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Home » Archive » 2012

TDK conference 2012

The use of social media in the marketing of a veterinary practice
Kertész Attila Mihály - year 6
BKF, SzIU, Faculty of Veterinary Science, Department of State Veterinary Medicine and Agricultural Economics
Supervisors: Dr. Árpád Papp-Váry, Dr. László Ózsvári

Abstract:

The social media is more and more expanding in all fields of our lives. One sixth of the world population and 42% of the Hungarians are using Facebook*, the social networking website which has the most users. A company not dealing with being present in social media can be left behind its competitors, considerably.

In the course of my paralell studies of communication, economics and veterinary medicine, I was interested in how to use social media in a special category of small firm sector, the veterinary clinics for marketing, PR and public communication.

Reviewing the literature, I used the relevant information in practice in case of Provet Veterinary Clinic while edited its online surfaces for a year. I wrote this thesis based on the experiences gained in that course.

In my study I reviewed the literature and experiences how to prepare advertisements and how to target them as well as how to create appropriate advertisements in the conditions given by Facebook. My main task was to produce an up-to-date commercial website on Facebook. I am presenting the steps of this process.

In the course of a year, the Provet Veterinary Clinic became the third one having the most fans (1130) in Hungary**. The presentation of values of the image of veterinary profession i.e. truthfulness, attention, preciseness and personal contact in social media was what I highly considered all the time while avoiding any destructive activity.

I have looked for the answers as well which ways the clients of this veterinary clinic are using internet. I have gained data by questionnaire about what are the issues they think to be the most important ones. I have come to the conclusion that it is worth using the online surfaces, since half of the clients knows the website from which one can be on the Facebook only by a simple click. It is also worth watching the social media since the clients of veterinary clinic are spending on such kind (web 2.0) websites half an hour per day on average.

*Source: http://www.socialbakers.com/facebook-statistics/hungary downloaded: 12.10.2012.
**Source www.facebook.com/provetrendelo downloaded: 12.10.2012.



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