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[Marketing in veterinary practice; a theoretical framework].

A J Schuurmans1, A Smidts

  • 1Erasmus Universiteit Rotterdam, Faculteit Bedrijfskunde.

Tijdschrift Voor Diergeneeskunde
|March 15, 1990
PubMed
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Increased competition among veterinarians can be managed by expanding services and adopting marketing strategies. Applying marketing concepts like market segmentation and the marketing mix can help veterinary practices thrive.

Area of Science:

  • Veterinary Medicine
  • Marketing Management

Background:

  • Growing competition in veterinary practices due to a constant animal population and an increasing number of veterinarians.
  • The need for veterinary practices to adapt and differentiate to remain competitive.

Purpose of the Study:

  • To explore the application of marketing concepts within veterinary practices.
  • To provide a framework for veterinarians to enhance their services and market positioning.

Main Methods:

  • Utilizing the Abell approach to analyze veterinary services based on functions performed.
  • Applying market segmentation principles with a hypothetical veterinary practice example.
  • Detailed examination of the marketing mix (product, place, price, promotion, personnel).
  • Discussion of the marketing information system in veterinary practice.

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Main Results:

  • The Abell approach helps identify the core functions of veterinary services and potential target audiences.
  • Market segmentation allows for tailored service offerings to specific animal owner needs.
  • A comprehensive marketing mix strategy is crucial for practice growth and competitive advantage.

Conclusions:

  • Adopting a marketing orientation is essential for veterinary practices to navigate increasing competition.
  • Expanding service offerings and scope of activities through strategic marketing can improve practice viability.
  • Further research is needed to assess the current marketing orientation of Dutch veterinarians.