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iVET360

VETERINARY MARKETING BENCHMARK REPORT

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2020

Veterinary Marketing
Benchmark Report

SSL Certificates

The industry saw a 13% increase in SSL certificate compliance, which is not surprising given the increased emphasis on website security. 100% of iVET360 clients have a secure website.

83.2%

OF HOSPITALS HAVE A SECURE WEBSITE

73.4%

2019

44.6%

2018

3.9%

2017

The What

The breakdown for website security is simple: hyperlinks on safe pages begin with “https,” while unsafe pages begin with “http.” To make it easier to remember, think of the extra “s” in https pages as standing for “secure.”

Encrypted (secure) websites are guaranteed safe for people to visit without fear of being attacked by viruses. Without encryption, visitors on your site are vulnerable to online hackers who can access their personal information. To help the public determine whether they should venture onto an unfamiliar site, Google has placed a “Not Secure” warning on the left side of the address bar whenever the user enters an unencrypted site.

If that pops up when pet owners go to your site, it could seriously hurt your client growth and retention. Not only will the visitor avoid entering any information (whether in a comment box or appointment portal), they may also conclude that you don’t value the safety or privacy of others. If that’s the case, then how could they trust you with a pet they love?

The Why

While our numbers show a dramatic increase in secure websites for the fourth year in a row, there are still a number of hospitals who have not taken the important step of encrypting their website. Thankfully, major website providers in the industry now usually add the SSL certificate on their client’s sites without charging an extra fee. We expect SSL compliance to be near 100% by next year.

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The How

Check if your website is secure by pulling up your veterinary hospital’s website. If there is a lock symbol in front of your domain name in the address bar, you’re good. This will be present on all major browsers, including Chrome, Firefox, and Safari. If there is not a lock symbol, or if you see the words “Not Secure” preceding your hyperlink, your website is not secure.

How to fix this: Read our article here on all things SSL

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