Build deeper connections
with veterinarians.

We believe understanding and aligning with veterinarians gives pet care marketers a huge advantage. And no agency knows this channel better than Bader Rutter.

Going to VMX? Let’s connect!

We’ll be on-site at Booth 614 recording episodes for The Good Minute: our podcast that celebrates all the ways various brands define and promote their “good.”

If you’d like to share your story, fill out the form below so we can arrange a recording time.

Bader Rutter Pet Care Contacts:

Dr. Blair McConnel
Executive Business Leader, VMD, MBA

David Jordan
President and Chief Growth Officer

Thank you for completing our form!

We will be in touch soon!

Veterinarians are always there for us.
We’re here for them.

Learn why at veterinaryhope.org →

4 findings from our new proprietary study of modern veterinarians.

While we’ve worked with vets for years, we continuously work to keep our understanding fresh. We recently completed qualitative interviews and a quantitative study to deepen our knowledge of who they are as people and how their veterinary careers impact their lives. Review four key findings from our survey here.

Want to see the full study?

 

Survey Results 1

Does your tone align with what vets value?

Our survey tells us that veterinarians enjoy interactions that help their human clients value their expertise. What does that mean for you as a pet care marketer? It’s important to position veterinarians as the no. 1 resource for pet owners. Respecting and supporting their expertise will help you earn the trust of veterinarians. Interested in seeing the full study?

Survey Results 2

The top 3 traits veterinarians use to describe themselves?

Empathetic, analytical and purpose-driven. What does this mean for us as marketers? We need to craft content that will resonate with these types of personalities. A profit-driven message likely won’t grab attention with this group. But an emotional message on providing the best care, with data to back it up, WILL.

Survey Results 3

How do veterinarians manage stress?

With humor. Having a sense of humor and being able to laugh at oneself earned the top two spots when veterinarians were asked to rate their agreement with the statements below. Our qualitative interviews tell us this isn’t slapstick or class-clown comedy but a darker humor that helps them deal with the difficult things they see in their practice. Marketing to veterinarians with a humorous bent seems to be uncharted territory in the marketplace but just might be the best way to connect with them in a way that resonates.

Survey Results 4

What causes veterinarians the most stress?

It’s not the pets. It’s the people. The #1 stressor for survey respondents was handling angry or difficult clients. Our survey tells us that veterinarians entered the field because of a love for animals, science and problem-solving. Conflict with their human clients is an area many aren’t prepared for and dread. Understanding this dynamic and the difficulties it can cause veterinarians can help you be a more empathetic and effective pet care marketer.


Here’s what veterinarians are saying:

“None of the companies see me as a person. They just want to sell their products and don’t care from who — Chewy, Amazon or the veterinarian. They all say they support the veterinarian, but in reality, they just want to sell their products and don’t care who does it.”


Here’s what veterinarians are saying:

“I wish they [pet care marketers] understood how hard we work to recommend their products or sell them. There’s a lack of support needs to be better.”


Here’s what veterinarians are saying:

“Social media has changed a lot. Clients think they know more than the vet. They no longer value our skills and professional advice. We are just script writers. There’s disdain there that didn’t used to be there.”


Here’s what veterinarians are saying:

“They’re [pet care marketers] really out of touch about what motivates veterinarians.”

If you’re unsure where to start building more powerful alignment with the veterinarians your brand relies on, we can help.

Talk to Us

3 golden rules for pet care marketers.

Our ongoing discussions with veterinarians reveal three golden rules they believe you as pet care marketers can follow. Adopting these suggestions would go a long way toward bridging the growing gap between you, veterinarians and pet parents.

View Article

Related Work