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VNN Media Insider
May 5th, 2011

Dear VNN Member: 

 

Beautfiul horseWelcome to the month of May! Down in Louisville, KY, they are galloping towards the Kentucky Derby and here in Central Indiana, we are gearing up for the "Greatest Spectacle in Racing", the Indianapolis 500. 

 

May is a month full of excitement and it's a great time to rekindle your enthusiasm for media!  Take to the airwaves or the Internet and share your expertise about spring time issues for pets.   Fleas, heartworms, natural disasters, noise phobias and summer time safety are all good topics.  And, we already have you covered with our resources on all of these topics at MyVNN.com.

 

Not sure where to start? Dr. Jim and I are only a phone call away!

In This Issue
Animals in the News!
Follow Up on Those Negative Reviews!
Upcoming Events and Reminders
ASVJ Notes
Get The Most From Your Website's Content
Animals in the News This Week
 

Dog surveying tornado damgeUGH!  It's been a tough couple of weeks for many areas around the country.  The southeast is trying to climb out from the rubble of severe weather only to watch as the Mississippi River floods areas already severely affected by storms.  One dog training facility in Alabama took a direct hit from one of the tornadoes. 

 

To the west, Texas could use some of that floodwater as they battle drought and severe wildfires, leading to losses of livestock and potential feed.

 

If that wasn't bad enough, both Texas and Arkansas are experiencing high numbers of rabid animals, especially skunks.  Resources for handling all of these stories are ready for you at MyVNN.com.

 

On the legislative front, HR 1406 could require veterinarians to provide a written prescription for all pet medications, regardless of whether you dispense it or the neighborhood pharmacy does.  This bill is still in committee, but there is already a lot of discussion about it.

 

On the good news side of things, there is a great article in the NY Times about the dog (or dogs) that deployed with the Navy Seal team during the raid on Bin Laden's compound.  These canines never cease to amaze!

 

Finally, what do you think we should call our dogs and cats?  Are they "pets" or "animal companions"?  Check out our blog on the subject and see if you agree with the editors of the Journal of Animal Ethics or with our take.   We would love your comments too!

 

For routine updates on newsworthy stories and potential social media items, follow our Veterinary News Network Facebook page.

 

 

Follow Up on Those Negative Reviews!

Tom Dock - Reporter Relations Manager, VNN

Negative Reviews Give You A Second Chance for Customer Satisfaction!

 

In a January survey, 1,605 adults who had a bad experience with a business over the holidays were surveyed.  We know that the customer likely won't come back and that, in increasing numbers, they are sharing their complaints through social networks.   What does this mean for you?

 

First, knowing that the complaints are out there is a big first step.  Someone in your practice should be monitoring your social network for mentions of your practice name or even your doctor's names.   Go beyond Twitter and Facebook...Google your hospital and see what you find!  How many times in the past have you been able to find out about complaints and concerns so quickly?

 

Next, listen to what is being said and proactively respond on the web.  This same survey found that 68% of consumers who posted got a response from the retailer and 18% of those turned into loyal customers, purchasing even more!

 

The consumers that received a response from the business then either posted a positive review (33%) or deleted their original negative review (34%).   How amazing is that?  Just by responding, you can help keep your online reputation positive!!

 

And here's another big tidbit...most people would be shocked if a business responded to their negative comment.  Imagine how you and your hospital will stand out from the crowd if you spend a few moments formulating a concerned and personal response to the complaint.   It's just good customer service!

 

Many people are now turning to social networking and review websites to do their research  so protecting your online reputation is becoming more vital each and every day.  Are you listening in social media?

 

One final note from the survey...a top complaint of consumers is frustration that happens when information presented by the business online doesn't match up with what they see or hear when they are actually at your establishment.  Make sure your CSRs, technicians and even your doctors are "walking the walk and talking the talk"....it will save you a lot of grief and time!

 

Anytime you have questions about handling a negative review online, please don't hesitate to call either Dr. Jim or me.   We are happy to help you fix the situation!!

 

 

Upcoming Events and Reminders

Female fleaOn May 1st, our annual flea story was released at MyVNN.com.   As the recent Banfield study showed, it's amazing how flea problems have continued to increase despite good, safe and effective flea control medications.  This is a great time of year to not only start discussing fleas with your clients (or your community through your local media) but you can continue the message multiple times throughout the summer and into the fall. 

  

We are modifying our story calendar...we have created an intense and solution based video in response to the Mercy for Animals undercover video of the E6 Catlle Co.  Even though the story is dying down now, you should still have access to these story resources as you never know when another undercover video will surface.  As Dr. Allen Roussel recently told us, "Veterinarians are veterinarians...the public (and media) believes that any veterinarian will be able to discuss this particular topic."  So, beyond the upcoming video, we have also placed a new set of Message Points at MyVNN.com.   These were developed in conjunction with leading animal welfare experts, production animal experts and professors at three different veterinary colleges.  This story will go live on May 15th.

 

We now have a new resource at MyVNN.com.  Check out our Perpetual Animal Events Calendar!
Sincerely,



ContactsThomas Dock, CVJ
Managing Editor

[email protected]

317-281-8658

 

 

Dr. Jim Humphries

President/News Director

[email protected]

719-495-2100

 

 
Red light siren

 

CORRECTION!

 

  Our apologies to Dr. Dean Vicksman.  In the previous Media Insider newsletter, we incorrectly identified Dr. Vicksman as the Executive Director for the Dumb Friends League (DFL).   Dr. Vicksman was the Chair of the Board of the DFL and Mr Bob Rohde is the Executive Director.

 

In other ASVJ news, we are proud to announce that Dr. Camille DeClementi of the ASPCA's Poison Control Center and Dr. David Visser of South Bend, IN are now both credentialed as Certified Veterinary Journalists.  Congratulations to both of you!

 

Applications are currently being accepted at http://asvj.org.

 

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GETTING THE BEST RESULTS FROM YOUR CONTENT!

Everyone with a website expects and wants people to visit that site.   None of you took the time to develop a nice site for your own benefit...it's a window into your practice and a way to bring new clients and new patients to you.
  
So,  you rightfully worry and wonder how to obtain front page status on the search pages, right?
  
One thing that will greatly help your website is the use of orginal, well-written content.  Many of the search engines are re-formulating their algorithms so that the so called "content farms" that churn out dubious information won't be ranked as high.  This is a good thing for you and your website.
  
At your fingertips, you have a wealth of information that can be used to develop your very own unique library of pet health articles and videos if you wish.  All of our VNN material is customizable for you...that means that you can add the important keywords (like your city) and edit the content to fit your practice philosophy.
  

Web experts who discuss content on websites recommend that you provide several ways of accessing the same information.  Some people prefer a written article, others would rather see a video and still others might like a "Top Ten" list.   The key point here is that you can load our Flea video on your site, place the print column in another location and then even generate a "Top Ten Flea Tips" list from our Message Points or the story.  Use our resources to enhance your visitor's experience on your website!

  
Take a moment this weekend to review this blog from Dr. Mark Feltz (VetNetwork) on avoiding 5 common website mistakes AND this article about how good journalism skills can benefit your website.
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