Pioneering Digital Transformations in Veterinary Care
Challenge:
Veterinary Innovative Partners (VIP), a leader in veterinary care, stood at the cusp of a significant shift: establishing an in-house marketing department. With 38 US practices under its wing, VIP needed not only an operational transformation but also a strategy to optimize their brand presence across various digital touchpoints. Amber was brought in, alongside Ray Smale, to facilitate this transition while ensuring consistent communication between VIP’s departments, third-party vendors, and Chameleon’s dynamic team.
Approach:
As interim Marketing Manager, Amber, guided by Ray, swiftly addressed VIP’s core needs. She not only managed the Social Media Coordinator but also bridged the communication between Chameleon and VIP, leading diverse projects from print deliverables to website inaugurations. Amber notably streamlined marketing support for all 38 practices, tackling both B2B and B2C hurdles. Her prowess in organic social media was evident as she crafted strategies to amplify VIP’s digital footprint, ensuring practices maintained robust engagement. Alongside Chameleon’s designer, Daniel Gonzalez, they rolled out 43 design projects, with a standout being the Veterinary Surgery Center of NYC’s website. Under Amber’s initiative, Chameleon’s video editor, Robert Rayneri, also delivered nine significant recruitment videos.
Impact:
Within six months, VIP’s online presence transformed dramatically. Facebook followers rose from 11 to 106, LinkedIn from 760 to 1,995, and a new Instagram profile garnered 208 followers, targeting VIP’s desired recruitment areas. Amber’s monthly social media toolkit inspired the practices, resulting in a noticeable uptick in organic content. The essence of this change was highlighting VIP’s commitment to its staff, animals, and expansive network. The combined visual and analytical contributions from Daniel and Amber mark a significant shift in veterinary branding and engagement.
