new e‐commerce: E‐commerce is more than just selling products online. AAHA Trends 36 (11): 51–54.4 American Animal Hospital Association, (2018) American Veterinary Medical Association. The real‐life rewards of virtual care – how to turn your hospital into a digitally connected practice with telehealth. www.aaha.org/globalassets/05‐pet‐health‐resources/virtual_care.pdf or https://www.aaha.org/practice‐resources/pet‐health‐resources/virtual‐care‐and‐telehealth/
5 American Veterinary Medical Association. Telehealth & telemedicine in veterinary practice. www.avma.org/telehealth
6 Duncan, S. (2018). Redefining the risks and rules for telehealth services. www.veterinarypracticenews.com/redefining‐risks‐rules‐telehealth‐services/print
7 Green, E. (2017). Veterinary telemedicine: are we leading? https://todaysveterinarybusiness.com/veterinary‐telemedicine‐leading
8 Katayama, M., Kubo, T., Mogi, A. et al. (2016). Heart rate variability predicts the emotional state in dogs. Behav. Processes 128: 108–112.
9 Miller, M.C. (2019). The Telehealth Trend. AAHA Trends 35 (4): 29–34.
10 Surman, S. and Fleeman, L. (2013). Continuous glucose monitoring in small animals. Vet. Clin. North Am. Small Anim. Pract. 43: 381–406.
2.6 Generational Considerations
2.6.1 Summary
Pet‐specific care is a concept that can revolutionize our approach to providing veterinary healthcare. However, in order to obtain client buy‐in, we must raise their awareness and understanding of this new approach. In veterinary medicine, we would typically refer to this as client education; all other industries would call this marketing. When marketing veterinary services, it is important to know the client signalment as well as the patient signalment.
Much research is available about marketing to different generations. From the aging Traditionalists and retiring Baby Boomers to the social‐media savvy Millennials and Gen Zers, with the Gen Xers in the middle, each generation requires significantly different marketing techniques. Each generation contributes its unique value to practice, but they all need to be pampered in different ways. Once you know the best way to attract each group, the next step is to gain their loyalty. Differentiated marketing can be done in ways that are simple and affordable and yield tremendous results.
2.6.2 Terms Defined
Traditionalists, Silent, Greatest Generation: Born before 1945, the “Depression Babies” influenced by the Depression and World War II.
Baby Boomers: Born 1946–1964, the “Woodstock Generation” influenced by Vietnam War, the 1960s and postwar social change.
Generation X: Born 1965–1981, the “Latchkey Generation,” products of divorced parents and major corporate scandals.
Generation Y, Echo Boomers, Millennials: Born 1982–1999, the “Entitled Generation” influenced by technology and doting parents.
Generation Z: Born after 2000, the “Facebook Crowd” influenced by a media‐saturated world.
The most effective way to market veterinary services is to customize the marketing strategy to target client demographics. Until a few years ago, you would have been right in thinking that differentiated marketing is for big business with big budgets. However, that is no longer true. The internet has become the great marketing leveler, allowing you to effectively customize your approach to marketing to different generations at affordable costs.
Client demographics are a major influence in buying behavior (see 5.4 The Changing Nature of Pet Owners). Individuals born at different points in time have distinct preferences in what they value, how they spend their money, and what advertising channels they use. Recognizing these behavioral differences in your clients is essential for maximizing treatment recommendation compliance. There are five distinct American demographics and although Generation Z has just begun to flex its consumer potential, they are in your practice today as new team members and will be the pet parents of tomorrow.
Traditionalists: Respect authority, loyal, patriotic, excellent work ethic, stubbornly independent, dependable, advanced communication and interpersonal skills.
Baby Boomers: Well‐educated, question authority, excellent teamwork skills, fiercely competitive, thrive on adrenaline‐producing assignments.
Generation X: Independent, family‐focused, intolerant of bureaucracy, critical, hardworking, and socially responsive.
Generation Y: Highly socialized, loyal, technologically savvy, socially responsible, and require work/life integration.
Generation Z: Technologically dependent, closely tied to parents, tolerant of alternate lifestyles, involved in green causes and social activism.
2.6.3 The Silent Generation
This generation has 50 million consumers in the US. They displayed tremendous resolve to overcome the impact of the Great Depression and World War II. They seek value for money, comfort, and a sense of belonging. Many of them are active seniors and do not like to be regarded as old or dependent.
They did not grow up using computers and probably retired before using them in the workplace; many are still lairy of technology. Therefore, the best marketing tools are the traditional ones that are printed, on the radio, or via telephone as many of them still answer their phone when it rings. They are the least likely to make an impulsive purchase. They respond best to traditional marketing tools such as flyers, newsletters, and postcards. These materials should be in larger font for ease of reading, use proper grammar, avoid slang and contain a single image (one that conveys emotions) rather than a collage. They should contain polite greetings with sir, madam, Mr or Mrs. And provide them with a phone number to call rather than a website to visit.
2.6.4 Baby Boomers
Baby Boomers grew up during the American‐dream, white‐picket‐fence era post World War II. Comprising 76 million consumers in the US, this second largest demographic group represents individuals who focused on hard work, individualism,
