rDVM Outreach Campaign
Charleston Veterinary Referral Center
Charleston Veterinary Referral Center (CVRC) has a dual audience for its veterinary specialty practice: pet owners and referring primary care veterinary practices. It is important to reach both audiences with information and updates about the practice, and to appreciate the different needs of each audience. To best reach the referral veterinary community, CVRC has, as a best practice, regularly notified rDVMs as new veterinary specialists joined the staff. In addition, CVRC saw great value in preparing and distributing a newsletter to rDVMs with practice updates as well as case studies, continuing education opportunities, and news about CVRC’s practice.
Fetching Communications implemented a strategy to reach the referring veterinary community via staff announcements, newsletters and news. CVRC worked closely with the Fetching team to design postcards and newsletters that reflected the practice’s website design, logo, and use of particular colors. As a result, the design for an oversized postcard on hard stock was approved and used to announce additions to CVRC’s staff; in addition, the design for a newsletter was approved and readied for content. The newsletter content was carefully assembled and edited with the rDVM’s interests in mind, and was printed and delivered to the referral community. To support the new staff announcements, Fetching wrote and distributed press releases to the local media outlets near CVRC, with the goal of earning editorial coverage and photography.