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Don’t leave the "have-nots" behind
keyboard
The study has significant implications for veterinary practices that are placing more of their communications online.
Seven million people have never used the internet, study finds

According to a study carried out by the Centre for Economics and Business Research (CEBR) on behalf of the Keep Me Posted campaign, households without internet access pay an average of £440 more a year for goods and services. And the irony is that it is those who could most benefit – the elderly and other vulnerable groups in our society – who are missing out more than anyone else.

Some 7 million people in the UK have never used the internet, with the vast majority (72 per cent) being the poorest 10 per cent in society, and almost half (48 per cent) of them aged 65 years of age or more. Many of these people are pet owners and so the CEBR study has significant implications for veterinary practices that are placing more of their promotional communication, client education and financial transactions online.

This study emphasises the importance of taking the demographics of your practice catchment area seriously when devising a marketing plan and compiling the services you will offer your clients. Variables such as age, gender, household structure, income, education, occupation and social status will all influence the services, products and prices your clients – and potential clients – are seeking.

But perhaps, most significantly, the CEBR research highlights the increasing importance of including use of online and mobile media in any investigation of the demographic profile of your clients, together with a consideration of the balance of methods you will use to communicate with them.

There are some useful online resources that are available to help practices make these decisions, including the UK Office of National Statistics and ACORN (A Classification of Residential Neighbourhoods) produced by the marketing data company CACI.

So by all means encourage clients to use online methods of communicating and transacting with you; but do consider the overall mix of your clients and their backgrounds to make sure that you are not leaving a significant number of pet-owning over-65s and less wealthy clients behind. And once you have them on board, perhaps you can do your bit to persuade them of the advantages of going online.

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Birmingham Dogs Home makes urgent appeal

News Story 1
 Birmingham Dogs Home has issued an urgent winter appeal as it faces more challenges over the Christmas period.

The rescue centre has seen a dramatic increase in dogs coming into its care, and is currently caring for over 200 dogs. With rising costs and dropping temperatures, the charity is calling for urgent support.

It costs the charity £6,000 per day to continue its work.

Fi Harrison, head of fundraising and communications, said: "It's heart-breaking for our team to see the conditions some dogs arrive in. We really are their last chance and hope of survival."

More information about the appeal can be found here. 

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News Shorts
Avian flu confirmed at premises in Cornwall

A case of highly pathogenic avian influenza H5N1 has been detected in commercial poultry at a premises near Rosudgeon, Cornwall.

All poultry on the infected site will be humanely culled, and a 3km protection zone and 10km surveillance zone have been put in place. Poultry and other captive birds in the 3km protection zone must be housed.

The case is the second avian flu case confirmed in commercial poultry this month. The H5N5 strain was detected in a premises near Hornsea, East Riding of Yorkshire, in early November. Before then, the disease had not been confirmed in captive birds in England since February.

The UK chief veterinary officer has urged bird keepers to remain alert and practise robust biosecurity.

A map of the disease control zones can be found here.