOPLE PETS&VETSCAREVETSOUTHERN VETERINARY PARTNERSLAKEFIELD VETERINARY GROUPPETVET CARE CENTERS INCOBRIEN VETERINARY GROUPINNOVETIVE PETCARE INCCOMMUNITY VETE
68、RINARY PARTNERSSUVETODESTINATION PETALLIANCE ANIMAL HEALTHVETERINARY PRACTICE PARTNERSAMERICAN VETERINARY GROUPWELLHAVEN PET HEALTHMISSION VETERINARY PARTNERSENCORE VET GROUPNORTHEAST VETERINARY PARTNERSBLUE RIVER PETCARE GROUPAMERIVET VETERINARY PARTNERS INCUNITED VETERINARY CARERAREBREED VETERINAR
69、Y PARTNERSEVERVET PARTNERSHEARTLAND VETERINARY PARTNERSWESTERN VETERINARY PARTNERSFAMILY VET GROUPVALLEY VETERINARY CARENATIONAL VETERINARY ASSOCIATESVETEVOLVEAZPETVETSOUTHERN VETERINARY PARTNERSSUVETOAZPETVETVALLEY VETERINARY CAREPEOPLE PETS&VETSCAREVETMISSION VETERINARY PARTNERSOBRIEN VETERINARY G
70、ROUPVETERINARY PRACTICE PARTNERSBLUE RIVER PETCARE GROUPRAREBREED VETERINARY PARTNERSINNOVETIVE PETCARE INCENCORE VET GROUPNATIONAL VETERINARY ASSOCIATESALLIANCE ANIMAL HEALTHAMERICAN VETERINARY GROUPWELLHAVEN PET HEALTHNORTHEAST VETERINARY PARTNERSVETEVOLVEPETVET CARE CENTERS INCWESTERN VETERINARY
71、PARTNERSCOMMUNITY VETERINARY PARTNERSAMERIVET VETERINARY PARTNERS INCHEARTLAND VETERINARY PARTNERSUNITED VETERINARY CAREDESTINATION PETEVERVET PARTNERSLAKEFIELD VETERINARY GROUPFAMILY VET GROUPVETCORFAMILY VET GROUPAZPETVETDESTINATION PETCAREVETRAREBREED VETERINARY PARTNERSMISSION VETERINARY PARTNER
72、SALLIANCE ANIMAL HEALTHENCORE VET GROUPWESTERN VETERINARY PARTNERSUNITED VETERINARY CARESOUTHERN VETERINARY PARTNERSWELLHAVEN PET HEALTHAMERIVET VETERINARY PARTNERS INCEVERVET PARTNERSCOMMUNITY VETERINARY PARTNERSLAKEFIELD VETERINARY GROUPPETVET CARE CENTERS INCINNOVETIVE PETCARE INCVETEVOLVEHEARTLA
73、ND VETERINARY PARTNERSSUVETOVETERINARY PRACTICE PARTNERSBLUE RIVER PETCARE GROUPNORTHEAST VETERINARY PARTNERSVALLEY VETERINARY CARENATIONAL VETERINARY ASSOCIATESPEOPLE PETS&VETSOBRIEN VETERINARY GROUPVETCORAMERICAN VETERINARY GROUP847545452484237328282827272423232323
74、59494949392929088868684838282876757470659999999897979694939393929292909090909089898888888684827775679997979696959594949493939393929298786858483838276PerformanceAccessibilityBest PracticesSEOWEBSITES TAKEAWAYThe Takeaway What we really want you to take from this is the realizati
75、on that its no longer just you and Dr.Debbie Down The Street competing for clients.Youre up against billion-dollar companies.And its very possible youre also competing against yourselfbecause if youre using the same website provider as your competition,that means youre both getting the exact same SE
76、O and content.Youre canceling each other out.(Continued on next page)WEBSITES TAKEAWAYCorporate MovesGroups such as NVA,Thrive Pet Healthcare(formally Pathway),Mission Veterinary Partners,VetCor,Alliance Animal Health,People Pets&Vets,American Veterinary Group,Veterinary Practice Partners,and CareVe
77、t have all created their own internal teams and websites.Then others like PetVet Care Centers and Southern Veterinary Partners have gone with well-known digital agencies.Honestly,all these moves make sense.However,the biggest surprise weve seen this year was the shift to WhiskerCloud for so many vet
78、 groups,including AmeriVet,Encore Vet Group,EverVet Partners,Family Vet Group,Heartland Veterinary Partners,Rarebreed Veterinary Partners,Mosaic Veterinary Partners,Northeast Veterinary Partners,The Nave Group and Western Veterinary Partners.That means theyre all now sharing the same provider/strate
79、gy in similar markets.Were talking hundreds of the same website over and over.Hospitals Going Outside the IndustryThe grass isnt always greener,but with over 30 veterinary-specific marketing companies out there,we get its hard to pick the“right”one.But the data speaks for itselfgoing outside the ind
80、ustry to companies that arent well versed in veterinary care can hurt.Find someone who understands the nuances of veterinary medicine but also adheres to almighty Googles requirements.And who doesnt skimp on the SEO.LOCAL LISTINGSLocal Listings(Social Media)Are your social media accounts mostly just
81、 places where your staff members post pictures of cute patients?We love them,toobut we also know its not doing anything to help your hospital grow.What you really need to focus on is the listing side of these accounts.Thats what gets you found.Believe us when we tell you corporate groups arent sitti
82、ng on this.Theyre paying attention to social media because they understand the value of it,and not just for long-term client growth.Its also a tool for the recruitment of employees and potential buyers down the road.That said,as a small independent practice,you still have some advantages in this are
83、a.Nearly all of the local listing providers on the next few pages are FREE,and all of them can help move the needle way more than just posting another Frenchie named Bella./DATA STORIES182022 VETERINARY MARKETING BENCHMARK REPORTCLAIMING YOUR BUSINESSCORPORATEINDEPENDENT99%91.8%Its good news that mo
84、re practices are claiming their Google business listing,which is up 2.6%over 2021.By claiming this listing,you can keep your basic information current for the majority of clients and potential clients who are going to look for you here.Emphasis on CANyouve got to stay on top of it.While theres not m
85、uch change overall in the number of practices claiming their vanity username on Facebook,independents still lag well behind corporates.Vanity usernames make it easier for people to find you and also prevent internet parasites from creating fake pages using your hospital name.Theres been an almost 5%
86、uptick in the number of practices that have claimed their Yelp listings to a whopping 58.8%.However,over 85%of corporates have taken this step.You need to take seriously the fact that Google gives lots of weight to Yelp presence and interaction in its search results.A 13.8%increase over 2021 in clai
87、med Nextdoor listings is again,really awesome to see.But for an industry that is so neighborhood-dependent,its pretty foolish to ignore this hyperlocal platformespecially when you see that Nexdoor reviews outpace Yelp by nearly three times.CORPORATEINDEPENDENT91.4%84.2%CORPORATEINDEPENDENT85.2%58.8%
88、CORPORATEINDEPENDENT45.2%39.6%GoogleFacebook(Username)YelpNextdoor/DATA STORIES192022 VETERINARY MARKETING BENCHMARK REPORTREVIEWS,RATINGS,RECOMMENDATIONSAVG REVIEWSAVG RECSAVG REVIEWSAVG RECSAVG RATINGAVG RATINGAVG RATINGAVG RATING4.64.7490.64.64.7489.833310738101This score is really the
89、“end all be all”for your hospital.Review numbers play a massive role in SEO and the average corporate hospital is kicking the butt of the average independent practice.Finally some good news about Facebook!Its taken them a few years but they seemed to have fixed the review issues.So,review numbers ar
90、e up big time from the average 3.8 stars practices had last year.Recommendations are also up 62%from 2021.Yes,you should focus on Yelp review numbers.Its another huge SEO driver.But also understand the average review count is only up TWO reviews from 2021.So dont stress here,but do note independents
91、 are only four reviews behind those of a corporate hospital.This could be an easy win.Recommendations on Nextdoor have declined almost 3%from last year,and this may be because theyve rolled out a new feature for claiming your profile.The result?Your practice could have two profiles,so youre competin
92、g against yourself for recommendations(reviews).GoogleFacebookYelpNextdoorCORPORATEINDEPENDENTCORPORATEINDEPENDENTCORPORATEINDEPENDENTCORPORATEINDEPENDENT/DATA STORIES202022 VETERINARY MARKETING BENCHMARK REPORTADVERTISINGCORPORATEINDEPENDENTCORPORATEINDEPENDENTCORPORATEINDEPENDENT25%4.8%5%3%43.8%13
93、.4%Google Ads is the#1 driver for new clients.Corporations are drinking your milkshake here and outspending you five times over.Yeah,we know you think you may be too busy and dont need to advertise right now,but youre wrong.The slowdown is coming and its important to be prepared by running ads now.D
94、own 52%from last year;No surprise.The downturn in ad spending on Facebook has been widely reported.Our industry is no different.The results just arent there and even the corporates understand that.We all get the same 15 calls a week from Yelp to spend money on their platform.Heres the thing:corporat
95、es are taking those calls and successfully using Yelp Ads.A good example is NVA&SVP,who are both spending significant money on Yelp at almost all their locations.If you have one of their hospitals next to you,theres a good chance they are using them.Is it worth the return?Not always,but you need to
96、consider what youre up against before deciding against using them.GoogleFacebook/InstagramYelp/DATA STORIES212022 VETERINARY MARKETING BENCHMARK REPORTTOOLSCORPORATEINDEPENDENT27.6%15.4%Using GBP Posts:CORPORATEINDEPENDENT15951429Average#of Likes:CORPORATEINDEPENDENT7.2%8.6%Have A Check-In OfferCORP
97、ORATEINDEPENDENT34%25%Have A Branded Page:CORPORATEINDEPENDENT0.8%0.2%Offer a Yelp Deal:CORPORATEINDEPENDENT4.8%4.6%Use Yelp Ask The Community:CORPORATEINDEPENDENT16491429Average#of Followers:CORPORATEINDEPENDENT69.4%69%Have A Branded Page:CORPORATEINDEPENDENT80.2%77.6%Use FB Messaging:CORPORATEINDE
98、PENDENT1.6%1.2%Using GBP Offers:CORPORATEINDEPENDENT5.8%4.4%Using GBP Products:CORPORATEINDEPENDENT13%18.6%Using GBP Q&A:CORPORATEINDEPENDENT76.2%52.8%Have a GBP Description:Google Business ProfileFacebookYelpNextdoorAll tools mentioned except for Yelp Deals are free.These are easy wins for any hosp
99、ital willing to put in the time.Spoiler Alert:All of these can be done in under an hour total.No excuses and free SEO.GOOGLE URCHIN TRACKING MODULEUnleash The Urchins Installing the Google Urchin Tracking Module(UTM)is a must-do for your digital marketing.This software is the basis for Google Analyt
100、ics and appears as bits of text on a pages URL that enables tracking on that particular link.Stop guessing and wasting time posting on the wrong platform and learn exactly what social media sites your clicks/users are coming from.And its FREE.Just like us,most corporate groups LOVE this kind of data
101、and theyre using it to make better decisions about everything they do.Of all the veterinary marketing consultants out there,only iVET360 and InTouch are ensuring their practices have UTM across the board.Dont be overwhelmed by the acronymsjust call us and we can get this done for you.Three clicks or
102、 less.LOCAL LISTINGS TAKEAWAYThe Takeaway Were begging you:please advertise digitallyespecially on Google Adsfor your own good.Corporates are killing you with this,raising their profiles not only to potential clients,but more importantly to potential hires.The time to be building your business profi
103、le is all the time.Corporates are also doing a better job at getting reviews,which helps them rise to the top of the heap in search engine results.Were going to bust a myth here:You do not need to post all the time on social media platforms in order to keep engagement up.The data just doesnt bear th
104、is out anymore.Whats more important is that your listings are accurate and updated regularly.Then only post when what you have to share has some value for your clientsno more fluff.This is where you can differentiate yourself from the corporates,who use AI or a templated strategy for their posting.Y
105、uck.Were going to say it again;What matters is that you take the time to make sure your profiles are claimed,updated and current.The right hours,the right contact info,the right offers.Stop ignoring this as something youll do when you“get time.Its costing you money and clients right now.Oh,and use a
106、ll those free tools we talked about two pages ago.OK,so youre like 37 pages in.Now what do you do with all this data?In previous reports weve hit hard on the fact that marketing isnt just a light switch you can turn on and off.Yeah,we get that burn-out is everywhere,scheduling is insane,and hiring i
107、s freaking impossible,so its not easy.But independent practices and small veterinary groups like yours need to wake up and realize that the survival of your practice depends on it.Thats why.Keeping your finger on the pulse of the industry is a must.Knowing what your corporate competition is doing is
108、 vital.Understanding the challenges and pitfalls will keep your practice from going under and drowning in the corporate tsunami.Theres no getting around the fact that you gotta spend money to make money.At this point you might be thinking,“What about being in the business to help pets?”We feel you.Its our mission,toobut it is not necessarily the mission of private equity,and we all need to understand that.So call us if you could use some help.No hard sell,no strings.Were here to make sure you get to focus on what you love and be successful at the same time.