How Dr. Enrique Borrego Used Social Media To Drive Revenue

When Dr. Enrique Borrego opened his veterinary practice in 1990, location and word-of-mouth were all a vet needed to bring in clients and their furry friends.

Borrego opened his current location in 2000 to better serve his neighbors in the quiet Florida town.

But in 2004, Port St. Lucie became one of the fastest-growing communities in Florida, and soon there were multiple vet practices within walking distance of his office. It was clear he had to find a way to differentiate Animal General Hospital.

He tried local magazines and the Yellow Pages, but over 18 months netted no new clients. At a loss, Borrego turned to Rich Urban, a former vet tech with a savvy set of marketing tools that could reshape the local vet practice.

"I love animals. I wanted to be a doctor, not a vaccination clinic," Borrego says. "I knew there had to be a better way to market my practice, and Rich held that key."

So just how did Dr. Enrique Borrego Used Social Media To Drive Revenue?

Urban built a client-care strategy that spanned from the moment of first interaction to long after clients had gone home from their latest appointment. Using YouTube, Facebook and e-mail marketing, the strategy has produced some astounding results. Borrego estimates he spent $27,000 over 18 months for Yellow Pages ads. In a single 18-month online campaign combining Google advertising with Facebook ads, $3,600 in spending brought in a remarkable 250 new clients and $75,000 in revenue.

The bottom line for this vet? Interaction. "Yellow Pages ads are static. Facebook and Google--those are interactive. People in this day and age demand interaction, so we've built ourselves to be an online resource for our clients," Borrego says. "Great information coupled with great care--that's why people keep coming back.

That's the social part of social marketing." You can find Animal General Hospital on Facebook and YouTube, and stop in for some paws-atively great care when you're in Port St. Lucie.

Read more stories about: Social media, Food trucks, Pets, Social-media marketing

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