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Immediately make a reservation - this review of the sites of veterinary clinics does not pretend to be universal, nor to the “depth” of the research, nor to the correctness of the conclusions, but is nothing more than my private, personal opinion that may be interesting to someone, and not to be - you decide.

To avoid accusations of protectionism or the spread of advertising, I will not even call the veterinary clinics themselves and give links to their sites, since my goal is to compile a generalized, or averaged, “portrait” of the clinic site, as seen by ordinary visitors - potential veterinary clients.

Unfortunately, the overwhelming majority of the veterinary clinic sites I have reviewed over a hundred and a half are completely “vague”, uninformative and completely non-functional pages, more like a business card or a leaflet on the fence.

Standard set of information:

The name of the clinic, the address, phone number, hours of operation, a list of services (not all), and their cost (not at all). Links to pages on social networks are also common, but email addresses are very rarely indicated, and generally with feedback on most sites is frankly “not so good”.

Much less common are sections of personalities - a list of veterinarians, usually with a photograph in an embrace with some of the patients, sometimes with a small description of the specialization and “work biography”.

Often portraits of veterinarians coexist with a set of "cards" - all sorts of certificates of participation in various industry conferences, which are perceived by an ordinary user as a "vanity exhibition", but graduates of specialized universities are extremely rare, which leads to a seditious thought about their absence .. .

It is extremely rare to find descriptions of activities, that is, not self-agitated agitations in the style: “we are the best, and we can do everything!” Found almost everywhere, but examples from real veterinary practice show treatment history of specific patients, and this is what interests potential clients in the first place.

On the main, often the only, page of the site they also place announcements about various promotions and discounts, as well as trivial “news” about changes in opening hours this coming weekend and holidays.

Advanced options:

Quite a lot of sites, to simulate feedback, they use all sorts of pop-up windows offering to ask a question or request a call back, and I even made three attempts to ask a simple question, but did not receive a single answer, because after entering the question, the machine suggests filling out a mini-questionnaire and wait for the call manager.

Also on some sites there are offers to make an appointment online, but usually it all comes down to filling out a mini-questionnaire and proposing to wait for a call for clarification and confirmation by the manager - there is no automation as such.

Some sites of clinics are combined with pet shops and veterinary pharmacies, and this creates at least an illusion of pithiness, but in general it does little to make a decision about contacting a specific clinic, because, as I wrote above, information about specific treatment options and their results are found rarely.

Separate attention is deserved by "reviews" and "forums", which are filled with either frank self-promotion and stereotyped praise, or very old and equally banal questions and answers that only add to the feeling of neglect ...

No, I do not want to say that there are no good websites at all - I have seen several excellent sites, but they can be counted on the fingers of one hand, and they have practically no effect on the “average temperature in the hospital”, since an absolute majority of veterinary sites leave a depressing impression.

At the same time, many clinics do not have their own sites at all and information about them is limited to mentioning on various “yellow pages”, many sites do not work at all (expired domains, unpaid hosting), and some even actually abandoned their pages on social networks .

What can be recommended to veterinary clinics and administrators of their sites:

  • If you are doing something, so do it well - avoid patterns and platitudes.
  • Regularly update information about your clinic, the composition of doctors, the services provided and their cost.
  • Post more real-life case histories and cures, not just “promises.”
  • Introduce more interactive - online appointment, accept prepayment on the website, give your clients personal accounts with the ability to view the history of requests.
  • Give more attention to your customers' feedback - give them more opportunities and incentive to return to you.

I hope some of my recommendations will still be noticed and implemented, and the “average temperature in the hospital” will increase at least a little over time.

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Click here to read the publication in the original language.

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