Last week I traveled for work to Chicago to support the opening of a brand-new state-of-the-art veterinary emergency hospital.
Another Marketing team member and I drove to different referral partners (this is what we call veterinary practices that refer patients to MedVet’s emergency and specialty hospitals) around Chicago. We told the staff about our new hospital opening up, explained the phone number was staying the same and how we were expanding our services.
I admit it was outside of my comfort zone a bit because I don’t usually have a lot of face-to-face interactions with veterinarians, practice managers or our referral partners. I prefer to stay behind-the-scenes as support, but I can certainly muster up the courage and extroverted side of my personality and talk to new people. I learned a lot from the team members I was with about how we speak about MedVet to referral partners and how MedVet is perceived by others.
We were able to take a tour of the new hospital in Chicago before it opened to the public and I was blown away by how large it is. I believe it’s 6,000 square feet. The old hospital was comprised of two different buildings with multiple floors so doctors and clients had to do a lot of walking up and down flights of stairs. This new hospital is all one floor, which I’m sure the staff is very excited about.
The day the new hospital opened, I set into action my digital marketing plan that I’d made with the Chicago Regional Marketing Director to update the hospital address across our digital channels. I updated our address on our:
- Facebook page
- Yelp page
- Google My Business listing
- Apple Maps
- Multiple spots on our website
Updating an address online is important but this felt more important than normal because the stakes were higher. We needed to ensure that no one accidentally drove to the old hospital, especially during an emergency with their pet.
As part of this plan to tell our audience about our Chicago hospital moving, I worked closely again with the Chicago Regional Marketing Director and the Marketing leadership to write a press release that was shared on our website and distributed through PR Newswire.
I posted on Facebook and LinkedIn. I wanted to take a moment to talk about how well those two posts did.
We posted on the Chicago hospital’s Facebook page about the move and boy, did that post explode. I mean, it was a positive explosion of engagement.
We also shared the news of the new hospital on LinkedIn and again, our audience was very excited, resulting in high levels of engagement.
You can see the copy of the LinkedIn post is very similar to the Facebook post copy but we chose to use two images rather than just one.