Generating a media buzz for London Vet Specialists
Coverage volume: 34 media hits
Total reach: 720,000
Number of backlinks: 19
London Vet Specialists (LVS) is a leading veterinary referral hospital in London. Its multi-disciplinary team includes specialists working across ten services, including surgery, internal medicine, laparoscopy, cardiology, diagnostic imaging and emergency and critical care.
It operates a complete consultant-led referral service and benefits from onsite specialists who are leaders in their fields and pioneers in cutting-edge surgical and diagnostic techniques.
In order to offer progressive, industry-leading treatments, LVS invests in the most advanced equipment and facilities to allow for optimum patient comfort and recovery times.
R&Co has a longstanding relationship with LVS, delivering specialist veterinary PR support for almost 10 years to demonstrate its expertise to the industry.
Having invested £8 million in a new state-of-the-art animal hospital in Hammersmith, LVS required a strategic PR campaign to support the launch of its state-of-the-art facilities in spring 2024.
The hospital would be the largest within the M25 and would require high-quality, impactful PR to support its opening and support ongoing brand awareness.
Our PR campaign, led by our veterinary sector expert Tom Payne, would underpin the reputation of LVS and its new hospital, aiding recruitment, supporting the referral process and keeping the brand in the mind of pet owners who are increasingly empowered to choose their own referral centre.
Key objectives:
- Increase press interest and activity
- Highlight hospital USPs and plans
- Place LVS as the go-to referral centre in and around London
- Support recruitment to the new hospital
- Support referral cases to the new hospital
OUR APPROACH
As veterinary PR specialists with 20 years’ experience in the industry, we had a strong understanding of LVS’ target audiences and how to reach them with our campaign.
To generate and maintain interest in the hospital, we recommended a six-month campaign. Our team developed a veterinary PR strategy that would enable us to build brand awareness among veterinary professionals and consumers using strong news hooks, while also sharing its key brand messages.
B2B and B2C PR
We worked with key trade media titles to provide ‘first look’ and behind the scenes content to build momentum ahead of doors opening on the new hospital, followed by recruitment messaging to underline LVS’ in-house expertise and position it as a first-class centre to work, learn and progress.
LVS’ many USPs were illustrated through stories focused on its accreditations, sustainability, investments in equipment and future ambitions.
As part of the grand launch of the innovative new premises, the veterinary media’s top journalists were invited to tour the facilities and meet staff, while a consumer-focused launch story also ensured the news reached pet owners in London.
Maintaining momentum
Post-launch, we maintained momentum by sharing the first cases treated at the new hospital and unusual cases, including the world’s first CT scan on a pair of Javan green magpies from London Zoo.
In total, we achieved 34 media hits for LVS to support the launch of its new hospital. We also built 19 new backlinks to the client’s website as part of our outreach, helping to support its online authority and visibility.
Our strategic approach led to us securing high-quality, relevant media coverage in key veterinary media titles, including Vet Times, Vet Record and The Veterinary Edge.
The coverage we achieved carried LVS’ core brand messages and USPs, enabling us to reach the client’s main objectives and firmly position the new hospital as the preferred referral centre for London for veterinary professionals.
The ongoing drumbeat of positive PR stories helped to drive referral cases and support recruitment as LVS increased its staff from 20 to 120.
By adapting our approach for a consumer audience, we also secured strong coverage in the local and regional press, including LondonWorld, Hammersmith Today and Camden New Journal.
Learn more about our veterinary PR and marketing services or contact our team today.