3 Marketing & outreach

Now that we’ve identified a veterinarian role and a market, how does a veterinarian find these clients? Several strategies can improve your ability to reach these producers wherever you are in this process.

There are two ways to grow a client base. Find the client, or the client finds you. The following suggestions offer ways to find and reach out to O/A producers in your area and ways in which O/A producers may be more likely to find you and your services. A number of these strategies go hand-in-hand.

Finding the client

Many O/A farmers seek other O/A farmers for animal health and farming information. This creates a tight-knit community but also means they likely gather information from common sources. You can find O/A producers in your area by working to find these common sources. These producers also market themselves and their products to consumers, making them easier to find. The following examples of resources may be helpful. Be sure to search your state and region for additional opportunities and ideas.

• National, State, and School Databases
  • USDA Organic Integrity Database
  • Iowa Certified Organic Farms
  • Minnesota Grown Program
  • College of Integrative Veterinary Therapies
• Extension Branches and Offices
• Organic Animal Conferences and Meetings
  • Organic Trade Association (OTA)
• Online Organic Webpages and Blogs
  • The Livestock Project
  • Rodale Institute
  • Farmers.gov Blogs
  • California Certified Organic Farmers (CCOF)
  • Practical Farmers of Iowa (PFI)

• Social Media
  • Facebook
  • Instagram
• Organic and Livestock Industry personnel
  • People in various animal health and food production industries, such as state veterinarians, veterinary school faculty, nutrition specialists, extension services, organic farm auditors, organic livestock processing personnel etc.
• Word of Mouth
  • Networking is always applicable – let people know you are looking for O/A clients!

Marketing to the client

You have the skills and the knowledge, and you know people who may benefit from your services. Now is the time to show and tell. Expanding O/A services in your practice requires letting people know you offer them and why. While fairly obvious, several ways exist to increase the effectiveness of advertising your services to this population. Think about what to say and where to say it.

What to do (be discoverable and easy to find)

• Be listed
  • Your state veterinary medical association
  • American Holistic Veterinary Medical Association
  • American Association of Bovine Practitioners
  • American Association of Small Ruminant Practitioners
  • Other veterinary organizations
• Be transparent
  • List what O/A services you provide
  • Advertise that you took this course series or other specialized education
• Be “Google-able”
  • Consider Google Analytics and Search Engine Optimization (SEO)
• Be Shareable – Social Media
  • Facebook
  • Instagram
  • Word of mouth
• Be Inclusive
  • Make attempts to engage with their community
    • Hold mini-education sessions for producers
    • Attend O/A meetings in your area and conferences
  • Engage on O/A blogs and social media
    • Demonstrate your willingness to learn and help others
    • Engaging with a variety of audiences improves diversity, equity and inclusion
  • AVMA Journey for Teams

What to say

• Advertise your services
  • Indicate what you offer and how you can help
• Advertise your education and special training (taking these courses, etc.)
  • Indicates a willingness to learn and engage in O/A medicine
• Advertise why you do what you do, – before advertising what you do
  • Add “Why” to “What” you do
• Provide client education materials
  • Demonstrates some of your skills, knowledge, and usefulness as a resource
  • Assist in helping clients reach and maintain O/A status