The Digital Veterinary Practice

The Digital Veterinary Practice: beyond x-rays & ultrasound

Elise Wickett, RVT Mike Pownall, DVM

McKee-Pownall Equine Serviceswww.mpequine.com

Transition to a new future

• The current model• The new model• Opportunities• Be part of the

change

What’s wrong with this picture?

Maximize your potential

Improve Job Satisfaction

Increase practice income

Tell me more…

CUSTOMER SERVICE

• Social Media

• Internal Efficiency

Customer Service

• Client Education• Accessibility• Ease of doing business• Broaden practice access to experts

What is Social Media?

“Social media is the use of technology combined with social interaction to create or

co-create value.” www.ducttapemarketing.com

Challenges in equine practice

• Economy• Competition• Internet

Why Do I Need Social Media?

People Do Business With People They Trust

Social MediaWhy is it Different?

• Conversational• Collaborative• Selective• Immediate• Transparent

How

• What is our goal?

• How are we going to do this?

• How do we know we are successful?

Strategy

• Facebook is not strategy• Facebook is a tool.

• Herd health is a strategy to minimize the spread of a virus

• A vaccine is a tool

Social Media Failure

• Boring• Inconsistent• Preach• Don’t engage• Don’t measure

4Es of Social Media

• Educate• Entertain• Engage• Evangelists

Social Media Universe

Web Site

Blog

Twitter

• 140 characters

• Unique language

• Immediate updates

• Share links, photos, videos

• Twitter now has >200,000,000 users

• 8% of Americans

• Fastest growing platform

www.viralblog.com

48

What if people say bad

things about us?

“Our brand isn’t what we say it is.

It’s what the search engines say it is.”

Mitch Joel

www.yelp.com

Google Alerts

Responding to Criticism

Social Media Policy

http://www.ibm.com/blogs/zz/en/guidelines.html

The 3 reasons vets fail at

Social Media

The 3 reasons vets fail at

Social Media

Too old, too busy, too cautious

Strategy

• What?• How?• What?

How

• Which platforms?• What content?• Who is going to do

it?• Time?• Budget?• Buy in?

The person doing Social Media at a vet practice

is as important

as the person who answers the phones

June 2011• 6500 web page views• 28,000 FB Impressions• 3000 phone calls

Internal Efficiency – File Sharing

Dropbox

Internal Efficiency - Communication

• Basecamp• Go To Meeting• Skype• Google Docs• Google Calendar• Posterous

Basecamp

GoToMeeting

Skype

Google Docs

Google Calendar

Posterous

Customer Service - Services Offered

• Broaden practice access to experts

• Technician appointments

Apps

• Efficiency Apps– Unit conversions– Weather– Gas buddy– Friend finder– Maps– Formulary– FEI/ Clean Sports – Equine Techniques– Equine Lab– CVP compendium

• Client Apps (education)– Equine conformation– Equine vet– Physical Horse 1, 2, 3– Horse Keeper – Equivitals – Horse height calculator

Apps

Apps

Now Get Going!

• Slideshare www.slideshare.net/mpequine• Twitter – Check our website• Facebook

www.facebook.com/McKeePownallEquineServices

• You Tube www.youtube.com/user/mpequine• Blog http://www.equinevetbusiness.com/• Website www.mpequine.com• Email elise@mpequine.com

Thank You