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Understanding the Mind of the Pet Owner for Veterinary Services

To improve efficiency and effectiveness, veterinary practitioners must match their marketing/advertising mix to the needs of their clients. We present an empirical approach to understanding what a client wants and the nature of mind-set segments, using different messages to convey the nature of a vet practice. Data suggest that pet owners divide into three distinct mindset segments: (a) responds strongly to elements that convey warmth and reassurance, (b) responds strongly to technology, and (c) responds to treatment that is similar in nature to that given to people. Each segment, both new and old clients, will respond when veterinarians use different ad messaging.