This B2B postcard campaign was designed to generate referrals to veterinary specialists from other general practice veterinarians in their areas. The campaign consisted of a dozen template-driven postcards that carried one of two types of message
- the types of medical challenges the hospitals helped other vets solve, or
- the background and professional qualifications of one of the veterinary specialists, as well as a personal profile
Each item in the B2B postcard campaign featured language and graphics appropriate to their target audience of veterinary professionals. Since specialty veterinarians work closely with the GP veterinarian to help patients, it was important to position VCA Specialty hospitals not as competitors, but as dedicated professional partners who are there to help their colleagues.
The professional and understated copy and design of the B2B postcard campaign reflected the brand consistent with other collateral being used by the hospital chain. The design was made to a size and specifications optimized for printing in either digital or offset methods, could be easily personalized using a variety of standard methods, and was cost-effective to scale up or down in quantities. Download PDF