a new minimally
on the rise
YEARS V E T ERINARYPRACTICENEW S 5 2
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I Evidence: Acupuncture pathways Page 29 I Business Builder: Callback programs 48 I
LEADER FOR VETERINARY
PRACTICE AND BUSINESS
Unconventional ad campaign
pushes annual checkups
By Clay Jackson, For Veterinary Practice News
AChicago public relations firm employed high-tech wizardry to gauge the effectiveness of a new advertising campaign featur- ing dogs and cats and a neck tag that simply reads: “Special
Care Instructions: Feed daily, yearly checkups, love forever.”
The print, digital and television ads, scheduled for nationwide
release in September, are designed to persuade pet owners to
take their cat or dog to a veterinarian for an annual checkup.
“This is an unprecedented opportunity for the veterinary care
community,” said Ron DeHaven, DVM, the CEO of the American Veterinary Medical Association and chairman of Partners for
Healthy Pets, which commissioned the campaign.
“It’s a platform for all of us to communicate the importance of
preventive care to pet owners, to enhance the relationships we
share with them and ultimately to deliver even higher quality preventive care,” Dr. DeHaven added.
The Partners for Healthy
Pets logo and a message
to pet owners about
making a veterinary appointment are part of the
PHO TOS COUR TES Y OFSCHAFER CONDON CARTER
Ad campaign, Page 24
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Volume 25/Number 8/$5 September 2013 VeterinaryPracticeNews.com