Several regional stories get covered by the AVMA SmartBrief. Cancelled equine events, Lyme disease incidences, infection and parasite prevention and itchy pets all received recent media coverage from local sources. Last week we highlighted two stories published by mainstream media sources: TIME about anti-vaxxers <link> and USA Today about pet obesity <link>.
Busy animal health pros are often unaware of local stories but these media shape animal owner perceptions.
Sharing media coverage as it happens is important for animal health pro teams, whether in a veterinary clinic, retail location or those who service and sell to these locations. Discussing the media content with team members helps present a unified approach. An informed team will manage inquiries generated by the local coverage more effectively. – Kirk Augustine
Source: AVMA Animal Health SmartBrief, March 25, 2019. Link. Here’s a list of the regional sources referenced:
- San Jose Mercury News (Calif.)/Bay Area News Group
- KLAS-TV (Las Vegas)
- Observer-Dispatch (Utica, N.Y.)
- WKRN-TV (Nashville, Tenn.)
- KEYE-TV (Austin, Texas)
- Knoxville News Sentinel (Tenn.)
- Feedstuffs (Minnetonka, Minn.)
- Harvard Business Review online
INSIGHTS: An experienced key account representative once shared the importance of sharing this information during sales calls. She was frequently the first person exposing veterinary team members to the information.
. . . sharing a local media story or recent article generated more interaction than almost any other approach to getting engaged discussion . . . it wasn’t considered as company speak and I learned so much about my customers!”