Marketing in German Veterinary Practices

Abstract

The veterinary profession in Germany changed significantly in the past 20 years, and nowadays it can be categorized according to the specializations with a high emphasis on the target species (e.g. dogs, cats). Furthermore, the veterinary practice owners and managers are facing challenges of the fast-growing vet market, as well as the digitalization and its new marketing instruments and tools. The aim of our study was to survey if the German rural mixed animal veterinarians were keeping pace with time and investing in the marketing of their practices. A survey amongst pet owners and mixed animal veterinary practices was conducted regarding the marketing activities in the veterinary practices by using questionnaires in the district of Cloppenburg, Lower-Saxony, Germany, between February and June 2018. The questionnaires were spread through a Facebook group for pet owners and via email to the vet practitioners and we received 60 answers from pet owners and 21 answers from vet practices. The results show that the German mixed animal veterinary practices do not only lack marketing knowledge but the marketing strategies and tools as well. The surveyed veterinary practices neglected to improve their marketing communication activities, therefore, failed to analyze their customers’ needs. They usually did not invest in vet marketing services that would otherwise generate new customers or keep the existing clients. It can be concluded that the marketing trainings for the veterinary practice managers and owners working in the German rural areas would be a major need.