INTRODUCTION

Marketing: a word that is often viewed with suspicion. To the uninitiated, it may conjure up visions of suits and a champagne lifestyle. But marketing can be performed just as effectively in a bottle-green tunic and flat non-slip shoes as it can in a pair of Jimmy Choos. It is not dictated by dress code, salary or education. It is simply a definition, and in its most elementary form can be described as "finding out what it is that your clients require, and giving it to them".

Marketeers use a number of different tools to communicate a 'proposition' to a given audience. The most important for veterinary practices are:

• Advertising - presenting the benefits of your products or services in newspapers and magazines, on the radio and on billboards.
  
• Advertorials - similar to an advert. The difference is that the content of your advertorial is designed so that it purposefully looks like a piece of editorial in the publication. 
  
• Direct Mail or e-mailshots - letters to clients or prospective clients. For instance, reminders.
  
• Point of sale materials - items that deliver a proposition to the client at the point of sale. In this section, we'll also look at ways in which you can make your point of sale a more effective environment - see Marketing In The Waiting Room.
  
• The Internet - websites that offer an information resource to existing and potential clients. 
  
• Public relations. Broadly speaking, initiatives that serve to develop a relationship with a broad target audience. PR usually serves to develop a stronger relationship than can be developed by, say, advertising or mailshotting. 
  
  For instance, a practice might hold a huge Puppy Party - open to all puppy owners in the area - in a local park. The PR aspect of this exercise would be to allow prospective new owners the chance to meet the local veterinary team and benefit from free advice, in the hope that they will use the practice from then on.
  
  In terms of its application in the veterinary world, PR can be further subdivided into: 
  
  Media relations - getting unpaid-for positive media coverage about the practice in papers, magazines and on the radio or television. For example, a veterinary nurse doing a 'phone in' on the local radio station. Or holding a 'Pet Picture Of the Month Competition' in conjunction with the local newspaper. Many general PR initiatives will include an element of media relations. Take the 'Puppy Party In The Park' PR idea above. This would also serve as a great opportunity to invite the local papers and TV stations (puppies are very media-friendly). Resulting favourable publicity should encourage yet more pet owners to visit the practice - not just those that attended the event itself. 
  
  Client relations - initiatives that improve the relationship between existing clients and the practice, and make them more likely to recommend the service to friends and family. For instance, sending clients a box of chocs on their birthday, or flowers if their pet dies.

Probably without even thinking about it, you are already playing an important role in the marketing of your practice - nurses and receptionists are at the forefront of good client relations. But it's always worth reviewing your performance in this area. Are there ways that you can improve the relationship between the practice and your clients? Or can you leverage your existing good relationship with clients to promote a new service?

Why stop there? Other types of marketing can be very rewarding for all staff in the practice - an opportunity to use skills and knowledge that you might not otherwise use during the course of a normal working day. And many can be carried out on a very small budget.

A little time spent researching the interests and talents of all the staff at the practice is useful. The budding Herb Ritts will appreciate being in charge of the Pet of the Month photographic competition. The IT expert may relish a foray into the world of Dreamweaver to build a practice website. And I bet you didn't know that the new trainee is a qualified hairdresser? Who better to send on a grooming course?

Enthusiasm and dedication are essential to any marketing initiative. That goes as much for how you present your idea to others within the practice as how you present it to people outside the practice. You will almost certainly need to persevere, both to get everyone 'on board' internally, and for your initiative to be successful externally.

Do you think that your practice markets itself well enough already? That may be the case, but remember that there is always a place for a sound new marketing initiative. Marketing is an investment in the future, and a vital part of running any business. But more than just contributing to the practice coffers, it can be both inspirational and motivational for staff.

There is nothing more rewarding than seeing a task through from start to a successful conclusion, and having a bit of fun en route!