There are more marketing channels than ever to reach veterinary prospects. Unfortunately, veterinarians are also busier than ever, making it harder to earn their attention. A presentation by the VetMedux team in 2024 tells an interesting story about a veterinarian’s daily content consumption.
Daily content consumption in the life of a veterinarian:
- 9 AM – Read the Clinician’s Brief Daily Newsletter
- 10 AM – Took the daily challenge on Facebook
- 11 AM – Received a browser alert with an educational snippet
- 1 PM – Engaged with a visual case and short explainer video on Instagram
- 3 PM – Browsed cliniciansbrief.com during lunch
- 6 PM – Received an end-of-day browser alert with a bite-sized snippet
- 8 PM – Casually browsed softer clinical content on Facebook
So, what does this packed content day mean for companies trying to reach veterinary professionals?
Many B2B veterinary marketers ask, “Which marketing channel is most important?” The short answer is that they’re all important, as seen in the example of content consumption throughout a veterinarian’s day.
As new marketing channels have emerged, veterinarians haven’t abandoned older channels—they’ve simply added new channels to their daily routines. For example, when email became popular, veterinarians didn’t stop reading print publications. And when social media went mainstream, it became a third layer—print, email, and social. Today, veterinarians consume content across a wide spectrum of channels, and your campaign needs to meet them wherever they are.
In this blog, we’ll explore the most critical marketing channels for B2B veterinary marketers. Let’s go!
First, a Note About Owned Properties
While this blog focuses on marketing channels, we want to address owned properties for a moment. Owned properties include any brand assets that you have complete control over, such as your:
- Website
- Blog
- Social Accounts
No matter how many marketing channels you use, your audience will often end up engaging with your website. That’s your destination. You can have the best cross-channel promotional campaign in the world, but if the destination isn’t thoughtfully designed, you may not get the outcomes you’re hoping for.
Before launching your campaign, test your website for:
- User experience on both desktop and mobile devices
- Messaging clarity and consistency
- Ease of use
- Technical performance
- Page load time (especially if using video)
Where Authority Meets an Engaged Audience: Third-Party Media
Promoting your campaign through a high-clinical authority partner like Clinician’s Brief gives you the best of many worlds.
Partner with Clinician’s Brief to propel your campaigns to new heights.
Many Channels, One Partner
You’ll get access to promote your message across many well-established marketing channels—digital and traditional. From podcasts to email, educational content, social media, print, and even quizzes, Clinician’s Brief can recommend the right mix of channels to optimize your performance.
Borrowed Authority
Being associated with one of the most trusted names in the industry strengthens your brand’s credibility.
Veterinary-Specific Expertise
Our team knows what works and what doesn’t. We’ll help you shape a content strategy tailored to your goals.
Industry-Leading Audience
With a large, highly engaged veterinary audience, Clinician’s Brief enables powerful segmentation based on demographic and behavioral insights. It’s a great way to grow brand awareness—especially if you’re new to the market or need to scale reach quickly.
Build Community Connections on Social Media
Paid and organic social media are must-haves in today’s veterinary marketing mix.
Instagram and Facebook are particularly effective when targeting veterinarians and technicians, while LinkedIn is ideal for reaching practice managers and professionals in the broader animal health industry.
Use social media for:
- Product launches
- Event promotions
- Retargeting
- Lead generation
- Contests/games
Because many users browse social media on their personal time, your content needs to be fun, creative, and visually engaging to succeed.
Pro Tip
If you’re in the message-testing phase, social media offers a budget-friendly way to experiment. Refine your message here before expanding to other high-investment channels like third-party media.
Tried and True: Email Marketing
Email remains a foundational tactic in B2B veterinary marketing.
You can use it for one-off messages or automated sequences—it’s especially effective when combined with content marketing to nurture leads over time.
Best practices:
- Don’t buy email lists.
- Use content marketing to grow a qualified list.
- Regularly prune unengaged contacts.
- Partner with third-party media for access to their audiences.
Get a comprehensive rundown of email optimization tips in this blog.
Pro Tip
Use UTMs to track engagement and conversions by channel. Then conduct a cost per lead (CPL) analysis to evaluate channel performance.
The Rising Star: SMS Marketing
More veterinary marketers are incorporating SMS into their channel strategy. It’s ideal for quick, urgent messages—especially event reminders or limited-time promos.
Forbes reports that SMS open rates reach 98%, and most people respond within 30 minutes.
That said, use this channel selectively for timely, high-priority messages. You’ll need a compliant SMS-sending tool and explicit opt-ins to get started.
Can’t Forget Live Events!
We all know VMX and WVC are cornerstone events for brand visibility, lead generation, and community connection.
These events also offer their own mini-marketing ecosystems. Ask organizers about:
- Print: Show book ads, bag inserts, signage
- Social Media: Sponsored posts
- Email: Pre-event sends via organizer’s list
- Speaker Sessions: The gold standard—podium time!
Most live event campaigns will have their own supporting strategy, separate from your national campaigns.
Honorable Mentions: Traditional and Emerging Channels
- Podcasts: Great for brand awareness—not always high-volume lead generators, but excellent for long-term visibility.
- Push Notifications: App or website alerts. More urgent than email, less invasive than SMS.
- SEM (Search Engine Marketing): Capture intent-driven traffic through paid search.
- SEO: Boost visibility for organic traffic—especially when buyers are actively searching for you.
- Affiliate/Influencer Marketing: Leverage trusted voices to amplify your message.
- Print: Still valuable! Journals have a long shelf life in clinics.
- Direct Mail: Eye-catching mailers can stand out—especially in support of live events.
Tying It All Together: Your Omnichannel Game Plan
Let’s demystify the buzzword. An omnichannel strategy means your audience experiences a consistent message across every touchpoint—print, email, social, events, and more.
Start with a message house for your overarching campaign. Then create a channel matrix to track:
- Messaging by channel
- Budget by channel
- Channel goals (eg, awareness vs lead gen)
- KPIs (CPL, impressions, leads, deals)
- Duration of promotion
- Key milestone dates
- Notes
This structure helps you compare performance and iterate more effectively as your campaign unfolds.
Let’s Launch Your Next Campaign!
The VetMedux team is here to help you craft the perfect channel strategy to meet your goals. Let’s connect to explore how our one-of-a-kind veterinary database can help you reach the right prospects—no hunting required.