The Coffey Blog

'Gavin speaks': A novel way to promote pet therapy

Posted on: Monday, December 10, 2018

Marjorie Reece, Lead Senior Editor

As we've often said here, stories about real people are a great way to highlight an organization's compassionate care and key services.

So what's even better, perhaps?

How about a story that combines people and a lovable pup? Bingo! Americans love their pets—and dogs are the most popular of our four-legged friends. (Sorry, kitties. We clearly appreciate you too.)

Healthcare content that's a unique breed

In its quarterly magazine, Dignity Health–St. Rose Dominican wanted to highlight one of the hospital's dedicated volunteers, Brenda DiVincenzo, and her pet therapy dog, Gavin.

To give this content a creative spin, the Coffey editorial team asked Brenda if she'd be willing to speak for Gavin—to answer questions in a way she thought he might reply. The result is a clever Q&A that highlights Gavin's personality and the good work he and Brenda do together at St. Rose. See the magazine article.

Leveraging cuteness to drive online traffic

Here's another pretty powerful marketing tool: pet videos. Gavin's story includes a reference to his "wiggly bahookie." Did we mention he has a Scottish accent?

In the print publication, readers were urged to go online to StRoseReach.org—the magazine's online microsite—to see a video of Gavin's wiggle in action, as well as more photos of him and his brother Copper.

Once on the site, people could check out St. Rose's classes and events, browse the digital health library, or look for a provider. Brenda and Gavin were also featured on St. Rose's Facebook feed, where a link took their social media followers to an online version of the magazine article.

Unique ideas. Engaging copy. You're barking up the right tree!

Want to catch the attention of the modern healthcare consumer? Let's talk about how Coffey's products and our team of creative thinkers can help liven up your healthcare content. Give us a call at 888.805.9101 or email us.

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