I Need Attention: How to raise awareness with trade media

You’ve created a revolutionary product or service that can significantly improve the daily operations of veterinary practices. But here’s the challenge—not enough people in your target market know about it. What’s the best way to get the word out?

Whether you’re a startup getting your feet wet or an established company introducing a new product, the challenge – and opportunity – is the same for both:

How do you make veterinarians aware of the problem you solve?
How do you build credibility and visibility in this space?

The answer lies in a strategic approach designed to build awareness and establish trust. Here’s how to get started.

A great tool for positioning your company as a trusted resource for veterinarians is a robust trade media program. With the right mix of tactics tailored to your goals and budget, you can effectively reach your audience and establish both awareness and credibility. 

Why trade media? It’s a direct line to your target customers. Veterinarians turn to trade publications like Veterinary Practice News, Today’s Veterinary Business, and DVM360 so they can stay fresh on the latest industry news and best practices and find ways to deliver better care in a more efficient manner. An effective trade media program doesn’t need to be a wildly expensive advertising campaign. It should be a good mix of both paid (advertisements) and unpaid (earned media) opportunities. 

Here’s what we recommend:

News releases are a tried-and-true way to generate buzz. Whether you’re announcing new products, product enhancements, staff hires, or other company milestones, a well-crafted news release can grab attention and drive interest.

Distribution Tips: Send your releases over the wire and directly to trade media outlets. Not all of the veterinary trade publications pick up news releases, so it’s important to do your research and send these releases to the editors who can actually use them. That said, sometimes it can be helpful to share news releases with editors of publications who don’t typically run spot news but DO publish larger stories on similar topics. Those editors might see your momentum and contact you to interview as an expert source.

Establish your company as a thought leader by contributing editorial content. This can take two forms:  contributed articles, in which you write the article and include your bio or byline, or conducting interviews with reporters who need expert sources to complete an article on a specific topic. Both can help you provide valuable insights to veterinarians while also showcasing your expertise.

Pro Tip: Focus on educating rather than selling. Think “how to,” such as, How to streamline your front desk operations … How to market your practice effectively on social media. Content that genuinely helps veterinarians solve problems builds trust and positions your brand as an industry authority.

Sometimes, you need to pay to play. Strategic advertising placements in veterinary trade publications or digital platforms can support your editorial efforts and keep your brand top of mind. Whether a full page advertorial, a half or quarter-page ad, a series of digital ads, or a sponsored email blast to the publication’s subscribers, paying for your ad spot gives you complete control over your message. 

We like to test and combine a variety of ads, both print and digital, and track results over time. The key to a strong advertising program is quality (of messages and visuals) and frequency (because it’s very rare for anyone to take action after just one impression).

Each of these strategies is powerful on its own, but when combined, they create a synergistic effect:

• News Releases announce your presence, communicate milestones, and create momentum.
• Editorial Content provides value, showcases your expertise, and builds trust.
• Advertising amplifies your message, ensuring consistent visibility.

Together, they position your company as a trusted and credible partner for veterinarians.

Whether you’re launching a new product or seeking to strengthen your brand’s foothold, we can help you craft a trade media strategy tailored to your needs and budget.