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How we helped Cat Specialist Services grow with clarity, strategy and care.
The Vision: More Than a Marketing Makeover
Cat Specialist Services (CSS) isn’t your average veterinary hospital. As a feline-only referral centre based in Brisbane, they’re one of just a handful of clinics nationwide offering advanced services — from internal medicine and surgery to dentistry and radioactive iodine therapy — all dedicated exclusively to cats.
Their clinical care? Exceptional. Their reputation? Well-earned.
But their marketing wasn’t telling the story it needed to — not with the clarity, confidence, or calibre that matched the CSS standards.
“We weren’t happy with our previous provider. They didn’t really understand the nuances of vet marketing, especially for a specialist hospital like ours. We often found ourselves redoing the work we’d already paid for, just to make it feel appropriate.”
— Dr Rachel Gorman, Cat Specialist Services
Sound familiar? Like many vets, CSS knew exactly what ‘good’ should look like, but it kept getting handed work that missed the mark. The content felt generic, the design disconnected, and the direction vague.
They weren’t chasing trends or flashy fixes. They were looking for something honest—marketing that reflected the depth, clarity, and clinical standard they deliver daily.
Custom Marketing That Respects Clinical Standards
From our first conversation with CSS, it was clear — they didn’t need to reinvent the wheel. They needed alignment: a clear connection between the clinical excellence they deliver every day and the presence they project to the world.
So we built a joined-up, multi-channel approach grounded in clarity, credibility, and connection — and brought it to life with focus, momentum, and the same level of precision they bring to every case.
Turning Insight Into Action
We rebuilt their website from the ground up — technically, visually, and emotionally. Because an attractive site means nothing if it doesn’t give referring vets confidence or help anxious owners feel supported.
Instead of overwhelming visitors with clinical jargon or softening everything into vagueness, we designed content pathways that explain clearly, reassure thoughtfully, and guide with purpose. Every page was shaped around real search behaviour and real service needs — from outpatient ultrasound to urinary tract disease — with messaging that speaks to both audiences and earns trust well before the first appointment.
“We get a lot of positive comments about how much information is available before clients even step through the door, especially for radioactive iodine. It builds trust and makes the whole experience smoother.” — Dr Rachel Gorman
From Planning to Performance
1. Paid Ads That Work Quietly and Consistently
Rather than chasing clicks or impressions, we built Google Ads campaigns that target the right services in the right places—where clinical need and search intent already exist. These campaigns are lean, hyper-local, and continuously refined. They are intentional and informed. Nothing is left to chance—just highly relevant traffic from the people who are actually looking.
2. Email Marketing That Doesn’t Try to Speak to Everyone at Once
When your audience includes referring vets, cat owners, and veterinary nurses — each with different needs, expectations, and language — one-size-fits-all email just doesn’t cut it.
So, we designed a segmented, purpose-built email system that delivers the right message to the right person at the right time — whether that’s an educational update, a CPD event invitation, or a timely referral prompt.
It’s professional, well-paced, and built for clarity, with just enough feline warmth to keep it human.
3. Social & Video That Builds a Deeper Connection
There’s nothing generic about a specialist clinic, so your social presence shouldn’t feel like a template.
We launched and managed CSS’s YouTube channel from the ground up, scripting and producing educational videos that simplify the complex without losing credibility. We then repurposed that content into high-performing social posts designed to inform and genuinely connect.
Because this kind of visibility isn’t about chasing clicks — it’s about building clinical recognition, brand familiarity, and long-term respect.
4. CPD Events That Run Like Clockwork
From the first invitation to the final certificate, every stage of CSS’s veterinary education events is now underpinned by clear, branded communication. We manage the full cycle — automated emails, SMS reminders, downloadable resources, and structured post-event follow-up.
The result? Less admin stress for the team, more confidence, more attendance, and a rhythm of engagement that keeps building quietly, consistently, and with purpose.
“Having someone so easy to work with who truly understands the market is absolutely priceless. Their attention to detail, rapid response and positive attitude are brilliant. It’s been a wonderful, positive influence on our hospital — and I’m incredibly grateful we found them.” — Dr Rachel Gorman, Cat Specialist Services
What Changed?
Everything.
The transformation wasn’t loud — it was intentional. And the results? Quietly powerful and unmistakably real.
Dr Rachel and the team finally feel like their marketing aligns with the quality of care they’ve always delivered. The website reflects their standards. Their content builds trust. Their events are booked out. And their presence in the specialist vet community has grown — not by chasing trends, but by consistently showing up with clarity, care, and credibility.
“It really has been wonderful. Our website and materials now reflect the level of service we’ve always aimed for — and that’s incredibly motivating. Having a website and social presence that genuinely reflects what we do has been a huge boost for our standing in the specialist vet community.” — Dr Rachel Gorman
Ready to Feel Proud of Your Marketing?
If you’re running a feline-only or specialist clinic, you already know your work is more complex, clinically and commercially. Your standards are high. Your audience is niche.
And your growth depends on showing up with confidence and consistency.
That’s where we come in.
At Specialist Vet Marketing, we help referral clinics like Cat Specialist Services build visibility, trust, and traction — with marketing that actually works, and a team that understands your world inside out.
👉 Learn more about our approach to veterinary marketing for specialist clinics.
HOW WE DELIVER
Growth
for vet
businesses
Paid Ads & Social Marketing
Facebook & Google Ads, social media, and campaign/event marketing
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Reporting & Growth Strategy
Smart reporting, actionable insights, and custom growth strategy.
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Frequently Asked Questions
What makes veterinary marketing for specialist clinics different?
Unlike general practices, specialist and referral clinics must address two audiences simultaneously: the referring vets who need clinical confidence and the pet owners who are navigating high-stakes decisions.
Effective veterinary marketing for specialist clinics balances both: accurate without being overwhelming, warm without losing authority.
When done well, it doesn’t just attract referrals — it builds trust, strengthens relationships, and supports better outcomes for everyone involved.
How do I market a specialist vet service like radioactive iodine therapy?
You can’t explain radioactive iodine therapy in a headline — but your marketing should make it feel simple, safe, and understood.
That means dedicated service pages built around real search behaviour, educational content that answers the questions owners and GPs are already asking, and resources that build confidence before the first appointment.
Done right, this isn’t just service promotion — it becomes part of the patient care journey.
Can I use Google Ads to promote specialist veterinary services?
Yes — but only if they’re built with surgical precision.
Generic ads often fail because they overlook search intent, location targeting, and the clinical nuance of specialist services.
Veterinary marketing for specialist clinics demands tightly focused campaigns, locally refined, and backed by strategic landing pages. When done well, they quietly attract the right people, without wasting your budget on the wrong clicks.
What’s the best way to grow referrals from general practice vets?
Referrals don’t just come from clinical excellence — they come from clarity, consistency, and presence.
The strongest-performing clinics stay at the top of the mind with educational content, CPD events, referral-friendly websites, and helpful communication that respects the GP’s time.
The easier it is to refer—and the more value you offer in return—the more those relationships grow.
Why should a veterinary specialist clinic invest in professional marketing?
Because your brand already carries weight, and your marketing should live up to it.
When your messaging feels disconnected or your content falls flat, it undermines the credibility you’ve worked hard to earn.
A team specialising in veterinary marketing for specialist clinics brings clinical understanding, content clarity, and strategic thinking — so your marketing reflects your standards and builds the trust your reputation deserves.
Case Studies
