Start Spreading the News…
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.
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
Joanne Webster, a professor of parasitic diseases at the RVC, has been elected as a Fellow of the Royal Society (FRS).
