Some days it can feel like your client conversations are stuck on repeat—constantly reinforcing the importance of heartworm prevention, weight management, dental care, and other veterinary care basics. When you’re stuck in that loop, it’s easy to underestimate how valuable the message truly is. The same is true for your content. From blogs to email [...]
Some days, it feels like corporate consolidation is everywhere. But as privately owned practices face increasing competition from larger networks and bigger names, they still hold a valuable edge. But without proper messaging, this competitive advantage can be lost or misperceived as defensive, outdated, or anti-corporate. Here are four simple strategies to position independent practice [...]
Some of the greatest health concerns facing today’s pets are also some of the most difficult ones to talk about. As we grow increasingly sensitive to how we speak, share ideas, and exchange information, we’re sometimes less likely to say the things veterinary clients need to (and often want to) hear. Sensitive messaging strikes a [...]
Ah, the comma; a small yet influential punctuation mark that controls the reader's cadence and understanding—or causes them to stumble like the mental equivalent of a rock jutting out on an otherwise smooth trail. Harnessing the comma’s power means recognizing its purpose and position in modern writing, so that it brings order and impact to [...]
Pet toxins are everywhere. From everyday household items to natural materials, exposure to toxins is one of the most prevalent pet health threats. This means your client education and messaging need to do more than inform—it needs to resonate. Here’s how to craft an educational marketing campaign that turns Pet Poison Awareness Month into long-term [...]
For veterinary professionals, most writing is technical: filling out forms, updating charts, and sending explanatory emails. But in between, and sometimes the most important, are the handwritten sentiments tucked inside sympathy cards. Crafting condolences that are both professional and heartfelt requires thought and care. Done well, these messages do more than offer sympathy—they connect with [...]
Hot take: Your content calendar should be a dynamic and flexible framework, not a fixed structure! If you’re still mapping out an entire year’s worth of content before the year even starts, posting just for the sake of publishing, and pushing out messaging that doesn’t mesh across platforms, it’s time to STOP. Stop missing key [...]
Your practice or brand messaging is a lifeline connecting you to your clients. During times of transition or leadership change, how and when you communicate can influence public perception, trust, and loyalty. Using clear, confident, and client-centered communications, leaders and teams can smooth potential points of friction and foster not only reassurance but optimism for [...]
Be careful what you wish for. About seven years ago, I was talking with a friend and said, “I wish I could stay home and write all day.” At the time, I was working full-time as the director of a veterinary technician program and as a freelance writer for Rumpus. I loved my full-time job, [...]
Like many writers, my earliest career fantasies were shaped by fictional women, like Carrie Bradshaw, Peggy Olson, Anne Shirley, and Skeeter Phelan. These women made writing feel not just possible, but aspirational. Every time I watched Sex and the City, Mad Men, The Help, or Anne of Green Gables, I became a little more enamored [...]
