'Sales and marketing' are typically a dirty words to veterinarians. Veterinarians were trained in medicine. They don't believe that 'sales and marketing' should in any way enter the decision process for providing care that patients need. But, if this is true, how should veterinarians communicate what they have to offer and what they recommend to their clients?
To answer this question, consider the definitions of the words sales and marketing. Sales is defined by businessdictionary.com as 'the activity or business of selling products or services'.
The American Marketing Association defines marketing as 'the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.'
From these definitions, it becomes apparent that whether we like it or not, we are in the business of selling and marketing our veterinary services to clients. Without successful sales and marketing, we would have no clients and therefore no way to get paid for what we do.
To help make the thought of having to engage in sales and marketing as a veterinarian more palatable, think of sales and marketing as the activities of informing, educating, and recommending what is in the best interests of your patients. This is sales and marketing for veterinarians. Inform, educate, and recommend what you believe is best.
