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Macedonian Veterinary Review

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p-ISSN 1409-7621
e-ISSN 1857-7415

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Applying e-marketing in promotion of veterinary practise
Sekovska Blagica, Pavlovski Damjan

ABSTRACT
The veterinary profession as a health service is facing new market conditions of business management. In the conditions of increased competition it is necessary to look for new ways of expanding the business and increase the economic effi ciency and profi tability. The introduction of the prospective customers to the activities and promotion of its services is one of the ways of expanding the veterinary clinic. The promotion is a crucial tool in the market penetration in every fi eld, but one of the disadvantages of this tool is the often extremely high price and is not appropriate for small business, such as veterinary practice. This is why the Internet as a medium is interesting means of promotion of the veterinary clinic due to its many advantages. It is accessible to everyone, has a great number of users and at the same time, is fairly affordable. Its important feature is the room for modern, creative and interactive approach. In certain countries there are certain limitations in the promotion of veterinary facilities, and the Internet is useful in such cases. The veterinary clinic has a great choice of means of promotion. Some of them are completely free, and those which cost usually have a symbolic price. Their usage enables the veterinarian to be more competitive, and helps their clinic to increase its successful work. At the same time this type of promotion provides the opportunity for interactive relationship with the clients and for promotion of the facilities and the accomplishments of the clinic. The increase in the market share and the economic effi ciency is also an important factor in favor of this type of promotion. The example with the veterinary clinic Animal Medica, which has managed to increase its frequency in 15 % is another proof. Almost 60% f the clients talked that they heard fi rst time for Animal Medica on the net (Facebook or website). Therefore the veterinarians in their ruthless competition should use the limitless possibilities of the Internet as a medium, for a more successful management of the private veterinary practice.
Key words: e-marketing, veterinary clinic, clients.

Mac Vet Rev 2011; 34(1): 25 – 31
   
UDC: 658.8:004.738.5]:636.09
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