I did not begin my agency with a deep understanding of the veterinary industry. I simply remembered the neighborhood clinics that had taken care of my own pets. Those practices knew me and my dogs, and I knew them. I assumed that serving “veterinary clinics” as a marketing niche already made me highly specialized.

As I studied the industry more closely, I discovered a landscape I had not expected. There are national corporate brands with clear, unified identities. There are also corporate rollup groups that buy local clinics and maintain their original names while managing all of the marketing behind the scenes. When I compared their websites to the websites of truly independent clinics, I noticed that many independent clinics were being given the same generic templates, language, and structure.

Independent clinic owners did not ask for this. They simply trusted the marketing agencies they hired. The agencies, however, did not understand the nature of an independently-owned clinic or the role these clinics play in their communities. As a result, independent clinics ended up with marketing that made them visible but not memorable.

Independent clinics do not need to compete with corporate groups on corporate terms. Their strengths have always been continuity, personal connection, and the familiarity that families return to for generations. These qualities cannot be mass produced. They must be expressed intentionally.

Branding gives language to who a clinic truly is. Marketing helps the right people find it. The combination is what creates lasting trust and loyal clients. I chose to focus my agency on independent clinics because they deserve to be seen for who they are. My work is to help them express their identity with clarity and support it with thoughtful, effective marketing so they can grow in a way that stays true to their character.

[If you would like the full story behind why I created VGA, you can read it here.]