IntroductionThe marketing strategies of the veterinary healthcare industry, like many other industries, have evolved significantly over the past twenty years. Before the last twenty years it had remained fairly constant with very little change. Ever since the marketing revolution and innovation led to *create* the digital marketing revolution, consumers, i.e. customers, are looking for more than just a service that provides a solution to their problem. There is a greater sense of brand awareness and a greater desire for a unique customer experience. The biggest challenge for veterinary hospitals and clinics has been to recognize and respond effectively to this sea change in consumers. The digital revolution and the evolution of customer behavior Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Today, more than 50% of consumers use mobile devices to search the web, book appointments, shop, and pay for goods and services. The rise of the digital healthcare provider developed in response to this sea change in consumers. Additionally, customers use their devices to obtain information from third parties about their pets' medical conditions and treatments, as well as to research areas of animal medicine that interest them. A common example is a client to whom a friend recommends a flea and tick medicine. The client will typically research the flea and tick medicine prior to the visit to the veterinarian. Across the marketing industry there has been an increase in digital advertising budgets, the creation of personalized content for the target industry and improvements in search engine optimization (SEO). The veterinary healthcare sector cannot be left behind in this shift in focus and must evolve. As a veterinarian or hospital manager, it is critical to understand your customers and exceed their expectations. Who is your current customer and who is your ideal customer? Who is your target audience with digital marketing campaigns? The way customers choose their service providers has changed dramatically, and knowing how to answer these questions and knowing what factors influence and determine consumer choice will allow your hospital or clinic to thrive in the next decade. Baby Boomers, Generation two key market segments with the greatest targeting potential; Silver Surfer and Generation Y or Millennials. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay While each generation has different challenges and preferences, high-growth hospitals and clinics are identifying those unique challenges and preferences and implementing a series of strategic digital campaigns organized around targeted segments. Silver Surfers Silver Surfers consist of Baby Boomers and Generation Y, primarily those in their fifties and sixties, whose family has left home and now has additional disposable income. Baby Boomers and Generation Y, compared to the Silent Generation, enjoyed greater health, higher levels of education and a greater general awareness of the importance of preventive care as well as greater concern.