Course Overview

What marketing message did your practice's clients receive today? What did your practice's marketing say to pet owners who were seeking a veterinary practice to entrust their animal's care? Does your marketing efforts consist only of a yellow page ad and business cards on the front desk? Is your practice just another name in a list of local providers that all blend together in the mind of the pet owner? Is your practice just another "nice brown dog" in a pack of practices?

What is your practice doing to move ahead of the pack?

The potential client is looking for a practice to "wow" her, to stand out from the crowd. Having a practice name that begins with one of the first letters of the alphabet is no longer enough. The current client is looking for value, professionalism and excellent medical services.

Today's consumer has a number of ways to evaluate businesses and services. Consider the power of the Internet. It used to be the telephone and the front desk team who were the primary formers of the client's first impression. Now it is the practice's website, or lack of one, that often forms the initial impression. Your website speaks on behalf of your practice and it's team. What is it saying? Run with us cause we are the big dogs for service or is it hiding your practice in the back of the pack? Consider social media. We can now reach our clients on a daily basis where in the past the primary contact was the annual vaccine reminder card. How is your practice using these powerful tools?

Real World Marketing: Moving Your Practice Ahead of the Pack is a 3-week course designed to help your practice understand the factors in play and the ways to use marketing opportunities to your advantage. Are you ready to create a robust marketing plan that will move your practice ahead of the pack or are you content with the scraps you find in your bowl?


Continuing Education Credits

This course is applicable for 10 CE credits toward the continuing education requirement for the Certified Veterinary Practice Manager program offered by the Veterinary Hospital Managers Association (VHMA).


Course Focus and Learning Objectives

Real World Marketing is a 3-week course designed for any office manager or practice manager with the need to move their practice ahead of the pack. This is an advanced level practice management course. Participants should have a basic knowledge of marketing terminology and concepts.

Upon completion of this course, participants will:

  • Identify client needs and wants
  • Define relationship management and its importance
  • Differentiate between marketing and advertising
  • Define and implement target marketing techniques
  • Determine practice website relevance, and compare and contrast internet marketing
  • Develop standard operating procedures
  • Compare and contrast social media platforms


Participation Access Parameters

The design of this course allows participants to enroll at any time. After enrolling, please allow up to 48 hours for course activation. 

Each participant will have a personal start and end date that begins upon activation.


Required Materials

No additional materials required. All materials are provided within the course.


Course Content

Real World Marketing: Moving Your Practice Ahead of the Pack begins with an overview of client relationship management and the importance of identifying the needs and wants of clients. Participants will then differentiate marketing verses advertising, along with creating brands, logos, signs, and other client education pieces.

Developing and maintaining an effective website is covered in detail, including the importance of social media, e-Marketing, and protecting the practice's online reputation. The final module of the course explores the SWOT analysis and focuses heavily on defining a target market, managing public relations and developing an effective marketing plan.


Course Completion Requirements

This is an instructor led course, with no real time components or lectures. Completion requirements include:

  • Instructor Graded Interactive Module Assignments: Designed to help the participant reinforce newly learned material
  • Instructor Graded Interactive Case Study Assignments: Designed to help the participant apply the newly learned skills and knowledge though patient and practice based scenarios
  • Examinations: All examinations must be submitted with a score of 80% or better
  • Survey


Participant Feedback

...This course was very pertinent to everyday situations and the info I learned can be put into place immediately.

...Looking at things from a client's perspective was interesting and helpful in seeing how we can improve how we practice.

...I appreciate the design of this course. It was very helpful to start building marketing plan for my practice, standards of practice etc. Very good invested money.

...I was most interested in the advertising section and how to get your business info out into the world

...looking at the demographics was most beneficial to me

...doing the walk thru in clients shoes hope I can get my staff to do this!!!!

...I enjoyed the Module 3 assignments. Although they required some research, they were thought provoking and I gained valuable info from them.

...The "Client's Perspective" worksheet is a good one because it reminds you to always see the clinic through the client's eyes and perspective. This might be a good exercise for a team meeting.

...doing the competitive analysis.


Course Instructor

Laura Conn, CVT, CVPMLaura Conn, CVT, CVPM

Laura grew up in Cheyenne, WY and started her career in veterinary medicine in 1988. She began her journey as a volunteer in a small animal and wildlife practice. Over the next 25 years, she held every position in a veterinary clinic, including receptionist, technician, and practice manager.

Laura attended Bel-Rea Institute of Animal Technology and received her degree as a Certified Veterinary Technician. In 2012, after completing a practice management program through St. Petersburg University, she earned the designation as a Certified Veterinary Practice Manager. Laura is currently working as a technician/practice manager for a mobile veterinary clinic.

In 2012, Laura started the Veterinary Technician Association of Cheyenne to encourage local technicians to share their knowledge and obtain further continuing education hours. Laura is a member of the Colorado Association of Certified Technicians, Veterinary Hospital Managers Association, and the Veterinary Technician Association of Cheyenne. She is married and has three daughters. Laura and her family are entertained by the daily antics of their labs Charlie and Le Doux.



Price: $79.00

This course is eligible for the 10% Multi-course discount. To learn more about the discount please visit the Multi-Course Discount page.