The uptake of Public Relations services via VetSupport+ suggests that more practice teams than ever are embracing their inner Edina, the PR guru played by Jennifer Saunders in BBC comedy Absolutely Fabulous.
The uptake of Public Relations (PR) services via VetSupport+ suggests that more practice teams than ever are embracing their inner Edina, the PR guru played by Jennifer Saunders in BBC comedy Absolutely Fabulous .
Providing professional PR consultancy advice to practices looking to reach new and current clients via a fresh communications medium, PR Support is just one of a series of marketing services available through VetSupport+.
Since the service was introduced, practices up and down the country have been enjoying editorial coverage in their local press for a range of stories. From using the case study of a piece of pizza stuck in a Shar Pey’s oesophagus to showcase new endoscope technology, to securing a regular feature in an equine magazine for a vet looking to raise their practice profile.
One vet delighted at the success of his practice’s first foray into PR is Iain Etridge from Ashcroft Vets in Scunthorpe, who used the service when his practice reported a growing number of parvo cases. By implementing a quick PR campaign to highlight the potential threat of parvo in the community, Iain and his team were able to reach a broader audience and with greater impact than waiting on word of mouth or advertising.
With the support of the agency team, who prepared a media release and targeted local press, Iain was able to achieve awareness in the local daily paper, Scunthorpe Daily Telegraph, and appear in a number of interviews with local radio.
Iain said: “I have to admit I was very sceptical to start with however it was so easy that I really had to do very little to make it happen. Following the initial phone-call with the agency, I was able to concentrate on the veterinary side of the potential outbreak while the PR team cracked on with the communications side.
“Within 24 hours the agency had prepared a media release for my approval and within 36 hours I did my first media interview. It was quite amazing to witness the impact. Numerous clients commented on the story and it had an immediate impact on canine vaccination compliance.”
Success does not rely on bad news. One vet who volunteered with the Search and Rescue Dogs in the Lake District found herself starring on the local ITV news when she helped with a free vaccination evening. Again, the practice team were assisted by consultants from the agency who could take the raw information of the activity and prepare it into media-friendly content.
- Practices keen to explore the opportunities for PR in their own future marketing plans are encouraged to contact their Pfizer account manager.