What makes a good veterinary case study? Well, the answer depends on what you are looking to accomplish with it. Do you need content for your website? Newsletter? A veterinary trade journal? Consumer media outreach? Since all require diverse elements and different case studies will appeal to different audiences, we’re going to examine what makes a good veterinary case study for general or consumer media.
First, what is general or consumer media? National or local in scope, general/consumer media is simply the media that consumers or the general public reads or watches. It can be something as small as your community newspaper or something as large as Good Morning America. But for the most part, when Fetching Communications pitches case studies to general/consumer media, we pitch local newspapers (community and larger city-based papers) and news broadcasts at local stations. Why? Because the regional outlets are going to be most interested in a story with a local angle, i.e., the pet parent and/or veterinarian reside in the area, so it resonates with the community.
Now that we’ve defined the type of media we are targeting, let’s examine the elements that comprise a good case study for a veterinary practice.
Who doesn’t love a happy ending? Like the public, the media prefers one. They want to know that the pet made it out of the woods all right. Stories where the dog or cat may have had a near-death experience – but miraculously survived – are usually of interest to the media because they are hopeful and have a positive outcome. With all the current bad news, no one wants to tell or hear a sad pet story.
Unique visuals are typically appealing to consumer media – particularly television. Is there a compelling X-ray? A 3D model? Or is the dog or cat themselves the visual? Any collateral images that you can provide – including images and video – will help tell a more complete story and the TV station will appreciate the extra footage.
In order to have a powerful case study, you need a pet parent that is happy with the pet’s outcome, comfortable in front of the camera, and on-board with sharing their story. Not everyone will be open to this, so it’s important that the pet parent knows what will be asked of them. At the same time, the veterinarian or specialist also must feel comfortable discussing their treatment of the pet and being on-camera.
Uncommon Diagnosis or Very Common Ailment
Did the pet have a condition you have never seen before? Is it something that is happening only in your area due to environment or weather? If so, that may pique the media’s interest. Conversely, is it a common ailment or condition that affects many dogs or cats? That could also be of note because it will resonate with more pet parents in the audience.
Groundbreaking Use of Technology or Unorthodox Treatment
Was any new technology used in the pet’s treatment? Or, did you use traditional technology in an unconventional or unorthodox manner to care for the pet? Both would potentially help bolster the case study’s credibility when it comes to media coverage.
Are all five elements necessary for a compelling case study? Absolutely not. But several, like the happy ending and the people are make or break when looking to generate media awareness in papers or on your local nightly news.
Additionally, if you are more interested in television than print outlets, then it is a necessity to have some visual elements on-hand to help audiences better understand what the pet and its family endured and what you as the veterinarian had to contend with.
We specialize in developing case studies and media pitches for practices like yours. Contact Liz Lindley at firstname.lastname@example.org or click here to learn more about our media relations services. We can discuss your practice’s specific challenges and the solutions available.