The New Reality of Veterinary Word Of Mouth Referrals

Like with every profession, the question continues to be posed: “just how do clients ultimately choose their veterinary clinic?”. While there are of course a number of routes they can travel along, we as practitioners always have a niggling sense that what was the case in the past actually continues to hold true – that pet owners must choose their veterinarians largely based on word of mouth. Right?

In pursuit of some empirical data to clarify the subject, I broached this subject recently with a veterinary economist who actively surveys hundreds of practices. His estimate for referral sources is that pet owners make it through a practice door the following ways: roughly 50% through word of mouth recommendations, 25% via the Internet, and 25% from other sources.

While these stats certainly look logical enough, we at DVMelite have started to look closer at these numbers given the impact our websites are having on our clients (practice owners) ability to gain new clients and grow their practices. Practices who implement a beautiful veterinary website are attracting new clients at unprecedented rates, and we wanted to figure out why, and how this fits with the numbers above. Especially wondering “why would word of mouth referrals in addition to online referrals suddenly change so dramatically?”

In the course of exploring this further, we are arriving at some interesting insights. Firstly, for our clients who have been live with their new website for only a few months are seeing the number of new inbound clients referred from the Internet alone increase significantly (as much as 50% for many clients). This is of course a direct result of the practice having both a beautiful website and one which has increased online visibility. So that’s the half of the increase of referrals my colleague cites – but why are referrals increasing SO much more?

Well, we believe a second interesting phenomenon is also happening in tandem. We are now realizing that the remaining half of referrals that come from so called ‘word of mouth’ recommendations may ALSO be internet related. The reality is that word of mouth referrals are never in isolation – these days almost no one does anything anymore until they run it quickly by the ubiquitous Google! People rarely walk out their doors to join a new service or purchase something important until they have ‘googled’ it and have some idea what to expect.

For example, what happens when someone tells a new pet owner that there is a great veterinarian around the corner and that they should really check out them out? In our modern era, their first step would invariably be to go to their computer and search the clinic name, at the very least so they can find their phone number to book an appointment, but also to find their address to see how to get there, check out the photos to see what the vet looks like, etc.

And if your clinic has an especially beautiful website? Even when the prospective client is just casually dropping by your website to see out of interest where you are located, or just leisurely browses to see what your vets look like, if your website is beautiful and compelling they are intuitively impressed by the presentation of the team and the service, and become convinced that this is somewhere they should choose to take their pet.

But guess what happens when your practice has a lackluster website and someone goes there following a word of mouth referral? Meh… basically nothing. A client may still go ahead and visit the practice because of how strong the word of mouth recommendation was, or they will be underwhelmed and unimpressed and decide it’s not worth the effort to change veterinarians (or select your clinic in the first place as the place to go).

The answer to the puzzle of where the other 50% of new client referrals came from is based on the obvious – PRESENTATION. The difference is that previously a veterinary clinic’s presentation involved your practice’s physical structure and staff, but now your prospective client’s first impression is made through the presentation of your veterinary website, whether they deliberately go looking for you online or whether it’s part of their follow up on a word of mouth recommendation!

Our Advice on the New Reality of Veterinary Word-of-Mouth Referrals in 2024

What specific website design elements and user experience factors are most effective in converting word-of-mouth referrals into actual clients for veterinary practices?

Effective website design elements and user experience factors for converting word-of-mouth referrals into clients include a visually appealing and professional layout that immediately impresses visitors. High-quality images of the facility and staff create a welcoming atmosphere. Clear, concise information about services and easy navigation help users find what they need quickly. Including client testimonials and reviews builds trust. Contact information should be easily accessible, with online booking options available for convenience. Additionally, optimizing the site for mobile devices ensures a seamless experience for all users, enhancing overall engagement and conversion rates.

What role can social media play in facilitating and amplifying word-of-mouth referrals for veterinary practices?

Social media plays a crucial role in facilitating and amplifying word-of-mouth referrals for veterinary practices by enabling satisfied clients to easily share their positive experiences with a wider audience. Platforms like Facebook, Instagram, and Twitter allow practices to showcase client testimonials, share engaging content, and highlight successful treatments. Encouraging clients to tag the practice in their posts and reviews increases visibility. Social media also fosters community engagement through interactive posts and responses to comments, building trust and loyalty. This online presence can significantly boost referrals, as prospective clients often seek recommendations and reviews on these platforms.

How can veterinary practices track and measure the impact of word-of-mouth referrals on their client acquisition and retention rates?

Veterinary practices can track and measure the impact of word-of-mouth referrals on client acquisition and retention by implementing several strategies. Use client intake forms to ask new clients how they heard about the practice, categorizing responses for analysis. Monitor social media mentions and reviews to gauge referral influence. Utilize customer relationship management (CRM) software to track referral sources and client interactions. Analyzing trends in client growth and retention rates alongside these data points helps identify the effectiveness of word-of-mouth referrals. Regularly reviewing this information allows practices to refine their referral strategies for better outcomes.

What are the potential risks and challenges of relying too heavily on word-of-mouth referrals in an increasingly digital and competitive marketplace?

Relying too heavily on word-of-mouth referrals in an increasingly digital and competitive marketplace presents several risks and challenges. It can limit reach, as word-of-mouth primarily circulates within local or social circles. This strategy also lacks scalability compared to digital marketing, which can target broader and more diverse audiences. Additionally, without a strong online presence, potential clients may be deterred by inadequate information or poor first impressions from outdated websites. Competitors leveraging advanced digital marketing strategies may outpace practices relying solely on word-of-mouth, leading to reduced visibility and client acquisition.

What best practices can be learned from other industries or sectors that have successfully leveraged word-of-mouth referrals in a digital context?

Veterinary practices can learn several best practices from other industries that have successfully leveraged word-of-mouth referrals digitally. Encouraging satisfied clients to share their experiences on social media and review platforms increases visibility and credibility. Implementing referral programs with incentives, such as discounts or rewards, motivates clients to refer others. Utilizing influencer partnerships can also amplify word-of-mouth reach. Additionally, creating shareable content, such as engaging stories or informative posts, fosters organic sharing. Monitoring and responding to online reviews and comments promptly builds trust and strengthens client relationships, further enhancing referral potential.

Want more practice management tips and tricks? Bookmark the DVMelite blog and check back often for fresh, relevant content.