The veterinary sector is an important and growing part of the UK’s economy. Owners lavish care, love, and attention on their pets and statistics demonstrate that they are willing to spend on their pets’ upkeep.

Although running social media accounts or search engine optimization have their value when promoting your products and services to veterinary practices, the most successful marketing strategy involves reaching decision-makers within the sector direct.

So, for the next few minutes, we’ll ask you to forget about getting your website redesigned, about creating content for a Facebook or LinkedIn social media contest, internet search engine optimization (SEO), or asking for online reviews from your current clients in the veterinary sector.

We would like you instead to focus on a sales-driven marketing strategy that generates more leads and sales than other marketing strategies – direct marketing.

Email marketing campaigns, telemarketing campaigns, and postal marketing campaigns are three of the most established promotional channels.

And, even in this digital era, direct marketing produces the greatest return on advertising budgets.

To find out more about our direct marketing services and how to spread awareness of your products and services to veterinarians, please call 0330 010 3495, or you can click here to email us.

Marketing to veterinarians

6,051 registered veterinary practices
5,533 contact names
3,524 telephone numbers
2,206 email addresses
Sell direct to veterinarians
Data only or managed service
To find out more about selling your products & services direct to veterinarians, please fill in the box on the right or call us on:
0330 010 3495
or you can click here to email us

    Leave an enquiry
    Send us your details and we'll email or call you back.
    To send us a message with your enquiry, please use the form at the bottom of this page
    To speak with an account manager about selling your products & services direct to veterinarians, call
    0330 010 3495
    or you can click here to email us

    Direct marketing to veterinarians

    Direct marketing involves communicating an offer you decide to deliver to potential clients you’ve selected based upon how interested you believe they are likely to be in your products and services.

    When using this marketing approach, you contact veterinary practices you’re targeting regardless they’ve heard of your business before.

    You can use one or all of the three main direct marketing channels:

    • email campaigns – you deliver information about your business and products or services to the audience,
    • telephone campaigns – you can set appointments with decision-makers within veterinary clinics, and
    • postal marketing

    To create a successful marketing strategy, you should:

    • identify the veterinary practices most likely to need what you sell,
    • understand how your products or services solve a problem or create an opportunity for a vet practice,
    • buy or create an extensive list featuring contact information for decision-makers in UK veterinary practices,
    • send targeted messages to each vet practice you aim to sell frequently, and
    • follow-up on any leads generated by your veterinary marketing campaigns.

    In this article, we share veterinary marketing ideas and insights used by our direct marketing specialists when we either sell our customers’ data or run their direct marketing campaigns for them.

    Know your audience and what do you say to them

    The first element in creating a successfuly direct veterinary marketing strategy is to know for certain what value your products and services to veterinary practice.

    Get to know your audience

    You will enjoy the greatest direct marketing success possible first by identifying and choosing to contact the veterinarians who have the most to gain by working with you.

    Understand what it is that veterinarians most want or need for their practice to be successful and search for veterinarian marketing ideas.

    Typically, veterinarians are looking to please pet owners and animal lovers to beat their competition and attract new clients.

    Animal lovers will choose a vet based on how much they can trust them to look after their pet.

    A good veterinary marketing idea is researching the animal health sector and understanding where your product or service fits.

    Inform yourself about industry trends and scientific developments so that you can offer your potential clients an expert understanding of your niche.

    Then, when the vets you’re in touch with feel that they can trust you, they will feel confident in using your products and services when treating clients’ pets.

    Including reviews from current vet clients and including research reports which clearly show how effective and safe your product/service – these two elements should be the foundation of your veterinary marketing campaigns.

    When selecting the veterinary practices you target, your goal is to stack the odds of success in your favour by targeting where your most likely wins will be.

    The more precise your targeting, the higher the number of closeable leads you receive and the higher your potential return on investment.

    What veterinarian data do we have?

    On our list of vets (part of our UK business database), we have the following contact data on vets:

    #2 Understand how your product or service solves a problem or presents an opportunity for veterinarians

    Veterinarians spend money on different companies’ products and services only when they deliver one or more of the four following outcomes:

    Greater returns

    Typically, veterinarians use the same products they used during school training. Can you offer similar products but at a lower price and of equivalent quality and efficacy?

    Veterinary clinics play by the same rules as any other type of business. But, first, they look for a company that offers solid and affordable products.

    Competitive advantage

    Your products or services are supposed to improve the veterinarians’ careers and their relationship with pet owners and grow their business by gaining new customers.

    Build your veterinarian marketing strategy around these aspects.

    Short sales pitches

    Owners of the veterinary practices are extremely busy and don’t have time for long sales cycles.

    Make sure you avoid long sales pitches and follow up immediately on the leads generated by your campaigns.

    Pets’ wellbeing

    Veterinarians usually got into the business due to their love for animals. This aspect will drive any business decision.

    Can your product or service bring the best outcome to the animal?

    #3 Separate the benefits from the features

    A feature is a quality that a product or service possesses while a benefit is an advantage that a product o service delivers.

    Benefits are nearly always much more straightforward for prospective veterinarians’ clients to understand and appreciate than features during the sales process.

    If you sell technical products or services, features tend to be more important than benefits and potentially drive the business decision.

    However, the aim of marketing is to create and deliver a message of enough interest to target veterinarians to generate a lead. Then, your sales team takes the lead and closes it.

    Make sure that veterinarians clearly understand the benefits if you want the most significant number of leads from your marketing campaigns.

    #4 Build your social influence

    When you’re advertising to veterinarians, it’s always more effective if you can provide at least an example of how your product and service have helped a similar veterinary practice overcome a problem or exploit an opportunity.

    Veterinary marketing is about letting your audience know you have the expertise, the insights, and the tools to help their business grow.

    More Than Words recommends re-using some of the content from your website in your direct marketing campaigns to veterinarians.

    You may want to use testimonials from existing clients in the same line of business, veterinary practice.

    This content can be re-purposed to reflect the commercial interest and needs of the customers you’re targeting.

    Marketing to veterinarians

    6,051 registered veterinary practices
    5,533 contact names
    3,524 telephone numbers
    2,206 email addresses
    Sell direct to veterinarians
    Data only or managed service
    To find out more about selling your products & services direct to veterinarians, please fill in the box on the right or call us on:
    0330 010 3495
    or you can click here to email us

      Leave an enquiry
      Send us your details and we'll email or call you back.
      To send us a message with your enquiry, please use the form at the bottom of this page
      To speak with an account manager about selling your products & services direct to veterinarians, call
      0330 010 3495
      or you can click here to email us

      Finding more clients in the veterinary sector

      Choose by size and geographical location

      Now you know which veterinary practices you’re targeting, you need to source the data for your direct marketing campaigns.

      You can choose which vets to target by:

      • Geographical location – More Than Words can provide extensive lists of veterinarians across the UK.
      • Other factors – the size of the company, staff member expertise, and many more.

      Type of buyers within veterinarian practices

      In most cases, the senior contact within a veterinarian practice will have all of the purchasing responsibility. However, they will often be aided in decision making by the business owners.

      When selling to larger veterinary clinics or pet stores, marketers generally recommend that you contact each decision-maker involved in a potential purchase.

      In addition to the senior contacts, More Than Words has records of the decision-makers with purchasing authority.

      Contact method

      Ideally, your vet marketing campaign should include all three main direct marketing channels – email marketing campaigns, telemarketing campaigns, and postal marketing.

      The digital email marketing approach is the most responsive and most affordable.

      Three direct marketing channels to reach decision makers within veterinary practices

      Email marketing to veterinarians

      Email marketing campaigns to veterinarians represent a cost-effective method for your company to market your products to potential new clients.

      You can deliver information about your business or special offers and promotions to the veterinarians on your B2B email database.

      To search through our list of vets to find the best targets for your campaign, please call 0330 010 3495, or you can click here to email our B2B data lists team.

      So, what makes a successful email?

      Subject line

      The subject line should stimulate recipients’ interest without sounding too salesy.

      Email content

      Your headline should deliver information and insights of real value straight away to the reader.

      A good veterinarian marketing idea is to describe precisely and quickly what you offer and how it can solve a problem or unlocks an opportunity for a veterinarian.

      You should link your images and text to a page on your site.

      At the bottom, there should be a call to action – preferably a telephone number and email address so that recipients can leave you their details for follow-up.

      Email design

      Your email design should be user-friendly, focused on legibility. For example, the size and positioning of the imagery should not obscure the sales message.

      Since over half of the B2B emails are opened on mobile devices, the design must be mobile compatible.

      Email sending schedule

      You should email at least once a month. However, we would recommend, if possible, once a fortnight.

      You should vary the content of your emails each time, making sure that you offer something of value in addition to the information about your product or service to make sure contacts continue to open them.

      Veterinary marketing strategies for when the email campaign is over

      After your veterinary marketing campaign, you should run a complete and detailed report into the activity generated by your marketing efforts containing valuable information for your sales team.

      You will learn about the vets who opened your email. How many of the openers clicked through to your website? The details of unsubscribers are also revealed.

      Telemarketing to veterinarians

      Email marketing is still the most effective channel when used alone. However, using email and telemarketing in a multi-channel approach helps make a strong impression on prospects from your list of vets.

      Telemarketing is a great way to set appointments with potential clients. If you send a follow-up email to confirm, you then have the opportunity to reintroduce yourself and summarise your discussion.

      Your prospects will feel more comfortable choosing your products/service because they have an interactive, two-way dialogue going with you and your business.

      Using the latest and up-to-date B2B telemarketing data is also essential for data qualification and cleansing.

      When to contact potential clients

      Typically, it is best to contact potential clients when they’re at work – we don’t recommend calling outside working hours.

      It’s generally easier to get in touch with decision-makers at the very start or end of their day.

      A veterinarian does not work after a fixed schedule. Pets need care all the time, and veterinarians might not always be available. B2B telemarketing is particularly useful for marketing to veterinary practice.

      Aim of the call

      Before you or your team pick up the phone, you should decide what the outcomes you want from each call are on a sliding scale, from making a sale to collecting information on a particular veterinary practice or pet store.

      Call frequency

      We recommend that you stay in touch with veterinarian prospects by phone at least twice a year.

      Follow up the call

      After you’ve spoken with a veterinarian, regardless of whether the call was particularly successful or not, you should email the person thanking them for their time.

      Your email should contain your direct contact information together with an invitation to follow you on social media or click through your website.

      Direct mail marketing to veterinarians

      Direct mail marketing is the most expensive type of marketing.

      However, being sent something tangible and of high quality opens doors better than email and telemarketing, especially on high-ticket items and items of critical importance to a veterinary practice or a pet store (like medical supplies for animals or an appointment system for a vet’s office).

      According to the UK Data and Marketing Association, postal marketing achieves a response rate of 4.4%. Compare that with email marketing’s average response rate of 0.12%.

      Marketing to veterinarians

      6,051 registered veterinary practices
      5,533 contact names
      3,524 telephone numbers
      2,206 email addresses
      Sell direct to veterinarians
      Data only or managed service
      To find out more about selling your products & services direct to veterinarians, please fill in the box on the right or call us on:
      0330 010 3495
      or you can click here to email us

        Leave an enquiry
        Send us your details and we'll email or call you back.
        To send us a message with your enquiry, please use the form at the bottom of this page
        To speak with an account manager about selling your products & services direct to veterinarians, call
        0330 010 3495
        or you can click here to email us

        Your veterinary marketing company

        Content marketing and online marketing work provided your company and the products can be easily found by decision-makers within veterinary practice.

        However, although having an online presence is essential now for all companies, it’s important to be proactive when reaching those with purchasing responsibility within veterinary practices.

        To find out more about our range of services, please call 0330 010 3495, or you can click here to email our direct marketing team for help.

        Call 0330 010 3495

        Direct marketing to veterinarians

        To find out more, please call us on 0330 010 8300, click here to email us, or fill in the form and we’ll get back to you.