Your First 90 Days of Marketing: How to Build Momentum Before You Open

Veterinary Practice Coming Soon Marketing

Most new veterinary practice owners wait until their doors are open to start marketing — but that’s too late.

The 90 days before you open are your chance to build awareness, excitement, and trust. With a few simple, intentional steps, you can start filling your schedule before you even see your first patient.

Phase 1: 90–60 Days Before Opening — Build Your Foundation

Goal: Create your brand identity and start showing up online.

The first step to effective marketing is clarity. Before you invest in ads or campaigns, make sure you have a strong foundation in place.

Key steps:

Finalize your brand name, logo, and visual identity. These will set the tone for every piece of marketing you do.
Launch a “coming soon” landing page with a simple email sign-up form. This helps you capture interest early.
Claim and verify your Google Business Profile, Instagram, Facebook, and Nextdoor pages.
Begin posting small updates: behind-the-scenes photos, progress shots, or messages introducing your mission.
Start connecting with local businesses, pet stores, and shelters to build community relationships.

Pro Tip: Create an email list early. Even if it starts with friends and family, these early subscribers will become your best advocates once you open.

Phase 2: 60–30 Days Before Opening — Create Excitement

Goal: Turn awareness into anticipation.

Now that people know who you are, it’s time to get them excited about what’s coming.

Key steps:

Announce your official opening date and your services.
Start a countdown campaign on social media (“30 Days to Opening!”).
Share your story — why you started your practice, what you believe in, and how you care differently.
Run a giveaway or contest, like a free first exam or pet-care basket.
Post educational pet care content to show expertise and build trust.
Invite clients to RSVP for your grand opening or book appointments early.

Pro Tip: Use short, authentic videos. A quick clip of your team setting up exam rooms or meeting new patients can create emotional connection far faster than polished ads.

Phase 3: Opening Week & Beyond — Convert and Celebrate

Goal: Capture your early supporters and turn them into loyal clients.

Your opening week is your moment to celebrate, connect, and start building long-term loyalty.

Key steps:

Share live updates or stories from your grand opening event.
Highlight your first patients (with owner permission).
Encourage Google and Yelp reviews right away — early reviews help you rank higher in local searches.
Send a “thank you” email to your pre-launch list and include links to book appointments or leave feedback.
Keep your content consistent: share team spotlights, new services, and happy patient moments.

Pro Tip: Celebrate every milestone — your first client, your first full day, your first week. People love cheering you on.

90-Day Marketing Checklist

Timeframe	Focus	Actions
90–60 Days Out	Brand & Setup	Finalize logo, claim listings, launch website or landing page
60–30 Days Out	Awareness	Start posting regularly, build email list, connect locally
30–0 Days Out	Excitement	Announce opening, run promotions, share behind-the-scenes
Opening Week	Engagement	Go live, thank supporters, ask for reviews

Final Thoughts

Your marketing doesn’t start when your doors open — it starts the moment you decide to open.

By planning your first 90 days with purpose, you’ll open your doors to a full appointment book and a community already rooting for you.