Are you shouting about the work you do and the patients you help? People love to read about pets. That’s why veterinary case studies are one of the most powerful marketing tools you have.
What makes a great case study for veterinary practices and animal hospitals?
The formula is a fairly simple one – the more unusual the story, the better.
And, if you can team a surprising story with a cute, furry face then you’re on to a winner.
At R&Co, we’re suckers for waggy tails and puppy dog eyes, so we’re using National Pet Month as an excuse to look back at some of our favourite veterinary PR case studies.
Persil and Daz take a spin
Two kittens were affectionately named Persil and Daz by vets after surviving unscathed from an unexpected spin in their owner’s washing machine.
The six-week-old moggies were happily curled up asleep among the dirty washing in their owner’s laundry basket and were accidentally put in the machine.
Their owner of the tabby kittens acted quickly as soon as they realised what had happened, drying them off and taking them straight to Avonvale Vets’ Warwick practice to be checked over by a vet.
Once they were given a clean bill of health, our veterinary PR team worked their magic to turn this soggy tale into a national one, securing coverage in the Mirror and other titles, complete with cute kitten pic.
Crushed William back on all fours
A Dachshund puppy sustained horrific injuries when he was crushed under the wheels of a car in Yorkshire.
Little William was helped back onto all fours thanks to the swift work of two vet practices after he sustained three pelvic fractures, two dislocated ankles and a ruptured abdominal wall in the accident.
The four-month-old’s owner feared the worst when he saw the injuries his beloved pet had sustained, but following a series of operations, William was well enough to go home just a week later.
The extent of William’s injuries and his speedy recovery provided us with an opportunity to showcase the skills of the vets involved in his treatment in the local and national media.
And, we’re sure his adorable little sausage legs helped with securing coverage in titles like the Daily Mail.
Under-par Boxer swallows 16 golf balls
A Boxer dog who was left feeling well below par after swallowing 16 golf balls was back in full swing after an emergency operation at a Cheshire animal hospital.
Two-year-old Ben’s antics meant surgery was urgently needed to ‘putt’ him right after his owner noticed his poor appetite, loss of weight and vomiting.
Veterinary specialists performed an endoscopy of the stomach which revealed a large blockage due to golf balls – lots of golf balls!
Ben’s tale was so unusual that our PR experts knew it had national potential, with titles like the Metro publishing details of the Boxer’s unique diet.
In fact, the story proved such a winner that it was also read out on Radio 4’s Today programme, proving the power of the unusual in veterinary storytelling.
Teddy bears’ picnic for Maisy the St Bernard
A Yorkshire family’s “one-off” St Bernard pet left vets in a state of shock after they discovered four teddy bears in her stomach.
There were fears eight-year-old Maisy had cancer when a CT scan showed a mass on her spleen, along with an unusually full stomach – an issue which was initially put down to her food not being digested properly.
Maisy’s owner feared the worst when her beloved pet went under the knife at a veterinary referral centre in Yorkshire.
But when the vet surgeon carried out an operation to remove Maisy’s spleen, he found the stomach was still enlarged and, on further examination, he found an array of soft toys in her stomach!
The story of Maisy and her teddy bears’ picnic caught the attention of our PR pros and journalists thanks to its surprising twist, helping us to secure coverage with the BBC and a swathe of national and international news titles.
Vets help dog see – every time he thinks about food
A dog who was struggling to see due to a painful eye condition had his life transformed by a remarkable procedure to re-route saliva to his eyes whenever he thinks about food.
Ben, a six-year-old Cavalier King Charles Spaniel, was referred to Cumbrian veterinary specialists with a case of severe dry-eye.
The condition stops dogs producing tears and causes dry, painful eyes.
As Ben wasn’t responding to medication, vets carried out a procedure called a bilateral parotid duct transposition (PDT) to re-route some of his saliva onto his eyes.
Following the surgery, Ben’s saliva production increases whenever he thinks about or smells food and allows for natural wetting of the eyes, which has significantly improved his comfort level and eyesight.
The exceptional story piqued the interest of our veterinary PRs and national journalists, leading to coverage in the Mirror.
For more insight, learn how we adapt case studies into consumer friendly veterinary PR.
Looking for a PR agency to turn your veterinary tales into impactful news stories? Talk to our team to learn how we use PR to build brand awareness and shape the narrative of your veterinary practice.
