Marketing multi-site vet clinics

Before we dive in, let’s clear the air. You’re not selling the exact burger or fries at your Sydney clinic as you are at your Parramatta veterinary clinic. Branding, including signage, colours, uniforms, etc., that identify your clinics will be consistent; however, it is the attention to care and the focus on services that will be the primary recognition trigger for all of your sites.

You care for animals, but ultimately, you’re in the people business and at the end of the day, people do business with people. The personalities that represent your brand must align with your values, and this is particularly critical when operating a multi-site enterprise. All the best marketing in the world will fall flat if one site does not reflect the brand values of the business. When a client has a poor experience at a location, it can potentially impact all other sites. So with that disclaimer out of the way, let’s take a look at marketing a multi-site veterinary enterprise.

There are two primary schools of thought when you manage a multi-site operation.

1. Centralised marketing – Head office
2. Decentralised marketing – Each clinic manages its own marketing activities

There is no right or wrong way; your business structure and the internal team’s skill sets will determine the most suitable approach. It is worth noting the pros and cons of each to gain a sense of what might be ideal for your situation.

Centralised marketing: the pros

• Consistency in brand and customer experience. This method ensures that each clinic displays accurate brand triggers, including visual identity, messaging, and service promises, thereby maintaining consistency across all locations. It helps mitigate the risks associated with mixed marketing quality, such as off-brand content created by individual clinics.
• Economy of scale: A centralised system enables you to outsource the marketing for the entire group, generally at a fixed fee. The group has access to website updates, hosting, and professional skill sets, including coders, copywriters, communication specialists, designers, image creation, and a suite of marketing platforms. When managing multiple locations, this method is very cost-effective.
• Qualified strategic planning: A centralised system enables short and long-term strategic marketing plans to evolve and positively influence each location. Rather than a piecemeal or reactionary approach, the brand has the appropriate quality controls and resource allocation to deliver long-term planned results and high-performing ROI.
• Data-driven decision making: Data from a larger sample size provides greater analytical insights. The team accesses each matrix, including SEO and GEO impact, Google Ads, social media ads, newsletter distribution, appointment trends, and other measurement tools that enable targeted budget allocation and resource needs.
• Simplified operations and faster execution: Individual clinics don’t need to worry about producing content, ordering and printing collaterals, updating websites or running ad campaigns. They are free to concentrate on delivering care to their patients and servicing their clients. Promotions can be rolled out across the group and properly timed, reducing the need for individual clinics to find expertise and execute delivery of any marketing activities.

Centralised marketing: the cons.

• Reduced localised control: Most veterinary clinics operate in a local market. Clinics may feel that central campaigns don’t address their local needs or local market, and messaging can feel generic or not aligned with community expectations.
• The potential for slow or non-existent local customisation: Clinics can require local content quickly. For example, sponsoring an event, attending a workshop, or participating in a local activity where exposure is needed. If a centralised marketing team is overloaded with requests, this can create bottlenecks.
• Misalignment of priorities requires extra attention. A centralised or head office model may prioritise dental services when a local clinic faces capacity issues. Clinics can often feel disconnected from marketing decisions, leading to a lack of engagement or team culture issues.

Decentralised marketing: the pros

• Flexibility: Clinics can create messaging that speaks directly to their local community. They can promote events, offer specials, advertise appointments at short notice, promote staff members or partnerships without needing preapproval or permissions.
• Faster response to local activities: This may involve reacting to a competitor’s offer, community issues, staff shortages, and amenity issues such as power outages. This enables them to be agile and responsive to their local market.
• Team morale and engagement: Staff morale can be enhanced when they have a direct impact on marketing activities. They can take ownership of the task, and this often leads to more authentic and personalised content specific to the local customer base.

Decentralised marketing: the cons

• Inconsistencies: This is the most significant danger of decentralised marketing. Inconsistent or poorly crafted messaging, as well as inaccurate off-brand content, can have a snowball effect, potentially diminishing brand value.
• Limited marketing skill sets: While social media posts are bread and butter for younger team members, quality marketing requires a range of specialised skill sets and version control oversight. Clincs run the risk of poorly allocated ad spends and non-compliant content that can create reputational damage. Additionally, AI is transforming the way digital marketing operates. Without professional expertise on how to engage with GEO practice, digital marketing activities will be ineffective and can do harm rather than good.
• Time management and workloads: The marketing function is time-consuming and requires management. Most clinic managers don’t have the resources to oversee marketing activities effectively. This will lead to inconsistent messaging or complete abandonment of marketing activities.
• Tracking and optimisation: Without a tracking system, clinic managers are working with a blindfold on. Without accessing the numbers and being in a position to interpret them and pivot when necessary, the marketing investment can become a drain on the accounts and resources. Regardless of the clinic’s size, managers must now, more than ever before, understand which marketing activities are driving engagement and ultimately generating revenue.
• Additional expense: An individual clinic does not have the same “buying power” as a group. Everything, from letterheads to brochures, banners, website updates, and ad hoc requirements, including content creation, design, and email marketing, costs more as a one-off. Additionally, they need to factor in the staff resources to make it happen. This is where economies of scale take effect.

As I mentioned earlier, there is no one-size-fits-all when it comes to marketing a multi-site veterinary enterprise. Both models have their pros and cons; however, it is crucial to ensure that the decision you make has been thoroughly researched and costed to provide a measurable return on investment.

As a digital marketing agency, our preference is for an outsourced, centralised system. We can build in hybrid flexibility that provides the necessary scope for individual sites to localise marketing activities. Local activities can be very effective when the team works within a brand umbrella that is easy to understand, and they can access specialised expertise when needed.

Under this model, the Head Office controls the brand, digital assets, marketing strategy and plan, content and messaging direction, visual identity, major campaigns, and reporting. Individual clients can post on their social media accounts, participate in local events, and develop local partnerships. It is a team effort that can satisfy all stakeholders and cement the brand as a symbol of excellence.

We are one of the few digital marketing agencies in Australia that specialise in the veterinary industry. We work closely with independent veterinary practices, specialist vet services and multi-site veterinary clinics.

Book a discovery meeting, and we can help you make an informed and researched decision on the most appropriate marketing strategy for your business.