Why didn’t your veterinary practice’s newsletter garner the results you were looking for? You poured precious time and energy into developing a newsletter, spending weeks writing, editing and collecting information, and then even more time editing and finalizing the content and design. You anticipated a great response (read: return on investment) from your target audience. And yet, as far as you can tell, your newsletter did nothing. You aren’t even sure that the digital version sent to pet parents was read, or that the rDVM’s office paid attention to the printed version.Blog-post-image-cat

From our experience working with veterinary practices, a lot can go wrong with newsletters when it comes to measuring ROI. However, there is a fix to this problem and it’s called content! The secret about content is that it must add value to your readers’ lives. Did you give actionable advice that veterinarians and technicians can use when discussing treatment options with patients? Did you provide information to help pet owners understand the causes and treatments for particular symptoms they might notice with their pets? Overall, did your content successfully show your expertise?

Writing effective newsletter content can be hard, so we’d like to help! Here’s a cheat sheet of topics you can consider for your next veterinary newsletter, to better promote your business and share content your audiences will actually want to read.

Downloadable-Cheat-sheet-CTA

Target Audience: rDVMs and/or Veterinary Technicians:

  • Profile of a pet’s case/case study
  • Hospital expansion or move
  • New rooms, medical equipment, tools or technology
  • Profile of a staff member (doctor, technician, manager)
  • Diagnostic tips
  • Treatment updates
  • A “technician’s corner” with tips for technicians
  • Seasonal or timely information (e.g., canine flu virus, food recalls, Bordetella)
  • Invitations to your lectures, roundtables, doctor meet-and-greets or wet labs
  • Invitation to visit your booth at a conference or event

Target Audience: Pet Owners:

  • Profile of a pet parent with the pet’s case in laymen terms
  • Hospital expansion or move
  • New rooms, medical equipment, tools or technology
  • Profile of a staff member (doctor, technician, manager)
  • General pet health tips (e.g., weight loss, exercise, how to read a pet food label)
  • Disease, illness or injury information (e.g., diabetes, Cushing’s Disease, cruciate ligament tear)
  • Examples of recent media coverage of your practice or a staff member
  • Ways your practice or staff members are giving back to the community
  • Invitations to open houses, educational discussions (such as pet first aid classes) or to visit your
    booth at a pet event

Would you like a printable version of this newsletter content cheat sheet?
Click here to download your veterinary practice newsletter content cheat sheet. Fetching Communications specializes in building and managing newsletters for practices like yours. Contact Liz Lindley by clicking here or email lizlindley@fetchingcommunications.com so we can discuss your practice’s specific challenges and the solutions available.

 

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