featuring Stith Keiser and Robert Sanchez | Blue Heron Consulting

In this webinar, Blue Heron Consulting and Digital Empathy dive deep into how independent veterinary practices can set themselves apart in a competitive market. Learn why positioning is crucial for attracting the right clients and team members, how to build an authentic unique value proposition, and where to showcase it for maximum impact. Discover why blending in is costly — and how showing up as your true self is the key to long-term growth and success.

In a crowded veterinary market, it’s no longer enough to simply offer good medical care. Independent practices must learn to stand out — not just with better medicine, but by positioning themselves clearly and authentically.

Positioning means defining what makes your hospital fundamentally unique and ensuring that message shines through in every touchpoint with clients and candidates.

Why Positioning Matters

When practices fail to differentiate, they become just another choice among many. This leads to:

  • Wasted marketing dollars attracting the wrong clients

  • Lower team morale

  • Missed growth opportunities

  • Price-sensitive clients who don’t see the true value you offer

Positioning is the solution:
Attract the right clients who choose you intentionally — because your culture, services, and approach align perfectly with what they value.

Building Your Unique Value Proposition

To develop strong positioning, practices must:

  • Identify their “Why”: What is your mission beyond providing veterinary care?

  • Choose a clear business model: Are you an “earns-based” practice (high touch, relationship-focused, thorough care) or a “turns-based” practice (high volume, quick service)?

  • Operationalize your values: Don’t just say you offer compassionate care — define how it looks and feels at your hospital.

  • Create consistency: Make sure every team member understands and delivers the brand promise every day.

When you know who you are, you can intentionally find and serve the clients — and team members — who want exactly what you offer.

Showcasing Your Positioning

Strong positioning should be visible across:

  • Your Website: Make it emotionally compelling within seconds. Tell a unique story instead of listing generic services.

  • Social Media: Share authentic, story-driven content that reflects your team, culture, and client relationships.

  • Local Partnerships: Collaborate with businesses whose clientele match your ideal client profile.

Positioning and operations are two sides of the same coin. Marketing simply shows the world what already exists inside your hospital — so it must be authentic.

The Long Game

Positioning isn’t a one-time project; it’s a continuous commitment to:

  • Stay aligned with your brand’s promises

  • Measure real-world results (client retention, compliance rates, team satisfaction, revenue growth)

  • Adjust your messaging based on client feedback and evolving goals

When done right, strong positioning doesn’t just attract new clients — it attracts the right clients, empowers your team, and fuels long-term success.