{"componentChunkName":"component---src-templates-blog-post-js","path":"/blog/marketing-mindset-culture-versus-campaigns","result":{"data":{"post":{"content":{"childMdx":{"body":"function _extends() { _extends = Object.assign || function (target) { for (var i = 1; i < arguments.length; i++) { var source = arguments[i]; for (var key in source) { if (Object.prototype.hasOwnProperty.call(source, key)) { target[key] = source[key]; } } } return target; }; return _extends.apply(this, arguments); }\n\nfunction _objectWithoutProperties(source, excluded) { if (source == null) return {}; var target = _objectWithoutPropertiesLoose(source, excluded); var key, i; if (Object.getOwnPropertySymbols) { var sourceSymbolKeys = Object.getOwnPropertySymbols(source); for (i = 0; i < sourceSymbolKeys.length; i++) { key = sourceSymbolKeys[i]; if (excluded.indexOf(key) >= 0) continue; if (!Object.prototype.propertyIsEnumerable.call(source, key)) continue; target[key] = source[key]; } } return target; }\n\nfunction _objectWithoutPropertiesLoose(source, excluded) { if (source == null) return {}; var target = {}; var sourceKeys = Object.keys(source); var key, i; for (i = 0; i < sourceKeys.length; i++) { key = sourceKeys[i]; if (excluded.indexOf(key) >= 0) continue; target[key] = source[key]; } return target; }\n\n/* @jsx mdx */\nvar _frontmatter = {};\n\nvar makeShortcode = function makeShortcode(name) {\n  return function MDXDefaultShortcode(props) {\n    console.warn(\"Component \" + name + \" was not imported, exported, or provided by MDXProvider as global scope\");\n    return mdx(\"div\", props);\n  };\n};\n\nvar layoutProps = {\n  _frontmatter: _frontmatter\n};\nvar MDXLayout = \"wrapper\";\nreturn function MDXContent(_ref) {\n  var components = _ref.components,\n      props = _objectWithoutProperties(_ref, [\"components\"]);\n\n  return mdx(MDXLayout, _extends({}, layoutProps, props, {\n    components: components,\n    mdxType: \"MDXLayout\"\n  }), mdx(\"p\", null, \"What if your most powerful marketing strategy isn\\u2019t a campaign, but the culture you create?\"), mdx(\"h1\", null, \"Marketing Mindset: Culture Versus Campaigns\"), mdx(\"p\", null, \"Prior to entering the world of Marketing I spent almost 20 years in Retail, managing teams\\nand crafting client journeys for the likes of Selfridges and co. Despite claiming to offer very customer centric experiences the truth was that the culture of retail is purely transactional. And as veterinary clinic debt surges across the UK and much of the world, there are some real dangers both culturally and ethically for veterinary businesses turning to retail to mimic it's transactional marketing template.\"), mdx(\"p\", null, \"I recently led a \", mdx(\"a\", _extends({\n    parentName: \"p\"\n  }, {\n    \"href\": \"https://spvs-congress.co.uk/timetable-2026/\"\n  }), \"talk on Transactional marketing\"), \" (think average basket value) versus transformational marketing (think relationship nurturing), and one of the key points of confusion for most veterinary business owners were they knew that there were certain elements of marketing that they should have, but they weren't entirely sure why. The best way to determine what you need to implement or improve upon, is to consider your clients journey. From discovering you to referring you to a friend. What's the process they go through, why and how can you support them on their journey.\"), mdx(\"p\", null, \"Below I've documented the typical path a pet owner will take into your practice and out again.\"), mdx(\"h2\", null, \"Stage 1: Awareness - How did they hear about you?\"), mdx(\"ol\", null, mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Google search: Does content on your website answer what they\\u2019re searching for?\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Recommendation: Are you asking your clients to review you online?\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Your online presence should communicate who you are, not just what you do. \")), mdx(\"p\", null, \"The above all show you are trusted. Your social media platforms and 'About' pages on your website can also further boost and highlight this.\"), mdx(\"h2\", null, \"Stage 2: First Experience\"), mdx(\"p\", null, \"The emotional \\u2018first impression\\u2019, how sticky is your client experience?\"), mdx(\"ol\", null, mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Booking experience: Does it work and is it intuitive\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Reception tone: Relaxed and welcoming, does it feel like a safe space and does it evoke the right senses\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Clarity of communication: Could you be losing repeat business because your clients are too ashamed to say \\u2018huh!\\u2019?\\nClients decide very quickly: \", mdx(\"em\", {\n    parentName: \"li\"\n  }, \"\\u201CIs this my practice?\\u201D\"))), mdx(\"h2\", null, \"Stage 3: Trust Building\"), mdx(\"p\", null, \"Trust isn\\u2019t built in one consult; it\\u2019s built on consistency. Digital clicks to bricks touch points play a huge role here:\"), mdx(\"ol\", null, mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"follow-up messages\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"care plans\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"reminders with context\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"educational content\")), mdx(\"p\", null, \"These signals say: \\u201CWe\\u2019re thinking about you\\u201D, even when you\\u2019re really busy!\"), mdx(\"h2\", null, \"Stage 4: Loyalty\"), mdx(\"p\", null, \"Loyalty happens when clients feel:\"), mdx(\"ol\", null, mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Emotionally connected\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Understood\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Confident\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Not just satisfied \\u2014 but attached\")), mdx(\"p\", null, \"There is a fundamental distinction between transactional businesses and relationship businesses. Transactional businesses optimize for individual purchases; relationship models focus on continuity of care over an individual\\u2019s lifetime. In veterinary medicine, this distinction matters enormously for patient outcomes.\"), mdx(\"h2\", null, \"Stage 5: Advocacy\"), mdx(\"p\", null, \"This is where growth becomes exponential because advocates will:\"), mdx(\"ol\", null, mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Recommend you\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Defend your pricing\\nStay through thick and thin\")), mdx(\"p\", null, \"And the only way to get here is through experience and culture, not simply just via promotions and discounts\\n.\"), mdx(\"h2\", null, \"Practical Retention Ideas\"), mdx(\"p\", null, \"Not sure where to start, why not try some of these activities:\"), mdx(\"ol\", null, mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Post-visit check-ins, personalised, automated reminders can take the stress out of maintaining this kind of activity, and will go a long way to keeping a good level of connection and communication, for monitoring compliance and patient welfare.\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Celebrate milestones with personalised care reminders. A happy birthday message goes a long way in bonding your client to your team and is a great time to suggest a joint health or dental review.\\n3 .Lifecycle messaging that addresses a patient from its early puppy days all the way through to their senior, grey coat days.\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Proactive education via personalised and seasonal campaigns, blogs on your website and/or social media posts\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"Health care plans: when designed thoughtfully, can provide the predictable revenue that supports sustainable business practices while simultaneously improving preventative care uptake and strengthening the relationship between practice and pet owner. The key lies in how they are structured, utilised and communicated.\"), mdx(\"li\", {\n    parentName: \"ol\"\n  }, \"The CMA\\u2019s provisional decision identifies several concerns that directly relate to how veterinary practices structure and communicate their services. Chief among these are transparency around pricing, For many within the profession they reflect elements that they already incorporate into their comms. But how well are you utilising your website, social media platforms and even in clinic marketing materials to reiterate elements such as services, pricing and affiliate partners?\")), mdx(\"h2\", null, \"Let's Catch Up!\"), mdx(\"p\", null, \"If you'd like to learn more why not book a free walk through of how to utilise PetsApp to level up your services via: \", mdx(\"a\", _extends({\n    parentName: \"p\"\n  }, {\n    \"href\": \"https://meetings.hubspot.com/naomi-oikonomou/revenue-growth?uuid=f3fcc9aa-e398-41bf-8d5e-2e7b2a730cc1\"\n  }), \"petsapp.com/demo\"), \" or reach out to me directly for a free marketing review: \", mdx(\"a\", _extends({\n    parentName: \"p\"\n  }, {\n    \"href\": \"mailto:naomi@petsapp.com\"\n  }), \"naomi@petsapp.com\")), mdx(\"h2\", null, \"Additional Learning\"), mdx(\"p\", null, mdx(\"a\", _extends({\n    parentName: \"p\"\n  }, {\n    \"href\": \"https://www.youtube.com/watch?v=wkNW2igxw4A&t=14s\"\n  }), mdx(\"img\", _extends({\n    parentName: \"a\"\n  }, {\n    \"src\": \"//images.ctfassets.net/oa5wb8sed8k2/4yd3U19cIFGYoub8LCnoSH/abf89a81b03c49249a82a830d412a0fc/Screenshot_2026-04-22_at_15.59.24.png\",\n    \"alt\": \"How will pet owners find you?\"\n  })))), mdx(\"p\", null, \"Taken from her recent talk at SPVS Congress: Pack member Naomi discusses how having a high performing website can reduce effort and increase positive outcomes for your team and the clients they support.\"));\n}\n;\nMDXContent.isMDXComponent = true;","excerpt":"What if your most powerful marketing strategy isn’t a campaign, but the culture you create? Marketing Mindset: Culture Versus Campaigns…"}},"showOnSearchEngines":true,"publishedDate":"2026-02-24T00:00+00:00","slug":"marketing-mindset-culture-versus-campaigns","title":"Marketing Mindset: Culture Versus Campaigns","excerpt":{"excerpt":"What if your most powerful marketing strategy isn’t a campaign, but the culture you create?\n\n# Marketing Mindset: Culture Versus Campaigns\n\nPrior to entering the world of Marketing I spent almost 20 years in Retail, managing teams \nand crafting client journeys for the likes of Selfridges and co. Despite claiming to offer very customer centric experiences the truth was that the culture of retail is purely transactional. And as veterinary clinic debt surges across the UK and much of the world, there are some real dangers both culturally and ethically for veterinary businesses turning to retail to mimic it's transactional marketing template."},"author":"Naomi Jenkins","createdAt":"2026-02-25T01:20:32.654Z","featuredImage":{"file":{"url":"//images.ctfassets.net/oa5wb8sed8k2/2kqq9I9EbUXVqSFd4hA9Bo/4c3d035f9c60a1b51e2b5dd1edb84661/Screenshot_2026-02-25_at_01.16.07.png"},"fluid":{"base64":"data:image/png;base64,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