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Read all about it! A newsletter is the perfect way to keep clients informed of the latest happenings in the practice. It also serves as a way to make them feel part of a community and provides an opportunity for promoting new services and publicising special promotions, offers and events.

There are several key factors to consider when planning the creation of a practice newsletter.


Frequency

Firstly you need to consider how regularly you would like your newsletter to go out. It’s important to be realistic about this as it can be noticeable if you later miss an issue. The commitment is not only in producing and mailing the newsletter but also in dealing with the interest that arises from it.

Content

This is critical when it comes to a successful newsletter.  Your content needs to be engaging and relevant so that existing and potential clients take the time to read it and form a positive perception of the practice. A newsletter is great for sharing positive news about staff members and this also affirms the human face of the veterinary practice. Why not feature a ‘Pet of the month’ column as this actively encourages clients to interact with your newsletter? Being seasonal also makes the newsletter pertinent and appealing to readers.

Events & Promotions

A newsletter is an important vehicle for publicising practice events and promotions. You can inform clients about an open day, coffee morning or a puppy party that is going to take place. Keeping your clients aware of what is happening at your practice ensures uptake of participation and creates a sense of community.

It also provides an opportunity to publicise any current and upcoming promotions – microchipping discount month, Pet Smile month or a vaccination amnesty perhaps. If you have 3 for 2 offers on dental products or parasite control then this is a great way to shout about them.

Always an Angle…

The fact that you do all your x-rays on-site may seem run of the mill – in fact, almost all practices have in-house radiography facilities these days – but don’t assume that your clients know that. A ‘did you know we take and develop all of our x-rays on-site’ type story may well be of interest to clients. It can take them through the process and explain what x-rays are used for – most will be familiar with the broken bone scenario but some may find it fascinating to read about foreign bodies and all the better if you have x-rays to illustrate this; a dog which has swallowed a clearly portrayed fish hook, for instance.

Service Reminders!

Use your newsletter to remind them about all the services you currently offer – obedience classes, grooming, nurse consults, pet weight clinics, programmes for elderly pets, flea/worming products and so on. You can remind clients about the importance of preventives so features on parasite control and tips for good dental health are perfectly placed in a newsletter. If you’re thinking about launching a new service or opening another surgery then it’s certainly worth highlighting this.

Mix it Up

For mixed practices, a newsletter provides the perfect means of introducing clients to other parts of your business. For instance, maybe your equine clients are unaware of all the small animal services you offer. For all practices, it’s the ideal place to drive people to your website.

Newsletters really are worth their weight in gold when it comes to practice communications and strengthening client relationships.

If you would like further information on newsletters and how your practice can benefit from having one, please contact Central Marketing on 01359 245310 or email marketing@centralvet.com

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Kennel Club appoints new chief executive

News Story 1
 The Kennel Club has announced the appointment of Mark Beazley, who was previously Cats Protection's director of operations, as chief executive. Mark replaces Rosemary Smart, who stepped down from the role in April after 18 years.

Mark has held several senior strategic and executive roles, including executive director at Dogs Trust Ireland and chair of the Companion Animal Working Group at Eurogroup for Animals. He was also heavily involved in the establishment of the Eu Cat and Dog Alliance.

Mark will take up his new role in October. 

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News Shorts
International Cat Care appoints new head of veterinary division

International Cat Care (ICC) has announced the appointment of Nathalie Dowgray as head of the charity's veterinary division.

Nathalie, who is an RCVS advanced practitioner in feline medicine, will lead the International Society of Feline Medicine (ISFM) and a play key role in advancing knowledge and research in feline medicine.

Claire Bessant, iCatCare's chief executive said: "We're absolutely delighted to be welcoming Nathalie to the charity. She brings a depth and breadth of feline expertise and understanding which fits perfectly with the charity's work and development, and her enthusiasm for cats is infectious."