Building Both Sides of a Veterinary Telehealth Marketplace Through LinkedIn Marketing

The Objectives

• Recruit licensed veterinarians onto the platform.
• Acquire paying pet owners.
• Establish marketplace credibility on both sides.
• Build recurring subscription revenue.

The Challenge

Veterinarians and pet owners have entirely different motivations, so a single campaign could never speak effectively to both.

The entire acquisition strategy was therefore split into two independent growth systems.

Supply Acquisition

Target audience: licensed veterinarians across private clinics, hospitals and independent practices. LinkedIn carried the campaign, with messaging built around flexible income opportunities, growing telehealth demand, professional independence and a verified practitioner network.

Sponsored content was supported by direct LinkedIn outreach, professional veterinary communities, industry partnerships and referral incentives. Onboarding leaned hard on credential verification, licensing validation and a streamlined application workflow, because every friction point in that process costs the marketplace a provider.

Demand Generation

Pet owners were approached through an entirely different customer journey. Messaging led with instant veterinary advice, affordable consultations, convenience, trusted licensed professionals and avoiding unnecessary clinic visits.

• Short-form educational videos that answered real pet health questions.
• Customer testimonials to carry social proof where trust was the main objection.
• Pet health awareness campaigns to widen the top of the funnel.
• Benefit-focused image ads for direct-response conversion.

Two Funnels

1. Veterinarian funnel. LinkedIn ad, application landing page, credential verification, platform onboarding, active provider.
2. Pet owner funnel. Social ad, free trial, consultation experience, subscription conversion, retention campaigns.
3. Retargeting across both. Separate audience pools for website visitors, landing page abandoners, video viewers, trial users and email subscribers, with dynamic messaging that answered the objection specific to each funnel stage.
4. Lifecycle marketing. Automated email workflows drove activation and retention through welcome sequences, platform education, first consultation reminders, renewal campaigns and customer success content.

The Results

Why It Worked

Marketplace growth requires more than customer acquisition. It requires balancing supply and demand at the same time. By treating veterinarians and pet owners as completely separate customer segments, each with dedicated messaging, funnels, onboarding experiences and lifecycle campaigns, the platform reached marketplace liquidity quickly while holding acquisition costs efficient and trial-to-paid conversion exceptionally high.

It also showed that LinkedIn can be used well beyond traditional B2B lead generation: to build trust, recruit credentialed professionals and scale a subscription marketplace through a structured, full-funnel growth system.