October 15, 2013

 

 Ads to promote visits to veterinarians

 
Advertisements for a campaign to increase cat and dog preventive health care will appear in magazines starting in October.
 

The Partners for Healthy Pets program plans to run advertisements in the Oct. 21 People magazine issue distributed to 10 metropolitan areas, in all editions of the Dec. 2 People Magazine “Sexiest Men Alive” issue, and in the November and December issues of EveryDay with Rachael Ray, Family Fun, Prevention, and O, The Oprah Magazine.
 
The campaign officials also planned to run advertisements on websites such as CNN, PetMD, and Yahoo Finance starting in October.
 
The Partners program, a collaboration by more than 90 organizations, is led by the AVMA, American Animal Hospital Association, and American Veterinary Medical Foundation. Other organizations represent the veterinary profession, for-profit companies, and academia.
 
The AVMA has committed $1 million toward the program’s $5.5 million advertising campaign to promote yearly veterinary clinic visits for dogs and cats.
 
That advertising campaign is planned to run through 2014.
 
Dr. Ron DeHaven, AVMA CEO and chair of the Partners program, said the campaign arrives at a defining moment for the veterinary profession, which has opportunities to transition toward increased preventive care. He said the campaign by the Partners for Healthy Pets will target pets’ primary caregivers, who are balancing competing interests, as well as seek participation from the nation’s tens of thousands of veterinary practices, which can use the campaign’s tools to increase communication and practice of preventive care.
 
The AVMA is planning to send messages to members ahead of publication of the Partners campaign’s print advertisements, Dr. DeHaven said.
 
In July, Brenda Andresen, marketing and projects director for the campaign, said the advertisements will target primarily women in their 30s and 40s whose family household incomes exceed $75,000 yearly and who have a relationship with a veterinarian for their pets, yet are not seeking regular preventive visits. They own an estimated 35 million pets.
 
Andresen said in September that the partnership leaders thought the limited campaign funds could have the greatest impact by targeting women, who often take responsibility for the household pets, particularly those in higher-income households.
 
The campaign also will include development of television public service announcements as well as availability of a veterinary advisory panel for news media for stories on preventive pet health care, Andresen said.
 
She also hopes the number of veterinary practices participating in the campaign—more than 1,000 so far—will continue to increase and join in promoting preventive care visits. She said the campaign can help veterinarians start conversations about preventive care.
 
“There’s huge value and benefit to preventive care, so we are doing this to help the veterinarian get that word out that preventive pet health care really is as essential as food and love,” Andresen said.
 
Practices enrolled in the campaign will receive a monthly newsletter about advertisements to the public and content that veterinarians can use on websites, in newsletters, or in discussion with clients, Dr. DeHaven said.
 
Veterinarians can get information on the campaign and register with the program