Finding Dr. Herriot
“If a farmer calls me to a sick animal, he couldn't care less if I were George Bernard Shaw.”
All creatures great and small become ill, or need treatment for a plethora of conditions. We, the animal healthcare communication experts know how to talk to the decisions makers.
As the above quote implies, farmers don’t really care where help comes from, they just want a solution that gets their business back on its feet (sometimes literally) in the most efficient, cost-effective and practical way. We understand this. We understand farmers. The MD of PMN Group understands farmers better than most; when he was Managing Director of the Scottish Milk Marketing Board he had endless amounts of contact with Scottish Farmers, and as he grew up on a farm himself and his father was a mill-owner, he knows how to talk to farmers. So, when we run campaigns and develop executions we know where to go for final approvals - but to be fair, our award winning copy-writer normally gets it right first time anyway.
Other decision makers within the animal healthcare sector are more complicated. Take veterinary nurses for example. They all tend to hold the surgeries in their laps - the surgery thrives or dies on their whims and desires, they’re the face of the practice and are often involved in lots of other small decisions, that as we know, all add up to create a massive impact on the animal healthcare sector as a whole. We know how to communicate with vet nurses too. We know that vet nurses put animal welfare before everything else, next comes whatever saves time, and then whatever saves money. So to recap: 1. Patient Care 2. Time 3. Money.
What about the big guns? The vets, the docs, the doctors. If you’re an animal healthcare professional, then you’re quite likely to be a doctor too, and if you’ve read this far we’ve already proved we understand how to engage doctors - but what about veterinarians? Here’s the list: 1. Animal Care 2. Money 3. Time. These are broad strokes but when we ran the ‘Let’s Talk About Sex’ campaign for Virbac at the LVS last year I think we proved a point. We got the vets talking, some of them thought the campaign was a bit smutty, some of them simply had a smutty joke to make - but either way they approached the stand and talked about the products we intended them to talk about.
Above we have covered 3 broad areas, with very, very broad brush strokes. But, we do understand these markets, we have up to date data on geographical and demographic stats on farmers, vet nurses and vets. Other animal healthcare professionals such as stable-owners, breeders and of course, not forgetting pet owners are also well catered for. Talk to us to find out a bit more, and most importantly how we can take your messages to the right crowd.
“I love writing about my job because I loved it, and it was a particularly interesting one when I was a young man. It was like holidays with pay to me.”