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Veterinary News Network Media Insider
September 7th, 2012
In This Issue
Quick News Stories
What Makes A Great Website?
New At MyVNN
New At ASVJ
Quick Links

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ASVJ Logo

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Greetings!
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I do apologize for our weekly communications coming a day late, but our VNN offices are humming with all sorts of story ideas and video work!!  Both Dr. Jim and I are working hard to find the right stories and present them to you in ways that are easy for you to share with your clients and your community.  This week has been packed with video work for the Colorado VMA as well as planning our next video release!

So, I hope that a day late is better than never for your weekly dose of information from us!!

If you are looking for media opportunities, September is not a bad month.  Remember that this is Leukemia/Lymphoma Awareness Month and even though it is "human-centered", good media savvy veterinarians (that's YOU!) know that you can put a veterinary spin on this topic and knock the socks off of your media contacts! 
Animals, Veterinarians and VNN Members in the News  
 
Even though we tend to think of "news" as flashy and immediate, there are a LOT of topics within veterinary medicine that can make great stories with just a little work and the right pitch.  For example, Certified Veterinary Journalist, Dr. Ann Hohenhaus is writing a series of blogs about Demystifying Anesthesia.  Although talking about anesthetic protocols might sound like it would put folks to sleep (sorry..had to add the pun)...using the right spin can make it an engaging topic that people want to read/see.   What other ideas would you all have for these kinds of topics?  We are happy to develop message for you if it will help!

Fat Cat In October, National Pet Obesity Awareness Day will be observed.  A recent article about a clinic at Tufts focused on pet obesity is a great reminder that this sort of news story can help you with your media outreach too.  AND...VNN has a great set of story resources on pudgy pets already created and ready for you to use!

Sometimes, it's the fun or oddball stories that will get a lot of attention.  Recently, the 2012 list of "Weird Pet Names" was released.  This type of topic can generate lots of interaction via a blog or even Facebook page.   Don't be afraid to post something like this!

Aggressive dog Finally, as we have mentioned in the past, taking a controversial topic and sharing your opinion on it is not necessarily a bad thing.  For example, here's a case of a family that is hiding a dog that bit a 5 year old boy and there are legitimate concerns about the animal's rabies vaccination status.  Use this as a teaching moment, share your thoughts and encourage interaction through social media.  This type of discussion has the very real possibility of capturing the attention of someone in your local media...

Any easy way
to keep up with important animal health or veterinary news is to "Like" our Veterinary News Network Facebook page.  Daily posts will help keep you up to date and recommendations for using VNN resources will occur routinely as well!  If you are more interested in a private setting to discuss media stories affecting the veterinary profession, join our VNN Linked In Group.

ColumnWhat Makes A Great Website?

Dr. Jim Humphries and Taylor 2011
Jim Humphries, BS, DVM, CVJ
President, Veterinary News Network
Founder, American Society of Veterinary Journalists
Adjunct Professor, Texas A&M University, College of Veterinary Medicine and Biomedical Sciences


In today's world of communication, and especially marketing,  there is NO question, you need a GREAT web site - not a good one, not a brochure site, but a fantastic highly professional site to reflect the professional image of your practice.   Clients will FIRST check you out on the web before even calling your hospital, much less driving to your facility.  The web site communicates credibility, professionalism, caring and should make the viewer really want to visit you!  It is the new phonebook ON steroids and though the pages of a phone book once offered expensive "passive" ads,  a business website changes the game, taking this concept to a whole new level in marketing, communicating, interactivity and branding.
 
With the speed of technology, at the press of a key or stroke of a smartphone, information can be had instantly.  The internet is now the "one stop shop" to find the  necessary facts to make sound decisions in everything from consumer goods to services and even restaurant reservations or doctor's appointments.  With millions of websites on the World Wide Web and your competition laid out beside you - page after page, design and execution of  your site becomes crucial to business success..  A horrible site, one that is dull, unattended, lacks information and never invites a visitor to return, will hurt you or simply waste your time and money.
 
There is a continued conversation that happens in the world of web development centered on the elements of what makes an exceptional website.  So what makes a great website?  How do we convey the idea of "make it pop" and "give me the "WOW" factor", and yet professionally translate it into an exceptional website that covers the basic elements and still provides the necessary information?

The idea is to rethink the perception of "web site".  Think of the site as the "home" of your company. It is the combination of framework and functionality, with design and aesthetics' that provides the foundation of the public perception of your business. Your website tells the story using a myriad of media widgets and possibilities to illustrate who you are and what you do.  Your website not only needs to be visually delightful and engaging, but informative and clear to make the user return.

VNN has used an award winning developer for the past seven years.  Infront Webworks.  They have made us an offer too good to turn down and one I must pass along to you.  They will develop a web site for your practice second to none and at a third the price of a similar site.  This is because they know us, they are expanding and want to earn the business of VNN members.
 
But Wait There's More!!  (I could not resist).  The site Infront will make for you WILL INTEGRATE VNN CONTENT SO IT WILL TAKE MUCH LESS OF YOUR TIME TO POST AND CUSTOMIZE ALL VNN RESOURCES!  The number one problem I hear from members is that while our material is fantastic, they just don't have the time to customize it and post it.  Infront has the solution...a beautiful site with automation that will keep it dynamic for you (with your control)!  WHAT MORE COULD YOU WANT?
 
A site like this would typically run about $15,000.  However, for VNN members they are offering the site, plus the integration, for $4,500, and even a payment plan to boot!  I can tell you, and I place my reputation on it, this is one heck of a deal and will save you time as well!!
 
If you are interested, I've attached their formal proposal.  You can contact them directly or if you are more comfortable, contact me or Tom and we'll introduce you. 

If you want to dig a bit deeper, here is some more information on Infront and how they will work with you:

Infront Webworks has a different approach than most when it comes to website design. There is a process they take their clients through, to ensure everything possible is done to produce something that represents your practice in dynamic style.

They begin with a questionnaire. They map through the questionnaire a series of queries that prompt thought and provoke deeper thinking into the platform of the business and the growth objectives in garnering more business.  They ask probing questions that might not have been considered otherwise and that teach you to think outside your comfort zone and consider greater possibilities.
 
From this point, they assign a Project Manager, and Designer and strategize in a kick off meeting with you (via telephone conference). They will pull up ideas and screen images from the World Wide Web and website designs, and then discuss your preferences and identify your style and desires for the website.  They pose the questions that include the overall layout, navigation structure, optimizing the site, including special functions such as search capabilities and social media integration, for example.  They also know veterinarians as not only did they build VNN's site, but my new practice site as well.
   
Infront creates the environment and takes the approach of the "old School" advertising agency, in producing mockup's of designs and providing the client an exact replica of what the site would look like based on that design.  The Infront client is, therefore, at the helm of the design and assured he/she will get exactly what they want in brand representation.  They firmly believe that the design behind the site, display, colors, fonts, logo all play an integral role in the site performance and the reception of the user. This stems from their designer's understanding of your business goals and objectives to convey your message or information.
 
Infront Webworks operates on the simple principles that a website should be beautiful and aesthetically enticing. The site should always have a clear call to action, such as "make an appointment" or "find out more".  A great website should have a manner by which to reach the business, through contact forms, or contact information present on the site.  There should always be a "help" or FAQ segment.  The content or text of information on the website should be written well and professionally, adding credibility to the business, and possess a feel or look that clearly identifies the company and the message.
 
There is no right or wrong in the world of design. It can be subjective. What I recommend is that the elements be considered as a basis for an exceptional website, and that your practice and brand stay true to your foundation.  From here the possibilities are infinite.
 
Add to this the outstanding price offer and the VNN material integration and you should have an easy decision on something that probably has more to do with your practice image than you will ever realize.
 
If this is something you want or you desperately need, email Andy Meng at Infront or feel free to call or email Tom or me and get this process started.  It takes a while, but just like the design of your building or your logo, it is EXTREMELY important.


Until next time...

Dr. Jim


New at MyVNN.com 

Both Dr. Jim and I are VERY proud of our latest VNN video release:  High Tech Tool Looks Deep Into Your Pet's Mouth.  This story focuses on the benefits of dental radiography and how technology has helped make it an even better tool for finding and treating dental disease in our pets.

Digital Dental Radiography in Veterinary Practice
Digital Dental Radiography in Veterinary Practice

As I may have mentioned last week, even if you don't have this in your practice, it's still a great story to highlight the advancements in veterinary medicine.

In about a week, our new print story will also be live.   This untitled article will focus on the continuing discussion happening in the media and online about Toxoplasmosis and it's potential effects on people.  We already have messaging on this parasite in our Message Point Library, but given the legs on this story, we will turn this topic into a full VNN resource for your use.

As we transition from summer into fall, be sure to review our VNN Calendar of Animal and Veterinary Events for upcoming holidays, celebrations and observances.  This monthly calendar is a great resource for thinking ahead and planning any publicity or marketing.  AND...if you have something we need to add, just email me and I will make sure it is included!

ASVJ Logo American Society of Veterinary Journalists

Our organization designed with a goal of bringing professionalism back to journalism involving veterinary medicine and animal care is continuing to grow!!  Are you someone who should be credentialed as a Certified Veterinary Journalist or do you know someone who should be??

If you would like to know more about becoming a Certified Veterinary Journalist, visit http://asvj.org.  We highly encourage all VNN members to get their certification!
 

At VNN, we are here, 24/, to help you with your media needs.  Please don't hesitate to contact us whenever you need help!

Sincerely,

Thomas Dock
Managing Editor
719-445-7065
[email protected]
Contact
Dr. Jim Humphries
President and Founder
719-495-2100
[email protected]