2024 Trends in B2B Veterinary Marketing

Executive Summary

Discover the key trends shaping B2B veterinary marketing in 2024: Scrappy marketing gains momentum, high-engagement content rises, social media proves essential, and niche targeting becomes prominent. Red Brick Partners, a 14-year veteran in veterinary marketing, offers expertise for successful 2024 campaigns. Continue reading to learn more about optimizing leads, engaging veterinarians, and tailoring campaigns for specific niches.

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2024 Trends in B2B Veterinary Marketing 

As we begin a new year, we’re sharing emerging trends we’ve observed with our B2B veterinary clients. So far this year, we’ve seen a few primary trends: companies are getting scrappy, an increased emphasis on fostering prospect engagement, and niche targeting is rising. Let’s dive right in!

Scrappy Marketing 

Scrappy marketing started making a comeback in 2023, and as we embark upon a new year, one thing is obvious. Scrappy marketing is here to stay this year. We can expect more message testing on cost-effective channels such as paid social. Channels such as social media allow B2B veterinary industry marketers to see what works (and what doesn’t) before investing in larger, more costly marketing programs.

We’ve also noticed that many companies are electing to purchase media on a month-by-month or quarterly basis as they adopt ‘test-and-see’ marketing strategies.

B2B veterinary marketers are also focusing on making the most out of their hard-earned leads. For example, industry marketers are increasing post-show engagement with marketing-focused nurturing programs instead of sending trade show leads to sales and hoping for conversions.

Engaging leads from key events such as VMX and WVC ensures that B2B veterinary marketers are optimizing the significant investment in these live events.

Looking for ways to leverage scrappy digital marketing strategies? Check out our webinar, The Schitt’s Creek Guide to Scrappy Digital Marketing.

High-Engagement Content is on the Rise

”Build a Lego and Your Career" promo from VMX 2023 Expo

Across every channel–high-engagement content is on the rise, and for good reason. Veterinarians love learning. They love testing their knowledge. And they’re short on time. To stand out in the crowd B2B veterinary marketers are increasingly turning to interactive content such as:

• Quizzes and surveys that allow veterinarians to test their knowledge. Keep your quiz to under 15 questions to further level up engagement.

• Interactive content at live events. This includes fun in-booth activities such as the build a lego campaign above, and educationally-driven campaigns that may be augmented with video or interactive quiz content. Veterinary industry marketers are increasingly ifavoring live webinars that encourage audience participation if the form of interactive sessions, with Q+A time. 

For more ideas on interactive content that converts check out this article from our friends at VetMedux.

More Social, Less Stress

When it comes to making authentic connections with veterinarians, social media is your best friend. Many veterinarians are becoming increasingly interested in social media as a tool to promote their services. What does this mean for B2B veterinary marketers? That your audience of veterinary professionals is spending time on social media, so we can market to them there!

We’ve seen B2B veterinary marketers leveraging social media in 2024 to:

• Increase brand visibility and solidify their place in the veterinary community. Organic social is also being used to build an engaged audience and drive low-cost traffic to websites. 

• Industry marketers are leveraging paid social to convert leads and drive web traffic for initiatives like product launches. 

Wondering which platform is the most important for your marketing strategy?  LinkedIn is a strong channel if you are trying to reach decision-makers in corporate clinic chains. However, if you are trying to engage veterinary professionals on a clinic level, don’t dismiss Facebook. Facebook and Instagram remain the channels with the highest engagement on a veterinarian level.

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Know your Niche

How well do you know your niche? Instead of being everything to everyone, we're seeing an increase in narrower campaigns that allow for more precise messaging. The “What Do Veterinarians Want?” webinar is a great example of how clinics can tailor content to appeal to niche markets by focusing on specific pain points in the industry and how to overcome them.

Click image to watch webinar

This shift towards niche marketing will lead to an increase in email nurturing campaigns for smaller audience segments and virtual events for highly specific topics.

We’ve also seen an increase in narrow lead nurturing email sequences to veterinarians directly after campaign engagement.

As time remains the biggest challenge for veterinarians, we have seen an increase in flexible meetings that include fully virtual demonstrations, and even virtual group demonstrations.

Need help with your 2024 campaigns? Drop us a line! 

Red Brick Partners, a veterinary marketing agency with over 14 years of B2B and B2C veterinary marketing experience, can help. Whether you are searching for ways to generate leads, automate sales and marketing processes, or boost awareness, we’ve got you! Discover how we help our clients.

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