How often should we send newsletters?

A general rule of thumb is that the frequency of the newsletter is not dependent on the newsletter itself but rather the marketing plan or business plan of the practice. A quarterly newsletter is just as ineffective as a bi-monthly or semi-annual unless you have targeted a desired marketing plan result. Generally, contact less than quarterly has marginal long-term benefits.

Many practices alternate a bi-monthly newsletter between cat and dog issues, then send only to the appropriate households. Other effective newsletter methods include discussing issues in light of community interests, such as parasites in relation to flooding or drought, trends in the indicence of certain diseases or public services performed like the treatment of strays/wild animals for the humane society, which makes the veterinary concern seem much more real to the reader.

Times to avoid sending newsletters:

Newsletters sent during November and December often get lost with the Holiday blitz of mail July and August are typically vacation months. Newsletters may be overlooked if sent during these months.

What Should We Say In Our Newsletter?:

Your newsletter should reflect current practice priorities. If you explain to your clients the importance of their pets ideal weight, make this a priority and reinforcement in your newsletter.

Stress your professional accomplishments as soon as they happen. If your hospital recently became AAHA certified, tell your clients and let them know what that means for your practice and their pets health care. If you or your staff members (vets, techs, receptionist) passes a board exam or completes another C.E. course, let your clients know!

Profile a pet whose life has changed through your hospital’s care.

Highlight the different features of your hospital in each issue. Discuss the advancements in in-house diagnostic tests and the addition of a new x-ray machine.

Your probably see clients from various nearby counties. Publish a listing of local Animal Control agency phone numbers, Humane Society phone numbers, vaccination and leash law requirements.

Highlight a pet for adoption from the local humane society or pound. If you have special arrangement with the pound for free examinations on adopted animals, promote that! You’d be amazed at how many current clients will adopt a “pet for their pet” if given some encouragement.

* Learn to delegate!

When writing client education newsletters, have select staff members submit a ‘column’. Information can be pulled from any seminars they’ve attended, interesting cases they’ve seen recently, etc. It’s important to keep the information client based and avoid using terms that are too “medical”. If obtaining the information is a challenge with each newsletter, start planning ahead of time. Give deadlines and make expectations clear.

Form an “editorial team” of staff members to come up with an agenda for the next year (4 issues). This can help alleviate the looming quesiton “what do we write about this time?”

* Profile Staff members:

With each newsletter, select one of your technicians, receptionist, office manager to profile. Rather than focusing on what that person does for your office, focus on the person, his or her own pets, favorite quote, what got them interested in their field, etc.

* New Equipment:

Highlight any new equipment you have recently purchased or are intending on purchasing in the next few months. Most pet owners are not aware of the type of equipment used on their pets for their regular visits (prophys) or presurgical blood screenings.

* Pictures and Photographs:

Pictures and photos are interest building tools which draw the reader into your newsletter. Photos should be captioned so that the reader understands clearly what they are looking at. Use pictures that are uncluttered. Pictures containing a lot of background visuals distract the eye and take away from the intended message.

The following list of pre-designed newsletter sources is provided as a starting point.

American Animal Hospital Association
Paw-Prints
PO Box 15899
Denver, CO 80215-0899
1-800-252-2242

Communico
Pet-Prints
947 Forest Ave.
Oak Park, IL 80302
312-848-8387

Draft Communications
Pet Papers
245 W. Nora Ave
Merritt Island, FL
305-452-5979

DVM Magazine
Pet Talk
1 East First St.
Duluth, MN 55802
800-346-0085

Garrison Jones Public Relations
Pet Points
PO Box 1856
Fort Collins, CO 80522
303-493- 4667

Hill’s Pet Products
Companions
PO Box 148
Topeka, KS 66601
800-255-0449

Precision Marketing & Client
Communications
(Customized Names)
PO Box 292284
Nashville, TN 37229
800-950-3282

Van Alden, Inc.
Your Animal Friend
815-A Brazos
Austin, TX 78701
800-331-6589