{"id":6678,"date":"2021-09-27T20:20:24","date_gmt":"2021-09-27T19:20:24","guid":{"rendered":"https:\/\/hallmarq.net\/?p=6678"},"modified":"2024-12-17T12:44:55","modified_gmt":"2024-12-17T12:44:55","slug":"equine-mri-marketing","status":"publish","type":"post","link":"https:\/\/hallmarq.net\/us\/2021\/09\/27\/equine-mri-marketing\/","title":{"rendered":"5 Ways to Market Your Equine Veterinary MRI Services"},"content":{"rendered":"\n

There\u2019s much more to marketing veterinary MRI services than simply letting people know that you offer this service. Since many equine veterinarians and horse owners don\u2019t have experience with standing equine MRI, you have to educate and provide the right information to both in order to cultivate trust and change behaviors.<\/p>\n\n\n\n

As you think about adding veterinary MRI services to your practice, consider how to reach your peers and clients in order to educate them on the benefits of standing MRI.<\/p>\n\n\n\n

Specialists with equine MRI should gear their marketing toward two target audiences: referring veterinarians (your primary audience) and horse owners (your secondary audience). Each audience requires unique content, messaging and channels.<\/p>\n\n\n\n

Here are five things to consider in marketing your veterinary MRI services.<\/p>\n\n\n\n

#1. Build Trust With an Open House for Referring Veterinarians<\/h1>\n\n\n\n

One of a referring veterinarian\u2019s biggest fear is that a specialist might \u201csteal\u201d their clients. An open house can help foster and nurture relationships within the referring community to help eliminate those fears. Invite first opinion practitioners to come see the MRI equipment, the process for scanning and the type of results they can expect to receive.<\/p>\n\n\n\n

Share images in the form of case studies<\/a> and make it clear when MRI would be used as an extension of their services. Be clear that clients remain with the first opinion practitioner. Just like when their own physician refers them to a specialist, everything (including interpreted scans) returns to the primary or referring provider[1] for treatment decisions.<\/p>\n\n\n\n

#2. Work With an Agency to Produce Content<\/h1>\n\n\n\n

If you don\u2019t have the expertise or resources for marketing veterinary MRI services in house, work with an agency that can help you execute your marketing ideas. Ideally, you\u2019ll want to work with an agency with expertise in animal health or veterinary matters and social media and content experience.<\/p>\n\n\n\n

The agency\u2019s primary goal should be to educate your audience on the benefits of standing MRI and when it should be used. You might start by producing a press release, for example, that includes a case study from a local client. An agency can also help you develop an email marketing campaign to directly educate referring physicians.<\/p>\n\n\n\n

#3. Update Your Website With Case Studies and Professional Images<\/h1>\n\n\n\n

Your website is central to your marketing efforts and can host much of the information as well as answer typical questions from both audiences.<\/p>\n\n\n\n

Take professional photographs of the equipment and the imaging process for your website. These will help eliminate fears around advanced imaging and make you and your site look experienced, professional and trustworthy. Use video to help tell the story by interviewing your staff, horse owners and referring veterinarians on their experiences with veterinary MRI services.<\/p>\n\n\n\n

Work with your agency to produce case studies on a regular basis. Develop one version of each case study that\u2019s written for a clinical audience and one that\u2019s more story-oriented for horse owners.<\/p>\n\n\n\n

Your agency partner may be able to provide these services, or you can work with subcontractors to produce some of these assets.<\/p>\n\n\n\n

#4. Develop a Social Media Presence<\/h1>\n\n\n\n

Horse owners are very likely to be found on social media. Post links to content on your website that addresses the benefits of standing MRI for equine health. For this audience, keep the language general and easy to understand as opposed to clinical. Your goal is to educate horse owners well enough that they feel empowered to ask their veterinarian about equine MRI services.<\/p>\n\n\n\n

Visual assets, like images and video, are especially powerful on social media. Work with your agency to develop eye-catching content such as infographics. Infographics can translate complicated material into an easy-to-digest format. Develop infographics outlining:<\/p>\n\n\n\n