Blog Writing for Veterinary Hospitals
When I first heard of “blogs,” I wondered just what kind of personality really believed the whole world needed to read their daily thoughts. I had some learning to do, but while I studied, the Blogosphere evolved. Blogs are now:
- the best Google ranking improvement tool: more specific content means more and better leads
- great client rapport building tools
- six- to seven-sentence paragraph or two paragraphs written twice a week
- about both funny and serious, off-the-cuff and research-based topics
- a great way for small and medium-sized businesses to find out what clients are thinking
- a medium for clients to begin talking to each other, thus forming a community
- an outlet for clients--usually relegated to the listening role--to express themselves
- a good forum for staffers and guest writers to express opinions about pet care trends
But What About Liability?
Your practice's liability for information and opinions expressed in your blog (or newsletter) can be taken care of with a clause like this:
"the opinions and information expressed in this publication should not constitute the basis for medical or nutritional care. You should always consult a board certified veterinarian, apprising him or her of the specifics of your pets' issues, before implementing a new diet or medical regimen."
Other than that, I really don't see a veterinary professional saying, "My client, Mr. Smith, smells like a pig farm!" 'cause that would be libel.
What About Negative Comments?
You'll get them. All bloggers and newsletter writers do. The cool thing about blogging is that you, as blog proprietor, can pick and choose which comments get to be posted. Since both bloggers and blog readers are well aware of this ability to sanitize your blog, it's wise to include a few comments that involve constructive criticism and even comments that can be construed as negative. Why?
Clients know that no person, place or practice is perfect. If you show that you are open to constructive criticism, your readers will appreciate you more.
That said, we all know that vindictive, angry people exist in every walk of life, but especially on the internet. If one of those sad types targets your blog, firing off regular rotten or vulgar comments, it's easy to block them, bouncing their vitrol right back to their inboxes.
Just a few sentences appropriate to start a blog . . .
- Last night I was watching Animal Planet and I thought . . .
- Today, a client came in with her beautifully groomed Sheltie . . .
- Next week, my office manager Marcia will begin a new service where . . .
- You may have been reading about the recent spate of "dog-nappings" in our peaceful town . . .
- A few days ago, the American Veterinary Medical Association drafted a bill to be submitted to Congress. . .
- Cancer-sniffing dogs . . . eerily accurate! Check it out.
Other Fun Additions to Your Blog . . .
- digital photos from your clinic
- digital photos of patients (permission only!)
- links to news articles
- links to other websites
- links to Facebook pages
It’s Not as Hard as It Sounds . . .
Don’t let the weirdness of the name “blog” (which came from a concatenation of “web” and “log”) put you off.
Your greatest goal on your blog is to stay professional while appearing warm and caring at the same time. Don’t aim to become the next veterinary “shock jock.” For a client, being heard sometimes can be more important than obtaining an immediate solution. Offer as little as it takes to get your clients talking among themselves. Read their posts and see where you and your staff are hitting home runs and where you could improve. You may have to develop a thick skin, but your heart will be warmed when clients saying glowing things about you. (And, yes, it's wise to include a disclaimer.)
To Get Started, Try . . .
Problogger: Secrets for Blogging Your Way to a Six-Figure Income by Darren Rowse and Chris Garrett
The Huffington Post Complete Guide to Blogging by Ariana Huffington
And if you just don't want to devote two brain cells to this process, contact Fetch! at (858)248-0667 or info@veterinary-marketing.com. We set-up your platform and write your first 10 blog posts for just $395!
