Grow Your Veterinary Practice: Local Marketing Strategies That Bring in More Clients

From puppy checkups to senior pet care, local veterinarians thrive when they’re seen as the trusted choice in their community. But with more than 55,000 veterinary services operating across the United States, according to ibisworld.com, and big-box animal hospitals and online veterinary services gaining ground, your local practice needs to stay top-of-mind, and top-of-search, for pet owners in your area.

Achieving that comes down to implementing local marketing strategies that prioritize trust, visibility and genuine community connection. Whether you’re a solo practitioner in a small town, or part of a multi-vet clinic in a busy suburb, connecting with pet owners requires more than simply opening your doors.

Effective local marketing helps attract new clients, retain loyal pet owners and build a strong reputation through consistent branding and messaging. It highlights your practice’s unique value while setting you apart from competitors. Still, standing out locally isn’t a one-size-fits-all effort.

Here’s a breakdown of proven, actionable marketing strategies that veterinarians can use to strengthen their local presence, helping you attract new clients and build lasting loyalty within your community.

Targeting New Pet Owners in the Area

Every year, thousands of families move, adopt pets or welcome new furry friends into their homes. Before long, they’re searching for a trustworthy, nearby veterinarian. Each new pet owner is a potential lifelong client, especially those who have just moved into your service area.

According to the American Pet Products Association, 94 million U.S. households own at least one pet, giving veterinarians a significant opportunity to attract new clients. The key is ensuring they find you before your competitors. Several marketing tactics can help you stay visible and attract new clients, including:

1. Optimize for local SEO

Implementing strong local SEO strategies ensures your veterinary practice appears when new pet owners search terms such as “vet near me,” “dog vaccinations [city]” or “affordable pet care.” Start by claiming, verifying and optimizing your Google Business Profile (GBP) with accurate hours, services, contact info and photos. According to Google, customers are 70% more likely to visit a company with a complete GBP.

Incorporate location-based keywords throughout your website, including within service pages, blog posts and meta descriptions. Keep your site fresh with informative and engaging content, and make sure it is technically sound with fast load times, secure connections and a mobile-friendly interface. Build local backlinks by partnering with nearby pet stores, shelters and breeders.

2. Leverage geo-targeted digital ads

Geo-targeted ads on platforms like Facebook and Instagram can help you reach new residents who list “got a new puppy” or “pet owner” as interests. Use these ads to highlight first-visit specials, new client incentives or educational pet care content. 

Each ad should feature compelling messaging, clear calls-to-action (CTAs) and high-quality visuals. Continually analyze visuals, headlines and CTAs through A/B testing to refine performance.

Don’t forget about retargeting, which is a cost-effective way to re-engage people who have already shown interest in your practice. Segment your audience based on behaviors, such as service page visits, appointment form starts and video views, and deliver relevant, personalized content that keeps your clinic top-of-mind.

Best Version Media can help manage your display and social media ad campaigns, targeting new pet owners in your area with branded messages that will appear directly in their feeds.

3. Print listings and welcome materials

Best Version Media also provides veterinarians with opportunities to appear in trusted community publications that reach new residents through the mail. These publications are ideal for introducing your practice through a warm welcome message, special first-visit offers or listings of your clinic’s hours, emergency availability and services.

Print marketing can also include pet care columns or neighborhood spotlight features. Both are great ways to establish trust and familiarity among pet owners settling into a new area.  According to worldmetrics.org, 78% of consumers say they are more likely to recall a brand after receiving printed marketing materials.

4. Implement a referral program

Word-of-mouth remains one of the most effective marketing tools for veterinarians. Pet owners naturally connect at dog parks, grooming appointments and even online. Encourage existing clients to recommend your clinic to friends and family through a referral program, offering discounts on future services or small thank-you gifts. 

Promote your program in multiple places, like referral cards or flyers within your clinic, on your website and across social media channels. Track your results to see what’s working and express gratitude to clients who bring in referrals.

5. Partner with others in the pet industry

Another great way to gain new clients is by forming partnerships with local businesses that already engage with pet owners. This includes pet stores, groomers, animal shelters, rescues or trainers. 

Host joint events such as pet adoption days, health seminars or open houses that showcase your clinic and team. Provide informational brochures at partner locations, or offer special discounts for clients who use a partner’s services. These collaborations help build trust and visibility throughout your community.

Highlighting Preventative Care Packages

Many pet owners wait until a problem arises before visiting the vet. However, proactive education around preventative care helps pets live longer, healthier lives while building stronger, more consistent client relationships.

One of the simplest ways to grow consistent revenue while providing excellent care is by promoting preventative care packages. These monthly or annual plans make vet visits more affordable and encourage repeat appointments.

To market preventative packages effectively, veterinarians should:

1. Create a clear value proposition

Use language that emphasizes peace of mind, affordability and proactive care. For example, “Keep your pet healthy year-round for less than the cost of your daily coffee.” Focus on how these plans save clients money and help their pets stay healthy through consistent care.

2. Implement value-focused bundles

Bundle services into easy-to-understand plans, such as puppy/kitten wellness plans, adult pet preventative plans or senior pet care packages. Include key services like annual exams, vaccines, dental cleanings, parasite prevention and nutrition consultations, emphasizing both savings and convenience.

3. Promote packages through local channels

Once your packages are ready, market them through both print and digital channels. According to writersblocklive.com, businesses that combine direct mail and digital strategies can see up to a 28% increase in conversion rates.

• Print: You can send direct mail flyers or wellness inserts to new households to highlight these packages. Feature your business in pet care columns in Best Version Media’s local neighborhood magazines, offering educational, trust-building content rather than a sales pitch.

• Digital: Add dedicated landing pages to your website optimized with terms like “affordable dog wellness plan [city].” Use email campaigns, local blog posts and social media to highlight package benefits in simple, relatable terms. 

4. Upsell at the right time

Train your front-desk and client service teams to mention wellness plans when scheduling new appointments or during checkout. Presenting preventative care options clearly and consistently helps pet parents make proactive choices that benefit their pets. It also helps build client loyalty.

5. Celebrate pet holidays

Join in on fun, pet-centered celebrations like National Dog Day, National Cat Day or World Veterinary Day. These occasions are perfect opportunities to highlight the importance of preventative care, such as sharing reminders about annual wellness exams, vaccinations or dental cleanings.

Create educational blog posts, limited-time promotions or themed events that tie each holiday to your wellness packages or routine care services. Celebrating these days not only showcases your clinic’s personality, but also reinforces your role as a trusted resource for keeping pets healthy year-round.

Building Community Trust Through Education and Communication

In veterinary care, trust is everything, and one of the most powerful ways to build it is through education. Clinics that position themselves not just as service providers, but as trusted community educators and advocates, tend to earn stronger loyalty and long-term visibility.

Sharing pet health information helps establish authority, strengthens relationships and keeps your practice top-of-mind with local pet owners.

To build trust through education and communication, consider these strategies:

1. Hosting local events and workshops

Organize “Pet Wellness Days” or free Q&A sessions at local parks, pet stores or shelters. Offer quick health checks and discuss seasonal topics like flea prevention, dental hygiene or cold-weather safety. 

You can also host puppy 101 trainings, senior pet care Q&As or first-time pet owner sessions, either in person or virtually. Volunteering at local shelters or schools, sponsoring adoption events or donating supplies to local pet organizations are other meaningful ways to show your clinic’s commitment to the community.

2. Create and share quality content

According to marketpath.com, companies that blog can get up to 67% more leads monthly than companies that do not. Maintain a blog that answers common questions and provides practical, trustworthy pet health guidance. Include a mix of SEO-friendly seasonal and evergreen topics such as “How to Prepare for Your First Vet Visit,” “Best Foods for Senior Cats” or “Should I Get Pet Insurance?” Additional content like patient success stories or infographics can also be educational and appealing.

In addition to your own blog, partner with local publications like those produced by Best Version Media to write recurring pet care columns, like “Ask the Vet” or “Pet Health Spotlight.” Topics can include things such as seasonal pet hazards, when to spay or neuter, or tips for managing anxiety in pets. These educational, non-sales articles reinforce your authority and keep your name in front of local readers. All content should be well-written, informative and entertaining.

3. Leverage video and social media education

Video content is one of the most engaging ways to educate and connect with pet owners.  According to firework.com, short-form interactive videos have the potential to increase conversions by up to 80%. Share short clips explaining microchipping, dental cleanings or nail trims. Feature behind-the-scenes moments with your team, patient spotlights or day-in-the-life clips for your clinic.

On social media, consistently post pet care tips, seasonal reminders and Q&A sessions. Include location tags and hashtags when relevant. Diversify your social media sharing and choose platforms where your audience is most active, such as:

• Instagram: Post heartwarming patient photos and spotlights of your clinic.

• Facebook: Feature testimonials, community stories and event promotions.

• TikTok: Share fun, relatable short videos for younger pet owners.

• Pinterest: Showcase educational infographics and DIY pet projects.

Engage actively by replying to comments and messages in a timely manner. Use polls, quizzes or “Pet of the Month” contests to increase visibility and humanize your brand. Education delivered through genuine interaction strengthens both trust and connection.

Strengthening Digital Trust and Client Communication

Trust doesn’t just begin in the exam room. It also lives online. A strong digital presence ensures pet owners experience that same sense of care and professionalism before they even walk through your doors.

1. Educate and connect through email

Email marketing is a cost-effective way to continue educating and engaging your clients. Collect email addresses through appointment forms or sign-ups on your website, and segment lists by location, pet type or service history.

Send monthly wellness newsletters, seasonal tips, appointment reminders, visit summaries, birthday wishes or thank-you notes. Include short, helpful content, like vaccination checklists, preventative care tips or success stories, and link to relevant blog posts or booking pages. Emails should be well-timed, include attention-grabbing subject lines and personalized elements, while ultimately directing users to take action. According to Adobe for Business, personalized emails can produce a 139% increase in click-through rate.

2. Build trust through a professional, humanized website

Your website is your 24/7 digital storefront, and often the first impression of your clinic. Make sure it is:

• Fast loading and mobile-optimized

• Easy to navigate with clear service pages, CTAs and contact options

• Visually welcoming with photos of your team and clinic environment

Add an FAQ section and team bios that include credentials, fun facts and friendly photos to humanize your brand. Highlight testimonials and location-based keywords to improve SEO and credibility.

Ultimately, your website should aim to create a seamless user experience (UX), particularly with 90% of internet users claiming to switch to a competitor due to poor UX, according to Red Website Design.

3. Use digital tools and personal touch to reinforce loyalty

Simple digital features and personal touches can enhance trust and client satisfaction. Veterinarians should consider:

• A mobile app for appointment scheduling or payments

• A loyalty program that rewards repeat visits

• Automated reminder texts for vaccines or check-ups

• Small touches like thank-you emails, birthday messages or branded merchandise

These personalized communications show pet owners that your care continues well beyond the appointment, turning one-time visitors into lifelong clients.

By combining this consistent digital communication with educational outreach, veterinarians can cultivate strong, trust-based relationships with pet owners. Each channel, whether in person, online or through media, should reinforce your core message: your clinic cares deeply about both pets and the people who love them.

Managing Your Online Presence to Strengthen Loyalty

Online reviews are often one of the first impressions potential clients have of your practice and can make or break your reputation. According to Capital One Shopping, 99% of American consumers read online reviews before making purchasing decisions. 

A strong online presence can attract a steady stream of new pet owners, while negative or unmanaged feedback can push them elsewhere. 

Fortunately, managing reviews and optimizing your listings is easier than many veterinarian clinics realize, and it can have a direct impact on loyalty, referrals and local visibility.

1. Requesting reviews proactively

After a successful appointment, encourage satisfied clients to share their experiences on Google or Facebook. Automate the process with follow-up emails or texts that thank clients for their visit and include direct links to your review pages.

Keep your tone warm and genuine, as a simple “We’d love your feedback!” goes a long way.

2. Responding professionally

Always reply to both positive and negative reviews. According to Bright Local, 89% of consumers expect business owners to respond to all types of reviews. Thank happy clients for their trust, and respond to concerns with empathy and clear solutions. 

Potential clients pay close attention not just to what others say, but to how you handle feedback. Professional, respectful responses demonstrate that your clinic listens and cares, two qualities that build long-term trust.

3. Spotlight positive feedback

Showcase five-star reviews on your website, social media or print materials. Featuring real testimonials reinforces credibility and helps new clients feel confident choosing your practice.

You can even create short “Client Spotlight” posts featuring a review, a pet photo and a thank-you to the owner as another friendly, trust-building content opportunity.

4. Monitor mentions and reputation

Set up Google alerts or use social listening tools to track when your clinic is mentioned online. Responding or engaging promptly, especially when questions arise in local groups or forums, shows that your clinic is active and attentive.

5. Optimize online listings for visibility

Beyond reviews, your business listings play a significant role in helping pet owners find you. Many clients search for specific needs like “cat dental care near me” or “emergency vet open now.” 

Incomplete or outdated listings could lead you to miss out on valuable local opportunities, and can reduce trust. According to hookagency.com, 73% of consumers lose trust in a business if they find incorrect information on online directories.

Here’s how to keep listings accurate and effective:

• Ensure consistency across all platforms: Make sure your clinic’s name, address, phone number (NAP), website URL, business hours and services are identical across all major directories, including Google, Yelp, Bing, Facebook and Apple Maps. Inconsistencies can hurt local SEO and confuse clients.

• Highlight key services: Use your description section to emphasize offerings like “emergency care,” “feline dentistry” or “puppy wellness packages.” This helps you rank for common search queries and quickly tells users if you’re the right fit.

• Keep hours updated: Regularly adjust hours for holidays, seasonal changes or unexpected closures. Google, in particular, allows for special hours, a feature that can be utilized to avoid frustration and build further trust.

• Select accurate categories and attributes: On platforms like GBP, choose categories like “Veterinarian” or “Animal Hospital” and enable relevant attributes such as “accepts new patients” or “wheelchair accessible.”

• Add photos and posts regularly: Listings with recent content and visuals of your staff, facility or happy patients perform better. Regular updates signal that your practice is active and engaged.

By consistently managing your online reputation, you ensure your practice appears, and looks trustworthy, at the exact moment local pet owners are looking for care.

Veterinary Marketing in a Connected Age

Veterinary medicine is deeply personal and carries a unique emotional resonance. Unlike many service industries, you’re marketing wellness, comfort and care rather than a simple product or repair. For pet owners, pets are family, and when an issue arises, they seek advice, reassurance and trust.

Pet owners want someone they can rely on who is local, knowledgeable and genuinely invested in the well-being of their pet. As a result, veterinary marketing now goes well beyond a well-designed website or a listing in the Yellow Pages.

Modern pet owners are looking for:

• Convenience: Online booking, digital communication and mobile-first experiences.

• Connection: Clinics that care not just for their pets, but for the community.

• Credibility: Educational content that builds trust before an appointment.

An effective marketing strategy starts with a clear and strategic plan: identify your target audience, set measurable goals and choose the channels most effective for your practice. Mastering these tactics allows you to reach pet owners where they are, boost credibility and create lasting connections. 

Great veterinary marketing is informative, relatable and memorable, demonstrating that your clinic truly cares about both pets and their owners. Local marketing plays a crucial role in these potentially emotional decision-making processes. The most successful practices today are more than just healers. They are also educators, marketers and community leaders. 

By focusing on local SEO, educational content, targeted ads and reputation management, and aligning these strategies with a community-focused approach, you can attract the right clients and maintain their loyalty for years to come.

Best Version Media Can Help Grow Your Veterinary Practice

Best Version Media can help give your veterinary practice an opportunity to gain new and long-term clients by assisting in multiple facets of your marketing strategy.

With over 1,300 local magazines across the United States and Canada, BVM allows veterinarians to promote their services through ads or pet care columns in trusted print publications.

BVM can also assist with your digital marketing efforts by managing geotargeted social media and display ad campaigns that put your business directly in front of the right clients. In addition, BVM’s management of online listings and reviews gives you the opportunity to become more visible and trusted among pet owners in your community.

Connect with BVM today to boost your veterinary marketing efforts.

FAQs

1. How can veterinarians attract new clients through local marketing?

Veterinarians can attract new clients through local marketing by increasing their visibility where pet owners search most, both online and in the community. This involves optimizing a Google Business Profile (GBP) with accurate hours, services and photos, and incorporating location-specific keywords on a website so potential clients can easily find the clinic when searching for terms like “vet near me” or “puppy vaccinations [city].” 

Clinics can also use geo-targeted ads on social media platforms to reach local pet owners with promotions, educational content or first-visit offers. Partnering with pet stores, groomers and shelters for events or cross-promotions introduces the clinic to new residents, while features in community magazines or mailers help build familiarity and trust. Combining these strategies ensures that a veterinary practice stays top-of-mind for new pet owners in the area.

2. What are the best ways to promote preventative care plans at a veterinary clinic?

Promoting preventative care packages effectively requires highlighting the value and convenience these plans provide to pet owners. Clinics can present clear messaging that emphasizes affordable, year-round wellness care while offering bundled services such as puppy, adult or senior pet wellness plans. 

Marketing these packages through local channels like landing pages optimized for keywords, such as “affordable pet wellness plan [city],” email campaigns and social media ensures they reach the right audience. Combining digital marketing with print outreach, such as community magazine articles or mailers to new residents, builds credibility and awareness. Finally, encouraging staff to introduce wellness plans during appointments helps clients understand the benefits firsthand and reinforces the clinic’s commitment to proactive pet care.

3. How can veterinarians build trust and loyalty with local pet owners online?

Building trust and loyalty online begins with a professional and humanized digital presence. Managing online reviews by encouraging satisfied clients to share their experiences and responding thoughtfully to all feedback shows that the clinic listens and cares. Keeping business listings accurate across directories and regularly updating hours and services improves visibility and credibility. 

Providing educational content through blog posts, videos and social media positions the practice as a trusted resource for pet health advice. Email newsletters with wellness tips, reminders and personalized messages help maintain ongoing engagement, while showcasing team bios, patient stories and testimonials humanizes the clinic and strengthens client relationships. By consistently combining these strategies, veterinary practices can foster long-term trust and encourage repeat visits.